Online Press Release Distribution: Leveraging Anchor Text Links For Greater Seo Impact
Using press releases as a promotional tool has evolved dramatically over the last several years
. More than ever, savvy marketers are leveraging online syndication services to distribute their press releases across the net. This strategy opens the door for driving ultra-targeted traffic to your site from the search engines. The problem is that most people aren't getting the full SEO value from their press releases. We're going to solve that today.Why Are Links Important For Press Release SEO?
The search engines - notably, Google, Yahoo, and Bing - have a single overriding goal: to deliver query results that best meet their users' needs. To accomplish that, they use complex algorithms. There are dozens of factors included in these algorithms to help the search engines figure out who "deserves" to be listed in the top positions for any given query. One of the most important factors is links.
When it comes to optimizing your press releases for the search engines, links are the key. They are what drive the engine of the ranking algorithms. The science of linking is complex, but the methods used can be boiled down into two categories: links within your press releases and inbound links generated from syndicating your press releases.
Links For Generating Direct Traffic
Surprisingly, a lot of press releases are written and distributed online without links included within the body. That's a problem; those who read your press releases are unlikely to proactively search for your company, even if they find your release engaging. A link gives readers an easy way to visit your site. It generates direct traffic from your press release.
But, even that is not enough.
When you write a press release for online distribution, you have a unique opportunity to sprinkle links throughout its body. Links draw readers' attention. If even the slightest spark of interest exists, clicking the link becomes practically irresistible. That too, generates direct traffic to your site.
But, we can take this even further.
The driving force behind a link's power, both in its psychological effect on your reader and its effect in the context of SEO, is the anchor text. The words that are linked attract attention. For example, a link with the anchor text, "water repellant golf balls" is far more engaging than "click here." Golfers who read your press release are more likely to click through to your site.
Links For Improving Your Search Engine Positioning
Generating direct traffic from your press releases is important. But, your links also play a key role in pushing your website to the top positions in the search engines. That exposure can drive a flood of targeted traffic to your site.
As mentioned earlier, Google, Yahoo, and Bing rely on algorithms to determine the likelihood your website will satisfy the needs of their users. The search engines apply a rating of thematic relevancy and authority to your site as a whole as well as to each individual page. To do that, they look at the links pointing to your site (and pages, respectively). This is where your press releases deliver another advantage.
When your press release is syndicated across multiple sites, each of those sites link back to your own (assuming you've included links in your release!). That builds your inbound link profile. From Google's perspective, those links imply "votes" regarding the value of your site for the theme of your anchor text.
Using our previous example, suppose multiple sites syndicate your press release about "water repellant golf balls." The release includes a link - or three - to your website with that specific anchor text. In this case, Google begins to identify the theme of your site. They start to understand the page to which the links are pointing is relevant when people search for "water repellant golf balls." The key here is your anchor text.
When it comes to the authority of your site (and by extension, its value for a given theme), the search engines consider several criteria. The number of domains linking to your site is one of them. All things being equal, 100 links from a single domain implies less authority than would be the case were those links coming from 100 different domains. This is the reason wide distribution of your press releases is important.
We've only scraped the surface of search engine optimization in the context of press releases. There's much more to explain, which we'll approach soon. In the meantime, start using the suggestions above to build traffic to your site, and improve your rankings in the search engines.
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