PR people, take note of this. Google has said that optimizing links in press releases will hurt your score or site ranking. As you probably know, Google makes changes to its search rules and then the effects ripple through the Internet. The latest change will affect PR people and how they do business. Google says “Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Read more at this link.
The takeaway is that the links must be natural and as a result of your news in the press release. Linking anchor text needs to be done smarter. The links should be added as a way to drive awareness, not traffic, to your website. The links should be created naturally and be more about the user experience in search.
Take, for example, a press release on a new company product. You should be adding links that naturally explain the new product–perhaps a product page on your website, a video that explains the product or even an offer for more information about the product. The links need to be related to what the reader wants to know about your new product. They shouldn’t just be in the press release to drive lots of traffic to your website.
Do you think that marketers will understand the difference between natural and unnatural links in press releases?
- Google Updates Link Schemes Examples With Mentions Of Guest Posting, Advertorials & Press Releases (seroundtable.com)
- Generate Awareness, Not Links, With Press Releases (prnewswire.com)
- Discovery, Not Link Building, is the Objective of Your Press Release (businesswire.com)