Link building is one of the best ways to boost your website’s authority and rank higher on Google. However, gaining links can be a difficult and time-consuming process. This is where press releases come in as a highly effective link building tool. Writing a press release involves researching a story and finding the right newsworthy angle that’ll capture the attention of journalists and editors, matching their publications writing style. An effective press release can gain valuable links for your website. Sound good? Here’s how to write a press release that’ll engage journalists, earning you valuable links.
What is a press release?
A press release is a short piece of content that shares a newsworthy story with the aim of securing media coverage. Press releases should be timely and relevant to the company it concerns, whilst still being compelling enough to be picked up by mainstream media.
Typically, press releases are written by the in-house communications team or externally by a hired PR agency. Press releases are commonly used in the following instances:
- As linkable content, produced through analysing data, gathering figures or more creative campaigns. The linkable content will be designed with specific story angles which are deemed newsworthy, and could be used to generate links
- To provide expert comment on industry-related news
- To announce the launch of a new product, service, campaign or event etc.
- To share any major company updates
The key to a good press release is offering a fresh take on existing news or providing an entirely new angle. The more newsworthy your press release, the more major publishers are likely to pick it up and the more high-quality links you’ll gain.
How to write a good press release for link building?
So, now we know how important press releases are, how can you write a good one? We share eight top tips below on how to write a press release for link building.
Focus on quality, not quantity
You shouldn’t be writing a press release about every single piece of industry-related news or for any small company update. Instead, focus on building an effective PR strategy that delivers high-quality press releases that always get picked up by the media.
This means only commenting on significant news or if you have a unique angle or perspective to offer. Any company-related press releases should be kept to a minimum and only for significant news, as these are less likely to be considered newsworthy enough for the media. Focus on producing press releases that provide readers with valuable insights and a compelling enough story to be picked up by the press.
Craft a compelling headline
We recommend writing your headline after you’ve finished writing the press release. This is because the key points of the story will be fresh in your mind, allowing you to craft a headline that’s concise, punchy and factual.
A compelling headline needs to instantly tell the media why this press release is newsworthy and will make people want to read it. Catchy alliteration and wordplay are often effective whilst keeping the headline simple and easy to understand. Any key facts or figures should also be in the headline, especially if they’re particularly shocking or eye-catching.
Crafting the right headline takes time. Consider looking at the headlines of popular news publications for inspiration and to see what works. Make a note of the headlines that pique your interest and make you click as these are the most effective ones.
Use keyword-rich anchor texts
Using target keywords that you’d like to rank for in your anchor text will boost the SEO power of your press release. Your anchor text should describe the page/post you’re linking to using the right keywords. However, avoid repetitive phrases with too many keywords as this can tell Google that your content is ‘over-optimised’.
Don’t link to the same page twice
By linking to the same page twice within your press release not only are you wasting links but it also can tell Google that it’s duplicate content which can negatively impact SEO. Instead, try to utilise the links within your press release, try using one link to direct people towards your blog and another to a particular product/service that’s relevant to the PR.
Use quotes to make the content more trustworthy
Using quotes from industry experts or C-level executives within your company will mark the press release as trustworthy and valuable to readers. Providing expert comments on industry news will position your company as an authoritative figure that can provide insightful comments, offering value to your audience. We would recommend including no more than two high-quality quotes from one or two people.
These quotes should add value to your press release. Whether it’s adding insight or advice, they should be factual and authoritative.
Don’t forget to add your contact information at the end
A boilerplate comes after the main content of your press release. It should include a paragraph about the company’s backstory and what you do. You should then include contact information so that journalists can easily reach you. This contact information should look like the following:
Name
Name of company or PR agency
Email address
Phone number
Press releases are a valuable SEO strategy to build links and improve your company’s authority. Gaining links to your website from major news publications will give you some serious SEO juice to boost your ranking. It’ll also position your company as an industry expert that provides insightful advice. Struggling to build links with PRs? Distinctly’s link building services can help your website gain valuable links from high-quality sources.
