Press release link building is a strategy that involves distributing press releases to news outlets, journalists, and industry publications in order to generate backlinks. While press release links themselves are often “no-follow” (meaning they don’t pass direct SEO value), press releases can help your content gain exposure and attract natural backlinks from reputable sources. When done strategically, press releases can be a powerful tool to boost your link-building efforts and increase your website’s authority.
In this guide, we’ll cover how to craft an effective press release, distribute it for maximum reach, and use press releases as part of a broader link-building strategy.
What is Press Release Link Building?
Press release link building involves writing and distributing a press release to announce newsworthy updates, events, or milestones related to your business. The goal is to get your press release picked up by journalists, bloggers, and news outlets, which can result in valuable backlinks from their websites. These backlinks help increase your website’s authority, drive traffic, and improve your search engine rankings.
Common reasons for issuing press releases include:
- Launching a new product or service
- Announcing a partnership or collaboration
- Receiving an award or recognition
- Hosting an event, webinar, or conference
- Publishing original research or data
When written strategically and distributed effectively, press releases can help you secure backlinks from authoritative sources in your industry.
Why Press Releases Can Be Effective for Link Building
Press releases are a powerful marketing tool that can lead to earned media coverage, helping you gain visibility, credibility, and backlinks. Here’s why they can be effective for link building:
1. Exposure to Journalists and Media Outlets
When you distribute a press release through a wire service or directly to journalists, you increase the likelihood of your news being picked up and published by reputable media outlets. These outlets often include a link back to your website in the coverage, generating natural backlinks from authoritative sources.
2. Backlinks from Trusted Sources
Backlinks from major news outlets, industry blogs, and reputable publications carry significant SEO value. Even if the press release itself includes no-follow links, the organic backlinks you earn from media coverage can improve your website’s authority and search rankings.
3. Increases Brand Visibility
Press releases help boost your brand’s visibility by getting your news in front of a broader audience, including journalists, bloggers, and potential customers. This increased visibility can lead to more mentions, links, and traffic to your website.
4. Drives Referral Traffic
Even no-follow links in press releases can drive referral traffic to your website. When readers click on the link in your press release to learn more, they’re directed to your website, increasing your overall traffic and potentially generating additional backlinks from those who find your content valuable.
Step 1: Craft a Newsworthy Press Release
To generate backlinks from press releases, the content you create must be newsworthy and valuable to journalists and media outlets. A press release that doesn’t offer a compelling story or relevant news is less likely to be picked up and published.
What Makes a Press Release Newsworthy?
Your press release should focus on events or announcements that are relevant to a broader audience. Here are some common examples of newsworthy topics:
- Product or Service Launches: Announcing the release of a new product, service, or feature.
- Awards and Recognitions: Highlighting any awards, certifications, or achievements your company has received.
- Company Milestones: Celebrating significant company anniversaries, growth milestones, or expansion into new markets.
- Research and Data: Publishing original research, survey results, or industry insights.
- Partnerships and Collaborations: Announcing strategic partnerships or joint ventures.
How to Write an Effective Press Release
- Start with a Strong Headline: Your headline should clearly summarize the main news of the press release and capture the attention of journalists.
- Include Key Information Early: Follow the inverted pyramid structure, with the most important information at the beginning. Answer the key questions—who, what, when, where, and why—in the first paragraph.
- Incorporate Relevant Keywords: Optimize your press release with relevant keywords related to your announcement to improve search engine visibility.
- Add a Compelling Quote: Include a quote from a key spokesperson or company executive to add credibility and personality to your press release.
- Provide Links: Include links to your website, relevant landing pages, or additional resources. Make sure these links provide valuable information for readers looking to learn more.
Step 2: Distribute Your Press Release
Once your press release is written, it’s time to distribute it to the right outlets and journalists. Effective distribution ensures that your press release reaches the intended audience and maximizes your chances of earning backlinks.
1. Use Press Release Distribution Services
There are several press release distribution services that can help you get your news in front of journalists, bloggers, and media outlets. Some of the most popular services include:
- PR Newswire
- Business Wire
- GlobeNewswire
- PRWeb
These platforms distribute your press release to thousands of news outlets and can help you reach a large audience. However, keep in mind that not all outlets may publish your press release, so follow-up efforts may be needed.
2. Directly Reach Out to Journalists
While distribution services are valuable, reaching out to journalists directly can increase your chances of getting coverage. Use tools like Muck Rack or BuzzStream to identify journalists who cover topics relevant to your press release. Craft a personalized pitch and send them your press release, explaining why it’s relevant to their audience.
3. Share on Your Website and Social Media
In addition to sending your press release to journalists, publish it on your website’s press or news section and promote it across your social media channels. This helps increase its visibility and may lead to additional backlinks from those who discover your news through social media or direct website visits.
Step 3: Track and Measure Your Results
Once your press release has been distributed, it’s important to track the results to measure its impact on link building and SEO. Monitoring the performance of your press release allows you to assess its effectiveness and refine your strategy for future campaigns.
Tools for Tracking Press Release Performance
- Google Alerts: Set up Google Alerts for your brand name, key phrases from your press release, or URLs to track when and where your press release gets mentioned or linked.
- Ahrefs or SEMrush: Use these SEO tools to track backlinks generated from your press release. These platforms will show you which websites linked to your press release or mentioned your news.
- Google Analytics: Monitor referral traffic to your website from the press release using Google Analytics. Track how many visitors came to your site via links in the press release and where they originated from.
What to Measure:
- Backlinks Earned: Track how many new backlinks were generated as a result of your press release.
- Referral Traffic: Monitor how much referral traffic was driven to your website from the press release.
- Media Coverage: Measure how many media outlets, blogs, or industry publications picked up your press release and published it.
By tracking these metrics, you can determine the effectiveness of your press release in building links and driving traffic.
Best Practices for Press Release Link Building
To maximize the effectiveness of your press release for link building, follow these best practices:
1. Focus on Newsworthy Announcements
Only issue press releases for truly newsworthy events. Journalists and media outlets are less likely to cover press releases that don’t offer compelling news or value.
2. Include Multiple Links
Incorporate links to different sections of your website or relevant landing pages. This not only helps drive traffic but also gives media outlets more options when citing your press release.
3. Use High-Quality Distribution Channels
While free press release services exist, they may not provide the same level of reach or credibility as paid distribution platforms like PR Newswire or Business Wire. Investing in a reputable distribution service can lead to better media coverage and more backlinks.
4. Personalize Your Outreach
When reaching out to journalists directly, personalize your pitch. Demonstrate that you’ve researched their work and explain why your press release would be valuable to their readers.
Conclusion
Press release link building is a powerful strategy for earning backlinks from reputable news outlets, industry blogs, and media publications. By crafting newsworthy press releases and distributing them strategically, you can increase your website’s visibility, drive traffic, and improve your backlink profile.
