This is the second edition in my mini-series on SEO basics based on questions we’ve received in our ongoing webinar series on press release SEO. In this post I address five questions that are a bit more advanced than those I answered in SEO 101, the first post in the series.
Should we embed a hyperlink in a press release distributed through wire services or put the URL in parentheses?
For wire releases on services like Business Wire, releases can be pushed to a wide range of syndicating sites using a variety of methods and technologies on all ends of the process. Because of this, it’s often recommended to include both a hyperlink and URL in parentheses to ensure maximum reach across all audiences. Don’t just take my word for it though, check out this Hubspot study on press releases that recommends following that link strategy.
Should keywords used throughout the release be linked to the target webpage every time within the release or just the first time?
Only Google really knows the answer to this one, but it’s widely regarded that the first link from a keyword to webpage on a page carries the vast majority of importance with search engines. As long as you don’t go overboard multiple links within a release is not a bad thing, but it’s not necessary.
If you link too many times it might even look suspicious to the search engines.
Is it bad to use bullet points in the first paragraph of a release?
I recommend not using bullet points in or as the first paragraph of a release if at all possible, especially if getting into Google News is a priority. Too many bullet points may cause the Google News robots to flag your release and reject it from the index.
Can I optimize my company boilerplate?
Absolutely. Your boilerplate is part of your release’s body text in the many eyes of search engines. Periodically optimizing your boilerplate with one or two strategic hyperlinks to key pages on your site is a great way to squeeze a little more performance out of all of your releases.
Should I use common misspellings or typos as keywords?
Using misspellings as keywords is quite popular in PPC advertising such as Google AdWords, but when it comes it press releases with their intersection of journalist, news and general consumer audiences, typos are typically frowned upon and eliminated by editorial staff.
In addition, search engines are continually getting smarter about spotting and correcting typos and the effectiveness of exploiting typos at all will probably wane over time.