These days, news releases can do more than just get your story reported in news outlets. Online releases can get posted on news portals and other Web sites; be seen directly by customers, clients and other stakeholders; and even boost your search engine rankings.
In fact, the number of times the release gets published on portals and other Web sites is the No. 1 measure of success for today’s communicators, according to “ROI of Online Press Releases” (PDF), a study of professional communicators who use press releases by the Society for New Communications Research.
- Place anchor text next to important URLs. Anchor text (it looks like this: one-on-one writing coaching) is important because it tells Google and other search engines what your link is about. That increases your inbound link “credit” for search engine optimization (SEO).However, according to HubSpot, the inbound marketing experts, many portals don’t publish anchor text. So add a URL next to your anchor text, like this: one-on-one writing coaching (http://www.wyliecomm.com/consulting/coaching.shtml).Even if the portal doesn’t publish live URLs, the portal’s readers will see your link: “one-on-one writing coaching (www.wyliecomm.com/consulting/coaching.shtml).”