By Shaan Khan
Communications website Ragan.com posted an article on recent changes to Google’s Link schemes page, which now states that keyword-rich anchor text found in large-scale article marketing or guest posting campaigns, advertorials, and press releases is a violation of its Webmaster Guidelines. The new language might seem like a matter of semantics, since Google has already been wary of link-heavy guest posts and advertorials for quite some time. The added restriction on anchor text in press releases, however, means brands have to be much more careful about vetting them before they are distributed.
The good news? As long as the press release’s content is honest and focused on a target audience rather than search engine ranking, you don’t need to worry about suddenly getting thrown in Google’s dungeon of anchor text despair. Relevant and reasonably transparent embedded links will continue to help press releases amplify your brand’s story by directing readers to appropriate content. For instance, if your company is launching an improved flagship product, you should definitely include a link back to your website. One anchor-text link embedded in the product’s name should suffice, and try not to add more than one link per every 100 words of text. On the other hand, if you’re set on adding two, three or 40 more links to the same Web page, well, Google’s dungeon has plenty of space for you.
And if you’re not sure whether your press materials are savvy with Google’s new rules, the Waggener Edstrom Content Team can provide you with a thorough SEO assessment. Let’s talk!