You've written an interesting and tightly-focused press release, and you need to convert online traffic into sales, bump up your organization's online profile and get your message seen. You know that PR Newswire's network of over 5,000 web sites affords you a massive boost in online visibility. However, just because people see your release in places like Yahoo!, AOL or Google doesn't mean you've closed the lead generation loop. You need to give interested readers somewhere to go for more information (and then monitor the traffic generated to your web site!).
First, include anchor text (embedded links) in your release. It's easy to do - just embed links in your Word document. If you've never done that before, here's how:
Putting thought into the words that you link to in your release will help you get the most out of what links can offer. The fundamental rule communicators live by is going to lead you to success here: consider your audience. Use the language they use when talking about or searching for topics related to what you’re promoting. Doing so will increase your visibility in that audience's search results, as search engines exist to bring relevant results back to them. Some tips and overall best practices:
You've produced a great message and used links to pipe traffic into your website: now it's time to take some credit. On the day you send your message out (and the days immediately following), make sure to check your web site analytics for proof of the leads your release drove to your product or information page. PR Newswire Visibility Reports and ReleaseWatch Reports will show the visibility you've received on major websites.
Creating a focused message is a necessity online, and adding relevant links that channel back to your organization is key. Luckily, a little forethought goes a long way!