As the Google algorithm continues to evolve, the old fashioned methods of manipulating the search engines with paid links is getting more and more difficult. SEOs are finally realise that there are no shortcuts to greatness.
In fact, you could say that old fashioned marketing skills are coming to the fore once more as the search engines gain the ability to perceive what makes content insightful, and what gives a brand authority. Into this picture, the ability to get your website referenced by a major news or media publication is close to the holy grail.
But it takes considerable skill, hard work, and the type of strategy we’ll outlined below.
What are Press Links?
A press link is a natural back link coming from a reputable newspaper magazine or online publication. It is earned rather than arranged, because your brand has a genuine right to be there. Press links mean a journalist used you as a source and linked back to your brand in reference to something that made their article stronger.
The best examples of a press link would be something like the Guardian, the New York Times or the BBC.
Why Do You Need Digital PR Links for SEO?
Press links are a near unparalleled signal of authority in the eyes of Google. When a brand is being mentioned by journalists it means that brand is significant enough to warrant a mention, and the backlink carries a weight beyond merely that of its metrics. It is a trust signal, and it serves to separate your brand from others in ways that are only become obvious over time.
Having a single link from the Washington Post won’t rocket your site to number one, but having a collection of real-world press links demonstrates your brand is playing in the big leagues. Think of these are a collection of trust signals that underpin everything else you do on the web.
Press Links for Google EEAT Reviewers
It’s now common knowledge that the Google manual review team assess every site that ranks highly, and especially in YMYL (Your Money or Your Life) niches such as health. Google reviewers are instructed to dig deep into a brands experience, expertise, authoritativeness, and trustworthiness. They do this both by examining what is on the site, but also using common searches to explore how the website is trusted by external sources. Should they be doing this and discover that your site has been referenced by reputable journalists in major publications, it stands to reason that the manual reviewer will be giving you a great big thumbs up on his score sheet.
Newspapers are generally considered trustworthy sources of information due to several factors. First, newspapers are often held to high standards of editorial integrity. This means they are expected to report the news accurately and to fact-check their information before publishing it. Additionally, newspapers are subject to legal and ethical guidelines that underpin their ethos. All of these factors contribute to the perception that newspapers are authoritative and hence the ideal candidate for boosting your brand’s EEAT score during a manual review.
How to Get Real Press Links for Your Website?
Getting backlinks from journalists can be challenging, as journalists are busy people and don’t offer links easily. To increase your chances of getting backlinks from journalists, consider the following strategies:
- Build relationships with journalists: Establishing relationships with journalists can be an effective way to get backlinks. This may involve reaching out to them and introducing yourself, offering to be a source for future stories, or simply interacting with them on social media.
- Create exceptional content: Journalists often look for newsworthy and compelling content to write about, so creating genuinely newswothy content relevant to their audience can be an effective way to get their attention. This may involve writing blog posts, creating data-driven infographics, or producing other content that journalists can use as a source.
- Make it easy for journalists to link to your website: If you have content that interests journalists, make it easy for them to find and link to it. This may involve adding clear and descriptive titles to your content, including relevant keywords, and providing a link to your website in your by-line or bio. If they cite you but forget the link, don’t be afraid to email them and see what can be done.
What Kind of Digital PR Would Journalists Actually Link to?
There are several types of content that journalists are likely to use as source material. Creating a content strategy that aims this high is what it’s going to take if you want to see those links coming back at you.
Typically, journalists use the following as source material:
- Data and statistics: Journalists often use data and statistics to support their stories and add credibility to their reporting; this may include research studies, government reports, or other data sources that provide valuable insights into a particular topic.
- Expert opinions: Journalists frequently seek experts’ insight in a particular field to provide insight and context for their stories; this may include interviews with researchers, professors, or other experts who can provide valuable perspectives on a particular issue.
- Firsthand accounts: Personal stories and firsthand accounts can provide effective and compelling content for journalists; this may include interviews with individuals who have firsthand experience with a particular topic or personal anecdotes that provide insight into a specific issue.
- Primary sources: Primary sources, such as documents, photographs, and other types of original material, can be valuable sources of information for journalists. These sources can provide meaningful context and background information for a story.
- Press releases: Press releases are often used as source material by journalists, particularly when they contain new or breaking information about a particular topic. Press releases can provide valuable insights and background information for a story and may also include quotes from experts or other key individuals.