Press Release Tip 74

Use a combination of anchor text links and navigational links

USA Today Staff Directory is an example of an anchor text link. Use anchor text:

• When linking to your website from the name of your company.
• When linking deep into your website to avoid a very long link.
• When quoting from a source such as a report where readers can find more information.
• When using the name of a product or service.

https://www.usatoday.com/contact/staff/ is a navigational link. Use navigational links:

• When it will help someone who might be reading the printout of a press release and cannot click on a link.
• Near the top of a release. It’s a good idea to include a link here so people can click without having to read the entire release.
• When linking to your photos, video, or a logo within your site, such as within your online press room or media kit (journalists will need these materials).
• Whenever a navigational link will help the reader.

Remember, use no more than four links for a 500-word release.

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Next: Use keywords in anchor text links.