Best way to link from press releases
-
I'm wondering what people recommend for linking from press releases; specifically, what kind of tracking parameters people add to their links, if any.
My first thought is to add UTM tracking parameters for Google Analytics, but I have a few concerns:
- bloggers that copy our link from the release include the tracking parameters in the links from their site, which would only identify the traffic as coming from the release and not the specific sites
- UTM parameters in the link may make it look less natural to Google
Also, I've considered using shortened URL's without parameters in the release that get 301 redirected to the relevant pages, which I thought might have a few benefits:
- the links look more natural (no tracking parameters)
- UTM parameters could be added as part of the redirect after the fact
- if the release attracted links from spammy sources for some reason I could kill the redirect, which I'm hoping would effectively kill the link
My company doesn't rely on press releases for link building, which we understand to have been ineffective for a long time, but we do send them out occasionally and want the most effective links for tracking and SEO.
I'd love to hear if anyone has thoughts on these assumptions, or if anyone has different linking strategies that they have found strike the right balance of SEO and tracking considerations. Thanks!
-
I think UTM is one of the best methods to track all of your Marketing Campaigns. It has helped me a lot in reducing the complexity of securing a network.
You can find the below link helpful to you.
https://www.en.advertisercommunity.com/t5/Google-Analytics-Reports/UTM-tracking-Removal/td-p/1276751
-
I found some tools online that address some of my concerns about using UTM codes that I think will help a lot.
First, this poster developed a script that removes UTM codes from the URL in the address bar of a user's browser so they are gone when a user copy and pastes the link from there. Doesn't help if people copy the link directly out of the press release but my feeling is that more people get it from the address bar anyway. That should go a long way to make sure there aren't links out in the wild with inappropriate UTM codes attached.
https://websiteadvantage.com.au/Google-Analytics-UTM-RemovalSecond, this poster created a script that dynamically replaces the utm_source code with the name of the referring site any time it processes a link where the utm_source code is set to the word "dynamic". That means any traffic that comes from sites that have UTM codes on the links will still have their source tracked properly.
https://www.bounteous.com/insights/2014/06/11/campaign-tracking-dynamic-source/Now that I have these tools, I'm planning on including UTM tags in my press release links. To build links conservatively per the Whiteboard Friday I mentioned earlier, I'm going to point the links at canonical versions of my pages or at URL's that are 301 redirected to the relevant pages. Still not sure if this is a great strategy so I'd love to hear people's thoughts, but I will try it out and see how it goes in the meantime.
-
Thanks John. That post does include a good tip about keeping UTM tags SEO-friendly, although it doesn't address whether or not UTM codes are good way to track press release traffic. The issue with UTM codes that concerns me the most is that anyone that copies and pastes links with the UTM codes elsewhere on the web does not have their traffic source tracked properly.
-
Hey Kyle! Roman had a great answer to this when he answered a previous question - https://moz.com/community/q/do-long-utm-codes-hurt-seo - take a peek.
-
Yes we moved to https in the last year and I just confirmed that all properties and views are set to https. Good thought, though!
-
Hey Kyle,
Another side question before I answer (sorry for the delay). Have you moved your site to https and have you changed the admin parameters to https in property settings and view settings?
Most change the former but some miss the view settings. We saw similar things with organic traffic over this year and the issue was that the view was not set to https.
Let me know and I'll give you feedback on the link question after.
Thanks!
John
-
Hi John,
I feel like over the years more and more of my traffic is incorrectly showing up in Google Analytics with a "direct" source and have confirmed that is the case with some of my referral traffic, so I've been using UTM codes more often to correctly credit referrers in my reports.
Ideally the only UTM parameter I'd use would be the "Campaign" parameter so I could easily see aggregate statistics about traffic generated by the press release in GA regardless of source. However, I believe you're required to include source and medium parameters when using UTM codes, which is what makes all traffic look like it's coming from the same place when the link is copied to other sites. If I could just set a campaign parameter and let Google fill in the blanks for source and medium that would be great. Does anyone know if that works?
Alternatively I'm considering creating new pages on my site that are duplicates of existing pages with appropriate canonical links and linking to the new pages in my release. I was inspired by the concept of "canonical burn pages" that I first heard in this Whiteboard Friday.
https://moz.com/blog/risk-averse-link-building-whiteboard-fridayThis method would address quite a few of my concerns:
- links look natural
- traffic from any source that ends up using this unique URL will be inherently aggregated when viewing reports for that URL
- Google should report accurate "source" data
- can kill the page if I end up with a lot of spammy inbound links
The only downside I can see is that we'll have to maintain duplicate pages, but I suppose we could put a 301 redirect on the URL at some point down the road and abandon the duplicate.
This strategy is still a work in progress so I'd still love to hear anyone else's thoughts about the best ways to link from press releases.
-
Hey Kyle,
This is also a good question. I'm curious as to why you would want to add the UTM parameters as you could just look at the referring source of traffic and attribute it to the specific site that the e-release is on. I'm looking forward to the discussion as I know some others will provide good feedback.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Best way to optimize a real estate subdivision video
Hi All, My thoughts on the best way to do this would be to create a video of a subdivision but walking through it, and speaking on the high points of the subdivision, maybe in a condo subdivision where the floor plans are very similar, I would take a tour of the floor plan (probably needs to be a separate video wouldn't you think?). Does google pick up on my voice and can tell what I am saying? So if I were to speak a good bit on the subdivision and what it entails, it's amenities, etc, Google would know it's a relevant video? Any other tips besides a good description and a good title? I know I'm writing for people and conversions and not for SEO. I get that. Thank you and any help would be appreciated!
Social Media | | Veebs0 -
Conent Marketing: Link Building Relationships: What to do on facebook
Hello, We've developed a piece of niche content. We're building relationships with sites in our niche for link building. Below is our engagement process. What do we do on facebook (#5) other than 'like' them? Can you give me some exact ideas of what works? 1. Like them on facebook 2. Follow them on Twitter 3. Add them on G+ 4. Read their recent blog posts. 5. Comment in their facebook account about what I liked about their latest blog posts and tweet 6. Post helpful blog post comments
Social Media | | BobGW0 -
Facebook sharing and referral links. Is there a happy medium?
We have a website with a large member base where users share content a lot. But the SEO problem I have, is that every share needs to reflect a "referral link" so that if a new user signs up, the original sharer receives "referral" credit for that sign up. I really want to be able to take advantage of our huge member base and their sharing, but I'm finding it difficult to do so because each user shares a link that has their referral in it. Can anyone think of an SEO friendly method of sharing that both gives our site SEO benefits, as well as providing the referral credit back to the user?
Social Media | | JDatSB0 -
Backlinks! Right or wrong way?
Ever since the Penguin changes there is so much information online about the right way and wrong way to gather high PR good backlinks. I am starting to notice a number of websites that have over taken me in the serps that display NO BACKLINKS no media interaction but have a PR of 3 and are displaying on page 1 and 2 for major keywords? SEO is so confusing post penguin, How are we supposed to know whats wrong and right,?? One expert tells me one thing, another says another? I have been told backlinking is useless now, I have bought numerous books on post penguin SEO and they also contradict each other. Does anyone actually have an idea of how to go about getting ranked well now adays, or is every one guessing like me.. Trial and error.. websites offering services OLD SCHOOL SEO link building etc? If SEO is dead how can these businesses still be focusing on 1000's of directory links etc. I have targets of around 150 backlinks a month and to get good quality post penguin links I am stuck? Any advice would be greatly appreciated. thanks elissa 🙂
Social Media | | Chris__Chris0 -
Community site for link building?
I'm considering the following in order to get users to stay on my site and make it more useful to visitors. At the minute we list live bands for hire and have a blog - that's it. I'm looking to build a sense of community where users can build a profile, chat, list their gigs, upload demos and chat in forums. Firstly I want improve the user experience and gain dedicated members but my second reason for doing so it to gain backlinks. My theory is that if the site is more useful it will gain more links. Does anyone have any info on how implementing 'community' features on a website helps with backlinks and whether this strategy works? These changes would mean my site has evolved considerably but i don't see that as a problem. My long term aim is to monetise the site through classifed ads and spot ads. Would anyone advise against adding advertising to a site and if so why?
Social Media | | SamCUK0 -
Press Release for INFOGRAPHICS
So what would you guys say is the best way to market a infographic and get as much exposure to it as possible. The main goal is to get backlinks from blogs and somewhat of social buzz on twitter and facebook. So would anyone suggest doing a Press Release for infographic? And if so, does anyone have any suggestions on which press release site to go with?
Social Media | | utesters0 -
Do facebook shares of deep links help the whole domain rank better?
What i mean by this is if we were to obtain 10-20 facebook shares for 10 different deep links like these: http://domain.com/deep-page/page-one
Social Media | | adriandg
http://domain.com/deep-page/page-two
http://domain.com/deep-page/page-three
http://domain.com/deep-page/page-four
... Would that help any of these rank better:
http://domain.com
http://domain.com/product1
http://domain.com/product2
etc... Extrapolating, does the same count for Twitter, Google+, etc?0 -
Best place to have blog reside
So... I have a fairly new wordpress blog at myblog.com, but the ultimate goal is to drive traffic and increase rankings for mysite.com. With the rise of twitter/facebook influences do you think best to migrate the blog to a directory within www.mysite.com aka www.mysite.com/blog and then 301 direct all the existing pages to the new pages created or is it better to keep the 2 domains seperate and then just have links in the navigation of both sites to each other? My initial thoughts are to incorporate it within www.mysite.com/blog but not 100% sure? Quick follow up question.. Is there an easy code snipit to add to the .htaccss file to 301 direct myblog.com to mysite.com/blog? Thanks for any help and thought on this! John
Social Media | | JohnHerrigel0