Getting full impact from your PR

I know that most of you just glaze over whenever I mention ‘link building’, but I’m not going to stop. We all want better positions in the Google results, and these don’t come without effort. Sorry. That’s just the way it is. If you want better ranking, the only way to avoid you having to go and get links to your site is to pay someone to do it for you, and that’s expensive – and often not that effective.

Remember though, getting links to your site is exactly the same exercise as getting PR coverage. You’ve always wanted publications to write about you for the publicity. Just remember that you also want them to write about you for the link.

Every article about you should be linking to your site. If it isn’t, make that call and see if you can change things. As a commercial organisation, you’re a potential advertiser, so you should have some sort of clout. Make contact through the ad sales rep if necessary. Be very clear about what you want them to do, and show how it could help their readers (“the article isn’t able to explain how blue widgets work, so could you link those words to our page explaining how blue widgets work please?”). You may be surprised what you can get. You may be even more surprised by the impact a link can have.