By Kathy Carter, freelance content writer
There was recently a small Twitter furore between journalists and PR consultants, regarding the inclusion of live links in online editorial. The two sides of the debate are, broadly speaking:
Journalist – I wish PRs wouldn’t keep asking or expecting me to put live links in my articles, when their client has been quoted or featured.
PRs – Live or express links are our clients’ lifeblood! Please include them!
It’s true, when you’re representing someone, whether as a PR & Marketing Consultant or as a Content Writer or Press Representative, authoritative SEO links are key.
But should we ‘insist’ that a journalist or title includes them?
It does depend on the journalist or title in question, their commercial bias, how they’re funded, the size of the readership, whether they’re trade or B2C, and various other factors. It can also depend on the relationship between the PR and journalist.
Naturally it’s great if, when live links are included within an article or news release, they’re retained for publishing.
However, the internet does take into consideration IMPLIED LINKS. Whilst express links may be the holy grail for SEO consultants and business owners alike, brand awareness is also important, and implied links do count.
According to Google: ‘An implied link is a reference to a target resource, e.g., a citation to the target resource, which is included in a source resource, but is not an express link to the target resource. Thus, a resource in the group can be the target of an implied link without a user being able to navigate to the resource by following the implied link.’
You can read more about this concept in an excellent article by the PR Cavalry.
The PR Cavalry matches PRs to clients.
That last, italicised sentence utilises an implied link.
The above sentence in bold utilises an express link.
Therefore, while we’re all very grateful when journalists and titles include live links within a feature, it shouldn’t be expected; and implied links can be valuable too.
If you need freelance content writing, copywriting or Public Relations services, whether as a marketing agency or business, drop me a line today, via my home-page enquiry form.