Question Press Releases for LinkBuilding?

[Jessi]

I've been hearing lately that you should no longer link keywords in press releases because Google is cracking down on them.

Is this only for keyword spamming? As in, is it still fine to link to keywords if it's actually relevant to?

 

[dce]

How would that even work?

If true, it means they'll also punish to journalists who naturally reference (and link to) other content. Doesn't make sense to me.

PR remains vital, trouble is most SEOs don't get it.