The Six Secrets Of News Search Engine Optimization

The Secrets of Search Engine Optimization Greg Jarboe President of SEO-PR PRSA Teleseminar November 17, 2009

Ivy Lee invented press release for The Pennsylvania Railroad in 1906 ,[object Object],[object Object]

SEO-PR invented optimized press release for SEMPO in 2003 Source: Google News, Sept. 15, 2003

I’ll share the six secrets to optimizing press releases for news search engines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Millions of Americans use Yahoo! News, AOL News or Google News Source: Nielsen Online, March 2009

More knowledge workers read press releases than trade journals Source: InformationWeek , June 6, 2006

73.8% of journalists and bloggers use Google and/or blog search Source: PRWeek /PR Newswire Media Survey, March 31, 2008

In many industries, online publications and blogs are the new trade press Source: Search Engine Watch, Dec. 18, 2007

Conduct keyword research to find the terms people are likely to use ,[object Object],[object Object],[object Object],Source: Elliance, Search Engine Land, Oct. 23, 2007

Conduct keyword research using one or more of these free tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Disclosure: WordStream is a client

More news search interest worldwide in press release than news release Source: Google Insights for Search, Nov. 7, 2009

Keyword research involves more than looking up search frequencies ,[object Object],[object Object],[object Object],Source: Elliance, Search Engine Land, Nov. 6, 2007

Incorporate search terms into your headline and lead paragraph ,[object Object],[object Object],Source: The New York Times , April 9, 2006

Herb Kelleher went nuts when he saw cheap in his press release Source: Southwest Airlines, Jan. 30, 2004

Parents magazine editor offered picture taking tips instead of news Source: PRWeb, May 28, 2008

We had to violate AP Style in order to optimize Monitor ’s press release Source: The Christian Science Monitor , August 11, 2006

Add links intended to help people find interesting, related content ,[object Object],[object Object],Source: The Measurement Standard , April 6, 2004

Second link in some press releases got more clicks than the other links Source: ConsumerReports.org log files

Head of Google’s Webspam team says main benefit is links in articles ,[object Object],[object Object],Source: Matt Cutts: Gadgets, Google and SEO, Dec. 11, 2005

Buzzing blogger community can be excellent place to generate interest ,[object Object],[object Object],Sources: Technorati: State of the Blogosphere 2008, and Google Webmaster Help Center

Why should you optimize your releases for news search engines? ,[object Object],[object Object]

Harold Lasswell created classic model of communications in 1948 Who says what in which channel to whom with what effect?

If things are bleak in journalism, then are they even bleaker in PR? ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: The State of the News Media 2009

News search engines reverse classic model of communications Who seeks what in which channel from whom with what effect?

How do you measure the results of press release optimization?

4 optimized press releases linked to $2.5 million in Southwest sales Source: Southwest Airlines, July 15, 2004

Publicity drove 450,000 visitors to Christian Science Monitor website ,[object Object],[object Object],[object Object],Source: WebSideStory, Aug. 13-28, 2006

Queries for promoted brands up 38.9%, other brands up 5.1% Source: Meredith, Dec. 5, 2008

I’ve shared six secrets of optimizing press releases for news search engines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Press release optimization reflects paradigm shift in PR and journalism ,[object Object],[object Object],Source: WebProNews, Jan. 7, 2004

Two weeks ago, The New York Times published a press release verbatim Source: The New York Times , Nov. 4, 2009

The play-back for today’s PRSA event runs through January 17, 2010

The Six Secrets Of News Search Engine Optimization

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The Six Secrets Of News Search Engine Optimization