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Bulldog Reporter: Media Relations Summit 2009
New Techniques for Supercharging the News Release in a PR 2.0 World
Presented by: Melanie Widmann
Social Media and Search Marketing ManagerMay 19, 2009
Agenda
• PR Adoption Of Search Engine Optimization (SEO) Techniques
• Basic Terminology
• Universal Search
• News Trends
• Crafting The Perfect Headline For Search Engine Visibility
What Industry Reports Are Telling Us
Search Engine Optimization (SEO) By PR Professionals
75% of PR professionals are practicing keyword placement
But keywords for PR campaigns are not necessarily chosen by PR professionals
Basic Terminology
Words chosen and placed by copywriters in strategic locations on a web page in order to increase the volume and/or quality of traffic from search engines to a web page.
Examples: Brand, Product, Service Name, Geographic Location, Or Topic
Keywords
A Search Engine is…
A Search Engine is…
A Search Engine is…
A Search Engine isa set of programs that…
(1) Saves copies of web pages
(2) Finds new pages by following links on pages it has already found
http://www2.napier.ac.uk/getready/figures/citations_references.gif
A Search Engine isa set of programs that…
(3) Creates an index (catalog) of words and their location for all saved web pages
A Search Engine isa set of programs that…
(4) Searches its index for web pages that match search engine user query; and
A Search Engine isa set of programs that…
(5) Returns a list of links to relevant web pages (Search Engine Results Pages/SERPs)
A Search Engine isa set of programs that…
News Trends
News Trends
Individuals are becoming their own editors
• Sourcing Search Engines, E-mail, Blogs, Social Media And Sharing News
Source:http://www.stateofthenewsmedia.org/2009/
narrative_overview_majortrends.php?cat=1&media=1
News consumption is shifting online at an unprecedented rate (66% 2007 to 2008)
Source: http://pewresearch.org/pubs/1066/internet-overtakes-
newspapers-as-news-source
Aggregation (Grouping) of news content continues (text, images, video)
By news aggregators who crawl the web for content Google News (25,000 sources)Topix (60,000 sources)
News Trends
Aggregation of news content continues (text, images, video)
By people on social networks or sites with social features
“Users have shared nearly a million articles with professional colleagues” (March 20, 2009)
News Trends
News Trends
Aggregation (Grouping) of news content continues (text, images, video)
Blended within web search results
Blended Search Result Summary
Blended Google News Results
News Trends
Aggregation (Grouping) of news content continues (text, images, video)
Blended within web search results
Blended Yahoo News Results
News Trends
Aggregation (Grouping) of news content continues (text, images, video)
Blended within web search results
News Trends
Blended MSN News Results
Aggregation (Grouping) of news content continues (text, images, video)
Blended within web search results
News Trends
Blended Ask News And Blog Results
Aggregation of news content continues (text, images, video)
As a subscription model coming Fall 2009 (Journalism Online)Source: http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1003962140
News Trends
Traditional media are finding audiences on social sitesAssociated Press’ YouTube channel has ~126 million video views
News Trends
Traditional media are finding audiences on social sitesNew York Times has over 650K followers on Twitter (April 20)
News Trends
A communication channel with pretty strict character limitations trending at a high adoption rate
Great for expanding beyond our familiar circle of friends and acquaintances to find new information
140 character message that individuals can input into or send by mobile phone to their account including links to interesting news articles/web pages
News Trends
April Fools
Displays in search engine results pages against article headline searches
News Trends
News Trends
Why Twitter Matters To News
http://www.comscore.com/blog/2009/04/breaking_news_and_making_news.html
The average Twitter user was often 2 and 3 times as likely to visit the top online news brands as the average person. For example, while 17 percent of the total U.S. Internet audience visited CNN.com in March, more than double that percentage (38 percent) of Twitter.com visitors did so.
Crafting The Perfect Headline
Crafting The Perfect Headline
Can a story be told in 140 characters?
How about 60 to 70 characters?
Supercharging news releases means paying attention to how your headline will appear online
The headline is the most influential search engine visibility/optimization factor that you have direct control over
http://www.seomoz.org/blog/ranking-factors-version-2-released
Crafting The Perfect Headline
“Headlines that work in print don't work online because they're not search-friendly. Your headlines should be clear and declarative and state what your post is about.”
Paul Gillin, Veteran Technology Journalist And Author
Tips From Google News
Ensure that the title is not too long or too short. Currently, a title must be between two and 22 words for it to be indexed properly
Don't include a date or time in your article titleshttp://www.google.com/support/news_pub/bin/answer.py?answer=93981&topic=11673
It's unlikely to be useful to specify more than a dozen keywords or so per article
http://www.google.com/support/news_pub/bin/answer.py?answer=93992&topic=11666
Tips From Yahoo! Small Business
To make your page most appealing to search engines, we (Yahoo!) recommend that you limit your page title to 67 characters
Meta Keywords List:
Input keywords in order of importance
http://help.yahoo.com/l/us/yahoo/smallbusiness/webhosting/yss/promote/index.html
Tips From YouTube
Video Titles: Think of your title as a headline If you want to include your brand name in the title,
it should always go last Character Limit: 120
Tags: Be as detailed as possible Include: Brand, City, topicsCharacter Limit: 120
http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=141804
Recommended Headline/Title Length
Headline GoogleGoogle News
YouTube
Yahoo! W3.org
Headline/Title Length
(Characters)
65-70 Max Displayed In
Search Results
(no documented recommendation)
Min 10 to Max 110
120 Max 67 Max 64 Max
Also keep in mind that Twitter has a maximum of 140 characters – but leave room for a shortened URL…that’s a net of about 120 characters for Twitter.
Marketwire Analysis:Headline Length
(100K Release Sample, Jan – Dec 2008)
What Should A Headline Include?
The focus of your news (AKA Keywords)
Keywords can include:
Brand, product or service name
Partner/affiliate name
Event name or topic
Geographic location
Executive’s name, title
Observe trademark and copyright laws
How Do You Pick Keywords?
Keyword suggestion tools
Keyword suggestion tools
How Do You Pick Keywords?
Keyword Suggestion Tools
How Do You Pick Keywords?
How Do You Pick Keywords?
How Do You Pick Keywords?
SEO reports from news distributors Online monitoring of blogs, message boards and social sites Competitor product/service pages
How Do You Pick Keywords?
Internal resources: Marketing/IT departments for analytic records
How Do You Pick Keywords?
Internal resources: Marketing/IT departments for webmaster reports
Sample Release
BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
Sample Release
BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
Sample Release
Resources
Social Media Corner on LinkedIn
http://twitter.com/smcorner
http://www.marketwire.com/PR 2.0
http://www.marketwire.com/SMStrategy
Public Relations Marketing and Planning Tools Summary From Marketwire
Melanie Widmann LinkedIn Profile
Melanie Widmann Facebook Profile
Melanie Widmann, Social Media and Search Marketing Manager
With an MBA and a background in finance, technology and marketing, Widmann brings leadership and professional experience that is rooted in search engine optimization and social media best practices. Her work at InfoSearch Media and as a web developer have given her hands-on in-depth knowledge of both the back-end coding and the front-end search marketing involved in successful Internet strategies. Most recently, Widmann has worked with and has been influential in the production of Marketing Sherpa’s 2009 Social Media Marketing and PR Benchmark Guide, recently published in February 2009.
Contact And Bio