Bulldog Reporter:  Media Relations Summit 2009 New Techniques for Supercharging the News Release in a PR 2.0 World   Prese...
Agenda <ul><li>PR Adoption Of Search Engine Optimization (SEO) Techniques </li></ul><ul><li>Basic Terminology </li></ul><u...
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 quali...
A Search Engine is…
A Search Engine is…
A Search Engine is…
A Search Engine is a set of programs that… <ul><li>Saves copies of web pages   </li></ul>
(2)  Finds new pages  by following links on pages it has already found  http://www2.napier.ac.uk/getready/figures/citation...
(3) Creates an index  (catalog) of words and their location for all saved web pages   A Search Engine is a set of programs...
(4)  Searches its index  for web pages that match search engine user query; and   A Search Engine is a set of programs that…
(5)  Returns a list of links to relevant web pages (Search Engine Results Pages/SERPs) A Search Engine is a set of program...
News Trends
News Trends <ul><ul><li>Individuals are becoming their own editors  </li></ul></ul><ul><ul><ul><ul><li>Sourcing Search Eng...
<ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>By news ...
<ul><ul><li>Aggregation of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>By people on social...
News Trends
<ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended ...
<ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended ...
<ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended ...
<ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended ...
<ul><ul><li>Aggregation of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>As a subscription m...
<ul><ul><li>Traditional media are finding audiences on social sites </li></ul></ul><ul><ul><ul><li>Associated Press’ YouTu...
<ul><ul><li>Traditional media are finding audiences on social sites </li></ul></ul><ul><ul><ul><li>New York Times has over...
<ul><ul><li>A communication channel with pretty strict character limitations trending at a high adoption rate </li></ul></...
April Fools
<ul><ul><li>Displays in search engine results pages against article headline searches </li></ul></ul>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 us...
Crafting The Perfect Headline
Crafting The Perfect Headline <ul><ul><li>Can a story be told in 140 characters? </li></ul></ul><ul><ul><li>How about 60 t...
Crafting The Perfect Headline “ Headlines that work in print don't work online because they're not search-friendly. Your h...
Tips From Google News <ul><ul><li>Ensure that the title is not too long or too short. Currently, a title must be between t...
Tips From Yahoo! Small Business <ul><ul><li>To make your page most appealing to search engines, we (Yahoo!) recommend that...
Tips From YouTube <ul><ul><li>Video Titles:  </li></ul></ul><ul><ul><ul><li>Think of your title as a headline  </li></ul><...
Recommended Headline/ Title Length Also keep in mind that Twitter has a maximum of 140 characters – but leave room for a s...
Marketwire Analysis: Headline Length (100K Release Sample, Jan – Dec 2008)
What Should A Headline Include? <ul><ul><li>The focus of your news (AKA Keywords) </li></ul></ul><ul><ul><li>Keywords can ...
How Do You Pick Keywords? <ul><ul><li>Keyword suggestion tools </li></ul></ul>
<ul><ul><li>Keyword suggestion tools </li></ul></ul>How Do You Pick Keywords?
<ul><ul><li>Keyword Suggestion Tools </li></ul></ul>How Do You Pick Keywords?
How Do You Pick Keywords?
How Do You Pick Keywords? <ul><ul><li>SEO reports from news distributors  </li></ul></ul><ul><ul><li>Online monitoring of ...
How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for anal...
How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for webm...
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.market...
<ul><li>[email_address] </li></ul><ul><li>Melanie Widmann LinkedIn Profile </li></ul><ul><li>Melanie Widmann Facebook Prof...
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Press Release Headline Optimization Marketwire Widmann Mrs2009

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Optimizing press release headlines is the single most important search engine optimization (SEO) technique that can be applied by public relations and other communications professionals.

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  • Transcript of "Press Release Headline Optimization Marketwire Widmann Mrs2009"

    1. 1. 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 Manager May 19, 2009
    2. 2. Agenda <ul><li>PR Adoption Of Search Engine Optimization (SEO) Techniques </li></ul><ul><li>Basic Terminology </li></ul><ul><li>Universal Search </li></ul><ul><li>News Trends </li></ul><ul><li>Crafting The Perfect Headline For Search Engine Visibility </li></ul>
    3. 3. What Industry Reports Are Telling Us Search Engine Optimization (SEO) By PR Professionals
    4. 4. 75% of PR professionals are practicing keyword placement
    5. 5. But keywords for PR campaigns are not necessarily chosen by PR professionals
    6. 6. Basic Terminology
    7. 7. 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
    8. 8. A Search Engine is…
    9. 9. A Search Engine is…
    10. 10. A Search Engine is…
    11. 11. A Search Engine is a set of programs that… <ul><li>Saves copies of web pages </li></ul>
    12. 12. (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 is a set of programs that…
    13. 13. (3) Creates an index (catalog) of words and their location for all saved web pages A Search Engine is a set of programs that…
    14. 14. (4) Searches its index for web pages that match search engine user query; and A Search Engine is a set of programs that…
    15. 15. (5) Returns a list of links to relevant web pages (Search Engine Results Pages/SERPs) A Search Engine is a set of programs that…
    16. 16. News Trends
    17. 17. News Trends <ul><ul><li>Individuals are becoming their own editors </li></ul></ul><ul><ul><ul><ul><li>Sourcing Search Engines, E-mail, Blogs, Social Media And Sharing News </li></ul></ul></ul></ul><ul><ul><ul><li>Source: </li></ul></ul></ul><ul><ul><ul><li>http://www.stateofthenewsmedia.org/2009/narrative_overview_majortrends.php?cat=1&media=1 </li></ul></ul></ul><ul><ul><li>News consumption is shifting online at an unprecedented rate (66% 2007 to 2008) </li></ul></ul><ul><ul><ul><li>Source: </li></ul></ul></ul><ul><ul><ul><li>http://pewresearch.org/pubs/1066/internet-overtakes-newspapers-as-news-source </li></ul></ul></ul>
    18. 18. <ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>By news aggregators who crawl the web for content </li></ul></ul></ul><ul><ul><ul><ul><li>Google News (25,000 sources) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Topix (60,000 sources) </li></ul></ul></ul></ul>News Trends
    19. 19. <ul><ul><li>Aggregation of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>By people on social networks or sites with social features </li></ul></ul></ul>“ Users have shared nearly a million articles with professional colleagues” (March 20, 2009) News Trends
    20. 20. News Trends
    21. 21. <ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended within web search results </li></ul></ul></ul>Blended Search Result Summary Blended Google News Results News Trends
    22. 22. <ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended within web search results </li></ul></ul></ul>Blended Yahoo News Results News Trends
    23. 23. <ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended within web search results </li></ul></ul></ul>News Trends Blended MSN News Results
    24. 24. <ul><ul><li>Aggregation (Grouping) of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>Blended within web search results </li></ul></ul></ul>News Trends Blended Ask News And Blog Results
    25. 25. <ul><ul><li>Aggregation of news content continues (text, images, video) </li></ul></ul><ul><ul><ul><li>As a subscription model coming Fall 2009 ( Journalism Online) </li></ul></ul></ul><ul><ul><ul><li>Source: http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1003962140 </li></ul></ul></ul>News Trends
    26. 26. <ul><ul><li>Traditional media are finding audiences on social sites </li></ul></ul><ul><ul><ul><li>Associated Press’ YouTube channel has ~126 million video views </li></ul></ul></ul>News Trends
    27. 27. <ul><ul><li>Traditional media are finding audiences on social sites </li></ul></ul><ul><ul><ul><li>New York Times has over 650K followers on Twitter (April 20) </li></ul></ul></ul>News Trends
    28. 28. <ul><ul><li>A communication channel with pretty strict character limitations trending at a high adoption rate </li></ul></ul><ul><ul><li>Great for expanding beyond our familiar circle of friends and acquaintances to find new information </li></ul></ul><ul><ul><li>140 character message that individuals can input into or send by mobile phone to their account including links to interesting news articles/web pages </li></ul></ul>News Trends
    29. 29. April Fools
    30. 30. <ul><ul><li>Displays in search engine results pages against article headline searches </li></ul></ul>News Trends
    31. 31. News Trends
    32. 32. 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.
    33. 33. Crafting The Perfect Headline
    34. 34. Crafting The Perfect Headline <ul><ul><li>Can a story be told in 140 characters? </li></ul></ul><ul><ul><li>How about 60 to 70 characters? </li></ul></ul><ul><ul><li>Supercharging news releases means paying attention to how your headline will appear online </li></ul></ul><ul><ul><li>The headline is the most influential search engine visibility/optimization factor that you have direct control over </li></ul></ul><ul><ul><ul><li>http://www.seomoz.org/blog/ranking-factors-version-2-released </li></ul></ul></ul>
    35. 35. 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
    36. 36. Tips From Google News <ul><ul><li>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 </li></ul></ul><ul><ul><li>Don't include a date or time in your article titles </li></ul></ul><ul><ul><ul><li>http://www.google.com/support/news_pub/bin/answer.py?answer=93981&topic=11673 </li></ul></ul></ul><ul><ul><li>It's unlikely to be useful to specify more than a dozen keywords or so per article </li></ul></ul><ul><ul><ul><li>http://www.google.com/support/news_pub/bin/answer.py?answer=93992&topic=11666 </li></ul></ul></ul>
    37. 37. Tips From Yahoo! Small Business <ul><ul><li>To make your page most appealing to search engines, we (Yahoo!) recommend that you limit your page title to 67 characters </li></ul></ul><ul><ul><li>Meta Keywords List: </li></ul></ul><ul><ul><ul><li>Input keywords in order of importance </li></ul></ul></ul><ul><ul><li>http://help.yahoo.com/l/us/yahoo/smallbusiness/webhosting/yss/promote/index.html </li></ul></ul>
    38. 38. Tips From YouTube <ul><ul><li>Video Titles: </li></ul></ul><ul><ul><ul><li>Think of your title as a headline </li></ul></ul></ul><ul><ul><ul><li>If you want to include your brand name in the title, it should always go last </li></ul></ul></ul><ul><ul><ul><li>Character Limit: 120 </li></ul></ul></ul><ul><ul><li>Tags: </li></ul></ul><ul><ul><ul><li>Be as detailed as possible </li></ul></ul></ul><ul><ul><ul><li>Include: Brand, City, topics </li></ul></ul></ul><ul><ul><ul><li>Character Limit: 120 </li></ul></ul></ul><ul><ul><li>http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=141804 </li></ul></ul>
    39. 39. Recommended Headline/ Title Length 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. Headline Google Google 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
    40. 40. Marketwire Analysis: Headline Length (100K Release Sample, Jan – Dec 2008)
    41. 41. What Should A Headline Include? <ul><ul><li>The focus of your news (AKA Keywords) </li></ul></ul><ul><ul><li>Keywords can include: </li></ul></ul><ul><ul><ul><li>Brand, product or service name </li></ul></ul></ul><ul><ul><ul><li>Partner/affiliate name </li></ul></ul></ul><ul><ul><ul><li>Event name or topic </li></ul></ul></ul><ul><ul><ul><li>Geographic location </li></ul></ul></ul><ul><ul><ul><li>Executive’s name, title </li></ul></ul></ul><ul><ul><li>Observe trademark and copyright laws </li></ul></ul>
    42. 42. How Do You Pick Keywords? <ul><ul><li>Keyword suggestion tools </li></ul></ul>
    43. 43. <ul><ul><li>Keyword suggestion tools </li></ul></ul>How Do You Pick Keywords?
    44. 44. <ul><ul><li>Keyword Suggestion Tools </li></ul></ul>How Do You Pick Keywords?
    45. 45. How Do You Pick Keywords?
    46. 46. How Do You Pick Keywords? <ul><ul><li>SEO reports from news distributors </li></ul></ul><ul><ul><li>Online monitoring of blogs, message boards and social sites </li></ul></ul><ul><ul><li>Competitor product/service pages </li></ul></ul>
    47. 47. How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for analytic records </li></ul></ul></ul>
    48. 48. How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for webmaster reports </li></ul></ul></ul>
    49. 49. Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
    50. 50. Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
    51. 51. Sample Release
    52. 52. 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
    53. 53. <ul><li>[email_address] </li></ul><ul><li>Melanie Widmann LinkedIn Profile </li></ul><ul><li>Melanie Widmann Facebook Profile </li></ul>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
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