Use and Abuse the News or Lose!<br />
What will we be looking at?<br />What is “the news”?<br />Press & PR<br />The news lifecycle<br />QDF<br />Getting into Go...
What is “the news?”<br />News must be timely, factual and of interest to a reasonable number of people<br />Auntie Barbara...
Breaking the Press?<br />Online Press Releases rarely go anywhere<br />You might get less traffic than you think from cove...
QDF & Real Time Search<br />Spikes in search volume change the SERPs short term<br />News results get a push<br />As do ‘r...
Results pulled from Google News and given extra prominence at the top of the SERPs<br />Article highlighted with time to i...
Getting into Google News<br />Google News is flawed from the get go<br />Getting in is easy<br />Identifiable authors & co...
Writing Tips<br />Headlines are important to get attention<br />Facts are important<br />Opinion is more important still<b...
The News Cycle<br />
The News is Hot...<br />Michael Jackson dies<br />Google Alerts<br />Proven big media sources – BBC etc<br />Twitter<br />...
The News is Mainstream...<br />Michael Jackson: a life in hats<br />Authority counts more than mere freshness<br />Create ...
The News Fades...<br />Michael who?<br />Regular results return<br />Bedded in resources can last for years<br />This is t...
An Ongoing Strategy...<br />Watch for stories<br />Cover the story<br />Establishauthority<br />Build links<br />
Summary<br />News is a critical part of the web infrastructure<br />News provides content and link opportunities for you<b...
Questions etc<br />Web: www.bronco.co.uk<br />Web: www.davidnaylor.co.uk<br />Twitter: @carpsio (me)<br />Twitter: @bronco...
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Use and abuse the news or lose

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Use and abuse the news or lose

  1. 1. Use and Abuse the News or Lose!<br />
  2. 2. What will we be looking at?<br />What is “the news”?<br />Press & PR<br />The news lifecycle<br />QDF<br />Getting into Google News<br />Writing tips<br />Your news strategy<br />Conclusions<br />
  3. 3. What is “the news?”<br />News must be timely, factual and of interest to a reasonable number of people<br />Auntie Barbara News<br />Uncle Dave News<br />
  4. 4. Breaking the Press?<br />Online Press Releases rarely go anywhere<br />You might get less traffic than you think from coverage in the media<br />Use a site like Journalisted.com to find contacts<br />
  5. 5. QDF & Real Time Search<br />Spikes in search volume change the SERPs short term<br />News results get a push<br />As do ‘real time’ results.<br />
  6. 6. Results pulled from Google News and given extra prominence at the top of the SERPs<br />Article highlighted with time to indicate recently re-indexed content<br />Real time results displayed inline with blog posts, news and Tweets<br />
  7. 7. Getting into Google News<br />Google News is flawed from the get go<br />Getting in is easy<br />Identifiable authors & contact details<br />Dates<br />A News Sitemap<br />Fresh Content at the time of Review<br />
  8. 8. Writing Tips<br />Headlines are important to get attention<br />Facts are important<br />Opinion is more important still<br />Work the angles!<br />
  9. 9. The News Cycle<br />
  10. 10. The News is Hot...<br />Michael Jackson dies<br />Google Alerts<br />Proven big media sources – BBC etc<br />Twitter<br />Establish content<br />QDF<br />
  11. 11. The News is Mainstream...<br />Michael Jackson: a life in hats<br />Authority counts more than mere freshness<br />Create content with lasting value<br />
  12. 12. The News Fades...<br />Michael who?<br />Regular results return<br />Bedded in resources can last for years<br />This is the test of authority<br />
  13. 13. An Ongoing Strategy...<br />Watch for stories<br />Cover the story<br />Establishauthority<br />Build links<br />
  14. 14. Summary<br />News is a critical part of the web infrastructure<br />News provides content and link opportunities for you<br />Power over news is moving into the hands of the many rather than the few<br />You can use and abuse these trends to your advantage<br />
  15. 15. Questions etc<br />Web: www.bronco.co.uk<br />Web: www.davidnaylor.co.uk<br />Twitter: @carpsio (me)<br />Twitter: @bronco (company)<br />

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