New Release Optimization

Optimizing News Releases For Search Engines CO FOR U NTR Y’S IMM LOS LAR EDI a lea ANG ELE GES T AS ATE der in th S (Sept SO C IATI Sept RELEA The is in e dust mber 1 ON emb er 1 SE “Th orga ry, t 8 OF 8, 20 is is nizatio oday , 2009) MED IC A 09 said an o n, w anno – Th L PR afte John D pportu hich ce unce e Am d so eric OFE r ye oe, C nity lebr an SSIO a m

Optimizing News Releases For Search Engines O S CO U NTR E FOR IMM JUIC Y’S LOS LAR EDI a lea ANG ELE GES T AS ATE der SO C Sept RELEA E in th S (Sept IATI The is in e dust mber 1 ON emb er 1 SE “Th orga ry, t 8 OF 8, 20 is is nizatio oday , 2009) MED IC A 09 said an o n, w anno – Th L PR afte John D pportu hich ce unce e Am d so eric OFE r ye oe, C nity lebr an SSIO a m

Old Distribution Model: FOR IMMEDIATE RELEASE September 18, 2009 COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news. The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the ###

Old Distribution Model: FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ###

Old Distribution Model: Social Media changed the game FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ###

One Response: Social Media News Release •democratizes access •ensures accuracy •embraces context •builds community •is ﬁndable

How to Be Findable to

Difference between writing for Readers vs. Searchers

What are the Keywords searchers would use?

Helpful Tools Google Insigths AdCenter Labs Compare search volume Entity Association Graph patterns across speciﬁc Keyword Group Detection regions, categories, time Keyword Mutation Detection frames and properties Keyword Forecast Search Funnels Google Adwords Helps you pick keywords

Creating Brand Associations Examining top related & rising searches Keyword ‘face mask’: Top searches refers to search terms with the most signiﬁcant level of interest. These terms are related to the term you've entered. Other terms Internet users have used in their searches on ‘face masks’: • n95 face mask (also a rising search) • cpap • 3m mask

Keyword ‘flu’: Rising searches: searches that have experienced significant growth in a given time period, with respect to the preceding time period • Rising searchers all related to swine flu • Breakout: over 5000% growth rate

Determining new markets: Examining regional differences worldwide web search for Michael Jackson during last 12 months worldwide image search for Michael Jackson during last 12 months

Testing message resonance: Laptop weight, laptop screen size, laptop color Which term gets the most interest? • ‘Laptop size’ gets consistantly more search volume • Might want to focus on laptop size instead of color/weight

Size up the Competition for your keywords High Competition: • Generic words • Brand name keywords Less Competition: • Speciﬁc/targeted words

Make sure your Keywords reﬂect natural language Find out what words people use when talking about your topic: • Facebook Lexicon • Twitter Search

Allows you to: Lexicon Explore language trends across Facebook See the buzz surrounding different words and phrases on Facebook Walls Compare up to ﬁve different words or two-word phrases and see how many people talked about that term each day

Mentions of ‘symptoms’ spike with ‘swine ﬂu’

Mentions of ‘Mexico’ spike with ‘swine ﬂu’

Words associated with ‘swine ﬂu’ on July 13 Women use more tentative language than men

Make sure your Keywords Generate enough search volume To do so: • Use Google Insights • Check SERPs http://www.

Strategically integrate the Keywords into your news release • Focus on position, not frequency • Incorporate into headline, body • Don’t break the ﬂow • Should still read natural

Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew News Release Optimization tips based on: Edelman Position Paper on Search Engine Visibility

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New Release Optimization

by Corinne Weisgerber on Sep 21, 2009

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