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From the eCommerce Summit in Atlanta June 3-4, 2009 where Sophie Shiatis shares how to use your news to drive traffic to your website. Find out more about eCommerce Merchants at http://www.ecmta.org

From the eCommerce Summit in Atlanta June 3-4, 2009 where Sophie Shiatis shares how to use your news to drive traffic to your website. Find out more about eCommerce Merchants at http://www.ecmta.org

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  • 1. Use Your News to Drive Traffic to Your Site Sophie Shiatis [email_address]
  • 2. Agenda
    • Channels to drive traffic
    • Online news - before and after
    • The power of social media and how they relate to your news releases
    • The new rules for online news releases and content ideas from everyday events
    • Format and structure the perfect news release
    • Measure results
  • 3. What Are You Doing to Drive Traffic? Source: 2008 Elliance, Inc.
  • 4. An Integrated Channel Strategy is Ideal Source: PRWeb Customer Research 2009
  • 5. Nowadays Having Your News Online is Essential
    • The Facts:
      • 80 million people get their news online every day
      • 64% of journalists use Google or Yahoo! to follow the news
    Source: 2008 Pew Internet Research
  • 6. News Releases Have New Life and Purpose
  • 7. Newspapers and Magazines are in Decline
    • More than 250 newspapers went out of business and more than 40,000 journalists have lost their jobs in the last 18 months . (Source: Papercuts 2009)
    • The top four news sites —Yahoo, MSNBC.com, CNN.com and AOL—saw unique visitors grow 22% to 23.6 million visitors a month. That was 2X the rate of increase of 2007 and more than 5X the rate in 2006.
    Source: The State of the News Media 2009
  • 8. The New Relationship - Direct
  • 9. Blog Readership Takes Off 133 Million Blogs Today
    • Blogs: 77.7 million unique visitors in the US (Source: comScore Media Metrix Aug 2008)
    • 77%% of active Internet users read blogs (Source: Universal McCann March 2008)
    • Twitter users grew by 1192% in 12 months
    • Facebook: 104 million members (Source: Mashable April 2009)
    • In certain categories, social media is becoming the de facto industry press
    • The opportunity : Figuring out how to engage with influential social media networks will help you increase traffic, generate leads and increase sales
  • 10. The Growing Blogger Community is an Excellent Place to Generate Interest
    • Best way to get other sites to create relevant links to yours is to create unique, content
    • Creating good content pays off: Links are usually editorial votes and the blogger community is an excellent place to generate interest
    Source: Technorati: State of the Blogosphere 2008
  • 11. The Impact of Social Media on Search Source: 2008 Elliance, Inc.
  • 12. The Rules for Online News Releases & Optimization
  • 13. The Rules for Online News Releases
    • Don’t just send news releases when ‘big news’ is happening; find good reasons to send them all the time
    • Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers
    • Write releases replete with keyword-rich copy
    • Create links in releases to deliver potential customers to landing pages on your web site
    • Optimize news release delivery for searching and browsing
    • Drive people into the sales process with press releases
    Source: David Meerman Scott, The New Rules of PR
  • 14. Making the Most of Your News Today
    • Start thinking of news in a different way:
      • New hire or staffing change
      • Product launch
      • Award announcement
      • Anniversary
      • New client or partnership
      • Additional office or territory
      • Participation in a charitable/community event
      • Receipt of additional funding
      • Investor news
      • Profitability
      • Client success story
  • 15. News Release Types Source: PRWeb Customer Research 2009
  • 16. So What Now? Use News Releases to Tap Into The Power of Search
    • Conduct keyword research to find 2 or 3 relevant terms your target audiences are likely to use for a news search
    • Edit your press release – make sure the headline and first few sentences actually include your target terms
    • Add hyperlinks intended to help people find interesting, related content, when applicable
    • Use one of the press release distribution services crawled by Yahoo! News and Google News
    • Measure results – an optimized press release can increase traffic, create publicity and generate leads
  • 17. How Optimized News Releases Impact Visibility Source: Elliance, SearchEngineLand.com 2008
  • 18. Keyword Research Source: Elliance, SearchEngineLand.com 2008
  • 19. The Average Search Query is Growing Longer, so Look for Multi-Word Phrases Source: comScore Blog 2009
  • 20. You Don’t Need to Identify Thousands of News Search Terms, Just Two or Three
    • Who: Company name or description
    • What: Brand name or product category
    • Why: Problem or benefit
    • When: Season
    • Where: Location
    • How: Call to action
    Source: Greg Jarboe, SEO-PR
  • 21. News Release Advice from PRWeb
      • Start strong
      • Proofread
      • Identify yourself
      • Write professionally
      • Pick an angle
      • Answer the tough questions
      • Utilize anchor text and features
      • Stick to the facts
      • Use active voice
      • Economize your words 
      • Limit the use of jargon
      • Don't be afraid to toot your own horn
      • Don’t give away all the secrets
  • 22. Use Google Trends to Check Search Volume in Google and Google News Source: www.google.com/trends
  • 23. Keyword Discovery Has Searches From CNN, Google News and Yahoo! News Source: www.keyworddiscovery.com/
  • 24. Users See 120 Characters of Headline in Yahoo! News, 60 in Google News Sources: Yahoo! News and Google News Yahoo! News Google News
  • 25. News Release Distribution
  • 26. The Online News Release
  • 27. Online Videos, Images, RSS Feeds and Podcasts Extremely Sticky Source: PRWeb.com
  • 28. Create a Landing Page that Contains Information That is Valuable to a User Source: PRWeb.com
  • 29. Measuring Results
  • 30. Most Important Success Indicator is Driving Traffic Source: PRWeb Customer Research 2009
  • 31. Pillar Generates $20k From a Single Press Release Source: PRWeb.com
  • 32.
    • The Challenge
    • New product launch
    • Needed an effective way to create buzz and build its brand
    • Small staff , small budget
    • “ While tight budgets and difficult economic times had others shying away from investing in PR and marketing, I saw it as an opportunity to take advantage of the quiet and leapfrog past the competition,” said Richard Lee, founder of Pillar Consulting Corp.
    • PRWeb Solution
    • Sent an online news release to (Media Visibility package) announce the company’s newest web tool
    • Worked through the guidance of the PRWeb editorial team,
    • Created a compelling news release with a dynamic headline to entice both customers and reporters who would want to learn more about his business.
    • Read the release at http://www.prweb.com/releases/keyword_friendly/pillar_consu lting_corp/prweb2267214.htm .
  • 33.
    • The Results
    • In just one day, that one online news release attracted more than $20,000 worth of business for Lee’s company. A significant return on his initial investment!
    • Pillar also saw his search engine rankings climb and successfully raised his company’s online visibility—generating both buzz and business for his company.
    “ I sent the release out in the morning and that same afternoon, I had someone call me who had read my news release and wanted to learn more about our services” ~ Richard Lee
  • 34. ResortQuest Secures Better Search Engine Rankings Source: PRWeb.com
  • 35. ResortQuest Now Appears in Top 5 Rankings with 100s of Quality Keywords Source: PRWeb.com
  • 36. In Summary
    • Conduct keyword research
    • Include terms in headline and first few sentences
    • Add links
    • Use news release distribution service
    • Measure results of campaign
  • 37. News Release Optimization Generates PR Outputs and Business Outcomes
    • Higher ranking
    • More press mentions
    • More blog mentions
    • Enhanced awareness
    • Increased site traffic
    • Qualified leads
    • Additional online sales
    Source: Greg Jarboe, SEO-PR