Writing for the Web: SEO for News Content

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  • + metia2009 metia2009 10 months ago
    Great presentation - as ever it’s the little gems in among the (perhaps) obvious that make it definitely worth going all the way through
  • + bronson bronson harrington 11 months ago
    Lovely presentation. Definitely worth reading if not yet optimizing news and experimenting with PR 2.0
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Writing for the Web: SEO for News Content - Presentation Transcript

    • Writing for the Web: Optimizing Online News Content
    • Lee Odden, CEO
    • TopRankMarketing.com
    • TopRankBlog.com
    • @leeodden
    • 1-877-872-6628
  1. Content Links SEO
  2. PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
  3. The Search for News
    •  ” I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.” David Meerman Scott, #1 Best-Selling author of “ The New Rules of Marketing and PR."
  4. TopRank Survey of Marketing Writers, Editors & Reporters
  5. How Do You Use Search?
    • Research past stories - 95%
    • Story ideas - 82%
    • Research new sources - 91%
    • Research press releases - 59%
    • Specific companies/people - 91%
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  6. What Types of Search?
    • Standard search - 91%
    • News search - 27%
    • Blog search - 14%
    • Image - 18%
    • Video - 9%
    • Local - 5%
    • Bookmarks - 9%
    • Other (Social search) - 27%
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  7. How Journalists Use Search
    • “ I was stumped recently when given a last-minute assignment requiring an expert on the topic of communications infrastructure interoperability.“
    • “ A 15 minute Google search turned up some really viable experts, and I was able to make my deadline.” 
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  8. How Journalists Use Search
    • “ I was writing a column about the planned partnership between Google and Yahoo.”
    •  
    • “ I tracked down potential sources first using Google and LinkedIn , and came across a white paper prepared by a senior fellow at the American Antitrust Institute.”
    •  
    • “ While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.”
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
    • Most SEO efforts optimize for lead/sales generation
    Features Benefits Buy! G o o g l e Customer Searcher
    • News optimization focuses on a different audience and outcome
    Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e
    • If it can be searched on, it can be
    • Optimized
  9. News Content Optimization
    • Press releases
    • Letters to the editor
    • Online newsrooms
    • Media kits
    • Blogs
    • White papers
    • Webinars / demos
    • Newsletters
    • Real world interviews
    • Podcasts/Internet radio
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Optimize & Promote Digital Asset Optimization: News
  10. Press Release Optimization
    • Research Keywords
    • Optimize Content
    • Call to Action
    • Landing Pages
    • Post to Newsroom
    • Pitch to media
    • RSS
    • Wire Service Distribution
    • Measure Succe ss
  11. Optimization Tips Think upward and to the left Optimize for people first , search engines next Use keywords in Title, Subheading, body Don’t obsess over keyword density A 500 word release – use target keyword 2-4 times Use keywords in links to company web site (landing pages) Add media : images, podcast, video, pdf/word docs
  12. Meta Data
    • Title tag : 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important location for keywords in a document used to rank web pages.
    • Meta description : 10-25 word elaboration of the title tag. Used to describe the site in search results. NOT used for rankings.
  13. Meta Data www.prnewsonline.com
  14. Where to Use Keywords
    • Title tags
    • Page titles
    • Categories
    • Body copy
    • Anchor text links
    • Tags
    • Image, Video alt text
    • URLs
  15. Link Building & Content
    • Link internally:
    • Between pages
    • External links:
    • Pickups on blogs
    • Syndication (RSS)
    • Media coverage
    • Comments/Trackbacks
    • Social bookmarks
    • Newsroom
    • Press Releases
    • Media Coverage
    • Events
    • White papers
    • Newsletters
    • Exec bios/photos
    • Media contact
    Pickup Wire Service Pickup Blog Post Pickup Book mark Pickup Blog Post Book mark
  16. Newsroom Optimization Blog software : WordPress, TypePad, Blogger.com Share/Save bookmarks Keyword categories Chronological archives Site search Subscribe RSS Feed Optimized for keywords Include: Press releases, Media coverage, Events Cross link to related pages on main web site
  17. Newsroom Example
  18. Newsroom Example
  19. Newsroom Example
  20. Resources
    • Keyword Research: http://zi.ma/keywords
    • News SEO: http://zi.ma/prseo
    • Digital PR topics: mediarelationsblog.com
    • SEO, PR, Social: toprankblog.com
  21. Thank You! Lee Odden TopRankMarketing.com TopRankBlog.com Twitter: @leeodden 1-877-872-6628

+ TopRank Online MarketingTopRank Online Marketing, 11 months ago

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