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Writing for the Web: SEO for News Content
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Writing for the Web: SEO for News Content

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Journalists are using search to find individuals and companies to interview. Is your news optimized and easy to find? TopRank Online Marketing CEO Lee Odden presents how to optimize news content for ...

Journalists are using search to find individuals and companies to interview. Is your news optimized and easy to find? TopRank Online Marketing CEO Lee Odden presents how to optimize news content for discovery on search engines and the social web.

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  • Hi,

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  • Great presentation - as ever it's the little gems in among the (perhaps) obvious that make it definitely worth going all the way through
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  • 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 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
  • Content Links SEO
  • PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
  • 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."
  • TopRank Survey of Marketing Writers, Editors & Reporters
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • Meta Data www.prnewsonline.com
  • Where to Use Keywords
    • Title tags
    • Page titles
    • Categories
    • Body copy
    • Anchor text links
    • Tags
    • Image, Video alt text
    • URLs
  • 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
  • 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
  • Newsroom Example
  • Newsroom Example
  • Newsroom Example
  • Resources
    • Keyword Research: http://zi.ma/keywords
    • News SEO: http://zi.ma/prseo
    • Digital PR topics: mediarelationsblog.com
    • SEO, PR, Social: toprankblog.com
  • Thank You! Lee Odden TopRankMarketing.com TopRankBlog.com Twitter: @leeodden 1-877-872-6628