Writing for the Web: Optimizing Online News Content Lee Odden, CEO TopRankMarketing.com TopRankBlog.com @leeodden 1-877-872-6628

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."

” 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

Research past stories - 95%

Story ideas - 82%

Research new sources - 91%

Research press releases - 59%

Specific companies/people - 91%

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

Standard search - 91%

News search - 27%

Blog search - 14%

Image - 18%

Video - 9%

Local - 5%

Bookmarks - 9%

Other (Social search) - 27%

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

“ 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.”

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

“ 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.”

Most SEO efforts optimize for lead/sales generation Features Benefits Buy! G o o g l e Customer Searcher

Most SEO efforts optimize for lead/sales generation

News optimization focuses on a different audience and outcome Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e

News optimization focuses on a different audience and outcome

If it can be searched on, it can be Optimized

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

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

Announcements

Press Releases

Images

Video

Blog/RSS

Media Coverage

Social News/Bookmark

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

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.

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

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

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

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

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