Optimizing News Releases
For Search Engines


                      CO                                         FOR
       ...
Optimizing News Releases
 For Search Engines

                                             O
                        S
   ...
Old Distribution Model:
                      FOR IMMEDIATE RELEASE
                              September 18, 2009

    ...
Old Distribution Model:




                FOR IMMEDIATE RELEASE
                                                        ...
Old Distribution Model:                                                                       Social Media changed
       ...
One Response:
Social Media
News Release
•democratizes access
•ensures accuracy
•embraces context
•builds community
•is find...
How to Be Findable to
How to Be Findable to
Difference between writing for
Readers vs. Searchers
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 acro...
Creating Brand Associations
                       Examining top related & rising searches




                           ...
Keyword ‘flu’:
Rising searches: searches that have experienced significant growth in a given time
period, with respect to th...
Determining new markets:
                     Examining regional differences




                                         ...
Testing message resonance:
                       Laptop weight, laptop screen size, laptop color




                    ...
Size up the
Competition
for your keywords
High Competition:
• Generic words
• Brand name keywords
Less Competition:
• Spec...
Make sure your
Keywords
reflect natural language

Find out what words people use
when talking about your topic:
• Facebook ...
Allows you to:
Lexicon   Explore language trends across Facebook

          See the buzz surrounding different words and
 ...
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
                     ...
Strategically integrate the
Keywords
into your news release
•   Focus on position, not frequency
•   Incorporate into head...
Credits:
           Dr. Corinne Weisgerber
           St. Edward’s University

Blog: http://socialmediaprclass.blogspot.co...
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New Release Optimization

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A brief tutorial on how to optimize news releases for search engines or online distribution

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New Release Optimization

  1. 1. 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
  2. 2. 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
  3. 3. 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 ###
  4. 4. 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 ### ###
  5. 5. 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 ### ###
  6. 6. One Response: Social Media News Release •democratizes access •ensures accuracy •embraces context •builds community •is findable
  7. 7. How to Be Findable to
  8. 8. How to Be Findable to
  9. 9. Difference between writing for Readers vs. Searchers
  10. 10. Difference between writing for Readers vs. Searchers
  11. 11. What are the Keywords searchers would use?
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Size up the Competition for your keywords High Competition: • Generic words • Brand name keywords Less Competition: • Specific/targeted words
  18. 18. Make sure your Keywords reflect natural language Find out what words people use when talking about your topic: • Facebook Lexicon • Twitter Search
  19. 19. 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
  20. 20. Mentions of ‘symptoms’ spike with ‘swine flu’
  21. 21. Mentions of ‘Mexico’ spike with ‘swine flu’
  22. 22. Words associated with ‘swine flu’ on July 13 Women use more tentative language than men
  23. 23. Make sure your Keywords Generate enough search volume To do so: • Use Google Insights • Check SERPs http://www.
  24. 24. 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
  25. 25. 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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