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Using your news to drive traffic to your site

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With the nature of a press release, search engines give them a high quality score for content and search rankings. This session will show you tips and strategies to build a press release strategy that offers a valuable ROI and increase your SEO results and buyer traffic.

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Using your news to drive traffic to your site

  1. 1. Use Your News to Drive Traffic to Your Site Sophie Shiatis VP, Ecommerce & Marketing Twitter @PRWeb
  2. 2. The Simple Truths <ul><ul><li>More than 27 million people use Yahoo! News and Google News </li></ul></ul><ul><ul><li>64% of journalists use Google or Yahoo! to follow the news </li></ul></ul><ul><ul><li>85% of consumers find products through Web research and social becomes a huge part of that. </li></ul></ul>
  3. 3. Trust <ul><li>Consumers trust Web search. </li></ul><ul><li>Social media content converts users. It gets people to purchase. </li></ul><ul><li>60-70% of clicks occur within natural search results </li></ul>
  4. 4. Fact 1: People Care About News in Search “ While images are the most clicked type of result after a vertical-specific search, news items are the most clicked type of result within blended search results.” iProspect Study 2008
  5. 5. Fact 2: Google Cares About News We see with regularity news results appearing in the pole position in blended search results.
  6. 6. Fact 3: News Releases Can Be Used To Get Into Search With a news distribution service, you can get into search results.
  7. 8. Fact 4: News Releases Can Help You Build Inbound Links
  8. 9. How That Works
  9. 11. Fact 4: Definition of News Is Changing Its all about being relevant to your audience
  10. 12. Defining “News” <ul><li>Conventional content </li></ul><ul><li>Product announcements </li></ul><ul><li>Events </li></ul><ul><li>Executive hiring </li></ul><ul><li>White paper </li></ul><ul><li>Position paper </li></ul><ul><li>Sales promotions </li></ul><ul><li>Awards </li></ul><ul><li>New types of content </li></ul><ul><li>Best practices </li></ul><ul><li>Tie-in to industry research </li></ul><ul><li>Tips </li></ul><ul><li>Day trips in England </li></ul>
  11. 13. Defining “News”
  12. 14. Get Inspired <ul><li>Products & Pricing Promotions </li></ul><ul><li>New website or significant upgrade to existing website </li></ul><ul><li>Free shipping offer/changes in shipping rates </li></ul><ul><li>New products and services </li></ul><ul><li>Product Name Change </li></ul><ul><li>New product production process </li></ul><ul><li>New pricing and promotions </li></ul><ul><li>New contests & sweepstakes </li></ul><ul><li>Holiday related sales and promotions </li></ul><ul><li>Unique and new uses for existing products </li></ul><ul><li>New promotional programs like referral rewards </li></ul><ul><li>Free Consultations, Trial Offers & Samples </li></ul>
  13. 15. So What Now? <ul><li>Time for a News Release </li></ul><ul><li>Top 5 News Release Tips </li></ul>
  14. 16. Meet Audience Demand
  15. 17. Research Your Angle For The Demand http://www.google.com/insights/search/# http://www.google.com/trends
  16. 18. Stay Focused
  17. 19. You Don’t Need to Identify Thousands of News Search Terms <ul><li>Who: Company name or description </li></ul><ul><li>What: Brand name or product category </li></ul><ul><li>Why: Problem or benefit </li></ul><ul><li>When: Season </li></ul><ul><li>Where: Location </li></ul><ul><li>How: Call to action </li></ul>
  18. 20. Users See 120 Characters of Headline in Yahoo! News, 60 in Google News Sources: Yahoo! News and Google News Yahoo! News Google News
  19. 21. News Results Can Include Thumbnail Images
  20. 22. Use Images For Search CTR increased ~ 15 – 25%
  21. 23. Use Images For More Traction More than 50 blog articles from 3 releases
  22. 24. Use Images To Create An Online Footprint <ul><li>Over 3,000 unique readers per month </li></ul><ul><li>90% from image search </li></ul>
  23. 25. Use Video to Increase Brand Impact <ul><li>83.1 percent of the total U.S. Internet audience viewed online video. </li></ul><ul><li>Having video creates heightened brand excitement for website. </li></ul><ul><li>Having video creates higher purchase intent. </li></ul><ul><li>Time spent with video builds brand commitment. </li></ul>&quot;A photo helps, but video really tells a story that's short and sweet.&quot;
  24. 26. Use Video To Engage Visitors <ul><li>Over 2000 unique visitors per month </li></ul><ul><li>500% increase in time on page </li></ul>
  25. 27. Optimize Your Release <ul><li>Anchor Text Links </li></ul><ul><li>ALT TEXT </li></ul><ul><li>URL Keywords </li></ul><ul><li>Customize url </li></ul><ul><li>Quotes </li></ul>
  26. 28. How Press Releases Help Drive Sales At Online Retailer Vedante
  27. 29. Got 31 Pickups in Google Alone And 82 in Yahoo
  28. 30. The Results For Online Retailer Vedante <ul><li>Noticed by comparison sites </li></ul><ul><li>Received press mentions </li></ul><ul><ul><li>&quot;I do know that every time I'm in the media, my sales go up,&quot; Kantor says. </li></ul></ul><ul><li>Contacted by Amazon to sell her products </li></ul><ul><li>Ranked in the top 10 for Amazon's outdoor gear category </li></ul><ul><li>See Press Mentions: http://www.internetretailer.com/dailyNews.asp?id=34295 ; </li></ul><ul><li>http://www.womenentrepreneur.com/2010/03/where-no-press-release-has-gone-before.html </li></ul>
  29. 31. Takeaways <ul><li>Don’t just send news releases when ‘big news’ is happening; find good reasons to send them all the time </li></ul><ul><li>Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers </li></ul><ul><li>Write releases replete with keyword-rich copy </li></ul><ul><li>Create links in releases to deliver potential customers to landing pages on your web site </li></ul><ul><li>Optimize news release delivery for searching and browsing </li></ul><ul><li>Drive people into the sales process with press releases </li></ul>Source: David Meerman Scott, The New Rules of PR
  30. 32. Thank You! Twitter: @PRWeb Web site: www.prweb.com Email: [email_address]
  31. 33. ECMTA Special Offer <ul><li>Come by our Booth and </li></ul><ul><li>Get 25% off </li></ul><ul><li>your next press release </li></ul>
  32. 34. Appendix
  33. 35. Inspiration: Events, Customer Wins <ul><li>Events </li></ul><ul><li>Scheduling of In-person seminars </li></ul><ul><li>Success of events </li></ul><ul><li>Appearance at a trade show </li></ul><ul><li>Scheduling and success of Web events </li></ul><ul><li>Event sponsorship </li></ul><ul><li>Holiday-related events </li></ul><ul><li>Customer Wins & Endorsements </li></ul><ul><li>Significant customer win and case studies </li></ul><ul><li>Customer acquisition milestones (100 th customer, 500 th customer, 1 Million customers, etc) </li></ul><ul><li>Celebrity & Public Figure endorsements or product purchase (be sure to get approval). </li></ul>
  34. 36. Inspiration: Market Trends and Thought Leadership <ul><li>Tips sheets or feature stories like “Top 10 Valentine Gifts,” “Top 10 Common Mistakes of Social Media Marketing” or “How to Land a Job in 30 days.” </li></ul><ul><li>News of the Weird: An outrageous claim or outlandish event like “Coffee Shop offers gourmet $200 latte!” </li></ul><ul><li>New market studies, research, surveys and polls </li></ul><ul><li>Helpful tips for customers, related to your business </li></ul><ul><li>Market Trends or new tecnhologies affecting your business </li></ul><ul><li>Free educational information, ebooks, newsletters and white papers </li></ul><ul><li>Media and speaker appearances by executives </li></ul><ul><li>Predictions for your industry and supporting market analyst information </li></ul><ul><li>Debunking of common “myths” related to your industry </li></ul>

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