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PR Perspective Part Three: Optimizing Online Newsrooms In June and July, we shared useful information, tips and best practices when it comes to public relations and the fundamentals of Search Engine Optimization (SEO). In Part One, we discussed "Why and How a Press Release Should Be Search Optimized." In Part Two, we reviewed "Optimizing News Distribution, Posting & Placements," the "push" facet of SEO for PR. In this article, our third and final installment, we examine how to optimize an online newsroom, the “pull” aspect of SEO for PR.As noted in previous articles, more than 90 percent of journalists turn to the Internet and search engines as their primary news source, and corporate influencers are now relying upon news releases as their primary source of information. It’s for these reasons that you’ll want to optimize your online newsroom. GOOD ONLINE NEWSROOM CONTENT FOR SEARCH ENGINES In a nutshell, good online newsroom content for search engines is also good newsroom content for a journalist. Be sure your online newsroom includes the following content:
Avoid complex content management systems when posting releases to your site unless the system is already search engine-optimized. Be sure all news releases issued are immediately if not, simultaneously, posted to your site along with supporting data and/or links, such as analyst reports or quotes, customer testimonials, relevant articles, technical spec sheets, downloadable images, presentations, recorded versions of press conferences, relevant articles, etc. As indicated on the images here, be sure to use alt tags and other optimized image source code.
Lastly, implement the ability to track newsroom activity. Assuming you’ve instituted the steps outlined in this article, then you now have the ability to monitor, measure and respond to newsroom visitor traffic and trends. Newsroom analytics will enable you to keep your site searchable, relevant and easily accessible to journalists and other site visitors, as well as ensure that you to keep your clients and/or management informed of your SEO PR efforts and ROI. Properly implemented, SEO PR will boost client visibility and traffic, enhancing you and your client’s existing image and bottom line NEWSROOMS WORTH NOTING Microsoft http://www.microsoft.com/presspass/default.mspx Apple http://www.apple.com/pr/ Target http://sites.target.com/site/en/corporate/page.jsp?ref=nav%5Ffooter%5Fnews&contentId=PRD03-001080 Merck http://www.merck.com/newsroom/ Sprint http://www2.sprint.com/mr/mrhome.do
Hollis Thomases is president and founder of WebAdvantage.net, an interactive marketing, promotions, and advertising agency. Hollis was named 2007 Small Business Person of the Year for the state of Maryland by the Small Business Administration. She was also one of Baltimore's "40 Under 40" in 2003. She was sole recipient of the 2002 Bush Declaration Award for Entrepreneurial Spirit. Hollis speaks extensively on interactive marketing, having presented for ClickZ, Jupiter Research, The Kelsey Group, the American Marketing Association, the Direct Marketing Association, The Newsletter and Electronic Publishers Association, the Business Marketing Association, and The Dingman Center for Entrepreneurship. WebAdvantage.net's client list has included Zurich North America, Nature Made Vitamins, Johns Hopkins University, Baltimore Area Convention & Visitors Association and AMVETS. Its web site was named one of Forbes magazine's "Best of B2B Sites" for media and advertising. Copyright © 2007 Hollis Thomases. All rights reserved.
If you have links, comments or information pertaining to the editorial you would like to share, please feel free to email me at info@workinpr.com. Space permitting, I'll include them in the next newsletter.
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