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Optimizing News ReleasesFor Search Engines
FOR IMMEDIATE RELEASESeptember 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for,
a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION OF MEDICAL PROFESSIONALS
The organization, which celebrated its 150 year
“This is an opportunity for us to
said John Doe, CEO and president
after years of planning
The highlight of the
Optimizing News ReleasesFor Search Engines
FOR IMMEDIATE RELEASESeptember 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for,
a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION OF MEDICAL PROFESSIONALS
The organization, which celebrated its 150 year
“This is an opportunity for us to
said John Doe, CEO and president
after years of planning
The highlight of the
JUICE
SE
O
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
Old Distribution Model:
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
Old Distribution Model:
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
FOR IMMEDIATE RELEASE
September 18, 2009
LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news.
COUNTRY’S LARGEST ASSOCIATION
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
###
Old Distribution Model: Social Media changedthe game
News ReleaseSocial Media
•democratizes access•ensures accuracy•embraces context•builds community •is findable
One Response:
How to Be Findable to
How to Be Findable to
Difference between writing forReaders vs. Searchers
Difference between writing forReaders vs. Searchers
What are theKeywordssearchers would use?
Google InsigthsCompare search volume patterns across specific regions, categories, time frames and properties
Google AdwordsHelps you pick keywords
AdCenter LabsEntity Association GraphKeyword Group DetectionKeyword Mutation DetectionKeyword ForecastSearch Funnels
Helpful Tools
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
Keyword ‘face mask’:
Cre
atin
g B
ran
d A
sso
ciat
ion
sEx
amin
ing
top
rela
ted
& r
ising
sea
rche
s
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
worldwide image search for Michael Jackson during last 12 months
worldwide web search for Michael Jackson during last 12 months
De
term
inin
g n
ew
mark
ets
:Ex
amin
ing
regi
onal
diff
eren
ces
Te
stin
g m
ess
age
re
son
an
ce:
Lapt
op w
eigh
t, la
ptop
scr
een
size,
lapt
op c
olor
Which term gets the most interest?
• ‘Laptop size’ gets consistantly more search volume • Might want to focus on laptop size instead of color/weight
Size up theCompetition
• Generic words• Brand name keywords
High Competition:
• Specific/targeted wordsLess Competition:
for your keywords
Make sure yourKeywordsreflect natural language
• Facebook Lexicon• Twitter Search
Find out what words people use when talking about your topic:
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
Explore language trends across FacebookLe
xico
n Allows you to:
Mentions of ‘symptoms’ spike with ‘swine flu’
Mentions of ‘Mexico’ spike with ‘swine flu’
Words associated with ‘swine flu’ on July 13Women use more tentative language than men
http://www.
Generate enough search volume
Make sure yourKeywords
• Use Google Insights• Check SERPs
To do so:
Strategically integrate the
into your news releaseKeywords• Focus on position, not frequency
• Incorporate into headline, body
• Don’t break the flow
• Should still read natural
Credits:Dr. Corinne WeisgerberSt. Edward’s University
Blog: http://socialmediaprclass.blogspot.comEmail: corinnew@stedwards.edu
Twitter : @corinnew
News Release Optimization tips based on: Edelman Position Paper on Search Engine Visibility
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