digital news and social content...google’s algorithm • +/- 250 signals • relevancy –...
TRANSCRIPT
![Page 1: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/1.jpg)
Digital News and Social
Content
How to revitalize your news
content and make it relevant in the
digital age
![Page 2: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/2.jpg)
![Page 3: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/3.jpg)
Adapting to the Digital World
A new format:
• Provide the facts
• Package it in sections
• Add visual material
• Tag everything so it is
easy to find
• Add embed codes so
it is easy to use and
republish
![Page 4: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/4.jpg)
Tag News Content
By using news tags, a newspaper/news
site could pull together larger numbers of
news stories and the PR industry would be
helping the news publishers gather the
facts and present them in a near-
publishable format.
Source: Silicon Valley Watcher (http://s.tt/14aCy)
![Page 5: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/5.jpg)
Digital Journalism
• 60% of news outlets have laid off staff in
the last year
• The online audience is growing rapidly –
North American news outlets audience is
mostly online.
![Page 6: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/6.jpg)
Visual Content • You can get 9.7X more
views on a press releases
with multimedia added
![Page 7: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/7.jpg)
The Media Wants Visuals
• Almost every media company has a
website
• Multimedia with a story gets more views
• Editors insist on multimedia with a news
story
• Journalists editors and bloggers all say
images and videos are essential
![Page 8: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/8.jpg)
2013 Online Newsroom
Report
Only 21% of the Top 100
Global Brands use
multimedia with their press
releases
![Page 9: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/9.jpg)
What Digital News Outlets
Need
A constant flow of excellent news content.
Multimedia to support and enhance the story.
![Page 10: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/10.jpg)
“People are willing to watch a lot of video online now that speed and bandwidth have improved.
How people consumer news is changing by the day.
As journalists we can’t sit back and say this is how we’ve done it for the last 50 years and that’s how we will keep doing it.
We’re fighting for the attention of every reader. We have to provide what people want – we have to figure out how to produce better journalism and reach the national and international audience online.”
Jim Brady
Editor in Chief, Digital First Media
Formerly Chief Editor of Washingtonpost.com
![Page 11: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/11.jpg)
Online Media Websites
• 89% use video on their site
• 84% will use video from an outside source
• 57% prefer to use fully produced, completed videos from external resources
• 47% offer advertorial with video opportunities
• 79% say this trend will continue and will grow next year
Source: Web Influencers Survey D.S. Simon Productions
![Page 12: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/12.jpg)
Search
“The one factor that
has most impacted
the news industry in
the last decade is
searching for news.”
The State of the Media 2011 Pew Research
Image source: Danard Vincente Flickr
![Page 13: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/13.jpg)
Optimizing News Content
Less than 20% of releases on the
wire are optimized for search
Source: PRESSfeed study 2012
![Page 14: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/14.jpg)
Sharing News
“Sharing news
content is expected
to be the one factor
that most impacts
the news in the next
decade.”
Source: State of the Media 2011
Pew Research
![Page 15: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/15.jpg)
Sharing Corporate News
Fortune 100
42% of Fortune 100 companies have sharing options on their newsrooms making it easy to share news releases, images and videos
INC 500
16% of these fast-growing companies provide sharing tools in their newsroom
![Page 16: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/16.jpg)
New PR Skills
• Understand media consumption changes
• Learn what digital journalists need
• Format your press releases to meet those needs
• Provide quality content
• Tell interesting stories
• Add original images
• Add short, interesting video to enhance the story
• Present figures or data visually
• Optimize all content for search
• Make it easy to use and re-publish
• Make it easy to share
• Tracking and analytics
![Page 17: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/17.jpg)
Understanding Search
for
PR and News Content
![Page 18: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/18.jpg)
Google’s Algorithm
• +/- 250 signals
• Relevancy – quality, original content
• Freshness
• Keywords on the page relevant to the search query
• Title/Description = Headline and subhead
• Links on page
• Inbound links from relevant authoritative sites
• Mentions – social proof
![Page 19: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/19.jpg)
Google’s Mission
“Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”
![Page 20: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/20.jpg)
Panda 2012 Focuses on high-quality
content that users love
Low bounce rate – they stay on the page
Original, well-written
content
Sites with low-quality, spammy articles or press releases get penalized
![Page 21: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/21.jpg)
Penguin 2012
• Bad links
• Paid links
• Keyword stuffing
• Link schemes
• Deliberate creation of
duplicate content
![Page 22: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/22.jpg)
Avoid any kind of spam
• Google considers social
signals to be a strong,
natural indication of site
authority and uses this in
its ranking algorithm
• Encourage genuine
engagement and grow
your following of real
people with real opinions
![Page 23: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/23.jpg)
Headlines and Subheads
You have to tell Google what your content is about
Headline becomes the title
Subhead can be used as the description
Title/Headline
Description
Subhead
![Page 24: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/24.jpg)
Headline
Google indexes 65 characters
![Page 25: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/25.jpg)
Yahoo News still #1 – the
largest news audience in
the world
They have partnered with
ABC News # 12
Google News has
improved in 2012 –
moved up for #10 to #4!
Huffington Post is #6
![Page 26: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/26.jpg)
News Search
• Operates with human
editors
• They pay attention to
rising searches and
trends
![Page 27: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/27.jpg)
Yahoo! News
Tip: Use
Google Trends
– check the
rising searches
for your topic
![Page 28: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/28.jpg)
Google Trends
![Page 29: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/29.jpg)
![Page 30: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/30.jpg)
Google News
• Volume and originality of content produced consistently about a topic
• Quality and quantity of links to the news story
• Relevance to the user's query (keywords)
• “Editorial interest" (how many editors consider a news story containing the search term more important than others)
• Page placement (have editors put a story on a site's home page or just buried it somewhere deep inside the site?)
• Freshness
• Local to the searcher
![Page 31: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/31.jpg)
News Headlines
• Google 65 characters
• Yahoo News 85 characters
• Twitter max 100 characters (leave room
for the link and retweeting)
Aim for 65 characters.
Use the keywords or phrase you want the
release to be found for.
Interesting and enticing to the reader.
![Page 32: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/32.jpg)
News Search Results
![Page 33: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/33.jpg)
Digital Release Format
Core news
Bullet points
Research
Analyst data
Quotes
Expert sources
Visual material
Embed Codes
Contacts
http://www.press-feed.com/SMNR-template
![Page 34: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/34.jpg)
Social Citations
• Google Plus
• Blogs
• StumbleUpon
• Forums
![Page 35: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/35.jpg)
News Feeds (RSS)
![Page 36: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/36.jpg)
Takeaways
• Google is most important for web search
• Algorithms change – good, relevant content gets results
• Freshness is important
• The news search algorithm is a little different
• Yahoo! News is most important for news search
• Google News is catching up fast – now #4
• Write good headlines – 65 characters
• Use keywords in the headline
• Aim to be a Google News source
• Social citations are becoming as important as inbound
links
![Page 37: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/37.jpg)
Keyword Research
How to find and use the best
keywords in your news releases
and PR content
![Page 38: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/38.jpg)
Topic of Release
• What the release is about
• Any obvious keywords and phrases
• Brand – is it a keyword?
• Use free tools to find keywords
![Page 39: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/39.jpg)
Finding the Right Phrases
![Page 40: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/40.jpg)
Free Google Keyword Tool
![Page 41: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/41.jpg)
Paid Tools
Keyword Discovery
Correlates search statistics from a number of the world’s most popular search engines to create an extremely powerful keyword discovery tool.
Starts at $69.95/month
WordTracker
Provides access to Google’s keyword tool, and uses its own custom database comprised of phrases used by people searching some of the world’s best search engines.
Starts at $69/month
![Page 42: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/42.jpg)
Alternate Keywords
![Page 43: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/43.jpg)
Google Trends
![Page 44: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/44.jpg)
![Page 45: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/45.jpg)
Google Trends
![Page 46: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/46.jpg)
Collaborate
• Ask other teams for
their top keywords
related to the topic
of your release
• Marketing
• SEO team
• Internet marketing
![Page 47: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/47.jpg)
Own PR Phrases
• Find some unique
phrases
• Use them in releases,
blog posts and
articles
• Track their ranking
![Page 48: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/48.jpg)
![Page 49: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/49.jpg)
Take Notes
• Who else shows up
• Who writes about the topic
• Bloggers you could work with
• Check news results
![Page 50: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/50.jpg)
![Page 51: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/51.jpg)
![Page 52: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/52.jpg)
![Page 53: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/53.jpg)
Takeways
• Main topic of the release
• Look for obvious keywords
• Do keyword research
• Find best keywords
• Find alternative keywords with Google tools
• Collaborate with other teams
• Find PR keywords you can own
• Use keywords to find reporters and bloggers who write about your topic
![Page 54: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/54.jpg)
Exercise
Using a release you brought with you, do the
keyword research.
Find one main key phrase and two minor
phrases you can use to optimize the release
for search.
![Page 55: Digital News and Social Content...Google’s Algorithm • +/- 250 signals • Relevancy – quality, original content • Freshness • Keywords on the page relevant to the search](https://reader034.vdocuments.us/reader034/viewer/2022042320/5f09afc47e708231d42807a7/html5/thumbnails/55.jpg)