understanding search for pr and news content · 2020-01-01 · understanding search . ... pr and...
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Understanding Search for
PR and News Content
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Google’s Algorithm • +/- 200 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
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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
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Penguin 2012 • Bad links • Paid links • Keyword stuffing • Link schemes • Deliberate creation of
duplicate content
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Digital Release Format Core news Bullet points Research Analyst data Quotes Expert sources Visual material Embed Codes Tags Feeds
http://www.press-feed.com/SMNR-template
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Headlines and Subheads You have to tell Google what your content is about Headline becomes the title Subhead can be used as the description
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Headline
Google indexes 65 characters
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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
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Yahoo! News Search
• Operates with human editors
• They pay attention to rising searches and trends
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Yahoo! News
Tip: Use
Google Trends – check the rising searches for your topic
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Google Trends
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Google News • Volume and originality of content produced consistently
about a topic (use your newsroom and tags) • 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
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Social Citations • Google Plus • Twitter • Facebook • LinkedIn • Pinterest • Blogs • Reddit • StumbleUpon • Forums
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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