One of the biggest challenges for
search engine marketers, after they have built their SEO
skills up and can achieve optimal rankings for competitive
keyword phrases, is simply this. So often, we seem to have a
limited approach to SEO and SEM. Possessing a good SEO skill
set is the beginning of changing your online business, but
where some students tend to labor is exactly what to do with
their newfound knowledge.
This is the first in a new series of articles I am writing
about how you can do things differently and use your search
engine marketing skills for a variety of useful purposes to
make an impact on your online business or your client's business. There
is no need to "think outside of the box" once you
realize that your SEO skills have just eliminated the box.
A few Tips to Get Started Positioning Your Web Site for a
Media Blitz in Real World News.
Before we get started with some tips, we need to make sure we
understand the essence of what news is and how SEO applies to
working with news. In Part 2 of this article, we will be
sharing some tips for creating a media blitz and brainstorm
for your own fresh angles to expand the impact of your
One of the things to remember when you are working with news
is that search engine robots love fresh content and by the
very nature of news, it is constantly changing or being
updated. Search engines already understand that news is meant
to be syndicated across many different Web sites.
For example, if you look at www.Google.com
and click on the news
of Google News
We can see that
Google gets it's news stories from over 4,500 different news
sources. Also notice that they have recently added a search
feature to look up historical news. Notice that this
information pertaining to news is updated often.
publishing your news:
1. Have you thought about working with www.PRweb.com
to create a series of press releases?
Why a series of stories as opposed to just one press release?
It's simple. With enough thought about your news, you could
easily create a series of stories over some big event that is
happening in your business. This is where some students
forget, that for their press releases to really do well, you
must have some genuine news to tell. Try to train yourself to
think "news" not about increasing "sales"
or "traffic." If you learn how to publish legitimate
news then the result will usually always be more traffic and
2. Are you
having trouble getting started thinking about a news story?
Here are a few ideas just to get you started.
somebody in your industry that you conduct an interview with?
Ideally some authoritative voice.
Interviews are easy to conduct, even by e-mail. How about a
series of interviews?
company changing directions in the new year? Are there stories
the public need to know about concerning future directions?
anything new happening in your specific industry that is
already in the real world news that you could make use of or
publishing a story around the results of a survey you conduct
or have conducted with your customers.
company held any kind of support events that you could fashion
a news story around.
What if you
were to conduct a contest and create some news around the
results of the contest winners.
Do you have
any interesting statistical or historical information that you
could write stories around?
Once you are
on a roll and have the "newsworthy" mindset, there
is no end to the type of press releases that you could write
and have your news showing up across the search engines on a
3. Learn how to appeal to the publishers and editors eye.
One thing that new students often struggle with is learning
how grab the attention of publishers and editors. This is
usually overcome with practice and more practice.
Here are just a few tips.
- Publishers are usually
looking for legitimate news stories not sales related
- Some publishers are looking
for news on the lighter side that may include some humor.
- Publishers want statistical
data and the facts
- Publishers often watch for a
story that has a "human interest" angle that is
- Publishers want either
newsworthy content or "hard news."
news story and see if there is any way you can make it bigger
or make it last longer.
need help in putting more pizzazz into your press releases, we
do go into much more detail at our workshops.
Remember that press releases have many other benefits if you
have studied and built up solid SEO skills.
releases can be optimized for excellent visibility if you
apply your workshop skills.
- Use a
service such as Wordtracker
to watch for high volume keywords that relate to your
that using www.PRweb.com
is a free service but making a little donation delivers
some extra and measurable benefits based on level of your
also offers your press releases out in PDF format.
- With a
donation, PRweb has some simple tracking in place to show
you statistics on how many times your press release was
viewed, how many times it was picked up by other media
news on your own site on a regular consistent basis will definitely
increase robot visits to your site.
news is considered 100% white hat so there is no
possibility of being penalized for duplicate content.
the next article: Creating a Media Blitz - Brainstorming
for your own fresh angles
How up to date are you on all of the SEO influences that are
currently "working in the now?"
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About John Alexander
John Alexander is Co-director of Training at Search
Engine Workshops offering live, SEO Workshops with partner
Robin Nobles as well as online search engine marketing courses
through Online Web
Training. John is author of an
e-book called Wordtracker
Magic and has
taught SEO skills to people from 87 different countries.
John's articles can be read in publications like REALTOR
News, SitePro News
and many others.