Online Newsroom Tips For Your Website

Too often, the newsroom on a website is merely a home for old press releases. While it can be a struggle to provide up-to-date news, press releases can help improve search engine rankings for your website. This alone is reason enough to have a newsroom on your website—not to mention the valuable content that revolves around your keywords and is of interest to search engines and customers alike.

Here’s a list of what should be included in your online newsroom:

  • High resolution photos
  • Executive bios
  • Corporate backgrounders
  • Video content
  • RSS feeds
  • Opt-in email
  • Contact information
  • Social sharing buttons

Optimized Content

A dynamic online newsroom can be an effective search engine optimization (SEO) tool for reaching new and existing customers. However, not optimizing your news content can be detrimental to the success of your newsroom. As much as it’s important to write content that journalists will enjoy and find interesting, it’s equally important to craft content with SEO in mind. To be sure that your newsroom can be found by search engines, have a link to the newsroom on your website’s homepage. You should also use title tags rich in keywords and utilize HTML code like headline tags and meta descriptions.

Be Social

By including RSS feeds and email opt-ins, you can enable readers to subscribe to your newsroom. This will allow them to receive content as it becomes readily available. You should also incorporate your social media feeds as well as social sharing buttons on your press releases to make sharing your content as easy as the click of the mouse.

Gain Exposure

To increase exposure of your press releases, you can distribute them through services such as PR Web. This will not only increase the breadth of your release, but you can also gain inbound links from authoritative sites, which can improve your overall SEO.

Incorporate multimedia

You will also want to include videos and photos of your products and/or services. Embedding videos and photos that supplement your content can make your newsroom more appealing to both the media and consumers.

Online Newsroom Examples

A wonderful example of an online newsroom is by Red Lobster (http://www.redlobster.com/press). Simple, yet it includes all the key ingredients to the perfect online newsroom.

Dunkin Donuts also has a great online newsroom (http://news.dunkindonuts.com). It’s fun, engaging and offers the right ratio of news and multimedia content.

Thanks to all the Google algorithm updates, it’s more critical than ever before to craft high-quality and frequent content. The online newsroom provides a great opportunity for businesses to not only meet the ever-changing demands of search engines, but also provide relevant, newsworthy content for their customers too.

Share Button

The Rise of Web Marketing

In today’s whiteboard Friday segment by SEOmoz, Rand Fishkin talks about how SEOs can no longer just be SEOs anymore. Rand suggests, that as an industry, we broaden the definition of SEO by incorporating web marketing techniques like unique content, social media and branding into our daily practice. And I would have to agree. This is a hot topic in our industry right now, and something I felt the need to delve into a bit further.

Old School vs. New School SEO

As an Internet marketing agency, we’ve seen a lot of companies rely on SEOs to keep them at the top of search results. For ecommerce sites especially, it’s a constant struggle between the latest Google update and outperforming peers. As a result, some of our best clients have gotten hung up on old SEO tactics simply because they worked in the past. However, it’s our job as the professionals to tell these clients that buying links and keyword stuffing is no longer appropriate practice.

If you are considering hiring a SEO company to improve your search engine rankings and you plan to measure their worth solely on how high they get you in rankings, you may want to reconsider your short-term and long-term business goals. For example, a spike in search engine rankings is a short-term fix for any struggling website, but creating high-quality content and posting it regularly will ensure long-term SEO growth. Also, if a SEO company tells you that they have easy “tricks” to increase your rankings, don’t fall for it. Nothing compares to natural links and original content.

Focus on Creating Quality Content

Now, back tracking a bit, I mentioned in February that Google has made significant changes to its algorithm to ensure quality websites outrank their inferior counterparts. While keywords are still important, Google now rewards websites that create great content for the benefit of the reader. As SEOs, our objective should be to create better content, not climb the search engine rankings.

Utilize other sources of organic traffic

In addition to high-quality content, search engines also value other sources of organic traffic like social media, blogs, video, and email marketing. These sources can also drive substantial traffic to your website. More important, social networking sites like Facebook and Twitter have transformed into customer engagement platforms.

SEOs should become brand communicators by listening to customers and understanding what’s important to them. Customers today are bold enough to go directly to a Twitter handle or public forum to engage directly with a business. And they expect brands to communicate back. What SEOs can do is encourage customers to place reviews on social media and other websites. These reviews will serve as their public endorsement of a brand. When a customer shares your content through their social media profiles, they are providing quality inbound links to your website.

Leverage Your Online Authority

I’ve talked a lot about thought leadership as a powerful SEO tactic, so I won’t bore you with all the details. However, when a customer already trusts you they will come to you for professional advice. And one way you can do this is through content management.  Creating SEO-friendly and engaging content is the first step. If you sell all natural health products and you write a blog post about “5 Natural Ways to Heal Acne,” SEOs can ensure that when a consumer types “natural ways to heal acne” into the search field, your blog will show up in search results. Whether it’s through blogging or email marketing, the goal of content management is to get customers visiting your website.

Over the years there has been a lot of “black hat” or shady SEO practices, and search engines are starting to catch on. Regardless, SEO is still a valuable tool when building your business. Therefore, if you can do it the right way and take advantage of these web marketing techniques, you can naturally position yourself as an industry leader and the search engines will graciously reward you.

Share Button

Benefits of Using a Press Release

Back in January, I wrote about the benefits of working with public relations professionals. More specifically, how developing engaging, keyword-and-human-friendly content is the key to creating high-quality websites. I also briefly touched upon the press release as an effective SEO tactic.

Today, I am going to discuss the benefits of using a press release, in regards to your website and overall brand reputation. The purpose of writing and distributing a press release is to get your news in front of as many people as possible. An online press release distribution service is the quickest and easiest way to do this. The beauty of using a distribution service is that thousands of journalists have access to these services. And the media are always looking for new and interesting information that they can transform into a newsworthy story. Here are the benefits of using a press release:

Build Brand Awareness

A common goal of a press release is to promote your company, products and/or services to potential customers and influencers (bloggers and journalists) within your industry. A distributed press release can do exactly that. By developing newsworthy content and distributing it to the appropriate outlets, you can achieve your goal of getting your brand in front of the right audience. Likewise, you should engage your audience to ensure that people not only know about your brand but are also interested in it.

Increase Sales

In addition to building brand awareness, increasing sales is another goal of press release distribution. This tactic is particularly common among smaller businesses with limited budgets. Press releases that contain some type of free offer or incentive to the customer can generate serious business leads. You would be surprised how many people are willing to trade their contact information for free stuff. Even if just one lead turns into a hard sale, you will have achieved your goal.

Link Building and SEO Benefits

As a SEO specialist, I cannot forget the link building and SEO benefits of the press release. The mistake that many small businesses make is putting up a website and expecting people to find you without taking any steps to market the site. Well folks, let me let you in on a little secret: optimizing a press release is one of the easiest ways to market your website. The simple truth is that millions of people today use the Internet to get their news (myself included). By including high-quality and fully optimized links in your press release, you can build more backlinks and ultimately improve the search engine rankings of your website. Pretty awesome, right?

Position Yourself as a Thought Leader

As I mentioned in my most recent blog post, positioning yourself as a thought leader within your industry is another way to build powerful backlinks. Therefore, when writing your press release you want bloggers and journalists to consider you an industry expert. This can help you earn media coverage from influencers. It will also help you to build lasting relationships with bloggers and journalists. Plus, the more customers see you in the news, the more credible your business becomes. As you can see, the benefits of positioning yourself as a thought leader are actually three-fold.

To wrap things up, the benefits of using a press release are this: brand awareness, lead generation, SEO maximization and thought leadership. However, keep in mind that one press release is not going to solve all of your business goals and ambitions. The best way to get noticed is to create consistency by distributing well-written, SEO-friendly press releases on a regular basis. And when I say regular basis, I mean as often as something newsworthy occurs in your company be that events, promotions, awards, new products or services, and other accomplishments.

Share Button