Matt Cutts – Google Search “There's no point in doing textbook (SEO) stuff unless you have enough great content and the reputation within your community to be a challenger." Interview with Mike Grehan: The future of search and outdated SEO methods.
Traditional PR Premise • You build reputation by third party endorsement • An article in the media has more perceived value than content that comes directly from the company
Wire servicesPress Release Company News Engines Target Audience Company Website Online News Using Wire Services
Media website that is already a trusted news source Company News Engines Target Audience Online Media relations using trusted media sites that are already used by your audience
Getting visible in Yahoo News • Do keyword research to find which words you should be found on • See which websites routinely get indexed for this keyword or phrase in Yahoo News • Is this a site your audience would find credible?
On Hot News Keywords Media Websites Get Better Ranking than Press Releases
Target Social Media Sites • Del.icio.us • Newsvine • Reddit • Digg • Moreover
Case Study Keywords: dry skin, dry skin careUsing news search to create a new search term: shielding lotion
We found websites that get picked up in Yahoo! News for these keywords SENIOR JOURNAL.COM SENIOR JOURNAL.COM Senior Journal
News Search and RSS • Created an RSS feed of articles about shielding lotion • Informed journalists/editors at the selected online magazines know about the feed
Keyword SearchesFor Shielding Lotion Jan 2006 5 Feb 12 March 25 April 32 May 50 June 71 July 114
Search Rankings Keyword MSN Yahoo Google Shielding Lotion 3 2 6 Dry skin 12 20 12 Dry skin care 5 12 15 Dry skin care treatment 3 1 3
Traffic Increases • Press releases is the number one driver of traffic • RSS Feed of articles next highest traffic source • Many new referrers – means new audiences • Unique visitors to the site up by 600%
Useful URLs • http://www.expansionplus.com • http://press-feed.com/conference • http://falkow.blogsite.com
Contact Details Sally Falkow 323 882 8125 626 676 6419 cell email@example.com