1. SEO Tip Jar | BusinessWired
By Neil Hershberg,Senior Vice President, Global Media
The primacy of thenewsrelease in the editorial ecosystem has once again been reaffirmed.Google
adjusted its algorithms last September to include newsreleases among the authorized news sources
used in gathering its in the news search results. Googles decision had escaped notice until Reuters
recently spotlighted the silent shift in search strategy:http://www.reuters.com/article/2015/03/11/us-
google-news-idUSKBN0M729A20150311
Simply put,newsreleases may catapult other sources to earn top ranking in searches focusing on
specific companies. The impact on corporate issuers, news consumers, and media organizations
promises to be profound in many ways.
Corporate issuers stand to be the major beneficiaries; companies are now able to convey their
message in their own words, unfiltered and without interpretation by others. Their official
statements will play a larger role in shaping subsequent conversations, based on heightened
visibility.
The biggest challenge for the PR industry is to not abuse the privilege. Following rampant efforts to
game the system and artificially elevate search standings, Google introduced various initiatives, i.e.
Hummingbird, to clamp down on the outsized presence of news releases in its search results.
2. Googles release rehabilitation decision
provides PRand IRprofessionals with the
opportunity for redemption.
News consumers also stand to benefit on
multiple levels. Company statements are an
authoritative source of information; they
remain extremely popular with many
audiences, including investors, product
enthusiasts, and peer group professionals.
The renewed prominence of the newsrelease provides users with a direct and simple pathway to this
invaluable information resource.
The goal of search is to get users the right answer at any one time as quickly as possible that may
mean returning an article from an established publisher or from a smaller niche publisher or indeed
it might be the press release, a Google spokeswoman told Reuters.
An unintended consequence of Googles action is the potential diversion of traffic away from sites
operated by news organizations. Industry analysts have noted that Googles in the news modules are
a major driver of traffic to news sites, which may see some user slippage.
3. The reality, however, is that most readers are anxious to get a kaleidoscope of opinions and
perspectives; they will likely seek out editorial coverage from trusted third-party sources to
supplement the core release.
Bottom line: the news release is more vital than ever, at the very center of the discovery process.
Click here to share this big news with your Twitter followers: http://ctt.ec/09eu9
Like this:
Like Loading...
http://blog.businesswire.com/category/seo-tip-jar/
