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A brief tutorial on how to optimize news releases for search engines or online distribution

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New Release Optimization


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    new release optimization

    New Release Optimization

    Optimizing News Releases For Search Engines CO FOR U NTR Y’S IMM LOS LAR EDI a lea ANG ELE GES T AS ATE der in th S (Sept SO C IATI Sept RELEA The is in e dust mber 1 ON emb er 1 SE “Th orga ry, t 8 OF 8, 20 is is nizatio oday , 2009) MED IC A 09 said an o n, w anno – Th L PR afte John D pportu hich ce unce e Am d so eric OFE r ye oe, C nity lebr an SSIO a m

    optimizing news releases for search engines

    Optimizing News Releases For Search Engines O S CO U NTR E FOR IMM JUIC Y’S LOS LAR EDI a lea ANG ELE GES T AS ATE der SO C Sept RELEA E in th S (Sept IATI The is in e dust mber 1 ON emb er 1 SE “Th orga ry, t 8 OF 8, 20 is is nizatio oday , 2009) MED IC A 09 said an o n, w anno – Th L PR afte John D pportu hich ce unce e Am d so eric OFE r ye oe, C nity lebr an SSIO a m Optimizing News Releases For Search Engines O S CO U NTR E FOR IMM JUIC Y’S LOS LAR EDI a lea ANG ELE GES T AS ATE der SO C Sept RELEA E in th S (Sept IATI The is in e dust mber 1 ON emb er 1 SE “Th orga ry, t 8 OF 8, 20 is is nizatio oday , 2009) MED IC A 09 said an o n, w anno – Th L PR afte John D pportu hich ce unce e Am d so eric OFE r ye oe, C nity lebr an SSIO a m

    old distribution model for immediate release

    Old Distribution Model: FOR IMMEDIATE RELEASE September 18, 2009 COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news. The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the ### Old Distribution Model: FOR IMMEDIATE RELEASE September 18, 2009 COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The American Association for, a leader in this industry, today announced some big news. The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the The organization, which celebrated its 150 year “This is an opportunity for us to aid John Doe, CEO and president fter years of planning The highlight of the ###

    old distribution model for immediate release 1

    Old Distribution Model: FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ### Old Distribution Model: FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ###

    old distribution model social media changed

    Old Distribution Model: Social Media changed the game FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ### Old Distribution Model: Social Media changed the game FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE September 18, 2009 September 18, 2009 COUNTRY’S LARGEST ASSOCIATION COUNTRY’S LARGEST ASSOCIATION LOS ANGELES (September 18, 2009) – The LOS ANGELES (September 18, 2009) – The American Association for, a leader in this American Association for, a leader in this industry, today announced some big news. industry, today announced some big news. The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the The organization, which celebrated its 150 The organization, which celebrated its 150 year “This is an opportunity for us to aid year “This is an opportunity for us to aid John Doe, CEO and president fter years of John Doe, CEO and president fter years of planning The highlight of the planning The highlight of the ### ###

    one response social media news release

    One Response: Social Media News Release •democratizes access •ensures accuracy •embraces context •builds community •is findable One Response: Social Media News Release •democratizes access •ensures accuracy •embraces context •builds community •is findable

    difference between writing for readers

    Difference between writing for Readers vs. Searchers Difference between writing for Readers vs. Searchers

    difference between writing for readers 1

    . Difference between writing for Readers vs. Searchers

    helpful tools google insigths adcenter labs

    . Helpful Tools Google Insigths AdCenter Labs Compare search volume Entity Association Graph patterns across specific Keyword Group Detection regions, categories, time Keyword Mutation Detection frames and properties Keyword Forecast Search Funnels Google Adwords Helps you pick keywords

    creating brand associations examining top related

    . Creating Brand Associations Examining top related & rising searches Keyword ‘face mask’: Top searches refers to search terms with the most significant level of interest. These terms are related to the term you've entered. Other terms Internet users have used in their searches on ‘face masks’: • n95 face mask (also a rising search) • cpap • 3m mask

    keyword u rising searches searches that have

    . Keyword ‘flu’: Rising searches: searches that have experienced significant growth in a given time period, with respect to the preceding time period • Rising searchers all related to swine flu • Breakout: over 5000% growth rate

    determining new markets examining regional

    . Determining new markets: Examining regional differences worldwide web search for Michael Jackson during last 12 months worldwide image search for Michael Jackson during last 12 months

    testing message resonance laptop weight laptop

    . Testing message resonance: Laptop weight, laptop screen size, laptop color Which term gets the most interest? • ‘Laptop size’ gets consistantly more search volume • Might want to focus on laptop size instead of color/weight

    size up the competition for your keywords high

    . Size up the Competition for your keywords High Competition: • Generic words • Brand name keywords Less Competition: • Specific/targeted words

    make sure your keywords re ect natural language

    . Make sure your Keywords reflect natural language Find out what words people use when talking about your topic: • Facebook Lexicon • Twitter Search

    allows you to lexicon explore language trends

    . Allows you to: Lexicon Explore language trends across Facebook See the buzz surrounding different words and phrases on Facebook Walls Compare up to five different words or two-word phrases and see how many people talked about that term each day

    mentions of symptoms spike with swine u

    . Mentions of ‘symptoms’ spike with ‘swine flu’

    mentions of mexico spike with swine u

    . Mentions of ‘Mexico’ spike with ‘swine flu’

    words associated with swine u on july 13 women

    . Words associated with ‘swine flu’ on July 13 Women use more tentative language than men

    make sure your keywords generate enough search

    . Make sure your Keywords Generate enough search volume To do so: • Use Google Insights • Check SERPs http://www.

    strategically integrate the keywords into your

    . Strategically integrate the Keywords into your news release • Focus on position, not frequency • Incorporate into headline, body • Don’t break the flow • Should still read natural

    credits dr corinne weisgerber st edward

    . Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew News Release Optimization tips based on: Edelman Position Paper on Search Engine Visibility