How do we capitalize on the unique opportunities Web 2.0 presents? PR in a Web 2.0 World: Getting Found in All the Right Places

Size: px

Start display at page:

Download "How do we capitalize on the unique opportunities Web 2.0 presents? PR in a Web 2.0 World: Getting Found in All the Right Places"

Barnard Johns
5 years ago
Views:

How do we capitalize on the unique opportunities Web 2.0 presents? PR in a Web 2.0 World: Getting Found in All the Right Places Jamie O Donnell Co-Founder, SEO-PR Web Builder 2.

1 How do we capitalize on the unique opportunities Web 2.0 presents? PR in a Web 2.0 World: Getting Found in All the Right Places Jamie O Donnell Co-Founder, SEO-PR Web Builder 2.0 According to the Pew Internet & American Life Project, 50 million people get news online on a typical day. Yahoo! News and Google News are in the top 10 US news and media Web sites. Millions view videos or listen to podcasts daily. According to Pew Internet & American Life Project more than half (55%) of all online American youths ages use online social networking sites. Technorati reports that 100,000 new blogs are created daily, and 65,000 new videos are uploaded daily to YouTube. Are you leveraging digital assets across all of these opportunities? Astute marketers and public relations professionals combine these media in their media relations and marketing efforts. They are getting more attention for their news and creating additional traffic-driving sources for their websites. Are you leveraging the value of your digital assets across all of these opportunities? If you are not, you may be missing potential traffic. How do you increase your site s traffic, sales and overall ROI? Optimizing press releases for Google News Optimizing videos for YouTube Optimizing RSS feeds for Google Blog Search Optimizing photos for Google Image Search Impact of Google Universal Search bigger than Florida Update of 2003 Google is undertaking the most radical change to its search results ever, introducing a Universal Search system that will blend listings from its news, video, images, local and book search engines among those it gathers from crawling web pages. Read David Bailey s An Insider s View of Google Universal Search If users are going to rely on the main search box for their vertical-search needs, it had better do a decent job of finding those results. With our infrastructure, we ve taken a big leap forward in this department, and in turn this has facilitated some interesting user interface changes. Source: Danny Sullivan, Search Engine Land, May 16, 2007 Source: Google s David Bailey, Search Engine Land, Aug. 31,

Images in Universal Search results change our eye scanning

65 billion Source: Enquiro Research, Aug.

4 billion out of 13 billion searches conducted at core search

com 0 1 2 3 4 5 6 Core search entity Expanded search entity

31, 2007 If you searched for Mitt Romney on Yahoo, news results

2 Images in Universal Search results change our eye scanning patterns Google bought YouTube not The New York Times for $1.65 billion Source: Enquiro Research, Aug. 16, 2007 Source: Susan Mernit s Blog, Oct. 9, billion out of 13 billion searches conducted at core search entities If you Googled Mitt Romney last month, news results ranked #4 Google Yahoo! Search YouTube Live Search MySpace MapQuest ebay AOL Search Ask.com Core search entity Expanded search entity Source: comscore, Oct. 18, 2007 Source: Google, Oct. 31, 2007 If you searched for Mitt Romney on Yahoo, news results were on top If you used Live Search, top news articles for Mitt Romney ranked #1 Source: Yahoo! Search, Oct. 31, 2007 Source: Live Search, Oct. 31,

31, 2007 If you searched Yahoo for Zipcar, you saw the typical 10 blue links If you used Live Search, top news articles for Zipcar were ranked #1

3 If you searched for Mitt Romney on YouTube, you saw negative videos If you Googled Zipcar last week, news results for Zipcar ranked #4 Source: YouTube, Oct. 31, 2007 Source: Google, Oct. 31, 2007 If you searched Yahoo for Zipcar, you saw the typical 10 blue links If you used Live Search, top news articles for Zipcar were ranked #1 Source: Yahoo! Search, Oct. 31, 2007 Source: Live Search, Oct. 31, 2007 If you searched YouTube for Zipcar, you saw positive videos If you Googled Jonathan Papelbon dance, then news results ranked #1 Source: YouTube, Oct. 31, 2007 Source: Google, Oct. 31,

In Yahoo, videos of the Jonathan Papelbon dance ranked #1 and #3 On Live

Search, Oct. 31, 2007 Source: Live Search, Oct.

How does universal search impact web search engine optimization?

took a major hit. Web pages will still draw traffic still plenty of traffic.

ignored frontier. Pay attention to them, at Google and elsewhere.

31, 2007 Source: Danny Sullivan, Search Engine Land, May 16, 2007 How does

One can t help but notice that if Greg Jarboe had gone to Google and

(better) to play into his strength areas in news and PR related issues.

4 In Yahoo, videos of the Jonathan Papelbon dance ranked #1 and #3 On Live Search, top news articles #1 for Jonathan Papelbon dance Source: Yahoo! Search, Oct. 31, 2007 Source: Live Search, Oct. 31, 2007 Obviously, videos of the Jonathan Papelbon dance found in YouTube How does universal search impact web search engine optimization? Search marketers must understand that the supremacy of web page search just took a major hit. Web pages will still draw traffic still plenty of traffic. But vertical search databases offer what remains a largely unexplored and ignored frontier. Pay attention to them, at Google and elsewhere. Source: YouTube, Oct. 31, 2007 Source: Danny Sullivan, Search Engine Land, May 16, 2007 How does Universal Search impact the tactic known as SEO PR? One can t help but notice that if Greg Jarboe had gone to Google and designed Universal Search himself he likely couldn t have designed it (better) to play into his strength areas in news and PR related issues. Search remains #1 way journalists obtain additional story information Source: David Dalka, Creating Revenue and Retention, Aug. 21, 2007 Sources: Google News, July 19, Forbes, July 19, and Information Week, July 23,

Media relations should be focused on the top Google News sources Press releases don t appear in universal search results But news

important and 41% say it dictates content 90% of journalists say that visuals are somewhat or very important to them 41% say that

said one editor Sources: Newsknife, Oct.

images SEO-PR asked to provide some SEO guidance on Aug.

multimedia package, Hostage: The Jill Carroll Story, would generate a lot of visitor traffic But, even they were surprised by exactly

5 Media relations should be focused on the top Google News sources Press releases don t appear in universal search results But news articles and blog posts can generate 20 to 40 times more website traffic and sales leads than press releases Journalists say visuals important and 41% say it dictates content 90% of journalists say that visuals are somewhat or very important to them 41% say that visuals could dictate their content A release ed with a jpg or tif file has a much better chance of making it into our newspaper, said one editor Sources: Newsknife, Oct. 3, 2007 Source: Bennett & Company s 16th Annual Media Survey, August 15, 2006 Google News has started to index video as well as news and images SEO-PR asked to provide some SEO guidance on Aug. 7, 2006 With a compelling story and a broadcast deal with ABC News, the editors at The Christian Science Monitor knew their online multimedia package, Hostage: The Jill Carroll Story, would generate a lot of visitor traffic But, even they were surprised by exactly how much and from whom Source: Google News, Oct. 30, 2007 Source: SEO-PR, Monday, Aug. 7, 2006 In early August, Jill Carroll hadn t been search term for three months Optimizing press release required adding Jill and Christian Science Source: Google Trends, Sept. 7, 2006 Source: The Christian Science Monitor, Friday, Aug. 11,

release still top ranked two days after it

13, 2006 Before universal search, Google

13, 2006 Sources: The Huffington Post and

13, 2006 We pitched the human editors of

6 We posted video to YouTube and added multimedia to news release Optimized press release still top ranked two days after it went out Sources: YouTube and Business Wire, Friday, Aug. 11, 2006 Source: Yahoo News, Aug. 13, 2006 Before universal search, Google OneBox results displayed news We pitched The Huffington Post, Boing Boing and other bloggers Source: Google, Aug. 13, 2006 Sources: The Huffington Post and Boing Boing, Sunday, Aug. 13, 2006 We pitched the human editors of both Yahoo! News and AOL News In first 24 hours, we generated over 247 news stories about Jill Carroll Sources: Yahoo News and AOL News, Monday, Aug. 14, 2006 Source: Google News Archives, Sunday, Aug. 13 to Monday, Aug. 14,

In first 24 hours, we generated over 1,014 blog posts about Jill Carroll We helped generate record traffic to Christian Science Monitor site More

14 During first 2 days of series, number of new visitors to site rose to more than 7 times daily average in July Nearly 90% of visitors came from

6 million page views on Tuesday This represented massive increase from site s July average of 121,247 page views per day Source: Google Blog

8 times more traffic from search engines and blogs than ABC News CNN.

universal search soon Source: WebSideStory, Aug. 13 through 28, 2006 http://www.marketmotive.

7 In first 24 hours, we generated over 1,014 blog posts about Jill Carroll We helped generate record traffic to Christian Science Monitor site More than 450,000 unique visitors flooded site on Monday, Aug. 14 During first 2 days of series, number of new visitors to site rose to more than 7 times daily average in July Nearly 90% of visitors came from US, with Canadians and the British also showing strong interest Page views broke through 1 million mark on Monday, Aug. 14 Soared to nearly 1.6 million page views on Tuesday This represented massive increase from site s July average of 121,247 page views per day Source: Google Blog Search Archives, Sunday, Aug. 13 to Monday, Aug. 14, 2006 Source: WebSideStory, Aug. 17, times more traffic from search engines and blogs than ABC News CNN.com Bookmarks or directly referred URLs Yahoo Google AOL Huffington Post Boing Boing MSN ABC News Market Motive will be offering a tutorial on universal search soon Source: WebSideStory, Aug. 13 through 28, Newsforce offers an automated press release optimization system You could contact some SEO PR experts to help with big launches SEO-PR has been named to Who s Who in SEO Experts by Larry Chase s Web Digest for Marketers SEO-PR has won the Golden Ruler Award from the Institute for Public Relations for using new media and new techniques to tie public relations to sales 7

What We re Up Against Over 2 million blog posts are published every day.

What We re Up Against Over 2 million blog posts are published every day. To compete, consider these critical elements when writing your next awesome blog post. Source: HostingFacts.com Aug, 2017 2 What