Press releases online 'key to SEM'
11 May 2005
More than three-quarters of internet users now get their news online and an online press release can boost companies' search marketing efforts, according to new research.
Yahoo! News has the largest online news audience, with Google News in second place, and a press release on either service can improve a firm's exposure.
Media giants like the NY Times and the BBC now offer their news in RSS Feeds to cater to the trend for using search keywords and maintaining a strong presence in the news section of the search engines is a key search engine marketing (SEM) strategy.
Eye track studies show that the pay per click and sponsored ads receive less than 50 per cent of the searchers' attention and on average get only 30 per cent of the clicks.
Jack Trout and Al Ries, authors of best selling books on positioning, claim that publicity in the form of news articles moulds public opinion so that target audiences are more susceptible to advertising or other promotions.
"PR plants the seed. Advertising harvests the crop," the pair insist. Mr Trout and Mr Ries suggest that, if companies' stories are well-written and optimised for the news search engines, an online press release will gain them increased exposure online, improve the visibility of the website and drive qualified traffic to the site.
It is also important, they claim, to create online press releases that include keywords, words that web users choose to find information, to ensure appearances on Google News and Yahoo News search results pages.
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