The dictionary definition is: "A blend of search engine visibility and traditional public relations that disperses a company's message across the internet by way of online media outlets and search engines."
Otherwise known as SEO PR, this is a means to improving your online presence through news.
Our focus is gaining visibility on key search terms, so the news contacts we have are different to those at a conventional PR agency.
We are also able to report in great detail, using our SEO expertise.
Technically yes, but news distribution is recognised as a legitimate means to promote a site.
We also make efforts to produce different headlines and introductory sections to counter the duplicate content issue and to give the stories as much power as possible.
Yes, this is the situation for many clients. We often use an English story as the basis for releases in other languages.
We will take the English release and re-work it (not simply translate) to fit the needs of the particular country.
It's not a criticism of the original author, but we are writing for search engines as well as human editors, so content needs to be re-worked to get the most impact.
Search engines like repetitions (although not too many). If our brief is to rank for "London hotel" we need that phrase to appear several times in the story, rather than "the company", "the south-east based accommodation specialists".
Therefore the traditional rule of good writing to avoid repetitions goes out of the window. Often the first thing we change when optimising a release is to correct the synonyms.
This is partly why the headline may be less snappy. A pun, or an exaggerated summary may be effective with humans, but again, we have search engines to consider too.
During the month following distribution, we -
Many sites create permanent links for stories, giving them a unique, permanent url. These are as permanent as any organic results can be.
Google News (the most important news search engine) lists news posted within the last month.
Blog postings are generally permanent; again each post will have a unique url.
Some temporary results are generated by sites picking up news for their "latest news" sections which show a selection of recent stories (picked by RSS) - they are refreshed very regularly, usually daily.
We identify around 99% of the sites our stories appear on by tracking this at regular points during the month following distribution.
We might miss some appearances of the story being temporarily published on "latest news" sections if it has been refreshed before we've spotted it. Very occasionally a story would have been re-worded substantially enough by an editor for it not to come to our attention, but this is very rare.
Yes, we can. We provide a "Visibility Score" in each press release performance report. This is based on the keyword prominence gained by a selection of the news sites that published the story.
While there are many different factors that affect a story's impact (seasonal, other news, competitiveness of subject matter etc.), this is a useful guide.
Unfortunately the only way to do this is to use tracking code and because we are using external sites, we are unable to do this.
We can and do track the visibility of releases and will report on the back links created by the press release.
Our ideal news sites would tick the following boxes -
Obviously not every site covers all these points. The sites we have had the best results from include international news wire services, online versions of print magazines, blogs and social bookmarking sites.
In our experience, these types of sites can have a huge impact online as they -
They are increasingly popular and well respected among web users and your news will sit within the appropriate category.
Using social bookmarks is a very effective way share news and we have seen the boost this method has given to our own news site http://www.newscertain.com
We are at the mercy of the editors we send our news to. Many news sites strip out all html, or have the policy of not allowing external links.
However, most press wires do allow the addition of a link to be included in the contact information next to the main content.
Yes, we always include the full address of the client's homepage in the release text several times. This makes it easy for the reader to visit our clients' sites by copying and pasting the address.
One way of doing this is to use the website address as the brand name. For example: "...international web agency www.webcertain.com report..."
Or naturally mentioning the address where it is relevant to the story,
"...more information on the revolutionary modular buildings can be found on the Portakabin website www.portakabin.co.uk ..."