No fair. Your organization wrote the book on that topic that’s all over the evening news. Yet the evil search bots are ignoring you, and reporters never call.
Are you finding it hard to get the attention of Google and other search giants?
The answer isn’t gaming the system, but creating a smart newsroom that offers vital topical information that scoops up interested journalists and members of the public.
“If you’re doing what’s most natural and right for your readers,” says Jared Hoffmann, digital marketing manager at Children’s Mercy Kansas City, “that’s in Google’s best interest as well.”
Here are some tips.
Create original content.
Whereas companies once cranked out mostly text stories, search engines nowadays also look for videos, images, sound files and other digital assets that tell a story.
Sorry, your press releases don’t count—not if you are spreading them far and wide through distribution services. Even if your organization created that snazzy story and video package, it’s not exclusive when it appears all over the web, says Shel Holtz of Holtz Communication + Technology.