Good morning, PR pros:
Google has changed its search rankings to “better recognize original reporting, surface it more prominently in Search and ensure it stays there longer.”
In a blog post, the company’s vice president of Google News, Richard Gringras, wrote:
An important element of the coverage we want to provide is original reporting, an endeavor which requires significant time, effort and resources by the publisher. Some stories can also be both critically important in the impact they can have on our world and difficult to put together, requiring reporters to engage in deep investigative pursuits to dig up facts and sources. These are among the reasons why we aim to support these industry efforts and help people get access to the most authoritative reporting.
PR pros, be on the lookout: This announcement could change both how quickly publications go live with stories and the information their reporters seek. It also could cause backlash as both news media outlets and branded publications fight to get their content seen in consumers’ search results.