Online Newsroom Tips For Your Website

Too often, the newsroom on a website is merely a home for old press releases. While it can be a struggle to provide up-to-date news, press releases can help improve search engine rankings for your website. This alone is reason enough to have a newsroom on your website—not to mention the valuable content that revolves around your keywords and is of interest to search engines and customers alike.

Here’s a list of what should be included in your online newsroom:

  • High resolution photos
  • Executive bios
  • Corporate backgrounders
  • Video content
  • RSS feeds
  • Opt-in email
  • Contact information
  • Social sharing buttons

Optimized Content

A dynamic online newsroom can be an effective search engine optimization (SEO) tool for reaching new and existing customers. However, not optimizing your news content can be detrimental to the success of your newsroom. As much as it’s important to write content that journalists will enjoy and find interesting, it’s equally important to craft content with SEO in mind. To be sure that your newsroom can be found by search engines, have a link to the newsroom on your website’s homepage. You should also use title tags rich in keywords and utilize HTML code like headline tags and meta descriptions.

Be Social

By including RSS feeds and email opt-ins, you can enable readers to subscribe to your newsroom. This will allow them to receive content as it becomes readily available. You should also incorporate your social media feeds as well as social sharing buttons on your press releases to make sharing your content as easy as the click of the mouse.

Gain Exposure

To increase exposure of your press releases, you can distribute them through services such as PR Web. This will not only increase the breadth of your release, but you can also gain inbound links from authoritative sites, which can improve your overall SEO.

Incorporate multimedia

You will also want to include videos and photos of your products and/or services. Embedding videos and photos that supplement your content can make your newsroom more appealing to both the media and consumers.

Online Newsroom Examples

A wonderful example of an online newsroom is by Red Lobster (http://www.redlobster.com/press). Simple, yet it includes all the key ingredients to the perfect online newsroom.

Dunkin Donuts also has a great online newsroom (http://news.dunkindonuts.com). It’s fun, engaging and offers the right ratio of news and multimedia content.

Thanks to all the Google algorithm updates, it’s more critical than ever before to craft high-quality and frequent content. The online newsroom provides a great opportunity for businesses to not only meet the ever-changing demands of search engines, but also provide relevant, newsworthy content for their customers too.

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Benefits of Using a Press Release

Back in January, I wrote about the benefits of working with public relations professionals. More specifically, how developing engaging, keyword-and-human-friendly content is the key to creating high-quality websites. I also briefly touched upon the press release as an effective SEO tactic.

Today, I am going to discuss the benefits of using a press release, in regards to your website and overall brand reputation. The purpose of writing and distributing a press release is to get your news in front of as many people as possible. An online press release distribution service is the quickest and easiest way to do this. The beauty of using a distribution service is that thousands of journalists have access to these services. And the media are always looking for new and interesting information that they can transform into a newsworthy story. Here are the benefits of using a press release:

Build Brand Awareness

A common goal of a press release is to promote your company, products and/or services to potential customers and influencers (bloggers and journalists) within your industry. A distributed press release can do exactly that. By developing newsworthy content and distributing it to the appropriate outlets, you can achieve your goal of getting your brand in front of the right audience. Likewise, you should engage your audience to ensure that people not only know about your brand but are also interested in it.

Increase Sales

In addition to building brand awareness, increasing sales is another goal of press release distribution. This tactic is particularly common among smaller businesses with limited budgets. Press releases that contain some type of free offer or incentive to the customer can generate serious business leads. You would be surprised how many people are willing to trade their contact information for free stuff. Even if just one lead turns into a hard sale, you will have achieved your goal.

Link Building and SEO Benefits

As a SEO specialist, I cannot forget the link building and SEO benefits of the press release. The mistake that many small businesses make is putting up a website and expecting people to find you without taking any steps to market the site. Well folks, let me let you in on a little secret: optimizing a press release is one of the easiest ways to market your website. The simple truth is that millions of people today use the Internet to get their news (myself included). By including high-quality and fully optimized links in your press release, you can build more backlinks and ultimately improve the search engine rankings of your website. Pretty awesome, right?

Position Yourself as a Thought Leader

As I mentioned in my most recent blog post, positioning yourself as a thought leader within your industry is another way to build powerful backlinks. Therefore, when writing your press release you want bloggers and journalists to consider you an industry expert. This can help you earn media coverage from influencers. It will also help you to build lasting relationships with bloggers and journalists. Plus, the more customers see you in the news, the more credible your business becomes. As you can see, the benefits of positioning yourself as a thought leader are actually three-fold.

To wrap things up, the benefits of using a press release are this: brand awareness, lead generation, SEO maximization and thought leadership. However, keep in mind that one press release is not going to solve all of your business goals and ambitions. The best way to get noticed is to create consistency by distributing well-written, SEO-friendly press releases on a regular basis. And when I say regular basis, I mean as often as something newsworthy occurs in your company be that events, promotions, awards, new products or services, and other accomplishments.

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