Online PR – when no news is bad news

Google’s latest algorithm update – the ‘Freshness Update’ as it has been coined – will supposedly affect up to 35 per cent of search queries in a bid to deliver more recent, up-to-date and relevant search results. This includes searches for recent events, industry updates and, best of all, current news items. So what might the Freshness Update mean for your website?

Earlier this month I received an email from Google that made my day. The search engine giant was announcing that fresh news would henceforth get higher priority in search results thanks to a new and improved algorithm.

The update wouldn’t necessarily mean that older content would drop off, or that existing historical news was worthless. Google would still index older pages, it said, but this was a clear signal that you should update your website and blog more frequently.

These days we have more control than ever in delivering news and corporate messages directly to customers. We can do so via news sites, blogs and social media networks. Google’s update rewards fresh and relevant content. There is no doubt that this update brings more opportunities for PR to influence your search results.

Tips for getting your content to the top of search results

• 1. Update the ‘news’ section of your website

When was the last time you checked the news section on your website? Do you even have a news section? I frequently click onto websites where the news section hasn’t been updated for months (if not years). This represents so many missed opportunities to deliver your company messages.

Your news pages should be used to deliver fresh and frequent content to Google – and Google will now reward you for it. You can post news (make sure you optimise all your news and all your content) in the form of news releases, media coverage, articles, blog posts, images, videos, white papers, video clips, case studies and much more.

• 2. Start a blog

Start blogging on your website about your industry and your sector. If you already have one, update older posts and feed it into your website. Most old posts on your blog can be updated with new information, while old content can be repurposed and freshened. Use your blog to publish news releases industry-related blog posts, to capitalise on online public relations opportunities. Feed your blog into the social networks: LinkedIn, Twitter, Facebook and Google+. With a blog you only have to publish once. The RSS feed can be set up to do the rest. You should consider ramping up the blog’s content/editorial schedule and increasing your publishing frequency to leverage the Google Freshness Update.

• 3. Social media marketing

Social media is changing the way search engines work when ranking fresh content. As soon as a new post is published on your blog, update it on all social networks instantly. This will help Google index your new content and rank you accordingly. Make it easy for others to vote for, like or share your content by having social share buttons on each post.

• 4. Try out Google+ and Twitter

Google is currently using Google + and Twitter to find new content, so work on building followers and fans. The more times your content is shared, the better it seems to Google. Set up a Google+ brand page: Google loves many things, but most of all it loves Google and Google products. With the recent announcement of Google+ brand pages, it has never been easier to get your news content onto the Google radar.

• 5. Create high quality, relevant content

Good content generates links and likes, but remember, it will only generate relevant traffic to your website if it is high quality. Create remarkable communications: every page on your website should contain well-written copy that appeals to your audience. Make sure that it appeals to existing customers by reminding them who you are and what a great product or service you provide, and be sure to include a strong call-to-action for those prospects that read it and want to find out more

• 6. Optimise

Ensure that your copy is optimised with content-specific keywords with links to specific landing pages. Ensure that title, description and other tags all follow search engine guidelines. All PR and marketing communications, from articles and press releases to video clips, podcasts and case studies should be created, optimised and shared online. Publish optimised press releases – visit http://www.industrytoday.co.uk to see how you can publish to relevant sectors for free, and have your news included in Google News.

In order to maximise the opportunities that the Freshness Update offers, focus on delivering quality news and a variety of content types. Searchers will like it and Google will link to it. Publish quality content by ensuring that is relevant, consistent, and frequent.

 

Author Kirstie Colledge is a CIMCIG committee member and managing director of SMPR (Simply Marcomms PR), the online PR and digital communications agency for the construction industry.

 

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