Ian Lurie // Jan 16 2009
This is part 4 of a series of articles on universal search. If you don’t know what universal search is, read this article first. If you just want to catch up, read the previous posts about image and video search optimization and product feed optimization.
Google and Yahoo blend news search results into their universal search results the same way they handle images, video and products: If a news item is more relevant than the content around it in the rankings, it’ll get worked into the results:
So, news search represents yet another way to race past other sites in the web search rankings: Get your news story ranked in the regular search results and you jump past everybody else.
I’m going to keep today simple. It’s Friday.
There are two ways to optimize for news search. One’s available to any of us. The other is available only to ‘real’ news outlets according to Google’s definition.
For slobs like me, the best shot at a top news search result is through a press release. Submit a release. If a news service (even a blog that’s met Google/Yahoo!’s requirements) picks up the release, and the press release is relevant, it’ll show up in the search results.
The down side? The link in the search results will point at the news outlet’s web site, not yours.
But it’s the best route to news inclusion for most of us.
A few tips for optimizing your press release, and making sure you get some secondary traffic even if the search engines don’t link directly to you:
If you run a site that might pass as a real live news source, then you can try to submit your news content directly to the search engines.
Before you even think about it, you need to meet these minimum requirements:
Once you have all that, get ready for a slog, and head over to Google’s news submission site and Yahoo!’s http://help.yahoo.com/l/us/yahoo/news/forms/submitsource.html.
Don’t skimp on information! Be sure to tell each site about your editors, how great you are, how long you’ve been around and any other critical info. An older article on Search Engine Roundtable is a great outline of what to do.
Told you I’d keep today simpler. If you have questions or additional tips, please post ‘em below.
Remember, this is part of a series. Here are the other articles:
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More