The search landscape is changing so fast that 50% of what we knew last year about search engine optimization and marketing has become obsolete, reports Greg Jarboe in his SEO-PR Newsblog. Jarboe is really a regular presenter at the Search Engine Strategies (SES) conference and web search versus vertical search (in search areas like news) was one of many new search trends featured at the San Jose SES.
The growth of the news headlines search has only come about within the last few few years. Based on Nielsen/Net ratings, in June 2004 CNN.com was still the #1 online news source with Yahoo not too much behind. By January 2005 Yahoo rose to #1 with 23 million readers monthly and by June 2005 these were pulling out in-front with 29 million readers monthly, dominating the online news ratings.
News search is playing a larger and bigger role in online marketing. Google includes a news search section, as does AOL, MSN and Alta Vista. Sites like Topix are drawing viewers trying to find great local trend press news. Recent studies reveal that 77 percent of Internet users manage to get thier news online and it's the main selection for news in the 18 - 54 year old age group. People go online and search the news headlines engines by topic and keyword. The LA Times reported on the trend, saying that veteran journalists are trying to the PR field for work, now that so many readers are reading their news online.
When there is a relevant and timely article in Google News, Google will last up that news item in the Google 'One-Box' above the #1 position whenever you do a website search on a keyword or phrase. Yahoo News now indexes blog posts in a reaction to the clear trend that early adopters look to blogs for news. Getting your message out in the news headlines search has emerged being an essential part of one's search engine optimization and marketing strategy.
Optimizing press releases and news articles is no more a 'nice-to-do one day' idea or 'something we must try.' It's an established strategy you need to be implementing right now. Put these articles into an RSS feed and you'll start to exhibit up in the absolute most unexpected places!
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