If you"ve ever seen an old American movie, chances are good that at some point you saw the front page of a newspaper spinning toward the screen followed by a young boy shouting "EXTRA! EXTRA!" Newspapers are hardly sold that way these days. Instead, newspapers and online news outlets are increasing turning toward search engine marketing to drive readers to their web sites. The Wall Street Journal covers this issue today in an article that examines the growing cost of keyword advertising for media outlets.
From the article:
News outlets say they use search marketing to increase awareness of their Web sites, so that the next time people search for news they visit their sites first, instead of Google or Yahoo. Buying keywords is particularly important for outlets trying to lure audiences with breaking news. It can often take a couple of hours for a new page posted on a Web site to show up in a regular search. The only way for an outlet to guarantee that its site shows up immediately -- and prominently -- is by buying a link.
"That timeliness and credibility is essential. If people are searching for information about a breaking news story and we put CNN.com in front of them, we can assume that is going to be very high," says Andy Mitchell, vice president of interactive marketing for CNN.
It"s a challenge. I"ve spoken in sessions at Search Engine Strategies that had media outlets in the audience. While it"s true that they can educate their journalists about the need to use keywords, there"s little denying the fact that journalists cannot be expected to conduct keyword research and to make sure their articles are properly integrating popular phrases.
While it"s true that most popular news outlets have enough authority to rank well even if their articles aren"t fully optimized, the fact remains that it also takes time for search engines to find and index new content. That may mean an article shows up in minutes, or in days.
It"s a tough spot to be in, but it"s refreshing to see traditional media finally starting to buy into the reality of online advertising.
>>Source Link
>>Blog: Search Engine Guide : Small Business Search Marketing
>>Publish Date: 5/2/2007 8:01:33 AM
>>Keywords: news search
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