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From the eCommerce Summit in Atlanta June 3-4, 2009 where Sophie Shiatis shares how to use your news to drive traffic to your website. Find out more about eCommerce Merchants at


  • 1.Use Your News toDrive Traffic to Your Site Sophie Shiatis [email_address]

2. Agenda

  • Channels to drive traffic
  • Online news - before and after
  • The power of social media and how they relate to your news releases
  • The new rules for online news releases and content ideas from everyday events
  • Format and structure the perfect news release
  • Measure results

3. What Are You Doing to Drive Traffic?Source: 2008 Elliance, Inc. 4. An Integrated Channel Strategy is Ideal Source: PRWeb Customer Research 2009 5. Nowadays Having Your News Online is Essential

  • The Facts:
    • 80 million people get their news online every day
    • 64% of journalists use Google or Yahoo! to follow the news

Source: 2008 Pew Internet Research 6. News Releases Have New Life and Purpose 7. Newspapers and Magazines are in Decline

  • More than 250 newspapers went out of business and more than 40,000 journalists have lost their jobs in the last 18 months . (Source: Papercuts 2009)
  • The top four news sites Yahoo,, and AOLsaw unique visitors grow 22% to 23.6 million visitors a month. That was 2X the rate of increase of 2007 and more than 5X the rate in 2006.

Source: The State of the News Media 2009 8. The New Relationship - Direct 9. Blog Readership Takes Off 133 Million Blogs Today

  • Blogs: 77.7 million unique visitors in the US(Source: comScore Media Metrix Aug 2008)
  • 77%% of active Internet users read blogs(Source: Universal McCann March 2008)
  • Twitter users grew by 1192% in 12 months
  • Facebook: 104 million members(Source: Mashable April 2009)
  • In certain categories, social media is becoming the de facto industry press
  • The opportunity : Figuring out how to engage with influential social media networks will help you increase traffic, generate leads and increase sales

10. The Growing Blogger Community is an Excellent Place to Generate Interest

  • Best way to get other sites to create relevant links to yours is to create unique, content
  • Creating good content pays off: Links are usually editorial votes and the blogger community is an excellent place to generate interest

Source: Technorati: State of the Blogosphere 2008 11. The Impact of Social Media on Search Source: 2008 Elliance, Inc. 12. The Rules for Online NewsReleases & Optimization 13. The Rules forOnline News Releases

  • Dont just send news releases when big news is happening; find good reasons to send them all the time
  • Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers
  • Write releases replete with keyword-rich copy
  • Create links in releases to deliver potential customers to landing pages on your web site
  • Optimize news release delivery for searching and browsing
  • Drive people into the sales process with press releases

Source: David Meerman Scott, The New Rules of PR 14. Making the Most of Your News Today

  • Start thinking of news in a different way:
    • New hire or staffing change
    • Product launch
    • Award announcement
    • Anniversary
    • New client or partnership
    • Additional office or territory
    • Participation in a charitable/community event
    • Receipt of additional funding
    • Investor news
    • Profitability
    • Client success story

15. News Release Types Source: PRWeb Customer Research 2009 16. So What Now? Use News Releases to Tap Into The Power of Search

  • Conduct keyword research to find 2 or 3 relevant terms your target audiences are likely to use for a news search
  • Edit your press release make sure the headline and first few sentences actually include your target terms
  • Add hyperlinks intended to help people find interesting, related content, when applicable
  • Use one of the press release distribution services crawled by Yahoo! News and Google News
  • Measure results an optimized press release can increase traffic, create publicity and generate leads

17. How Optimized News Releases Impact Visibility Source: Elliance, 2008 18. Keyword Research Source: Elliance, 2008 19. The Average Search Query is Growing Longer, so Look for Multi-Word Phrases Source: comScore Blog 2009 20. You Dont Need to Identify Thousands of News Search Terms, Just Two or Three

  • Who: Company name or description
  • What: Brand name or product category
  • Why: Problem or benefit
  • When: Season
  • Where: Location
  • How: Call to action

Source: Greg Jarboe, SEO-PR 21. News Release Advice from PRWeb

    • Start strong
    • Proofread
    • Identify yourself
    • Write professionally
    • Pick an angle
    • Answer the tough questions
    • Utilize anchor text and features
    • Stick to the facts
    • Use active voice
    • Economize your words
    • Limit the use of jargon
    • Don't be afraid to toot your own horn
    • Dont give away all the secrets

22. Use Google Trends to Check Search Volume in Google and Google News Source: 23. Keyword Discovery Has Searches From CNN, Google News and Yahoo! News Source: 24. Users See 120 Characters of Headline in Yahoo! News, 60 in Google News Sources: Yahoo! News and Google News Yahoo! News Google News 25. News Release Distribution 26. The Online News Release 27. Online Videos, Images, RSS Feeds and Podcasts Extremely 28. Create a Landing Page that Contains Information That is Valuable to a User 29. Measuring Results 30. Most Important Success Indicator is Driving Traffic Source: PRWeb Customer Research 2009 31. Pillar Generates $20k From aSingle Press Release 32.

  • The Challenge
  • New product launch
  • Needed an effective way to create buzz and build its brand
  • Small staff , small budget
  • While tight budgets and difficult economic times had others shying away from investing in PR and marketing, I saw it as an opportunity to take advantage of the quiet and leapfrog past the competition, said Richard Lee, founder of Pillar Consulting Corp.
  • PRWeb Solution
  • Sent an online news release to (Media Visibility package) announce the companys newest web tool
  • Worked through the guidance of the PRWeb editorial team,
  • Created a compelling news release with a dynamic headline to entice both customers and reporters who would want to learn more about his business.
  • Read the release at lting_corp/prweb2267214.htm .


  • The Results
  • In just one day, that one online news release attracted more than $20,000 worth of business for Lees company. A significant return on his initial investment!
  • Pillar also saw his search engine rankings climb and successfully raised his companys online visibilitygenerating both buzz and business for his company.

I sent the release out in the morning and that same afternoon, I had someone call me who had read my news release and wanted to learn more about our services ~ Richard Lee 34. ResortQuest Secures Better Search Engine Rankings 35. ResortQuest Now Appears in Top 5 Rankings with 100s of Quality Keywords 36. In Summary

  • Conduct keyword research
  • Include termsin headline and first few sentences
  • Add links
  • Use news release distribution service
  • Measure results of campaign

37. News Release Optimization Generates PR Outputs and Business Outcomes

  • Higher ranking
  • More press mentions
  • More blog mentions
  • Enhanced awareness
  • Increased site traffic
  • Qualified leads
  • Additional online sales

Source: Greg Jarboe, SEO-PR