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Blended search: hot news for PR
By: Sally Falkow

Want more visibility for your news content? Get it online and optimise it for search. New data from Jupiter Research confirms that news gets the most clicks in blended search.

While images are the most clicked type of result after a vertical-specificsearch, news items are the most clicked type of result within blended search results:
  • 36% of search engines user click "news" results within blended search results
  • Only 17% click a "news" result after conducting a news-specific search
  • 31% click "image" results within blended search results
  • Only 26% click an "image" result after conducting an image-specific search
  • 17% click "video" results within blended search results
  • Only 10% click a "video" result after conducting a video-specific search


Thirty six percent click news and 31% click images. It pays to optimise every piece of news content you put out.

Load the content to your site first, then get it into the news engines and into the blended search results.

And yes, it does have to be optimised for search. The study also shows that two-thirds of all searchers never get past page one of the search results. Your news and images need to show up on page one, so make sure it is optimised.

SEO PR is fast becoming a vital PR skill.

ABOUT THE AUTHOR

Sally Falkow APR is a member of the Public Relations Society of America and Research Chair for the Society for New Communication Research. She is now the official blogger for the Daily 'Dog, the leading source of PR views news and tools in the US. Sally is a principal at Expansion Plus, an Internet marketing and PR agency based in Los Angeles and co-developer of PRESSfeed, an RSS and social media content syndication tool for marketing and PR practitioners. Go to her website: www.falkoweb.com or email her: sally@falkowinc.com.

[7 Apr 2008 08:40]


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