February 26, 2006
What a difference a year makes. Last year CNN was the top online news site, trailed by MSNBC. This year Yahoo has taken over that distinction, with the others taking up second and third respectively. AOL is now in fourth place and Google News is far behind coming in number 14. This is one place where Google is far behind and not the leader.
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The reason why search engine marketers are spending so much on advertising and optimization, including the news search feature is to increase their brand awareness.
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There are a lot of people and companies that think the search engine marketing is only about getting leads.
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While there is an importance to that right at the time you are driving traffic to your site and right before selling things online, but in truth it is a process.
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Those who will be successful in this area of news search, ranking, as in all aspects of SEO is only a first step. What does it matter if you get a high ranking on a press release that is four months old? News search is completely dependent upon the immediacy of the information.
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Once the timeliness factor is considered, than you can get into the fundamentals of SEO which would include search-friendly copywriting and keyword research.
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The great majority of companies aren’t even aware that you need to include a keyword in the main headline of your copy.
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Without that the probability of getting a high-ranked press release is not very good. The other thing to keep in mind is that you must write in a compelling, convincing manner. Always be aware that you are writing for human beings.
