How Online Press Releases Drive Searchers to Your Site

Have you noticed how news results are showing up in all of the major search engines? Look for a company name, service, product, or hot news item, and if there is a recent news story, Google, Yahoo and MSN will include that item in the results page. It’s easy to pick these items out, because they either have a photograph, image or newspaper icon next to the search results.

Why does the newspaper image matter? Recent studies of eye-tracking in search results show that non-text items, like images, photographs or icons, draw the reader’s eye directly to the highlighted item. And news results virtually always have a photo or an icon next to them.

In addition to appearing in standard results pages, the major engines also offer a feature to look just for news. Although it may not be used as frequently as standard search, more savvy users do rely on this news feature to find specific information that they are likely to act on. Also, according to a recent study by Top Rank Marketing, 27% of reporters use the search engines’ news feature to find information for the articles that they are writing.

So the opportunity is there to get traffic to your site and visibility for your company through both standard and news search functions. You can get in front of your consumers, potential partners and the press by leveraging  More details please But how can you be certain that you will be found at the right time by the right people?

To assure that you are using the right service to get visibility in the search engines, there are a couple of tests you can run to help you decide:

  1. Choose an online distribution service that can get releases in the news results quickly. A good rule of thumb is to do a search for the provider’s name in a news search engine. Look for how recent the releases are coming from that service, and the number of results show up.
  2. Select a release or two from the news search, and use the title of that release to search in regular search. Does that release show up? Is there more than one result for that release?
  3. If you want the press release to give long-lasting value and continue to drive traffic to your site, you need to check whether you receive a permanent press release page provided by the vendor. These long-lasting pages will start showing up in natural search when people look for your company name – and add long-term value in protecting your online reputation.

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