- 2 Minute Read -

You want more legitimate press to drive your search engine rankings through the roof? A new report from America’s journalists tells you how.

I want to follow-up the last blog about using real content to drive up you search engine results rankings. I didn’t originally intend to have this topic here today, but I just saw this new report and it really fits in with this topic.

So in case you missed it yesterday, dentists who are using real content meant for real people, not search engines, will flourish under Google’s new Hummingbird search algorithm.

One way to do this is with press releases. They can’t be like reverse Mad Libs, where you just throw in your key search terms and then write sentences around them.

They have to answer who, what, when, where, why and how. They should include at least one of these five:

  • Timeliness
  • Importance
  • Proximity
  • Prominence
  • Oddity

I told you that if you use these principles, you’re not only going to do better in SEO, but you may attract real news coverage, which Google LOVES.

Well then I see this report from the Proactive Report, which is a public relations blog, about the disconnect between what the media wants and what the corporate world is doing. Here are some of the examples:

  • 83 percent of journalists say images with news content are important/38 percent of companies include images and 39 percent of companies have an image gallery.
  • 52 percent of media say video is important with content/13 percent of companies include video and 35 percent have a video gallery.
  • 82 percent of media want video delivered via embed codes/37 percent of corporate PR offer embed codes.

That Means Opportunities for You

You know what I see? Opportunity! This is an area where dentists, at least the ones we work with, are doing it right:

  • Dental websites include before-and-after photos.
  • We encourage all of our clients to have a YouTube channel and embed lots of videos on their websites.
  • Those videos come with embed codes.

Something else really stood out to me, and it really isn’t a dental issue. It’s a corporate PR strategy issue. In the survey the report was based on, only 15 percent of the PR folks at these corporations said they think their corporate newsroom meets the media’s needs.

So only 15 percent believe that the part of their website meant to serve the media actually does what it’s meant to do. THEN WHY AREN’T YOU FIXING IT?

Fortunately, most dental offices are small and nimble. Now you know that if you include images and videos (including embed codes) when you are sending out press releases and putting images and video on your website, you’re more likely to get coverage. You can make this change immediately if you need to.

Until next time, keep moving forward.


Written by rcarroll