By Hannah Kelly, Business Wire Paris
The changing face of the news coverage and visibility scene
It’s the hottest debate in 2014: SEO for discovery or social sharing for impact?
2014 started off innocently enough. First Google Hummingbird made major changes regarding news release visibility. Then midway through the year Facebook launched FB Newswire, to increase the visibility of news. Suddenly it was clear. Facebook and Google were directly competing to see which service was more effective at surfacing a story and driving action because of it.
Fact: Both Google and Facebook are hungry for your news.
Recently, Parse.ly investigated data from around 8 billion page views of approximately 200 news sites with the results that 38% of referrals were generated by Google and 26% by Facebook. While this statistic may not help Google overtake Facebook in the race to win the visibility war, it does providing an interesting opportunity for communicators. If your published news piece can generate visibility on both Google and Facebook, you can generate more than 50% of your inbound traffic with (relatively) little effort.
However, the type of news that is sought after by these sites is slowly shifting. In both cases, Google and Facebook first relied on algorithms to determine which news to surface. Unfortunately, this caused a plethora of misleading articles by less trustworthy “media outlets” to rise to the top. These algorithms were adjusted greatly on both platforms this summer when Google and Facebook users revealed that they crave “real news” vs. click bait.
In an effort to continually refine results, these algorithms are continuously updated to reward authenticity and engagement. Google’s most recent changes to Google Penguin, Penguin 3.0, on October 17, 2014, focused solely on overcoming link schemes that manipulate the ranking of a webpage (and the news story hosted there).
So what does this mean for your news?
As more and more refinement is done to ensure only high quality news is surfaced when searched on Google or on social networks, there are a few things today’s communicators can do to make sure their news is not only seen, but shared.
- Be descriptive in your headline
The more descriptive the title of your article, the more likely people are to read it, visit your page, and thereby increase your page ranking. News releases are known for their relatively long ‘uninteresting’ titles – but now the tables have turned. Readers know exactly what to expect from your release, which comes as a great relief after having spent significant time browsing through articles only to discover that they are not quite what was promised with the first click.
- Write a concise, accurate article
Now that your title has drawn readers in, the idea is to hold their interest. Long rambling paragraphs will not do this. Keep your information as succinct and on point as possible – engage the audience through a direct approach. To give you an idea, the ideal length for a news release is no longer than an A4 page.
- Contact information
This is crucial. If the reader has any further questions, they will want to contact you. The worst possible thing to happen at this stage is to struggle to find any method of contact. Include your Twitter, your Facebook, your Google+ – all and any possible ways of getting in contact. Not only does this ease contact between your company and the reader, but it also allows your news to be shared back with direct links.
News releases, especially those distributed by a commercial newswire such as Business Wire can help your distribution reach, and engage and activate audiences on both Google and Facebook platforms. Every news release jumpstarts a range of actions from coverage to sharing, each that directly impacts visibility within both Google and Facebook. Business Wire’s wide distribution circuits, unique journalist lists and most of all, our “share” tools allow you to publish and share your articles within seconds. With over 50 years in the industry, we can help you tailor your distribution effectively, thus greatly increasing your traffic growth.