Curious clients have posed the following question of late : “Do you go to Technorati?”
Well, not exactly. “Going” to Technorati is a misnomer, since what Technorati does is index blog content, not press releases.
Take the blog post you are now reading. When I hit the “publish” button, the clever WordPress interface I’m using sends a message–or “ping”–to Technorati and other blog search engines. When blog search engines receive the ping, they deploy a “spider,” or automated search program to come see what’s new.
That content is then indexed against all the other content competing for your attention. The order in which the blog search engine results are served up is based on hundreds of variables–things like in- and out-bound links, how many clicks those links are getting, what authority the blog has, how long it’s been around, how frequently it’s updated, and a slew of ever-changing factors.
So: does Business Wire and EON Enhanced Online News “go” to Technorati? You mean do press releases sent on Business Wire and EON: Enhanced Online News–or any wire service for that matter–show up in the Technorati blog search engine results?
Only if bloggers reference the content in the context of a blog post.
The goal of the professional communicator should be to engage the blogosphere to write (preferably positively) about your company or organization. Press releases, well-done, are a powerful tool for accomplishing just that.
Sorry, there’s no Magic Pixie Dust. Wish there were. We’re back to good content, well written, appropriately distributed. That’s why you get paid the big bucks.
P.S. Communicators who want to guarantee that their press releases are indexed by Technorati and other blog search engines should start their own blogs, follow best SEO practices, and figure out relevant ways to work their press release content into them.