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Google’s Freshness Update brings News, PR and SEO together

November 11, 2011

A little over a week ago Google implemented a change that could provide great opportunities for both the media and PR industries and that’s made online newsrooms more important than ever.

They’ve implemented a significant improvement to its ranking algorithm, that’s designed to deliver the most up-to-date results.

The idea is that even if you don’t specify it in your search, you probably want search results that are relevant and recent.

Google has recognised that the fast pace at which information moves in today’s world, the most recent information can be from the last week, day or even minute, so a result from a week ago about breaking news is too old.

The advantages for news media are obvious, do a Google search for something and not only do you get results on a topic, you get the latest news on that topic first.

For PR’s it means having an effective online presence is now more important than ever and the keystone of that presence should be an online newsroom.

An online newsroom that is SEO optimised and delivers the media the most up-to-date content gives you the best chance of getting your news ranked.

As Lisa Buyer wrote in a blog titled “Pitching to Google’s Fresh New Algorithm via News, Blogs, Events & Google+“:

“When was the last time you checked out your online newsroom? Or do you even have an online newsroom? Journalists expect it, customers and prospects learn from it and Google now digs it even more!

A company’s online newsroom can be an excellent source that delivers fresh news content to Google – and this couldn’t be a better time to give your online newsroom an audit. An organized and optimized online newsroom is feeding Google that content freshness and frequency the search engine is now rewarding.”

Communicators that publish quality company news that is relative, consistent, and frequent on their online newsroom are bound to rise above the noise.

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