24 September 2009
A Quick Google Search Study
By Steve Momorella
 
Much has been said about search engine optimization and its importance in an online newsroom. Most communicators are aware that optimizing content within their online newsroom should help to maximize popularity and relevancy, boosting its placement within Google rankings.
 
We’ve worked closely with TEKgroup clients to provide requested tools that help maximize the optimization of important elements within their online newsroom: individual press releases, photographs, audio and video files and press kits. The results of that collaboration can be seen in a recent comparison study.
 
We were curious to see how an optimized online newsroom would fare against the established corporate site in a Google search. We used the simple methodology of searching for some random client names along with “news” to represent a commonly used search phrase for accessing news about an organization. We then noted the ranking of each based on their specific search result.
 
In all cases, the online newsroom ranked higher than the corporate site. In several cases, the online newsroom appeared multiple times within the top 10 results generated. This leads to a greater likelihood that results from this general type of search will drive traffic directly to the online newsroom.
 
Creating your message is half the battle. Getting it distributed, and ultimately viewed is the other half. This quick study shows that an online newsroom, properly optimized, is likely to increase organic search rankings in Google.
 
Results of the study are as follows:
 
 
Keyword
Online Newsroom
Consumer Site
Organization
Search Phrase
Ranking(s)
Ranking(s)
 
 
 
 
“Accenture news”
# 2 and # 3
Not in top 10
 
 
 
 
“Brocade news”
# 2 and # 3
Not in top 10
 
 
 
 
“CIGNA news”
# 3 and # 4
Not in top 10
 
 
 
 
“Inova news”
# 2 and # 3
# 8
 
 
 
 
“McAfee news”
# 2
# 5
 
 
 
 
“Paychex news”
# 4
# 5
 
 
 
 
“Prudential news”
# 4
Not in top 10
 
 
 
 
“Starbucks news”
# 4 and # 5
# 7
 
 
 
 
“Upromise news”
# 1 and # 2
Not in top 10
 
 
 
 
“Walgreens news”
# 2 and # 3
Not in top 10
 
 
 
 
 
 
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