Most small companies, and even large ones, fail to get featured in the national press and media for the majority of their daily news. Frequently, a great story can be lost, despite courting all of the right journalists for days or weeks in advance, because an unexpected high priority event occurs. This may be the death of a celebrity, an internet virus or even a snow storm. However, what is often missed by a traditional PR agency is the long term SEO or search engine marketing opportunity.

Stories can be buried. We all know that. But they can always re-surface and many companies miss the opportunity to be credited for a story, or as the source of a story, months or even years later.

Imagine you have a product. It is quite a simple product and on the day you hoped for press coverage, there was a major ‘happening’ which drowned out your launch. Whatever happens, you should still go ahead with that launch, including putting your press release on your website, clipping any niche or local coverage you were lucky enough to receive, and your social media and internet announcements. You should also include a commentary about what happened which intervened to stop you being the headline story that day.

One day, possibly far down the line, or if your product is successful, all of the information you wrote at that time, will be dredged up and regurgitated to a press corps less distracted by celebrity goings on. Or it may be that your small contribution has become part of a far greater product attached to a global brand. Journalists will flock to find the background. If you collapse under the weight of seemingly important news coverage and don’t promote your own item, however pointless it may have seemed that day, when your chance comes around to be part of a bigger story, the press will fail to find evidence of it. A small clipping in your filing cabinet is no use if 24/7 journos cannot access it.

Your search marketing agency should work with you on a daily or weekly basis to create press releases and media content that have longevity. Every item put into your press archive should be keyword rich and SEO friendly. It should be put up in a timely manner and it should be easy to find on your website. You should link to it from multiple other pages, and you should, in turn, encourage others within your sector to link to it. This adds weight to its value as content and will guarantee that it continues to rank on the search engines for years to come.

And if you do get a scoop within your niche, throw everything you have at it. Encourage your staff to tweet it, though both corporate and individual accounts; add it to LinkedIn and Facebook accounts, use all of the social bookmarking sites so it is preserved for posterity, and once you have encouraged sharing by all the routes you can imagine, send the story back to the mainstream press. Always link the story, by however disconnected a route (!) to a current item and make sure that the journalists have every single contact and item of content (photos etc) they might need so the story is an ‘easy write’.

Never assume a scoop is time sensitive. Which is why keeping your archive up to date is not only search engine optimisation friendly, but also beneficial for your long term news archive and being mentioned as a ‘source’. The more frequently a journalist comes back to your website to find a specific story or detail on a story, the more likely they are to link to you. And just being the origin of a scoop, whether it is as the first importer of this Christmas’s big toy or as the first gym to introduce osteoporosis classes for OAPs, your content will have search marketing benefits that you will find on your bottom line. A single link on a BBC news story that goes viral is not to be ignored, and it could be a news item that is no longer news to you or your industry, but is to everyone else.

Your PR and web marketing goes far beyond basic search engine optimisation, and here at ClickThrough, we will ensure that you benefit from our experience, each and every day.

Did you find this page useful?


About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology