I sat in on a seminar yesterday, "Leveraging Search for Greater Impact" , presented by PR Newswire which was first rate and rich with possibility.
The premise of the session was that "the real power of the Internet lies in search engines and their ability to connect customers, stakeholders, influencers and media directly to the content they seek... offering a much untapped, by extremely effective means for delivering information to those most likely to act."
"Journalists," said Michelle Horowitz, VP of Content Development, PR Newswire, "will research the news wires, internal archives, search engines, company sites... but ultimately, it doesn't matter where they go for information. Journalists [and many others] will heavily rely on the on search engines like Google or professional search services such as Factiva and LexisNexis."
So if you want your company to be noticed, and more importantly, for press and others to get their information from you, you need to get your website listed as the top result when your company or products name are searched.
"Search engine optimization, or SEO," according Webopedia , is "the process of increasing the amount of visitors to a web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that the site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toware the site."
To do that companies must begin to look at all the marketing they do, optimised for search. That includes the design of the company' website, its ads, collaterals and press releases. In an age of online marketing they are all content, and can all drive Internet visibility.