How To Write A Press Release For Google News

Get the WebProNews Newsletter:

[ Search]

Learning how to write a press release for Google News is a five-step process that can be taught in a half-day public relations workshop. So, why haven’t more public relations firms and departments seized this opportunity?

As Columbus discovered, training the crews of the Nina, Pinta, and Santa Maria how to sail west was a relatively straightforward task. The real challenge was convincing Queen Isabella and King Ferdinand that they wouldn’t fall off the edge of the world.

Google News represents a shift in the PR paradigm. That explains why so few innovators and early adopters have started exploring this new medium. Nevertheless, this is a voyage that you won’t want to miss.

The first step in learning how to write a press release for Google News is identifying a target audience and developing a segmentation strategy. This requires a re-definition of public relations that is significantly broader than media relations.

Many PR people think their primary purpose is to pitch the press, not reach prospects. Since Google News uses computer algorithms instead of human editors, they can’t imagine placing stories there. However, among the 4,500 “news sources” that Google News continuously crawls are PR Newswire, Business Wire, Market Wire, and PR Web.

When users search Google News for a term or phrase, they often find press releases as well as articles on the first three pages of results. This means that PR people can use Google News to pitch their news stories directly to prospects.

PR people can also use Google News to reach the press. According to the annual Middleberg/Ross Survey of Media in the Wired World, “Journalists now use the Internet as easily as the phone.” For article research, 92% of journalists working at newspapers, magazines and broadcast outlets nationwide go online – and 81% say they search online daily.

This is a new way of looking at the PR world.

The second step is conducting keyword research and finding your search term sweet spot. This requires learning to use a keyword suggestion tool.

Overture offers a free keyword suggestion tool, but it has limitations. While it tells you how many times a term was searched on last month, it doesn’t tell you how many competing web pages use the same term.

This is why most serious search engine optimizers use Wordtracker. While it isn’t free, it combines a database of 313 million search queries over the last 60 days with tools that make mining the information easy.

For example, while writing this article, I used Wordtracker to identify the best search terms for Google. It helped me discover that the phrase, “how to write a press release” gets 76 searches a day, but faces 11,000 competing web pages. Nevertheless, this makes it better than alternatives, such as “how to write an effective press release” or “how to write press releases”, which get fewer searches and face proportionally more competition.

The third step is focusing on Google News, even though it is relatively new.

Launched in September 2002, Google News is still technically in “beta”. However, it already deserves to be on your “A” list.

According to Nielsen//NetRatings, Google News attracted 3.4 million unique users in July 2003. This ranked Google News in the top 20 current events and global news sites, in a comparable position to BBC News.

According to comScore’s Media Metrix, which uses a different methodology, Google News had 2.24 million unique visitors in August 2003, making it the 17th most popular general news site, right behind LATimes.com.

As Mark Glazer observed recently in the Online Journalism Review, “Not too shabby for an upstart in beta with essentially no editorial staff.”

The fourth step is optimizing press releases to get high rankings on Google News for as long as possible.

According to an iProspect survey, less than 19% of search engine users review more than three pages of results before selecting a listing. This puts a premium on getting a top 30 ranking.

Google News gets 100,000 articles a day and includes them for 30 days. That creates an index of 3 million articles from the past month. The challenge is writing a press release that is one of the 30 most relevant articles out of the 3 million in the index for a specific search term or phrase.

To succeed, you need to do half a dozen things well. According to Marcia Yudkin, author of 11 books, this includes:

  • Decide on a keyword phrase that ties in to the product or service you are promoting and that people actually search for.
  • Place this phrase into your press release headline and repeat it around three times within the body of your press release.
  • Unless the proper name of your product or service is already well-known, emphasize its generic description rather than its name.
  • Likewise, substitute keyword phrases for pronouns like “it” or “its” to increase their overall frequency in the release.
  • Include a subhead, which in turn includes your keyword phrase, if your release goes on for more than three paragraphs.
  • Post your release at your own Web site on its own page, linked from your home page, in addition to submitting it to your favorite press release distribution service.
    The fifth and final step is tracking optimization’s effects and measuring promotion’s results. This requires learning to use Web analytics and other measuring tools.

    According to a survey last year by the CMO Council, senior marketing executives find themselves in the position of having to justify resources based on very tangible metrics. The survey also found that, while press and analyst influence remain important, lead generation and sales are the new metrics of marketing performance.

    This represents both a challenge and an opportunity for PR people. Fortunately, there are a variety of tools for measuring success.

    New versions of WebTrends, ClickTracks, Urchin and HitBox enable you to do more than analyze log files to see the actual terms people used to reach your Web site. They now enable you to “close the loop” by measuring sales conversions and return on investment (ROI).

    These are the ways that senior marketing executives want to measure success and these are the kind of statistics that can re-launch careers in public relations.

    In short, there are tremendous benefits to those who learn how to write a press release for Google News. The only risks involve convincing your clients or colleagues that sailing west is really a more rewarding route to the east.

    Greg Jarboe is the co-founder and CEO of SEO-PR, which provides search engine optimization and public relations services to Southwest Airlines, Verizon SuperPages.com, the Wharton School of the University of Pennsylvania, the Search Engine Marketing Professional Organization (SEMPO), and a growing list of other organizations. Jarboe is also the editor of SEO-PRs News Blog.

    How To Write A Press Release For Google News
  • About Greg Jarboe
    Greg Jarboe is the co-founder and CEO of SEO-PR, which provides search engine optimization and public relations services to Southwest Airlines, Verizon SuperPages.com, the Wharton School of the University of Pennsylvania, the Search Engine Marketing Professional Organization (SEMPO), and a growing list of other organizations. Jarboe is also the editor of SEO-PRs News Blog. WebProNews Writer
    Top Rated White Papers and Resources
    • http://www.legalthriller.com Jack Payne

      How to get into Google News on a limited promo budget? This is a formidable challenge indeed.
      I believe emediawire is a PRWeb offshoot, set up to take the free press releases that they abandoned.

      Are others out there? That is the burning question for the small fish drowning in this zillions- of- press- releases= a=day flood.

    • Tom Meeks





      May 22, 2008

      For Immediate Release

      Page 1 of 2



      Starting And Managing A Business Takes

      Motivation, Desire And Talent Along With

      Serious Research, Planning, And Support


      (ATLANTA, GA) If you have ever considered moving away from the corporate world into that of the entrepreneur, now may be a good time to make that move. You will want to increase your chances for success by identifying a growing industry and consider affiliating with a successful brand leader in that industry.


      An attractive and growing industry within the inflation proof Home Services Industry is the $8 billion annual replacement window industry.  This is a solid industry that has experienced consistent growth over the years.  Based on the current downturn in new starts within the housing industry and the increasing demand home energy efficiency and cost reductions, growth in the Replacement Window Industry is expected to reach new record levels of sales in the coming years.  This industry and the highly competitive Clear Choice USA “price-value” business model may represent the perfect opportunity for you to leave the corporate world and venture out into a business opportunity for yourself, but not by yourself.


      A Proven Business Model

      As an authorized Clear Choice USA Licensee your are an independent business operator with a strong partner that has a successful business model; a proven track record; and, all the support you need to launch a successful local business. Since the relationship is a partnership, there are no franchise fees, monthly maintenance fees, or royalty fees required to participate in the program. As a Licensee, you have instant access to the window and door manufacturers that are partners with Clear Choice USA. It is projected that by 2010, Clear Choice USA will be the primary provider of windows and doors in North America which is anticipated will be accomplished by the growing strength of the licensee network.


      Comprehensive Marketing Plans and Support Services

      All Licensees within the Clear Choice USA operation have available to them the professional branding and marketing expertise. This includes a customized website tailored to your market, as well as, advertising literature, logos and marketing support material. The company works with you to grow your market share in vinyl windows. By carrying the Clear Choice USA brand in your market, you now can differentiate yourself as having the best consumer value proposition for windows in your area.


      Sales Support To Assist In Driving Leads and Closing Sales

      The company’s sales success consistently exceeds industry levels primarily because of the “price-value” business model and the way the company goes to market with a consistent “no pressure” sales approach. The Clear Choice USA sales approach and sales support resources have historically contributed to close rates of 60%-70%. Sales support resources include sales training






                                                                                                                  Clear Choice US

                                                                                                                            Page 2 of 2


      videos, consumer presentation videos, sales presentation folders and binders that can be customized to your market conditions. Utilizing these proven sales methods in your market will help drive growing revenue and profit into your local Clear Choice USA licensed business.


      Top Quality Manufacturers

      Clear Choice USA only deals with well-known and respected, top quality manufacturers who can be depended on to deliver consistent premium quality window products to Clear Choice USA standards. Because of the size and growth of the company’s replacement window network you have instant leverage to ensure that manufacturers deliver cost-effective, quality products in a timely fashion. Clear Choice USA acts as the liaison between you and the window and door manufacturer. If product issues or delivery issues ever exist, each dealer utilizes their relationship with the corporate office to bring resolution to the issues. The company’s job is to support you and deal with manufacturers on any issue or concern. By doing so, the potential hassle of dealing with manufacturers on product and delivery issues is handled by the company where appropriate leverage can be exercised.


      Homeowners Seek Product Value and Contractor Integrity

      Now, more than ever, consumers are looking for residential contractors that portray value and integrity. As an Authorized Clear Choice USA Dealer, you are now armed with an advantage in the marketplace when it comes to windows and doors. Your partnership with Clear Choice USA provides your customers with the confidence to deal with a nationwide company (over 125 markets and growing!) and your ability to provide premium grade windows from well-known manufacturers will separate you from the “other window” companies in the market. You now have the advantage, regardless of the market, to grow your share of the residential vinyl window business and profitability to your bottom line.


      For more information on this subject and wide range of other consumer and business homeowner articles visit the Clear Choice USA Window Treatments website at www.clearchoice-usa.com/mediaarchives





      For More Information Contact:

      Tom Meeks, Clear Choice USA Corporate Office

      678-589-9988, Ext 220 tmeeks@clearchoice-usa.net

    • http://www.BlessedbytheBest.org Tana

      I CAN’T BELIEVE IT!!!   A true work from home job, not a scam.  I have done it.  After searching for something to do to match the income I lost when I was injured at work, I found it.  The best part is, not only did I find it, I LOVE IT and I can triple my previous income and work less than half the hours.

      God has been so good to me and I am so undeserving.  If you too would like to be blessed in this way please contact me at http://www.BlessedbytheBest.org

      If you prefer to call me that is OK too.  My home office number is 740-350-6402.  Many blessings to you and your family,  Tana Price


    • http://www.BlessedbytheBest.org Tana & Wayne

      For the past fours years I have been struggling to get a job closer to my home.  NOW, I HAVE QUIT LOOKING.  I found it.  I have been with the same company for over 18 years but when I married and moved away it wasn’t as easy as I had hoped to transfer closer to home. 

      When gasoline hit the $4 mark, God blessed me with a great work at home business.  Imagine the money I save by not filling up the tank every few days.  Not only that, but I am home and available to spend time with my family.  You see, this great internet marketing job lets me make my own schedule and NO MORE BOSSES!

      You’ve got to check it out.  It may just what you’ve been looking for.



    • http://www.swankigifts.com/article/college-football college football news

      great artile.. thanks for the information.

    • http://www.articleblip.com Articles, News, Facts

      thanks for the great article Greg

    • http://www.answeraddict.com/faq/iphone-questions iPhone Questions

      That is some great info, i have tried alot of the stuff and it definitely is a more productive way to do things.

    • http://www.seethrureviews.com/Rocket-Spanish-Download-Reviews.html Rocket Spanish Reviews

      I find that your description of writing a good press release for google can transferred and used in the article writing world as well (ie. ezinearticles)

    • http://www.blackhatseoworld.com blackhatseo

      very informative and convincing, I loved the last line.

    • Guest

      By Raffles Resort Amrita Spa Canouan Island (WPN reader) – Wed, 10/08/2008 – 20:00
      Amrita Raffles Resort Canouan Island

      RafflesAmrita Spa
      The name “Amrita” is derived from an ancient Sanskrit legend in which, from the dawn of time, deities searched for Amrita, an elixir that would grant them eternal youth. This mythical assurance of renewal is a promise that Raffles International delivers to every guest at its spas around the world. Raffles Resort’s signature RafflesAmrita Spa is located in one of the most spectacular natural settings on Earth and inspired by the pristine elements of the Caribbean Sea – the winds, sounds and colors of the water. Pure relaxation is our theme, along with treatments utilizing the therapeutic benefits from the sea. Allow yourself the pleasure of nourishing treatments and exceptional care to rejuvinate your mind, body and spirit.

      Treatment Rooms
      The design of our treatment suites is of Palapas, which are tatched roof structures made of palm fronds using Chiqui-chiqui Palm from the deep forests of Venezuela. These spa suites, all private and comfortable are constructed of selected woods from Brazil and Guyana built along the hillside, with striking views of the Caribbean Sea.

      All treatment suites are inspired and designed in line with the 12 individual shades of blue, discovered in the ocean of RafflesAmrita Spa. Be invited to our blend of teal, lapis and azure spa suites.

      Relax, on your own private ocean view deck along with Jacuzzi, Asian Day Bed and a selection of Raffles Amrita Spa teas. Two additional glass-bottomed treatment suites are built on the turquoise water set over a coral reef, and will be only accessible by boat just off the private jetty of RafflesAmrita Spa.

      A unique Tree Palapa has also been designed to provide besides the stunning views of the sapphire blue water of the Caribbean Sea, your classes of Morning Chi and Meditation.

      Spa Products
      While the reception level is so stunning and tranquil where one will want to settle in, an open-air elevator gently lifts you to the various levels of treatment suites. A RafflesAmrita Spa retail shop is also available where residents will find a wide assortment of selected aromatherapy and wellnees products. RafflesAmrita Spa also features its private label aromatherapy oils as well as international brand products from Phytomer and Kerstin Florian.

      For your dining pleasure, Spa cuisine has been created featuring a light menu of delicious and boldly flavorful dishes, designed to compliment your wellness experience. Spa cuisine is served at Godhal Beach Bar & Grill and is offered on selected dishes throughout the resort’s dining venues.


    • http://www.personalcoaching.com Personal Coaching Student

      Thanks, these are great tips. We have tried in the past to do press releases. We didn’t integrate all that you are suggesting, here. I think one of the most important factors in writing a press release is integrating good keywords. Wordtracker is an invaluable source for that. Thanks for the tips.

    • Karl Goldman

      geeze guys give us a break…two weeks now. The information presented in this news is stupid. So some guys wanted to exaggerate about facts of global warming. When glaciers the size of Rhode Island break off, when entire ice shelfs disappears, we get it…. the earth is warming and we are the cause, now lets get the public educated. I don’t think that a handful of guys trying to make it seem that the earth is warming any faster is going to make a difference, especially when compared to the real scientific data. The US and most of the world would wait until we can’t breathe before we acknowledge that we have a pollution problem (the reason, it cost more so let the next generation deal with it attitude), do we really have to wait until the earth is a slightly cooler version of Kuwait to say that it is warming? These problems take decades to produce, we can not fix them over night. So lets have some proactive steps in the right direction, we’re not asking the world to reforest all the deserts, but perhaps not chop down all the forests to make golf courses.

    • http://www.deadlywind.com paintball barrel

      Thanks for the informative post, helped a lot.

    • Jack

      I think the article about how to write news for Google News is awesome – and it really helped me.
      Specially the tools you have mentioned like keyword tools. Great

    • http://www.normantaylor.com/ Guest

      We use Press-Feed for our press releases. We’ve also used the Open Press and PR Leap. These are good distribution sites.

    • Join for Access to Our Exclusive Web Tools
    • Sidebar Top
    • Sidebar Middle
    • Sign Up For The Free Newsletter
    • Sidebar Bottom