MARKETING
TIP #082
The 28-Day News Cycle
The 28-day news cycle kicked in with the introduction of Google News. After a story is 28 days old, you will no longer see it appear in news SERPS (search engine results pages). According to David Meerman Scott, a Web PR spokesman, the search engines are clearing out old information every 28 days so that consumers don’t have to plow through old news to find current information.
So, it’s important to have a PR strategy that includes sending out press releases on a regular basis – at least twice a month so that you can maintain top-of-mind awareness and visibility in the News SERPS. Your news needs to be fresh and frequent.
In addition, it’s critical to post your press releases to your web site so that the media and your buyers can find the information easily. These press releases can be posted on your web site for as long as the information is appropriate, sometimes for years.
If you check your web stats, you’ll discover that your News Room or press release archive is one of the most visited parts of your site. In addition, having your press releases on your web site gives the search engine crawlers the ability to find your content, index it and rank it based on the words and phrases you’ve used in the press release.
Getting in the “News” is still the best way to build credibility, engage your buyer directly and reach a wider audience in the most cost-effective way. Call us and let’s discuss getting your brand in the news.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
P.S. Click here to see our latest press release.