The Role of News in Blended Search – Observations & Best Practices

We’re starting this Spring Break week off with a very rare guest post.  Jiyan Wei is Director of Product Management at Vocus, Inc. where he drives product platform strategy and roadmap execution for PRWeb. I’ve presented on panels with Jiyan several times at search marketing conferences, talking about the virtues of search, social media and public relations, finding him to be a very strategic and smart marketer. We’ll be co-presenting at the upcoming MarketingProfs B2B Forum in May on Content Optimization and Marketing.

In this post, Jiyan discusses the progression and importance of news content in blended search:

Once upon a time, Page 1 had a special meaning for PR practitioners and business owners alike.

Session: Universal & Blended Search

Universal search isn’t coming, it’s here. As searchers use their favorite search engine, they are seeing more than just web results. Movies, photos, news and much ore is showing up in regular search and you need to be ready.

Greg Jarboe of SEO-PR talked about how all the rules have been re-written and we need to learn how to use this to our advantage and watch it closely as it evolves. From a PR aspect, all press releases need to be optimized for search engines as they have a greater chance of showing up in the regular results that just a few months ago. Press releases also need to have pictures included as they can get picked up too. A quick search for Hillary Clinton on Google shows a few pictures that aren’t very flattering. Optimizing better photos could easily correct this, but not enough PR agencies are paying attention to the new universal search results. There are more items showing up than many people realize. Greg also stated that a blog post is quickly becoming the new press release in many industries.