Lee Odden

Writing for the Web: SEO for News Content

At TopRank Online Marketing, we’re keen on matching content and therefore optimization efforts with the right audiences. News is a perfect candidate for optimizing by intent. Below is a presentation I did recently as part of a PR News webinar on the topic of writing for the web, optimizing online PR communications.

As part of the presentation, I included insights from a recent poll of journalists and editors from a mix of print and online publications we conducted. The poll was designed to get a better understanding about their use of search to find sources, conduct research and any other search function that helps them do their job.

The responses were enlightening. Since the budgets that drive most search optimization work come from marketing and focused on consumer search behavior, there’s not much information about other audiences that use search. Most SEO advice centers around lead generation or sales and justifiably so, because revenue is what pays the bills.

Search is one of the most useful resources to a journalist or reporter and that presents an opportunity for companies with compelling news. Whether it’s optimizing the text of web pages, press releases or a newsroom plus digital assets like audio from interviews, images and video, there are opportunities for optimization. If a document or media asset can be searched on, it can be optimized.

Take a look at the presentation and let me know what your impressions are. Would you like to see more of this type of content on Online Marketing Blog?

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Hi Lee,

    Very nice presentation indeed, full of precious advices.
    Three years ago I’ve asked you for to translate this post http://toprankblog.wpengine.com/2006/04/link-building-for-blogs/
    and now I would like to adapt your presentation in french.
    Obviously I would link you back and give all details about you and your blog.
    We’re near to Christmas holidays, so I would terminate it for the beginning of next year, if you agree.


  2. That’s fine Jean-Marie, go for it. Glad you liked the presentation!

  3. Lee,

    Thanks a lot! How can I download the PPT? I tried with Slideshare but couldn’t.
    Could you send me the file at my email address ([email protected])
    Thanks again,

  4. I would love to see more content like this. Thanks!

  5. Interesting presentation! It is good to know how news are optimized. I never thought about it before, but news also need to be optimized, like anything else on a web!

  6. Good stuff Lee. The beautiful thing about SEO is that the same basic principles apply to most any search, no matter who the target is. Re targeting news searches (and any other type of search) I think it’s also a good idea to consider seasonality. For example if I think journalists are going to be writing about Black Monday and I think I should be part of the story, then I would probably start talking about Black Monday on my blog/newsroom and targeting the appropriate set of keywords.