Lee Odden

Pull PR and Newsroom Optimization Tactics

Newsroom & Pressroom SEOMost web sites with active media relations programs host an online newsroom. Analysts, journalists and even some bloggers find newsrooms a useful resource for finding past media coverage, press releases, image assets, executive bios, company history, webinars, white papers, case studies and other information helpful for researching stories.

Any content that is published to the web can be optimzed for search and that includes online newsrooms. We prefer to implement online newsrooms with blog software, because of the content management features and inherent search engine benefifts. Automatic RSS feed creation is also a benefit.

Newsrooms should offer easy to find contact information as well as a content categorization scheme that considers keywords as part of the taxonomy. Organizing press releases by date isn’t very useful for searchers. Archiving press releases and other content within the newsroom by categories, chronologically as well as by keyword tag (as in folksonomy, not meta keyword tag) can be quite useful to readers as well as search engines.

TopRank Newsroom SEO

SEO and user friendly features of an online newsroom include:

  • Titles & categories optimized for keywords
  • Chronological press release archives
  • Site search that saves user queries for later analysis
  • Share/Save bookmarks
  • Subscribe RSS Feed
  • Optimized newsroom content: press releases, past media coverage, events, case studies, white papers, archived webinars, images, videos and audio
  • Cross link using keywords to related pages on main web site

Optimizing an online newsroom is similar to optimizing other types of web content. It’s important to consider the audience whether it’s members of the media, industry analysts or consumers and make sure you’re publishing content that meets their needs. Here’s a newsroom SEO checklist assuming a content management system or blog is being used to host and manage newsroom content:

  • Research a keyword glossary
  • Keyword optimize title tags (dynamic AND hard coded)
  • Keywords optimize category names
  • Use keywords in document titles, directory names, file names
  • Add social links: make it easy fo readers to bookmark and share newsroom content
  • Include an optimized RSS feed to facilitate syndication and ease of discoverability within RSS search engines like Google Blog Search
  • Optimize digital assets: images, video and audio as well as other file formats: MS Office docs & PDF

Publishing content to a newsroom typically follows a process. To realize the SEO benefits in the most efficient way, make sure those responsible for adding content are trained on basic SEO and include keyword optimization as part of the newsroom update process.

Besides keyword optimization, it will be important to attract links to the newsroom from other web sites. If the newsroom is managed by blog software, then it can be submitted to a list of blog directories. It can be linked to within press releases distributed through wire services and included in links published on social web sites. Interesting and useful content that has the best exposure will attract the most links that matter.

Besides using blog software for online newsrooms, many content management systems will support newsroom functionality. You can also purchase hosted newsroom services through companies like:  TEKgroup International, NewsCactus, iPressroom, PRWeb or a marketwire social media newsroom.

This is post #7 in a series of ten about the intersection of public relations and search engine optimization, “Top Ten SEO Tips for PR“. Our next post is “Link Building Fundamentals for News Content“.

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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 –
    All good points. Thanks for posting.
    You can now also place keywords into the actual URL of individual news releases within an online newsroom. That helps SEO tremendously.
    Look forward to seeing you in NY at the Media Relations Summit.

    • Keywords in urls for blog powered newsrooms is automatic for the most part. Useful yes, “help SEO tremendously”, not much hard data to support that.

  2. Yes, there’s a conversation between webmasters out there on that. And it does take time/effort to present supportive data. I just enjoy taking advantage of any useful/helpful tactics that are available.

    Interesting take on it from a Google software engineer – http://www.htmlremix.com/seo/keywords-in-url-matters-seo. Also thought this was an interesting test on URL keywords – http://www.webrankinfo.com/english/seo-news/keywords-in-url.php.

    I’m sure we’ll learn more each day. We always do.

    Enjoy your tweets and posts.


    Ibrey Woodall
    TEKgroup International, Inc.

  3. What I like the most about visiting this site is I either find a new source of quality information (other blogs etc) or I take away a snippet of knowledge that gets me thinking about how I can implement it into my online business and that of my clients.

    I’m now going to go through and read the previous posts in the PR series.

    Thanks for sharing,


  4. Do you recommend we submit a newsroom (or other) blog to the entire list of blog search engines accessed via the link in this entry? Or can links from the lesser blog search engines hurt our general SEO?

  5. Thanks Lee. Good post. As you suggest, the key is to have the ability to easily post lots of relevant (keyword driven) content in multiple formats so that content can be found in search, shared by others and generate inbound links. We make that easy by providing a keyword research tool, a feed aggregation submission engine and a blog along with the newsroom. Still, it’s all about the content. The best solution is one that allows a user to focus on their content and their audiences and not the underlying technology.

  6. Hi,

    All good and thanks. We use wordpress based technology for our press rooms and this takes care of a large amount of SEO requirements. SEO optimsed titles and links are enough. Tagging is extremely useful for journalists.

    We also make sure that the RSS is hooked up to Feedburner and Twitter to make sure that journalists can receive news in a number of ways.

    Finally I think that it is essential to enable bookmarking technology on all press releases to assist your readers in helping you spread the news.

    Matt Anderson (Aka Media Mouse)