1. Use and Abuse the News or Lose!

2. What will we be looking at? What is “the news”? Press & PR The news lifecycle QDF Getting into Google News Writing tips Your news strategy Conclusions

3. What is “the news?” News must be timely, factual and of interest to a reasonable number of people Auntie Barbara News Uncle Dave News

4. Breaking the Press? Online Press Releases rarely go anywhere You might get less traffic than you think from coverage in the media Use a site like Journalisted.com to find contacts

5. QDF & Real Time Search Spikes in search volume change the SERPs short term News results get a push As do ‘real time’ results.

6. Results pulled from Google News and given extra prominence at the top of the SERPs Article highlighted with time to indicate recently re-indexed content Real time results displayed inline with blog posts, news and Tweets

7. Getting into Google News Google News is flawed from the get go Getting in is easy Identifiable authors & contact details Dates A News Sitemap Fresh Content at the time of Review

8. Writing Tips Headlines are important to get attention Facts are important Opinion is more important still Work the angles!

9. The News Cycle

10. The News is Hot... Michael Jackson dies Google Alerts Proven big media sources – BBC etc Twitter Establish content QDF

11. The News is Mainstream... Michael Jackson: a life in hats Authority counts more than mere freshness Create content with lasting value

12. The News Fades... Michael who? Regular results return Bedded in resources can last for years This is the test of authority

13. An Ongoing Strategy... Watch for stories Cover the story Establishauthority Build links

14. Summary News is a critical part of the web infrastructure News provides content and link opportunities for you Power over news is moving into the hands of the many rather than the few You can use and abuse these trends to your advantage

15. Questions etc Web: www.bronco.co.uk Web: www.davidnaylor.co.uk Twitter: @carpsio (me) Twitter: @bronco (company)