There is a symbiotic relationship between news media and the growing internet population. Both parities continuously raise the bar for instantaneous modes of communication and commerce. The pressure from the consumers is on, but those on the other end have adopted, becoming just as responsive and dynamic. This exponential trend has kept online marketers and PR specialists on their toes, crouched and ready to spring at the next chance for the media spotlight to gain exposure to those consumers. The fluctuating nature of media and consumerism has revitalised the traditional methods that once made media coverage possible. Resultantly, the blueprint for online PR has evolved into what is known as newsjacking.
Most importantly Newsjacking can help you generate the high quality links that Google loves. When you position yourself right, and properly implement a real-time PR strategy, you could be looking at a formula for overnight success. Now isn’t that just music to your ears?
What is Newsjacking?
The term was coined by David Meerman Scott, marketing strategist and bestselling author. In his own words, he describes newsjacking as:
“the process by which you inject ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.”
The advice of Googler’s over the recent months have lead webmasters to fear the wrath of the next algorithmic update and many sites are dishing out nofollow links like it’s 2007 all over again.
In a webmaster hangout earlier this year Google employee John Mueller advised that if you are guest posting as part of your SEO strategy then links within the articles should really be made nofollow as they are not editorially given. After all if the blog has a significant audience and the content is of a high enough quality then the reward for the post is that referral traffic will flow via these links to your web properties, not PageRank. Since I started this article Marie Haynes has covered this in more detail.
I am sure you and many bloggers will disagree with John.
The fact of the matter is that the majority of bloggers do actually care about the quality and the relevance of the links referenced within the articles they choose to host, but these types of comments do nothing to help dispel the many myths that circulate. It would be naïve to assume that all blogs are well managed but if the post has to go through any kind of manual review process why must Google feel the need to treat all bloggers who open their doors to others as a criminal associate? Continue reading →