There are four best practices you if you want strong ranking from Google’s search rank algorithms, higher click-through rates and more social sharing from your content and press releases.

That’s according to the 2014 Ranking Factors Study from Searchmetrics. The study shows the four practices improve message visibility and campaign results on the Internet.

Furthermore, quality content can produce the signals that help will drive your Web site to the top of the search results.

In turn, this generates earned media, influences buyer journeys and drives the sort of social sharing and user actions that amplify messages and drive brand stories deep into new audiences.

It also means lasting visibility for the message and better return on the PR and marketing investment for the brand.

The report also concludes that Google is heavily influenced by the actions of users after they see your content.

For instance, whether they click on links, or if or how often they share your content on their social networks.

Simply put, Google looks for relevance.

So for strong results from your blog, articles, press releases or other online content, be diligent.

… quality content can produce the signals that help will drive your Web site to the top of the search results.

Here are the four key tactics:

1. Call to action 

The study shows many public relations professionals fail to insert a quality call-to-action CTA) with a link early in their press releases. That means inserting a CTA after the first or second paragraph.

2. Multiple visuals

The study shows nearly 50 percent of the “top performing press releases use multi-media.

Eighty-six percent of PR pros fail to use multi-media elements. Rich media will capture more attention for your message and increase the potential for additional message amplification when people share individual visual elements socially.

In other words, it creates pathways back to the core message.

3. Authenticity

Searchmetrics now concludes you must write naturally – a mix of keywords, key phrases and acronyms. Don’t repeat the same words or phrases. The search engines think it’s spam when you do. Of course, it bores readers.

4. Be comprehensive

As you no doubt know, Google has long judged your Web site on content quality. But unless you are a mega brand, new research reveals vital factors about Google’s algorithm changes. Google looks for content quality – comprehensive information, but content that’s easy-to-understand.

This means your site probably entices users to stay on your site longer and has higher click-through rates. And you have effective internal links and quick-loading pages with less advertisements.

From the Coach’s Corner, related information about press releases and other digital content:

For a Bounce in Revenue, Try Strategic Press Releases — Ever wonder why some companies are always in the news or how they succeed on the Internet? It’s a good bet they have a good PR consultant or have mastered the art of writing press releases. You can level the playing field with effective press releases. They should be part of your marketing mix.

PR Is Nearly 90% More Valuable Than Content Marketing — Study — A Bill Gates’ quote is famous: “If I was down to my last dollar, I’d spend it on public relations.” Certainly, there’s validity for his philosophy. Even if you go to the competing Google News, you’ll typically find 50 million results for the key word, Microsoft.

SEO and Other Strategic Tips for a No.1 Rated Blog — To own your blogging niche, you must understand the evolving process — important basics in search engine optimization (SEO) and other strategies. If you’ve been blogging for awhile, you know success doesn’t keep come automatically. Blogging is arduous work.  You must have a strategic blogging goal. Is it to promote your business or e-commerce? A consultancy? Is it an advertising business model?

Checklist: 14 Strategies to Rock on Google — Periodic changes in Google’s search criteria and algorithms have indeed hurt many Web sites. But it’s possible to bullet-proof your site’s prominence on Google by taking 14 precautions, which is worth your time and energy. Google has perennially owned about a 66 percent search-market share in the U.S. and a 90 percent share worldwide.

Need PR, But No Budget? Here’s How to Leverage News Media — Social media is OK for promotion. But if you need blockbuster publicity, use best practices in marketing. Play a trump card — leverage the news media for public relations. Yes, it’s true that increasing numbers of adults – especially the Millennials – are using social media for their news and information, and for making buying decisions.

To write with a broken pencil is pointless.


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.