SEO In 30 Minutes Or Less: Leveraging The News

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What can you accomplish in 30 minutes? Respond to a few emails? Prepare spaghetti and meatballs? Believe it or not, that’s also enough time to leverage the news to improve your SEO visibility.

With so much real-time news all day, every day, and so many avenues for you to produce content, consider using current news in your SEO efforts.  Today’s 24/7 news cycle provides ample opportunities to leverage relevant “news hooks” for your business. It’s easier than you think to schedule 30-minute blocks for these efforts.

Be aware that this initiative should be looked upon for incremental SEO visibility; it should not serve as the foundation of your SEO efforts. In fact, the boost to your visibility may be temporary, with spikes relating to certain “in demand” keywords.  However, getting out in front of the pack on specific news items allows you to rank well for a specific period when interest is suddenly high.

Leveraging the news is a chance to be opportunistic. In addition to SEO benefits, when timed – and positioned – correctly, media may start turning to you as an expert for stories about this topic or industry.  Manage the opportunities well and your content can multiply even further.

1. Put a Stake in the Ground

First, decide where you can win. What’s your area of expertise? What topics should you “own”?

2. Monitor Keywords

Track specific keywords related to your expertise, whether it’s “social media marketing” or “brain surgery.” Monitor your core keywords through tools such as Google Alerts, Kurrently.com or SocialMention.com. Configure the results to be delivered via a feed, and then add the feeds to Google Reader. You can also save your keyword searches in Twitter for easy access.

3. Make Pop Culture Pop for You

Take a few minutes to identify any pop culture themes that you can leverage. Sift through a news site, Twitter, and Twitter trends tools such as tweetmeme.com, twopular.com, or whatthetrend.com. Is there anything relevant that you can tie to your industry? Can you offer a unique perspective, explanation or solution?

Barbara Corcoran, founder of real estate giant The Corcoran Group, made news when then-pregnant Madonna announced she was looking for a new home.  Corcoran immediately distributed a checklist of what Madonna would need in a new home for her growing family, and the media took notice. In fact, only two hours after distributing her recommendations, Corcoran was in a CNN studio, discussing her expertise with a worldwide audience. As Corcoran demonstrated, leveraging pop culture can be powerful stuff.

4. Schedule

Define a schedule when you’ll review the news. Be efficient with your time, spending no more than five minutes of your 30-minute block reviewing the headlines and deciding what, if anything, you’ll leverage.

5. Distribute

Each time you identify something to cover, you’ll have plenty of options for producing and distributing the content in 25 minutes or less. You can write a quick blog post, update Facebook and Twitter, or record a 30-second video.  In addition to SEO, you can also boost your PR efforts with a short, compelling optimized press release to share with relevant media contacts. Post your content to social sharing sites like Google+, BizSugar and Bloomberg’s Business Exchange, as well.

Be Newsworthy and Be More Visible

By following these five simple steps, you’ll increase your visibility on relevant, timely topics and reinforce your expertise on a particular subject or industry. This strategy takes only 30-minute chunks of your time.  So block off a half hour and have at it! (You can make spaghetti and meatballs another time.)

About the Author

Tom Shapiro is the founder & CEO of Digital Marketing NOW, a full-service digital marketing and design firm that offers strategy, web development, design, SEO, paid search marketing, conversion optimization, display advertising, analytics and more. Tom cuts through all the hype and develops clear, differentiated marketing strategies focused on real results for his clients.

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