Before we talk about how to incorporate your business story into Google News, we should talk about why. Obviously, you want your business story to be in the news.
But why Google News in particular?
Yes, first of all, if your business is trying to increase its exposure to Google’s organic searches or Google purchases, a few simple steps can increase your popularity, in an area where your competitors can easily follow you.
Since you are already creating written articles, you may benefit from more than one of them. You can build once, and benefit in several ways.
Google News is a reliable, repetitive source for visitors, and it will usually come quickly, while you wait for things like Google organic search results to come in.
Second, reading news is one of the reasons why people go online every day. 85% of Americans over the age of 18 use the web, according to Pew Internet Research. 78% of those web users came here to read the news.
We used to read the newspaper. We now scan news websites, articles found on Twitter or Facebook, and email email industry news.
Since the main reason most people come online is to use search engines like Google, you might be tempted to simply point to Google organic search and get done with it.
However, consider this: If you could find more customer-focused sites in your message – often faster than the desired keywords – would not additional sales and guidelines help you in your time?
How Does Your Business Story End in Google News Results?
There are three good ways. The first way, is that a media subscription is received by one of the 50,000 publishers who share six billion clicks a month that Google News has reserved for them. (That does not include additional search traffic.)
For a small fee, there are many media distribution services that will do this for you, anywhere from $ 25 to $ 200 regularly. You can also often find small publications that accept free or low cost releases.
If you want to do this every day, it can add up to a lot of money. However, this is not a bad process to market and then repeat, say, once a week.
There is an easier, faster way.
My favorite way of publishing in Google News is to accept that my article has been accepted by a book already in Google News. They are often referred to as Google News Publishers.
You do not have to be an expert to advertise in order to understand the benefits of publishing a prominent article with a line pointing back to your site, compared to the amount of money you have to spend on advertising to get that same level of exposure.
It’s a little difficult to get into Google News this way because you may need to be approved by the editing staff to publish. That publication may request special first-time rights to your article or original content. If you are not a writer, or do not use someone full time to write original content, that could be a barrier.
Acceptance is also not guaranteed. You can see this as bad, or accept the fact that it will make it harder for competitors to imitate your marketing and steal your reputation.
You might think “but who wants to read a story about my time-sharing company or animal furniture maker.”
And you will be right – it is not. It is very important in this process that you find out what the people you want to keep on your site want to learn, and write to them in the area related to your product or service.
This can work in any field – Google News Publisher Sites focus on everything from business travel to animal life. And if your niche is too small for you to bark at, there are plenty of books to publish about your area. To overcome this, simply put your story in place – remember, these articles may also appear on the web or in search of your keyword.
Failing that, there is a third way.
It can take a lot of tries and really expensive. But there is a third way to Google news that, if successful, could bring you benefits for years to come. Just create a news site for yourself, and make it welcome to Google News.
Brand journalism is a growing trend. Why not go ahead with the trend and not make news, but be the media yourself?
If that doesn’t satisfy you, what about the 6 billion + click quota set by Google News Publishers? Each site probably does not get the same ratio. But the presence of 40,000 to 120,000 visitors a month is reason enough to make an effort if you meet all other options.
The Google News Publisher Guidelines are strict and sites are being rejected, making this a long-term plan. So use your business numbers and see if the return is worth it.
In the meantime, try alternatives. They can help you get into your Google News database, often faster than the results you can get with your site’s search engine usage.
Even under conditions where risks and costs may rise slightly, so do rewards and profits.
Tuu Abayomi-Paul is a well-respected digital retailer and author who has been marketing everything from poetry books to legal acts on the web since 1998.