UK: Newspapers face tough competition for Google search terms
Posted by Jodie Hopperton on January 15, 2007 at 5:06 PM
Newspapers are using Google to drive online traffic by buying search words so that their link appears before their competitor’s do.
According to Paidcontent.org, The Daily Telegraph bought the phrase ‘North Korea Nuclear Test’, after the country detonated a nuclear device last October, to ensure that their stories were the first read on Google.
This is a new marketing tack for many newspapers, the effectiveness of which will be interesting to see in the future. It is also rumored that some newspapers are training their journalists to write in a way that search engines are more likely to pick up terms through their tagging and spider systems.
Edward Roussel, the Telegraph's digital editor, commented, ”The most important driver of all readers [to our site] is Google, except for people who know us and come directly. It plays a critical part of exporting our brand, particularly to the US”
Source: paidcontent.org and Wall Street Journal
This is a new marketing tack for many newspapers, the effectiveness of which will be interesting to see in the future. It is also rumored that some newspapers are training their journalists to write in a way that search engines are more likely to pick up terms through their tagging and spider systems.
Edward Roussel, the Telegraph's digital editor, commented, ”The most important driver of all readers [to our site] is Google, except for people who know us and come directly. It plays a critical part of exporting our brand, particularly to the US”
Source: paidcontent.org and Wall Street Journal
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