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How to Optimize Your Headlines for Google and Humans
By: Jonathan Rick | Mashable
Jonathan Rick is a director at Levick Strategic Communications. He contributes to Levick’s Bulletproof Blog. Follow him @jrick.
Why do search engines always rank certain websites so highly? Sure, their content might be great, but their search engine optimization is definitely awesome. Indeed, for many sites, the search-engine spiders that crawl the web deliver a third or more of their traffic.
So crafting key parts of a page, like a headline, is critical. Perhaps the most famous example comes from the Huffington Post, which in February reeled in readers with the ingenious bait: “What Time Is the Super Bowl?”
In protest, writers for publications such as The Washington Post, The New York Times, and The Atlantic each took turns slugging the SEO punching bag. The headlines describe their complaint: “Gene Weingarten Column Mentions Lady Gaga.” “This Boring Headline Is Written for Google.” “Google Doesn’t Laugh: Saving Witty Headlines in the Age of SEO.”
In other words, algorithms don’t appreciate wit, irony, humor, or style. As reporter Steve Lohr put it, they’re “numbingly literal-minded.” Yes, it is one of the definitive 21st century truisms that in addition to writing for eternity, or for one’s mother, today’s… 
3 ways to prepare for the changes to Google search
By Michael Sebastian | Ragan’s PR Daily
Google is revamping its search results, and the changes will likely affect brands.
According to a report in Thursday’s Wall Street Journal, Google results will include more facts and direct answers to searches. It’s trying to provide the answer to a query, and keep users on its page, instead of sending them to another website.
Google is already using this approach to an extent, according to Nick Papagiannis, director of interactive/search at Cramer-Krasselt. For example, type “height of Mt. St. Helens” into Google and the search engine kicks out the answer—8,365 ft.—in black text above the list of blue links.
“You can expect to see results like these and an evolution to a more sophisticated search experience in the coming months and years,” Papagiannis told PR Daily. “Google is constantly evolving their technology to provide searches with the best results.”
Brands and the PR departments working with them need to pay attention to the changes; they could “directly impact the search results for 10 percent to 20 percent of all search queries, or tens of billions per month,” according to the WSJ.
So, how can PR professionals prepare?
“We don’t know exactly what…
Is Google+ the Ultimate Content Marketing Platform?
by Brian Clark | copyblogger
As we’ve said around here a few hundred times, smart social media marketing is actually content marketing.
Why?
Because people love to share content on social networks.
If that content is yours, you’re being introduced to new people with every share … to people who now have an opportunity to know, like, and trust you enough to buy from you.
People on Facebook and Twitter have been providing free exposure to smart marketers who build their businesses with online content. But there’s a new player in the game that may just become the content marketing platform of choice.
Let’s talk about Google+ (since everyone else is).
In case you’ve been incarcerated in a Turkish prison for the last few weeks, Google+ is the new social networking platform from the search engine giant.
It’s been more accurately called a “sharing” platform, and I think that distinction alone means everyone producing online content needs to take a serious look at Google+.
Here are 3 things to think about when considering whether to hop on Google+ to drive traffic back to your site:
1. People
Based on initial reports, Google+ is the fastest-growing social network ever, despite a…
Google Merges Search and Google+ Into Social Media Juggernaut
Now we know Google’s master-plan for integrating Google+ ever more deeply into the Google ecosystem: Pour the whole thing into Google search. Starting today, Google+ members, and to a lesser extent others who are signed into Google, will be able to search against both the broader web and their own Google+ social graph. That’s right; Google+ circles, photos, posts and more will be integrated into search in ways other social platforms can only dream about.
Google calls the search update “ “Search plus Your World.” Jack Menzel, product management director of search, explained that now Google+ members will be able to “search across information that is private and only shared to you, not just the public web.”
Google calls this access to “your web.” So instead of all the public information that is already available to everyone searching via Google, so you can see information that you posted into Google’s new social network and on some of Google’s other services like Picasa Web.
Menzel explained that starting today, Google+ results will be blended in with the traditional “authoritative results,” but clearly annotated. Type in a topic of interest, like “Rome,” and along with maps, travel info, historical…
5 Reasons Google+ Will Change Your Content Marketing Strategy for the Better
Google+ is shaping up to be the ultimate platform to share content, showcase your expertise and connect directly with your audience.
But even with 20 million-plus users already signed up, most of us are just starting to figure out how to fit Google+ into our social media strategy. Here are 5 major reasons Google+ should become an integral part of your marketing strategy—and resources to help you get started.
#1: Google+ Isn’t Just Different, It’s Better
Google+ isn’t just another social media site. It’s one of the best ways to share your content and increase your social proof. Why?
- It’s integrated with Google—the largest search engine in the world.
- It improves on what DOES work on other sites (and dumps what DOESN’T).
In “Is Google+ the Ultimate Content Marketing Platform?”, Copyblogger’s Brian Clark summarizes the site’s advantages for content marketers like this: “Google has solved the inherent privacy and ‘over-sharing’ issues that make Facebook problematic, while providing a rich multimedia and discussion environment that Twitter simply can’t match.”
In other words, it beats Facebook for targeted sharing―and the format, built-in comments and ability to embed photo and video let us share MORE (and better) than Twitter.
#2: You…
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