Because you’re a savvy marketer, you’ve already mapped out your competitive search marketspace and know precisely the terms you should target in order to reach your key publics through the search engines.

Now that you’re involved in your company’s PR efforts (which is only right, because search engines are the primary PR vehicle of the online space, inasmuch as many of them aggregate news sites and blogs and typically include links from such sources as a factor in determining relevance), you must ensure that your main keyphrases get prominent places and links in your press releases.

When search engines collect news items, as opposed to pages they gather from the wild web, they’re more likely to determine relevance based on key phrases utilized. Determining how relevant a page really is to a given search term takes quite a bit of time, and news, by its nature, makes standard relevance determination tougher because of its short shelf life.

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