In talking to a photojournalist from the newspaper last week, she was telling me how a company had called the newspaper attempting to sell them on the notion of using SEO/PPC to improve their traffic to their stories. I was surprised in the beginning since I’ve never thought those services could benefit a newspaper. Actually, some say pay-per-click has been the reason of newspapers downfall since more choose to advertise that way in place of through the standard newspaper ad route.
The one thing with SEO and keyword internet marketing is so it does take a moment to construct up. So if newspapers are trying to use SEO to develop traffic to timely or breaking news, it is likely to be too late and useless before they start to see the results. People will have picked up the timely story beforehand somewhere else.
With PPC on one other hand, I can see how that will benefit newspapers. If you have a breaking story that they want to be the ones where readers go to locate more info on-line, then PPC would certainly work. Basically, the way in which it works is if this kind of scenario happened: pool result Someone twitters breaking news that there surely is a shooting downtown and that they are there at the scene. A person sees it and texts about this to their friend who lives close to the shooting area. Since very few details are given, the friend who receives the writing is most likely to immediately jump on-line to look for more details.
By this time around, newspapers might have caught this story too. They article a fast article and constantly update it. In addition, they bid on a pay-per-click ad that may pop up on search engines for whoever searches: “shooting in ‘city’ or ‘state'” ;.And then whoever pursuit of that term (such as the friend who received the text) will find the newspaper article pop up initial on the list, and will most likely click on it.
This really is just a good example of one scenario. From what I’ve found, it seems like several newspaper organizations such as Cox Newspapers Inc., The Chicago Tribune, and New York Daily News have used pay-per-click advertising previously to generate more revenue and traffic. If more newspapers experienced PPC then they’d have more odds of viewers going to their site for more information in place of other websites.