Five ways news sites can generate links
News organisations are trying to regulate use of their content and
encourage visitors to pay for their news. But most simultaneously realise
they need Google and other search engines to rank their sites in order to
have a significant chance at earning revenue online.
Share buttons on The Wall Street Journal's website illustrate the paradox.
Even as News Corpplans to begin charging mobile readers re-raises
paywalls, its articles are surrounded by "share" buttons for Facebook,
Twitter, Digg and many more.
Why? Incoming links are crucial to search engine rankings. To search
engines, inbound links are similar to votes, showing that others feel
strongly enough about the page to link to it, indicating that it is worthy
of high rankings.
Newspapers and other news organisations already have an upper hand when it
comes to earning incoming links. Their brand and reputation prompt
linking. But with so many outlets competing for the same audience and many
online publications finding credibility with their audience, simply being
a reputable source is no longer enough.
How can news organisations get more incoming links in this increasingly
competitive climate? Here are five suggestions from a blogger and someone
who links to news sites every day.
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George Lessard http://mediamentor.ca
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