WHAT: Fight Club – the weekly SEO show known for its open debates and peer reviews of cutting-edge SEO research and theory crafting– will host senior public relations agency leader Eric Schwartzman for a particular discussion about generating hard news coverage through press releases.
Schwartzman will share insights into the factors that distinguish newsworthy press releases, why some announcements attract the attention of editors and result in editorial reporting with the types of inbound links foundational to justifying Wikipedia pages, and discuss the effort required to create newsworthy content in contrast to technical SEO.
Eric Schwartzman is a Los Angeles public relations agency leader whose notable achievements include managing PR campaigns for the Olympics, Britney Spears, the Grammy Awards, Microsoft, the US Department of State, the United States Marine Corps, AARP, JP Morgan, and dozens of small and medium-sized businesses.
He pioneered the development of the first online newsroom management service, which organizations like UCLA, Target, Toyota, Forever21, Nvidia, and numerous other in-house PR teams have adopted. Schwartzman also serves as an instructor specializing in emerging tech for the Public Relations Society of America and has produced podcasts for organizations such as the Hollywood Reporter, Billboard, and the LA Opera. He has also authored best-selling books on digital business strategy.
WHEN: On Tuesday, November 7, 2023, from 9 am to 10 am Pacific Time SEO
WHO: SEO Fight Club is hosted by search engine optimization expert Ted Kubiatis
WHERE: https://www.youtube.com/seofightclub. No sign-up is necessary. Viewers from around the world are invited to tune in and ask questions.
WHY: One of the shortcomings in the contemporary practice of issuing search engine optimized press releases lies in the shift of focus from creating genuinely newsworthy announcements to prioritizing search engine optimization.
While press releases were initially intended to be vehicles for sharing news and generating editorial media coverage, SEOs today use them to purchase relatively low-quality, inbound links from outlets like the YAHOO Finance, the Associated Press, and Benzinga.
These press releases are optimized primarily for search engine algorithms rather than newsworthiness. This approach leads to the development and distribution of keyword-stuffed content that violates the principles of what makes news.
In this pursuit of SEO gains, the traditional essence of a press release as a medium for disseminating meaningful news is diluted. The result may also be a loss of credibility and trustworthiness, as the emphasis on search rankings overshadows the importance of offering genuinely newsworthy content that appeals to real publications.
Balancing the requirements of SEO with the essence of authentic journalism remains a challenge in modern press release practices, which is why we’ve invited public relations agency leader Eric Schwartzman to share insights on what makes news.
NOTE: Eric Schwartzman recently published a white paper titled Negative SEO: Understanding Black Hat SERP Sabotage Techniques to enlighten public relations agency practitioners about the dangers of falling prey to having their client’s search ranking artificially manipulated by black hat SEO.
The white paper sparked an investigative report by Business Insider about how drug dealers are exploiting a weakness in the Google algorithm to sell illegal drugs on the websites of government agencies and mainstream news media outlets.
The exploit results from a URL Parameters tool Google deprecated in March 2022. In a statement, Google said, “Over the years, Google became much better at guessing which parameters are useful on a site and which are —plainly put— useless.” But black hat SEOs and drug dealers found a loophole allowing them to exploit the vacuum created by deprecating the tool.
About SEO Fight Club
SEO Fight Club is a weekly SEO program designed to facilitate open discussions and peer reviews focused on the latest developments in SEO research and theory crafting. The show provides a unique window into the daily debates and conversations surrounding the ever-evolving landscape of SEO.
Many of the topics explored are technical, unconventional, and potentially risky, reflecting the challenges and opportunities at the forefront of SEO practices. It's important to note that this program is tailored for experienced professionals and not recommended for beginners.
We emphasize the importance of rigorous testing and verification before implementing any strategies on client websites or business platforms when navigating the leading edge of SEO.
Release ID: 782439