1. © 2007 Marketwire Presented By: Darin Wolter Marketwire 415-343-3911 dwolter@marketwire.com SEO for Corporate News SEARCH

2. © 2007 Marketwire “The internet is shaping perceptions of companies…” - Chris Copeland, Senior Partner & Managing Director, Outrider SEO (As quoted in PR Week, 2007) “Companies must optimize key elements, including title tags, headlines, and lead paragraphs on each page” - Greg Jarboe, President of SEO-PR (As quoted in PR Week, 2007) “If you build it, they will come” - Terence “Terry” Mann, Field of Dreams, 1989

3. © 2007 Marketwire What is Search Engine Optimization? Search Engine Optimization is the process of improving the volume and quality of traffic to a press release or website via improved organic search results. Good SEO helps interested consumers, industry analysts, investors, and members of the media find your news, your company website, and your products more easily.

4. © 2007 Marketwire People Around the World are Using Search Engines More than Ever… SOURCE: ComScore, August 2007

5. © 2007 Marketwire Which Search Engines Are People Using Most? OTHERS SOURCE: ComScore for SearchEngineWatch.com, July 2006

6. © 2007 Marketwire Search Trends Among Consumers - 87% of internet researchers use search engines as their primary means of finding websites. (SOURCE: Market Sentinel and Weboptimiser “Search is Brand, 2005) - 90% of searchers select a website within the first THREE PAGES of search results. (SOURCE: iprospect Search Engine User Behavior Study. April, 2006) - 92% of the online population visits a search engine, portal or community site every month. (SOURCE: Nielsen/NetRatings) -Top search engine rankings can generate up to 900% more traffic to a site, potentially increasing exposure up to 80%. - 93% of Internet surfers look for company information through search. - 80% use search to make purchases on the Web.

7. © 2007 Marketwire Search Trends Among the Media - 98% of journalists go online every day - 76% of journalists search for sources/experts - 73% of journalists search for press releases SOURCE: A joint survey: Middleberg/Ross and the Pew Internet & American Life Project

8. © 2007 Marketwire Remember: A press release should be thought of as just another corporate webpage. It must be written with the media in mind, but also the search engines.

9. © 2007 Marketwire Search Engines Look for Relevant Organic Results Organic Results “Organic” results are those that are generated based on a search engine’s algorithm. All other results, such as those listed under “Sponsored Links”, are considered paid search results.

10. © 2007 Marketwire What are Search Algorithms? Search engine algorithms are sets of rules that each search engine (Google, Yahoo!, MSN, Etc.) follows to sort through millions of web pages and find organic results that are relevant to the search keyword. Every search engine has its own unique formula of rules. SOURCE: Search Engine Watch, March 2007

11. © 2007 Marketwire Among the top search engines, what are some of the most important “rules”? 1) Keyword location and frequency 2) Relevance of a page’s meta-description tags 3) Relevance of a page’s meta-keyword tags 4) Relevance of a page’s title tags 5) Quantity and source of backward links to a page 6) The actual text of the backward links Each search engine weighs the importance of these rules differently SOURCE: Search Engine Watch, March 2007

12. © 2007 Marketwire Rule 1: Location and Frequency of the Keyword Search engines will check to see if the search keywords appear near the top of a web page, such as in the headline or in the first few paragraphs of text. A search engine will also analyze how frequent search keywords appear in relation to other words in a web page.

13. © 2007 Marketwire Consider location and frequency of the keyword “Intersil” when looking at a press release: “Intersil” is located at the top of the page, one of the first words used. “Intersil” is also one of the most frequent words on this page, mentioned 13 times!

14. © 2007 Marketwire Consider location and frequency of another keyword, “Multiplexer” when looking this press release: “Multiplexer” is located in the headline and throughout the body “Multiplexer” is also one of the most frequent words on this page

15. © 2007 Marketwire Rule 2: Relevance of the meta-description tags Search engines will also look for relevant meta description tags; which should be a brief and concise summary of your page’s content. Meta description tags can be found in the HTML source code.

16. © 2007 Marketwire Consider meta-description tags when looking at the HTML source code of the Intersil press release: Almost the entire first paragraph of this press release is found in the meta-description tag.

17. © 2007 Marketwire Rule 3: Relevance of the meta-keyword tags Search engines will also look for relevant meta keyword tags; which should be a list of important keywords on the webpage. Meta keyword tags can also be found in the HTML source code.

18. © 2007 Marketwire Consider meta-keyword tags when looking at the HTML source code of the Intersil press release: Specific keywords such as “multiplexer” and “DC-restore” are included in the meta- keyword tags

19. © 2007 Marketwire Rule 4: Relevance of the “title tags” Search engines will also look for relevant keywords in the title tags of a press release or webpage; which should be a list of important keywords on the page. Title tags can be found in the top margin of a page and in the HTML source code.

20. © 2007 Marketwire Consider “title tags” when looking at the top margin of this press release: Keywords including “Intersil” and “Multiplexers” are found in the title tags.

21. © 2007 Marketwire Here’s another view of the title tags in the HTML source code: The client must take steps to SEO their website. Marketwire

22. © 2007 Marketwire Rule 5: Quantity and Source of Backward Links “Backward links” are links from other websites pointing directly to your press release or website. The more you have, the more Search Engine Optimized your page will be. In addition to the quantity, the sources of those backward links are also weighed by search engines.

23. © 2007 Marketwire We’ve looked at Intersil’s press release, now let’s look at a product info page on their website…

24. © 2007 Marketwire This is Intersil’s “Power Management” page: Note the URL of this page: www.intersil.com/power

25. © 2007 Marketwire Search engine algorithms look to see how many other reputable web pages have a “backward link” to this page…

26. © 2007 Marketwire The Intersil press release on the wire’s website has 1 backward link embedded behind the term “power management”:

27. © 2007 Marketwire The same Intersil press release on Yahoo! Finance also has this link embedded behind the term “power management”:

28. © 2007 Marketwire We see the same thing on other major news websites such as CNN Money…

29. © 2007 Marketwire …And on MSN Money:

30. © 2007 Marketwire This is just a sample of reputable websites with a backward link to www.intersil.com/power Now let’s look at the 6 th major rule of Search Engine algorithms… www.intersil.com/power

31. © 2007 Marketwire Rule 6: Anchor Text (the actual text of the backward links) Search engine algorithms not only look for a high quantity of backward links from reputable 3 rd party websites, but also the text within the backward link… Remember, the text “Power Management” was linked to www.intersil.com/power on several different 3 rd party websites.www.intersil.com/power

32. © 2007 Marketwire

33. When we think back to all 6 rules, Intersil’s website and press releases should be very Search Engine Optimized for keyword searches. Let’s test it…

34. © 2007 Marketwire A search for keywords such as “Intersil” and “Multiplexer” return the following organic results: The “Multiplexer” product page on Intersil.com Intersil’s recent “Multiplexer” product announcement on Marketwire.com

35. © 2007 Marketwire And a search for “Power Management” brings us the following organic results: Intersil’s “Power Management” product page

36. © 2007 Marketwire 1)Identify 5-10 keywords/phrases that describe your company’s products or services. Relevance is king Average search is 2.5 words 2)Use your wire, or another tool to identify which of those terms are most popular now; look for terms that you can “own”. Google’s Adwords tool. (Free) (https://adwords.google.com/select/KeywordToolExternal?defaultView=2)https://adwords.google.com/select/KeywordToolExternal?defaultView=2 Overture (Now Yahoo! Search Marketing). (Free) www.keyworkdiscovery.com (free and paid)www.keyworkdiscovery.com Co-workers might already know, or have the tools internally to help you. Six tips to consider when writing your press release

37. © 2007 Marketwire Six tips to consider when writing your press release continued… 3) Using those same keywords, work with your internal web team to search engine optimize relevant product pages on your website; follow the “rules” outlined in this presentation. (This is something PR should own!) 4) Include your company name and relevant keywords in the headline and first paragraph of every press release, this will help build strong keyword relevance in the search engines. 5) Develop a “backward linking” program. Include your corporate URL(S) on all press releases and make sure hyperlinks are maintained on credible downstream websites. 6) Use “Anchor Text” to connect your relevant keywords and phrases back to those specific pages on your corporate website.

38. © 2007 Marketwire For years, search engines have helped people find text-based web content. Today, millions more are using search engines to find photos, audio files, videos, and other multimedia content. As the internet becomes more catalogued and compartmentalized, so do search engines. Today’s search engine optimized website or press release should follow all of the standard protocols for text SEO, but can gain further visibility by incorporating more images, videos and social media elements. Doing so can make a press release or company more search optimized in Google, Yahoo!, etc., but also in many of the “compartmentalized” search engines: Video Search iTunes Audio / Podcast Search Image Search It’s not just about Text!

39. © 2007 Marketwire For Questions: Darin Wolter Marketwire 415-343-3911 dwolter@marketwire.com The End SEARCH