Nothing helps credibility for your company more than when someone types in your name or company name into Google, and recent news about an award you won, a great promo you did, or a client you landed shows in the top search results. Everyone does research about you before doing business with you. When something great appears in the search engines about you, the deal is yours!

One of the big problems you will find is that most news worthy topics will drizzle down the listings, and soon enough, be so far buried in the search engine rankings that no one will ever see it again. It is the web’s version of todays paper turning into yesterdays, then last weeks, etc. and no one will ever see it again.

The good news about the digital version of the above scenarios is that if you employ good SEO tactics on each of the stories (essentially treating the news topic as its own SEO campaign) you can keep a good story (or 10) in the top of the search engine rankings. Below are 5 things you can do to an existing news topic to ensure it stays on top:

1. Comments – if there is a comment section in the story, use it! Search engines just want to see if there is some fresh data on the page from time to time.
2. Post about it – if you own a blog, or know anyone who does, write about the news topic every week and link to. You are essentially telling Google that this is still a noteworthy topic.
3. Re-submit it – Spend $80 at PRweb.com and re post the information as something new.
4. Make a video about it – Google has been keeping videos up for a much longer period that press releases. Make a quick video and post it into you tube. Google will like it!
5.  Digg it – go to digg.com, post the topic in there and get people to ‘Digg’ it. This may get the activity you need around the topic to get re-noticed by search engines.

Danny DeMichele is an SEO consultant, founder and CEO of eVisibility.com.

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