Should a local papers' website strive to be found for its print name, or better yet -- for keyphrases related to the local area? I am leaning towards "city event" and "state news" etc as opposed to "city newspaper"
What do you think?
[edited by: King_of_Bling at 7:13 pm (utc) on Aug. 31, 2007]
Local news should not have to work that hard for their traffic. Search engine love, as a source of traffic for a local news source, should be tiny - accidental stuff - particularly when the word or topic of interest is "news".
Now, "used cars for sale"? Things like that? Sure, if they are selling local listings.
But not "news". Quality reporting and editorial staff should be sufficient to generate the local buzz necessary for either bookmarking or "simply known" (direct nav) search.
All that aside, yes, "news" . . . too . . but if they are the quality local news source that should already be handled.
You certainly want to show up for your name and not a competitor but that doesn't take a lot of work. I would focus more on geographical keywords and not brand driven. Think about it like a user, are they searching for your brand or particular news items etc.. Looking at your logs is also a good way to investigate.