If you work in media or technology, you might be aware that Google recently introduced a new search page feature, “In-Depth Articles.” The feature, which aims to provide “thoughtful in-depth content” that “remains relevant long after its publication date,” offers up links to long-form articles at the bottom of the search results page—similarly to how images or videos are sometimes queued up at the top of the search page.
This has implications for both media and corporate communications. In terms of media, as PR Daily recently noted, this is a win for traditional long-form publications—long-form content will now be offered up immediately to users searching for relevant keywords. This could dramatically increase viewership, which could be a boon for publications trying to hold onto viewers and increase ad revenues. However, for companies looking to manage their reputations, this might be a win or a loss, depending on what type of in-depth media attention is associated with a business’ name.
With clear implications for media and corporations, you might be wondering: How are these articles selected? Well, only Google really knows, but David Andrew Goldman, chief strategy officer at Five Blocks, Inc., and Richard Dukas, CEO of Dukas Public Relations, recently conducted a study on Google’s new in-depth articles feature and found the following interesting statistics:
- Of consumer-facing Fortune 500 companies, found that 65% of the newly designated in-depth articles were unfavorable by PR standards.
- Top publications featured in the new section include The New York Times, BusinessWeek, Vanity Fair, Wired and Rolling Stone.
- So far, Google has added in the search feature for only 28 of the Fortune 500.
- Some articles go back as far as 2007.
For those interested in reputation management, this information makes clear what media coverage will be important in terms of Google search results. Securing a media placement that lands in Google’s in-depth features section has implications for a client, long after the story runs. This also means that, more than ever, it’s important for companies to carefully consider their public persona and media portrayal; negative attention can now end up on the screens of potential customers around the world.
This development also signifies a change in media that will be interesting to follow over the coming year. As Goldman and Dukas point out in their article, the conversion to long-form media is thought-provoking, as the public has grown accustomed to short articles, often in list format. However, Kindle Singles, ProPublica, Byliner and others are all media outlets that are successfully reaching audiences with long-form stories. We’re curiously watching this shift pan out.
If your business needs counsel on reputation management and media relations, do get in touch. We’d be happy to see if we can work together.