He explained that this should serve as an indicator that companies need to apply SEO to their press releases, blogs and other informational content if they want to attract coverage in the media.
Mr Odden also advised combining online news SEO with social bookmarking tools and media such as RSSnews feeds.
He said: "Making it easy for journalists or end consumers to find and interact with news content can provide a substantial boost to PR results in a time where the value of PR budgets are in question."
Earlier this year, usability expert Jakob Nielsen advised businesses to ensure they look at how user-friendly their online newsrooms are to make sure that they are easily able to offer all of the information a journalist might need.
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