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Great Example of a Multimedia News Article from ESPN.com

August 14, 2009 by Adam Sherk

Recently I wrote about the importance of including meaningful content in videos embedded in press releases. Today I came across a great example of how to incorporate video and other multimedia content into a news article.

This ESPN.com article on Michael Vick signing with the Philadelphia Eagles features a video player right below the headline with links to four different videos, each of which adds more substance to the article:

ESPN article with embedded videos

Later in the article there’s also a link to an ESPN Radio podcast featuring an interview with one of Vick’s former teammates:

Podcast embedded in article

And ESPN supplements the article with a special “Vick Signs With Eagles” sidebar that includes links to more news, blog and video coverage:

Article sidebar with related links

The end result is an informative, engaging user experience on a page with strong topical relevancy. That relevancy combined with the fact that the article is likely to be shared and linked to frequently strengthens its ability to compete for search engine visibility.

So far Google seems to agree. As of today the article is #1 (after some embedded news results) for the query “michael vick eagles”:

Google results for michael vick eagles

Related posts:

  1. Do Google’s Expanded Domain Results Apply to News and Video Listings?
  2. Videos in Press Releases are Cool – If They Provide Meaningful Content
  3. Hey, I Got the Lead Sentence in a Spammy Scraper Article
  4. Google News Tip for Google+ Embedded Posts
  5. Google News Not Always So Great at Favoring Original Sources

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About Adam Sherk

Adam Sherk is an SEO and PR consultant helping publishers with digital strategy and audience development, including enterprise SEO, public relations and social media marketing.

Adam is VP SEO and Digital Strategy for Define Media Group.

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