In the ever changing market of search engine optimization, companies struggle to increase their online visibility. But according to an SEO expert, getting your company on Google News is "worth its weight in gold."

At the recent SMX West conference in California, spoke with search engine optimization (SEO) expert Bruce Clay who touted the idea of using press release type material to boost a site’s traffic.

Clay warned that there must be some substance behind the content being written which should have some newsworthiness.

"I’ve seen people do press releases that had zero newsworthiness," Clay told the website. "Those are no good. You want to have something that people will care about and tell two friends."

It’s also necessary to get the content in front of the right people.

One way to do this, according to Clay, is by getting it on Google News.

But creating original content for distribution has to become an ongoing process if it’s going to work.

"Understand that it isn’t going to be something that you do once," Clay told "You have to understand that it’s a process."

Original content can also have another benefit for companies as a study from the Online Publishers Association found that ads were more effective on sites carrying such material.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.