This is post #5 in a series of 10 on the intersection of PR and SEO. We’ll discuss a few best practices content SEO tactics as well as a few things to avoid.
While there is much to understand about successfully implementing and maintaining search engine optimization efforts, there are a few fundamental concepts worth starting with, including the notion of quantity, quality and time as appropriate to content and links. For the most part, the more web pages, digital assets and inbound links, the better the search visibility. Each link is a conduit and each page is a potential entry point into the web site.
As a general guideline, the same is true with quality. The higher quality content and link sources, the more competitive advantage for better search results.
The core of search marketing is the mix of keyword phrases that people use to search for information on the web. Part of the value of Search Engine Optimization is to identify what searchers actually enter in the search box. If optimization efforts can focus on the phrases that are equally relevant and in demand, there’s a resonable expectation that the optimized news content will attract more visitors of the right kind: journalists, reporters, analysts, bloggers and even end consumers. 
When search engine marketing enters the conversation in PR circles and vice versa, it’s usually search engine optimization, not pay per click that gets attention. However, there are numerous opportunities to use the on-demand visibility of Pay Per Click as a method to attract visitors to news related content.
Within the realm of Public Relations, there are many types of digital content that get created and often promoted. Content that can be searched on can be optimized, and that spells opportunity for extending the reach of PR and media relations efforts. Journalists and consumers alike are searching, why not make sure the content published to the web as part of PR efforts is easy to find via search?
5 Comments