Changes in consumer preferences towards news consumption and sharing habits via the social web present both challenges and opportunities for PR agencies. Searchers increasingly expect to interact with what they find via search.
The opportunity for Public Relations is to understand that leveraging social media as a distribution channel to attract buzz and earn links is as important as keyword optimization of social media content to improve visibility on standard search engines. Simply put: SEO and Social Media go together like peas and carrots.
The nature of the social web encourages participation: sharing, voting, commenting and linking. Popular social content gets exposure, traffic and can result in a substantial number of relevant inbound links. Keyword relevancy plus aboundant inbound links to content equals improved search engine visibility. Whatever keywords that are used to describe optimized news content that becomes popular within social channels like news, bookmarking and media sharing are what that content will tend to rank highly on in standard search engines.