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Lee Odden

Measuring the Value of Search Optimized PR

Lee Odden on May 13th, 2009     Online Marketing, Online PR, SEO, Web Analytics

Measuring SEO & Public RelationsMeasuring the effect of online marketing and PR efforts is essential for both understanding the return on investment but also for feedback that will improve subsequent efforts.  

Measuring the effect of SEO for Public Relations benefits should start with well defined outcomes. To get a good handle on SEO effectiveness, it’s important to match the purpose for the effort with specific metrics.  For example, if improving brand visibility is a goal, then documenting brand mentions in connection with news & PR content at regular intervals can demonstrate the effect of content promotion and link building. 

Online PR metrics and tools often include:

  • News wire service metrics (see screen capture below)
  • Web analytics for landing pages and web site
  • Google and Yahoo alerts

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