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?
Examples of PR content that can be optimized include:
- Press releases
- Letters to the editor
- Online newsrooms
- Media kits
- Corporate blogs
- White papers
- Real world interviews published digitally
The opportunity to optimize PR generated content extends beyond text to digital assets ranging from audio, to images to video. Digital assets can be optimized and promoted for purposes outside of PR, with benefits such as link building for SEO.
Managing the implementation of Search Engine Optimization principles with content created by PR firms or internal PR staff involves the creation and maintenance of keyword glossaries from which to pick phrases for optimization as well as best practices applied to content creation processs. We’ll cover the business of picking the best keywords and creating a keyword glossary in an upcoming post.
Establishing search analytics reporting mechanisms to gauage effectiveness of SEO efforts as well as to provide feedback is as essential as is ongoing training to stay current with SEO tactics. Measuring the effectiveness of optimizing PR based content is also a topic we’ll cover in this series.
The bottom line for PR professionals that want to take advantage of SEO tactics to extend the reach and visibility of content via search, is to take inventory of the content being published digitally – in all formats. Include keyword optimization in content planning, creation and publishing. Make it part of the company PR content creation and promotion process.
Need more info on PR tactics that affect search engine optimization and vice versa? Check out this Using news to drive SEO post.