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The SEO Role PR Pros Play

PR-SEO-PuzzleA recent Cision article by Kevin Bailey stressed the importance of SEO in today’s branding world–in particular, hard links. For PR professionals, securing fantastic media placements for clients also means securing the “hard link” that comes with it.

According to Bailey, “PR pros have a huge leg up in terms of earning the hard links. They have the ability to reach top media outlets and get content assets covered—content assets that are more about solving a large problem in a given industry than they are about touting a brand and its products.”

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Google’s “Hummingbird” Algorithm Launches: How It Will Affect SEO, Marketing and Public Relations

Recently, Google announced the launch of “Hummingbird,” a new platform of Google to make search results more accurate and easy to find. Hummingbird will ultimately return more relevant results with its “knowledge graph,” a tool that recognizes intent and maps the relationships to past searches, ultimately answering more complex search questions.

Although the implications for the future of SEO and content marketing are still unclear, Social Media Today’s Steve Rayson shares the 10 ways Hummingbird will affect future SEO and Content Marketing:

1. The future is mobile

2. Mobile will lead to greater voice search

3. More natural language and complex queries

4. Semantic search to deliver accurate results

5. Content must be helpful

6. Content must have authority

7. The SMO of SEO

8. Prediction and knowledge building

9. Links can actually be negative in a social world

10. Google Plus is the future

To read the full article click here.

6 SEO rules every PR pro should live by

Here is an excellent article from PR Daily every PR person should read as a reminder of the importance of SEO in any PR campaign.

6 SEO rules every PR pro should live by

Search engine optimization (SEO) determines where and how businesses rank on search engines such as Google, Bing, and Yahoo. As the competition for online real estate continues to heat up, B2B and B2C marketers have planned to increase their SEO budgets by 43 percent and 45 percent, respectively.

With marketing departments increasingly seeing more value in digital services, PR professionals must understand how to best incorporate SEO tactics into their service offerings. Become your client’s trusted SEO consultant with these six rules to live by:

1. Take advantage of Google’s free tools. Claim your business’s location on Places for Business, and suggest that your clients follow suit. The same goes for Google+, which can and does influence Google Search. A +1 is similar to link-backs and Web traffic, in that it helps Google determine which sites people deem important. Last, identify the top search terms in your client’s industry for which they’d like to “own” a top spot in search results, and then use the Google AdWords Keyword Tool to find which phrases are searched most frequently. Sprinkle these words throughout your news releases and media advisories.

2. Always link to your client’s homepage in an email pitch. News outlets’ websites can generate some of the strongest link-backs for your clients. To increase the chances that your client’s name will be hyperlinked in a reporter’s story, always include it in your email correspondence with media contacts.

3. Never distribute a hyperlink-free news release. Take every opportunity to drive traffic to your client’s website, whether it’s through a release that crosses the national newswire or one that’s simply emailed to a media list. The rule of thumb is to use three to four hyperlinked keywords per every 400 words. Anchor text should direct clicks to pages within the company website that are most relevant, such as a page where a study’s full report can be found, where people can download an infographic, or where a particular service offering is described in detail.

4. Make the most of your news release’s lead paragraph. Search engine results often display only the first 75 to 100 characters of body text. Start with the most important, keyword-rich information to ensure that’s what Google uses to describe the release.

5. Start blogging. A company blog is one of the best ways to continually update your site with strong keywords. Blogs can be shared on popular social networks, thus creating a channel to increase site traffic. Plus, guest blogging opportunities may arise, and these can generate powerful link-backs from other sites. Map out a content strategy, know which keywords you want to target and stick to a publishing schedule. Blog posts published on Monday and Tuesday mornings often do best, traffic-wise.

6. Become the Web developer’s best friend. If your client is launching a website, you will likely be brought on to write the copy for each page. Take this project a step further by working closely with the developer to see how the site is being built to accommodate strong SEO. Meta title text—the page title you see in search results and at the top of your browser—is extremely important for SEO. Suggest title text for every page on the site by using Google’s Keyword Tool and your client’s Google Analytics account, which will show you how they’re already being found online.

What other SEO tactics have you embraced in your PR work?

Kathleen McFadden is an account executive as Buchanan Public Relations and co-chair of the PR Committee for the Public Relations Global Network. Follow her on Twitter @kathleenmcf. A version of this story originally appeared on the agency’s blog.

50% of Consumers Value a Brand’s Facebook Page More Than Its Website

It is apparent more than ever that social media plays an important role in society, even for businesses. A recent article by Mashable announced that 50% of consumers value a brand’s Facebook page more than its website. While websites are commonly created to drive traffic and entice online shoppers, it seems that consumers are also turning to a brand’s Facebook page for information as well.

Possible reasons for this statistic could be that Facebook pages often make a brand seem more reachable and personable. According to the study, 75% of participants feel more connected to a brand on Facebook. Also, Facebook offers businesses an outlet to showcase discounts that reach a large audience.  Mashable reports that as a result of liking a brand on Facebook, 77% have saved money.

Although stores may hang “50% off” and “Final Sale!” signs in their windows for those passing by to notice, the sales world is changing. While in-store sale signs may go unnoticed, with social media, sales as well as other information is available with an easily navigated click of the mouse.