Posted by Media Relations on Monday, October 11th, 2010 - Comments »
The following post about search engine optimization for public relations (SEO for PR) was written by Chris Pilbeam of Vocus based on an interview with TopRank Online Marketing CEO, Lee Odden.
SEO helps a search engine to do its job more effectively.
Search engines aren’t perfect – that’s why people in SEO are flourishing. People who write web copy often only consider one audience: customers, or analysts; maybe journalists. You should consider the extra audience of search engines.
SEO boils down to three elements: keyword research, site interactivity, and links.
1) Keyword research reveals the permutations and variations of the terms people are searching for. Start with the notion of what’s important and pop that into a keyword research tool. It comes back with multiple versions, ordered by popularity, so you can make smart choices about the words you use in your titles and press releases and articles.
2) The technical aspect of how a search engine interacts with your site is, in most cases, a job for your IT department.
3) With linking, go after quantity and quality of links, every day, for ever. You might be publishing good content, but no one will know unless you tell somebody. If you have an unpopular site – maybe because it’s new – use PRWeb online news releases and amplify them through social media channels.
Don’t be scared of getting it wrong – but don’t spam.
The dangers of getting SEO wrong are no worse than the dangers of, for example, using PR software without segmenting your list and blasting people with pitches. The thing to avoid is being overly aggressive and using what might be perceived as spamming tactics. Keyword stuffing, or engaging in linking tactics that Google considers unsavory, such as buying links from a publication – that’s a big no-no for Google. Earn your links: they’re forever, there’s no risk, and they’re more valuable.
SEO will not dominate PR, but it will improve it.
Search engines will never be perfect, and social media will never be perfect. Algorithms aren’t any smarter than human beings. There will always be a combination of technology and human intuition. I’m predisposed to looking for the middle ground. When you have these emerging technologies and industries, it’s usually the middle ground that becomes practical over time.
Learn SEO from TopRank Online Marketing:
The SEO Bootcamp offers a deep dive into the essentials of search engine optimization and social media, real-time search, content marketing, universal search and digital asset optimization. The workshop offers strategies, tactics, exercises and case studies that will equip you with knowledge that will bring you to the front of the pack when it comes to SEO, online reputation management and search engine dominance.
Endorsed by the President of of the PRSA, Odden has over 12 years of Search Engine Optimization experience and has provided strategic guidance and training for companies ranging from HP to McKesson to PRWeb.
“The SEO team at TopRank has been a tremendous partner for improving the search engine visibility of the PRSA Jobcenter. I recommend TopRank’s SEO consulting services without reservation.”
William Murray, President and COO, Public Relations Society of America (PRSA)
All attendees will receive a copy of Optimize! Public Relations, documenting the top ten tactics for optimizing content to increase news traffic and online media coverage. Seating is limited for this high impact workshop so be sure to get registered today.
You can register for the SEO Bootcamp here.