Despite company marketing and public relations budgets being in a state of ambiguity, many public relations organizations are focusing on social media, trying to figure out “do’s and don’ts” to improve online reach. At the same time, search engine optimization (SEO) of news content is fast becoming an established part of the mix for many public relations programs.
On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end-consumers through push and pull public relations. Together, SEO and social media combine to create a competitive edge that can boost online public relations results.
Why is this so? Changes in the way the media and end-consumers discover, consume and share content illustrate the intersection of opportunity for both the search and social Web. Today’s increasingly social media savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.