PR Opportunity in SEO is Short-Sighted

The untapped connection between SEO and public relations begs PR people to immerse themselves in a potent combination of meta tags, anchor text and the latest algorithms.

PR people are wordy by trade, so this makes good sense on the surface. But PR people need to look beyond search engines and focus more on social media.

Content is Changing: The PR industry needs to expand its definition of content in light of the new tools and online habits that are creating it. Blog post comments are content. The same can be said of everything from 140-character Twitter posts and pictures on Facebook to Utterz sound bytes and a slide show cum YouTube music video.

All of this content can increase search engine relevance as it increases audience engagement.

Is SEO a Benefit or Strategy: SEO’s effectiveness is proven and it’s an important tool. But a well-tailored message should make elements of SEO automatic. If SEO drives content development, more people may visit a site, but they’ll find content heavy on keywords and light on meaning.

Participation is the Real Opportunity: While SEO brings an audience to you, participation in social media brings you to the audience. Your presence and activity creates a conversation that builds on itself over time. Every time the folks at Google tweak an algorithm, you could be starting from scratch with SEO.

Beyond the above compare and contrast arguments, participating in social media makes you smarter. You’ll learn more by talking to more people about a broader group of topics. And a more well-informed perspective is what every employer, client and media outlet is looking for.

So how do we do it all? Instead of tapping into technology to pitch more people more quickly, spend time organizing RSS feeds and Google News alerts to track your self-defined industry landscape. Joining and exploring a social network over time will help you become even more effective and well-formed as you participate in the conversation.

l33t eye chart uploaded by maumeedb8
tags | public relations | PR | social media | social networks | marketing | SEO | search engine

Comments

[Ed]

In general I agree that you need to focus on social media, but in addition to search engines. Social media suffers from the same problem as search engines... things change rapidly. You might spend months optimizing and submitting your posts to one major social networking site, only to find out that it has suddenly become yesterday's news... MySpace for example?

Social bookmarking is good, but only if you write almost viral content. It's just tough out there anyway you look at it... blogging is a full time job!

[Patrick Long]

In my opinion, being involved in social networking sites is a good idea. You can not only make your customers learn more about your product, but you can also make the task more enjoyable. And what I also like 'bout these social media platforms is that they can be easily integrated with each other.

[Glenn Evans]

I also read in another blog while ago that content on websites are starting to decrease. Instead of content writing, site owners are now bypassing content writing to go for a more direct SEO. Indianapolis has a lot of companies that rely on SEO firms to promote their sites and I haven't got a chance to talk with any PR personnel regarding the whole Indianapolis' SEO status. I agree with Patrick that PR should concentrate on social media platforms since it's the PR's main job to interact with the people on behalf of the company, though.

[David Garcia]

Well for me and my site SEO Glasgow, we focus more on content writing. I do believe that quality content makes google love your site. Well it worked for me but Im not saying its the best solution.

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Kevin Dugan explored the subject in his recent post “PR Opportunity in SEO is Short-Sighted.” He stresses how a well-crafted message is search-friendly by nature and that brands can’t forget to engage in all forms of social media, including microblogging and commenting in the blogosphere, since most also index high in search.

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