Ok, so I've been remiss about blogging lately. (Shame on me.)
Anyway, I want to get back in the swing of things, and I've decided to start a series of posts about public relations and SEO. In today's professional communications world the two are increasingly interrelated. This means that as a PR pro, you can use a basic understanding of SEO to your advantage -- but only if you know what you're doing.
Over the next several weeks, I'm going to explore this topic more extensively. But for now, I wanted to share some basic tips for you to begin thinking about:
1) Infuse SEO into all aspects of the PR process -- It used to be that 'getting ink' was the PR pro's end game. While this is still important, today you also have to make sure that everything you do also helps clients build and maintain strong online brand visibility. So, every outbound PR document -- releases, white papers, backgrounders, by-liners, etc. -- must be run through the SEO filter for keyword and link optimization. Also, you need to think differently about these documents. For example, consider issuing 'social media releases,' to support -- or instead of -- traditional releases.
2) Optimize "keyword density" for PR materials -- Keywords are key, and when developing outbound PR materials you need to know which words will attract the most search traffic to your client's Web site. The Google Keyword Tool can come in handy here. Once you have your keywords, placement and frequency must be determined. PRNewswire has some helpful resources and tools you should check out, including their SEO tips document and Keyword Density tool.
3) Explore social networking -- If you haven't already, you need to become intimately familiar with the ins and outs of social networking. And, I'm not just recommending this from an academic perspective. At some point, it may make sense for you to recommend/develop a social media program for your clients, so you need to have a working knowledge of this large and fast-growing universe. So, sign up, plug in and participate actively. Whether it's Facebook, Twitter, Ning, or Yelp, it's critical that you get involved.
4) Blog -- Today, many companies blog. If your clients aren't blogging, many probably will at some point. You need to have a real understanding of how to blog, what makes for compelling content and how to promote a blog. And, you need to know how to set up a blog, including using widgets, configuring sidebars and embedding sharing buttons, such as Share This and Twit This. This brings me to my next point.
5) Learn basic HTML -- Once you start blogging, you'll find that you can do more if you have a basic knowledge of HTML coding. While most blogging engines are pretty easy to use and provide plug-ins to enable most of the functionality you'll need, an understanding of basic HTML will give you more power and flexibility. For example: want to drop a Twit This sharing button at the bottom of your TypePad blog post? There's no TypePad plug-in available, to my knowledge, so you'll have to use HTML. Also, some social media tools, like PitchEngine, allow you to embed basic HTML code in social media releases to add links and text formatting, so it's a good skill to have.
6) Read Google's SEO primer --Since Google pretty much dictates SEO, it helps to be familiar with how Google tracks, classifies and ranks online content as it applies to your client's Web site. While most of this document is written for Webmasters, there are some good nuggets of info in there you can use.
7) Practice on yourself -- If your agency web site, press releases or company/personal blog aren't geared for SEO, how do you expect your client to follow your counsel on this issue? Begin practicing with your own blog so that you're better equipped to help clients.
I hope you find this information helpful. Let me know if you have any comments or feedback.
Geo2
PS. Wanted to throw in a quick plug for my company's new blog, WaltCast. We'll be also discussing PR, SEO, technology and other related topics there, so be sure to check it out.
