Posts Tagged ‘SEO’

Where do SEO and PR meet?

Friday, November 4th, 2011 by Jon Clements

SEO, according to marketers questioned for the above research, has the biggest impact on lead generation. But what does that SEO actually constitute and is it made up, either partly or mostly, of PR activity?

It’s not a question that’s ever answered in Webmarketing123’s State of Digital Marketing Report. More of that later. In the meantime, what else does the research tell us?

Clearly, the metrics of success are firmly focused on tangible returns: for marketers across B2B and B2C, it’s far more about generating leads and making sales than anything else. Taking the B2B marketer in particular, the lesser objectives include building brand awareness (15%), generating site traffic (11%) or building online communities (5%). Curiously, the latter is even less important for the B2C community (2.8%). What was once considered a desirable digital outcome, certainly of social media, seems to be have been relegated to an uncommercial own goal.

But when identifying what these marketers consider the most important measure for digital marketing – i.e. sales – our B2B and B2C cousins are surprisingly close (62% and 68% respectively). Bearing in mind the comparatively more protracted and complex journey for B2B buyers, it’s a revelation that those selling B2B are looking for such high sales conversions via digital alone.  While I can see it as a vital part of building reputation, understanding and consideration along the B2B procurement pathway, I’m sceptical about its ability to close the deal.

Which brings me back to SEO and impact.

Achieving a high, organic search engine ranking takes more than one technique – some delivered better by SEO specialists, others by professional generators of compelling and insightful textual content. Yes, I’m talking about PR people. But PR doesn’t get a mention in the report. Does that mean PR has become a subset of SEO and, if so, are SEO specialists qualified to advise clients about and generate material hitherto done by PR people?

The lines are blurred and, what seems increasingly apparent, is the need that SEO and PR people have to collaborate; after all, if gaining a high search engine ranking has the biggest impact on a client’s lead generation, the tools to do it are not necessarily the province of one discipline alone.

Update: since posting the above, I found this excellent post by Lance Concannon on the SEO/PR dilemma and how it needs to be worked out for everyone’s benefit.

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Google Instant, YouTube Instant and now Twitter Instant

Tuesday, September 14th, 2010 by Patrick Chester

old-maxwell-house-instant-coffee-tin-21311108.jpg

Following the launch of Google Instant, programmers are having a great time creating ‘Instant Search’ functions on their favourite social media. It can’t be long before someone creates a Facebook Instant to rival Kurrently.com.

For everyone tracking the Google Instant craze, you can check out YouTube Instant here, and now Twitter Instant (which the company may be officially launching later today).

About Patrick Chester

Patrick is an account executive at Staniforth. He also runs a book review site at www.Jungla.co.uk.

Buckley’s our Christmas No.1

Monday, December 22nd, 2008 by Rob Brown

Two weeks ago, I wrote about search engine optimisation (SEO) in editorial, in a blog post entitled ‘White Christmas Should do it’. In short the argument I made was that if you used terms in editorial that people were actively searching for then it would increase traffic to your site.  Well was I right?  The proof of the Christmas pudding of course should be in the eating.

The answer is seldom black and white.   The article was built around the idea that at this time of year a lot of people would search the web for indications of a white Christmas and stumble across this blog…and they did.   Of the twenty articles on PR Media Blog in December it was the third most popular.  It also had a ‘long tail’ of views driven by search. 

However the runaway hit on PR Media Blog this month was a post about the social media driven assault on the Christmas pop chart and the attempt to get Jeff Buckley’s version of Hallelujah to the number one spot.  So far this post has attracted over three times the number of visits drawn by the ‘White Christmas’ story.  It was also something that the public was genuinely interested in and wider media was across. 

So what conclusions can we draw?  There are SEO techniques that work for editorial on the web but they are really not the whole story.  Nor are they a substitute for the traditional mainstays of journalism and PR; a real news angle and a good bit of narrative.  The arrival of the social web hasn’t changed the central fact that if we want to attract attention it has to be news worthy. 

About Rob Brown

Rob Brown has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks; Euro RSCG, McCann and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ (2009), blogs for The Huffington Post and is joint editor of 'Share This Too' (2013).