White Christmas should do it

December 8th, 2008 by Rob Brown

Before I go any further fairness dictates that if you really want to know whether it will be a white Christmas this year you might want to go to Metcheck, the Weather Channel or BBC Weather.

This weekend The Guardian ran a fascinating spread.  ‘The Most Popular Story in the World’ tackled the subject of search engines and editorial.  Not long ago Charlie Brooker wrote a piece debunking the various 9/11 conspiracy theories.  The Guardian web-site was overun by the masses.  The following week Brooker decided to open his column with the line…Miley Cyrus, Angelina, Israel vs Palestine, iPhone, 9/11 conspiracy, Facebook, MySpace and Britney Spears nude.  The effect on traffic was unspectacular.

Search engine optimization (SEO) and that is essentially what all this is about, depends on using more than just lots of popular keywords.  They might have some impact on hits but visitors will ‘bounce’ (leave the site) as quickly as they entered.  Here at PRMediaBlog towers we’ve had several articles that have resulted in spikes in visitor numbers so we know at first hand what many of the drivers are.  You don’t just need keywords, you need inbound links too – if you have a blog by the way and you are interested in SEO feel free to link to this article!

The content shouldn’t just be link-bait either.  It needs to be engaging in its own right, plus Google and other search engines rank sites so track record is very important too.

So why is White Christmas in the headline?  Well headlines are important and it is just over two weeks to Christmas.  That’s about when long range weather forecasts start to get accurate so that’s when the searches should gather pace. PR has always used the calendar to provide hooks for stories so why should digital PR be any different?  I’ll keep you posted in the comment section on how this blog post does for visits.  I might even let you know if they all bugger off to the weather sites.

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).

5 Responses to “White Christmas should do it”


  1. Andy Says:

    I read the same article, very interesting. I found it even more interesting to think that SEO can find a double page spread in a weekend Guardian! Great stuff.


  2. Searching for a White Christmas « PR and the Social Web Says:

    […] have just posted there on the subject of Search Engine Optimisation (SEO) and the role for editorial content.  In particular I looked at the impact of relevant calendar based content that might be likely to […]


  3. Buckley’s Our Christmas No.1 » pr-media-blog.co.uk Says:

    […] 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 […]


  4. Oneida Imamura Says:

    i am a newbie in Search Engine Optimization but i think that the submission of articles in article directories is one of the best ways to gain backlinks. *


  5. Patricia Fennern Says:

    I really liked this post, this one is going straight into my stumble upon membership :)

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