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#PR: SEO and How to Measure Its Success
By: Gerard E. Mayers
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Matthew Schwartz, whose thoughts I’ve shared in other posts, is at it again. This time he authored a brilliant little piece on SEO (Search Engine Optimization) and four key tips on how to be successful using that tool.

As we all know, Google pretty much has the market locked up in terms of SEO. Schwartz noted in his column that Google tends to frequently move “the goal posts in order to generate more legitimate links and filter out content artificially stuffed with keywords.”

He also noted: “Of course, PR pros have to be well-versed in creating SEO-friendly content, in terms of having a solid grasp of creating page titles and developing headlines and meta keywords, for example.”

In his piece, Schwartz commented on some advice given in the PR News’ Digital PR Guidebook by Catherine Page, SEO Producer at Rigid Industries. Ms Page offers some four key questions that we must ask ourselves prior to wading into any SEO waters (and I quote from Schwartz’s column):

> Is my web content easily shareable, relatable, controversial or impactful?
> Does our social network platform adequately and professionally describe our business and/or our products?
> Is our business active on relevant social networks that adequately portray us in the correct target market?
> Does our overall marketing goal coincide with that of our ability to distribute adequately to each of our social network platforms?

I’d like to leave you all with this quote from the PR News Social Community: Marketing is the ingredients, PR is the cake displayed in the window.” If that is indeed true, could a coherent, successful SEO strategy be the icing on the cake?


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About the Author
Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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