Jolina Pettice of the Online Marketing Blog provides some of the latest insights into search-engine marketing for PR practitioners. She covered Lee Odden's SEO presentation at the PRSA O9 conference and provides a list of pointers, starting with ensuring that your Web site is crawlable in the first place.
Jolina reminds us a 2008 survey showed that 91 percent of journalists use SEO in researching stories or locating subject-matter experts.
"With journalists writing for more channels and with less resources," Jolina advises, "making your content visible within search is critical."
Yes, keywords and the basics of Web design are now critical components of PR toolkits. SEO is a fully measurable means of ensuring distribution of your news. Here's some of its yardsticks:
• Newswire service metrics.
• Web analytics for landing pages and Web sites.
• Google / Yahoo alerts.
• Monitor blog search engines (via RSS).
• Press release landing page conversion tracking.
• Social media monitoring.
• Inbound links.
• Pickups on blogs.
• Pickups on other Web sites.
• Pickups on publications.
• Search rankings.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.