We've said it before and we'll say it again - PR isn't just a traditional marketing tactic any more. We've also previously stated that SEO has changed and we're now focusing on a content-rich strategy, above the old "backhanded" ways of yesteryear.
Not that quality inbound links aren't also useful. Nor are we saying that SEO as it was is dead - our message is more about how that 'game' has developed.
If you haven't previously read any of our SEO / search / ranking -related blogs then you may not know that SEO has changed. Although if you take an interest in search tools and ranking, you'll know about Google Algorithm changes causing waves in the success and effect of SEO tools / marketing.
What changed...
The effect your SEO campaign has on your searchability and Google visibility is no longer the same - nor is it easy to achieve. Before Google Penguin algorithm changes - roughly 2011 - SEO was key at ranking on Google and fairly easy to do with enough backlinks, rigid content and keyword plugging.
Since then, quality content has become numero uno in ranking your website across social platforms, search engines and various platforms. If you create fantastic content and implement a modern approach to keyword marketing (the new phrase on the block) then the only thing left is promotion.
PR is promotion, which is why it works well with today's search techniques - which are harder to be seen and heard by...
What the PR pros know - and how this goes hand-in-hand with SEO...
PR professionals and those in the marketing-know are more than capable of jumping on SEO budgets and turning them into successful search campaigns...
1. Pitching content
There is a crucial element of exchange between those that create content and those who share it with the - appropriate - masses. The key element of doing this correctly - for the best impact - is by pitching content to a specific audience. PR pros and marketers who know how PR works are used to - polished - in this skill and understand this dynamic so well they can transfer the skill to SEO.
With inbound marketing there is a focus on the relationship between content and its audience, which isn't showing signs of going away (in fact, it's strengthening and spreading). Those guys in PR who can make this work for them and their unique skill sets are going to make much more use of - and see more success with - digital marketing.
2. Outreach is already part of their "game"
Although the algorithm changes from 2011 are regularly criticised - they've resulted in more work for PR pros, SEO people and marketers alike - one positive to take is all of the SEO tools that were created since.
Content promotion and measurement tools from Buzzstream and Moz are super-duper at measuring the success of your content and helping you to better promote it in the right places at the right time. These platforms are leaning SEO away from traditional, rigid structures and spreading content promotion as a manageable, workable process.
PR whizzes know about the importance of outreach and know what media outlets need from content - they can match content to specific links, keywords and SEO efforts within a flash. If they realise the potential of their own skill sets and experience that is...
Make them work together - for you...
Of course, this all will only work if you successfully merge them into a unique and workable campaign. Recent and ongoing changes in the field of SEO mean you should be focusing efforts on quality content creation and promotion. Hire people or outsource work to those who know how to work vibrant, relevant content and are capable of putting it "out there".
Ask the agency you want to work with:
- What can be done to make content creation and more strategic process?
- How can we partner and ensure our voice is heard?
- Can we better measure such tactics compared to traditional marketing methods?
Thrive encourage questions and understanding between clients and agencies - you should always know exactly what you get when you pay for any service.
Increase opportunities and widen that gap between you and your competitors online with marketing that matters and can be measured...!
