Elliot Jones asks Does PR have a place in today's Search Marketing
Elliot Jones asks Does PR have a place in today's Search Marketing
Interestingly, a significant proportion of search engine ranking shares more than you might think with traditional roots – public relations. Indeed a number of SEO agencies are offering online PR as part of their remit, not least because it is an integral aspect of their SEO work anyway.
But why? At its simplest form, off-site SEO (work that occurs outside the client site’s domain) consists of linking relevant content back to the client’s site, thereby building their site’s relevance and authority on the web. And in many instances that is achieved by submitting press releases to third party sites and embedding links back to the client’s own portal, thereby building its authority in the search engines.
However, with the rapid expansion of social networks such as Facebook and YouTube, the demands for further developing new and exciting online publicity activities have been heightened, and it seems simple press releases, aside from the obvious benefit of back links, are not quite going to have the requisite effect on brand or development. Seemingly everyone is now wondering whether if they don’t make a hysterical video post on YouTube, their online business activity will surely collapse. But the truth is that if your company makes, for example, carpet-tiles, are you really going to benefit from trying to positively influence potential customers by posting a 3 minute video on a forum or trying to generate more than 30 friends on MySpace by releasing a cheesy jingle? Quite possibly not.
I see both opportunities and pitfalls in Social Media and PR relating to Search - Like so many forms of marketing, the key is looking at the company and their core offering, then creating a service to match. Results are going to be much harder to achieve if you shoe-horn a company campaign into a marketing strategy for which it quite simply doesn’t suit. Understanding a client’s business and marrying it to the best online activity can be tricky, and businesses shouldn’t be drawn into engaging in something simply because of hype.
The facts to bear in mind are, as always, traffic and target audiences when looking at online activity. By cleverly structuring online PR in line with these requirements, companies should be able to benefit massively from online exposure (particularly when looking at recent improvements such as the ubiquitous Google and their Universal Search) and make the most of Social Media and Web 2.0 – ensuring it is targeted, relevant and generates the most profitable level of traffic – traffic specific to them.
Elliot Jones asks Does PR have a place in todays Search Marketing - To learn more about this author, visit Elliot Jones's Website.
Like this article? Share it with your friends
Hitting the first pages in the search engines is the holy grail of online marketing for the vast majority of businesses, but with the seemingly complex features of Web 2.0 and near infinite array of initialisms and acronyms including SEO (Search Engine Optimisation), PPC (Pay Per Click) and now SMO (Social Media Optimisation), marketing traditionalists would be forgiven for finding the whole ordeal a little daunting.
Interestingly, a significant proportion of search engine ranking shares more than you might think with traditional roots – public relations. Indeed a number of SEO agencies are offering online PR as part of their remit, not least because it is an integral aspect of their SEO work anyway.
But why? At its simplest form, off-site SEO (work that occurs outside the client site’s domain) consists of linking relevant content back to the client’s site, thereby building their site’s relevance and authority on the web. And in many instances that is achieved by submitting press releases to third party sites and embedding links back to the client’s own portal, thereby building its authority in the search engines.
However, with the rapid expansion of social networks such as Facebook and YouTube, the demands for further developing new and exciting online publicity activities have been heightened, and it seems simple press releases, aside from the obvious benefit of back links, are not quite going to have the requisite effect on brand or development. Seemingly everyone is now wondering whether if they don’t make a hysterical video post on YouTube, their online business activity will surely collapse. But the truth is that if your company makes, for example, carpet-tiles, are you really going to benefit from trying to positively influence potential customers by posting a 3 minute video on a forum or trying to generate more than 30 friends on MySpace by releasing a cheesy jingle? Quite possibly not.
I see both opportunities and pitfalls in Social Media and PR relating to Search - Like so many forms of marketing, the key is looking at the company and their core offering, then creating a service to match. Results are going to be much harder to achieve if you shoe-horn a company campaign into a marketing strategy for which it quite simply doesn’t suit. Understanding a client’s business and marrying it to the best online activity can be tricky, and businesses shouldn’t be drawn into engaging in something simply because of hype.
The facts to bear in mind are, as always, traffic and target audiences when looking at online activity. By cleverly structuring online PR in line with these requirements, companies should be able to benefit massively from online exposure (particularly when looking at recent improvements such as the ubiquitous Google and their Universal Search) and make the most of Social Media and Web 2.0 – ensuring it is targeted, relevant and generates the most profitable level of traffic – traffic specific to them.
Elliot Jones asks Does PR have a place in todays Search Marketing - To learn more about this author, visit Elliot Jones's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Elliot's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 DCJA Consultancy Case Study New Sales Leadership Paradigm The Flowing Point Instant Yellow Pages Networking Is The Future |
|
 | ||
 |
Top 50 Marketing Blogs
Top Blogs To Watch In 2008 | |
 |
Guide To ERP Software
Business Management Software | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
|||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
