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Public relations and search engine optimization

By Paul Cook

The new and happening

PR professionals and organizations all around the world are trying to get noticed amidst the online clutter for obvious reasons. As long as the customer is unaware of your existence – that is, as long as you are obscure – buyers aren’t likely to indulge in any transactions with you. Hence, the blow to the profit motive. Needless to say, online visibility is imperative for success – both for individuals and organizations.

Improving online infrastructure is an ongoing, endless struggle. By the time you get accustomed to the current code of evaluation, the underlying principles get revamped, so the cycle of learning and perfecting never stops.

Online search engines are at the center of this reality. How and why are they redefining your online scope? Keep reading to find out!

Battling scams

Misuse of technology isn’t really unheard of. The algorithms search engines use are designed in a way that promotes genuine human interaction. However, when unscrupulous business owners realize and understand the code, a large number of scams surface utilizing that information to receive high ratings. Eventually this necessitates the development of a new mechanism to maintain quality standards in search results. So even though the algorithms are intended to eliminate scams, authentic businesses still need to adapt and excel.

The new and happening: SEO and PR combined

Google is the unrivaled leader of the search engine business. Recently, the company filed US Patent 8,682,892. While it may be of little interest to go through the boring and excessively technical manuscript, there are some pearls of wisdom hidden between the lines – especially for those involved in PR management.

Google has created a new algorithm by the name of Panda. This in itself is not as exciting as the fact that it has revised its evaluation standards to give business entities a little “free” boost. Here is an example to make it simple and easy to understand:

Previously, express links – like those placed at the end of SEO articles – generated traffic as well as webpage ratings in the eyes of the search engine. Though Panda retains this aspect of the algorithm, there is a little twist to the story which makes it more rewarding for businesses with good market reputations and satisfied customer bases.

From now on, Panda will also take implied links into consideration when evaluating page ranks. So if your business receives good reviews at a forum, those points are automatically added to your page rating. Businesses with strong customer services departments can benefit from this infinitely.

Take note: It doesn’t have to be a hyperlink – just mentioning the name also does the trick. In other words, there is practically no difference between public relations and SEO anymore. Every social mention counts in defining how your brand shows up in the search results.

Even the best online analytical tool – Google Analytics – shows that this theory works. The patent has it, so it has to be true! It is truly a major revolution in how businesses will look upon their digital marketing strategies. Are you ready to make the most of it?


Topics: public relations, inbound marketing

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