To better our futures as public relation practitioners, we must start to analyze changing marketing and PR trends. In an article in PR Newswire, Sarah Skerik said “search engine optimization has changed dramatically over the last couple years, and now offers PR pros and other communicators some real lessons in achieving relevance to audiences.”
The article identifies 2013 SEO trends and how they can be used by practitioners seeking to create content or outreach for a brand. Skerik shared the following findings:
1. A Mix of Quality Content
What This Means:
Producing content is one of the most important factors in communicating to our publics and because of that, quality needs to grab attention, not only by info graphics and videos, but by good writers and niche experts.
Skerik writes: “Clients are shifting not only to higher-end writers, but to subject matter experts,” noted Christina Zila in a Search Engine Watch post titled 5 Trends Shaping SEO & Content Marketing in 2013. “In 2013, demand will increase not just for good writers, but for good writers who know their stuff.” More substantial, meatier content that’s designed to inform and educate your audience – and move them deeper into the buying process – is crucial as well. This content is tougher to produce, but is high-value, more likely to generate links and readership, and is great fodder for derived content.
2. Integration of user experience and planned outcomes
What this means:
If the content you put across multi-media platforms relates and can be used by people, search engines will favor the content as well.
Skerik writes: “This is an important point to remember, because while our audiences access content via all manner of devices (computers, smartphones, tablets) and platforms (web, mobile, apps, social) they expect a coherent brand experience. This requires integration and coordination between departments, and also underscores the fact that we’re not optimizing discrete pieces of content or web pages anymore – we’re optimizing experiences.
It’s also worth noting that time-on-page and bounce rates are factors search engines notice. Developing content and experiences that not just capture but keep attention is an important factor in both achieving successful outcomes and great online visibility.”
3. Derived content – diverse and fresh
What this means: There is value in having blog and website links back to original sites hosting the content.
Skerik writes, “To generate visibility in search engines, you have to start with compelling content, use multiple channels and formats to deliver the messages, and make serving your audience well the priority.”
Burst Marketing offers these tips for getting the best outcome for using Search Engine Results:
- Hire newsworthy writers
- Focus on quality
- Go mobile
- Make your company social
- Use new attractive design
What tactics can PR practitioners create to better their client’s SEO? While dealing with your clients in the PR Lab, what are some websites, content and communication issues you see your client experiencing? How are you improving your client’s SEO?