So where does SEO fit in when it comes to PR?


Although SEO (Search Engine Optimisation) is by no means a new marketing communications tactic, it is still one of the most misunderstood and underutilised ones. Furthermore, while SEO is used widely by digital marketers and advertisers, it hasn’t received the same level of support from a PR & Communications perspective. And if you consider just how important content is to the success of SEO, it’s ironic that local PR professionals still aren’t using it more widely.

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The evolution of SEO is very much linked to the evolution of the web itself. Every day, an astonishing amount of new content is added to the World Wide Web. The more digital content created, the more difficult it becomes to identify and find quality content. Because of this, search engines such as Google have had to re-engineer their algorithms that determine the search rankings of a site extensively. The algorithm that determines the ranking of a site on search engines is more dynamic, discerning and unforgiving than ever.

One of the most noteworthy recent changes to the criteria that search engines reference to determine the overall quality of a website (which ultimately determines your site’s search ranking) is a noticeably increased focus on the actual content of a site. While the more technical aspects of a website, such the number of reciprocal links and the richness of the site’s metadata is still important, it’s not enough to ensure your site ranks highly amongst a series of high volume and competitive search keywords.

The content of your site needs to be wholly unique, inherently linked to the keywords that are driving the most organic search traffic to your site and, above all, speak directly to the needs and mindset of your target audiences.

Because of this heightened focus on the importance of your site’s actual content, it’s never been more important to involve your internal PR team or external PR agency in the process of creating and optimising your web content. Due to a PR team’s extensive knowledge of a brand’s business context and their natural knack for quality writing, they are the ideal partner for ensuring your website content adheres to SEO best practice guidelines and, in so doing, lead to higher organic search rankings for your brand.

This also creates the opportunity to ensure that your web content aligns to offline communications, making it possible to create a golden thread of messaging across the brand’s marketing communications ecosystem.

Epic MSLGROUP’s focus on an integrated marketing approach includes consideration for SEO best practice guidelines and is part of the guiding principles used to assess the quality of content being produced for our brands, both online and offline.

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