Tag: SEO

Measuring PR Through Your Website
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measuring PR through your websiteWhen it comes to measuring your public relations impact, there’s a new kid on the block.

Now, a business’s website analytics and search engine optimization is at the center of public relations measurement. You can find out if your visitors are buying your product or service, ask for more information and if your public relations efforts are shaping the correct perceptions. A system for measuring your impact through your website  includes:

Defining business goals
Marketing and communications aim to get customers to a company’s website and take action, be it downloading information or making a purchase. After defining your goals and implementing your public relations campaign, determine where the most traffic came from and evaluate the quality of your website’s users.

Determine Your Customers’ Search Terms
Using search terms in your content is essential to driving traffic and those terms must be a part of the public relations campaign. Understanding how search engines work is vital for effective SEO, and should dovetail with a business’s goals.

Use Google Analytics
Learn how to analyze the data: How many visitors, what pages they visit and what is their behavior when they arrive at a page? It’s time to fine tune your campaign if visitors aren’t going to the pages you want them to visit or aren’t taking any action when on your site.

Create good content
Shareable content such as photos, video and infographics extends your reach. Make coming to your website a great experience that benefits the user. In this way, they will visit often and tell others about the great information they received.

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Why Classic Public Relations is the Future of Digital Marketing
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PR and digital marketingWe’ve always touted the importance of content. It’s not about what you say, but the content’s quality.

To underscore our point, Google’s recent change in its Search Engine Optimization (SEO) algorithm rewards social media links and quality content. The evolution of SEO makes a good case for traditional public relations (PR) in marketing.

Google wants sites to be rife with high-quality content that users will want to use and share. That’s where PR comes in. It can deliver consistently valuable content that appeals to target audiences. PR professionals can create good content, engage with influencers and devise a social networking strategy.

Traditional PR knows how to emphasize the interesting aspects of a business and craft an appropriate profile to engage with and engender trust with its audience. This can include handling media relations, corporate communications, and managing events through blogger outreach and social media.

Classic PR tactics can earn coverage from reputable news sites.  This can lead to a company’s website to gain inbound links, upping their SEO factor. Online and offline activities complement one another. If you’ve been mentioned in traditional media, bolster that by providing the content online as well.

PR is about quality, not quantity. Digital marketers should follow their lead. Build long-term relationships with both online and offline sources, such as bloggers and journalists who will give you coverage many times.

Websites see a spike in viewers after a traditional PR campaign is kicked off, like a newsletter or event. A regular review of your company’s PR strategy is key to succeeding digitally.

Try it. Let us know the results.