Search engine optimization started off as a very technical process left for coders to handle via meta tagging data. However, as communications professionals and information technology practitioners work together for the purpose of storytelling (and Google continues to redefine that algorithm we all love), we must take more of the nuggets offered by the technologists and include them into our everyday practice. SEO is creating a less is more culture, where specificity allows you to say more in fewer words, willing us all to become better writers. As I discussed in a recent blog post, How to Follow SEO on the Path to Better Writing, follow suit or get left.
I recently attended a webinar, Why SEO is Vital for PR Content? . Sally Falkow, president of PRESSfeed, was the webinar host and Social PR Secrets author/speaker Lisa Buyer presented. Check out #PRSEOSecrets to watch the conversation on Twitter, the slide deck is also available.
The webinar was both informative and insightful, especially if you are typically more concerned with back-end meta tagging, over the front end. The two must support each other—the ultimate symbosis; search engines demand it. That’s why keyword stuffing is no longer acceptable.
Content is found when PR professionals do not exist in a bubble and content is optimized. Content is optimized when search engines and social media are a part of the strategy. What kinds of content? Well, anything published to the Internet: text, image, or video.
The Rise of Visual Social Media explains the growing need for visual content. Though written in 2012, it remains relevant today, just swap out the names of some of the apps used with today’s Snapchat, Reddit, or Instagram and you would scarcely believe this article is nearly three years old.
Key Takeaways for Content Optimization
|Text Content Tips||Social Media Content Tips||Image Content Tips||Video Content Tips|
|Headlines: Key content in the first 58 characters.||Link to Newsroom and not site homepage from profiles||Website newsrooms should feature: image gallery, infographics, charts, original imagery.||Video News Release: Interesting, short newsworthy|
|Sub-heads: Key content in the first 120 characters||Social buttons: Make sure news is easily shared||Image gallery: high-and low-res quality||Embed video|
|Bios: Use keywords and hashtags||Share interesting thumbnail with link to video to attract views||Name images with relevant branded messaging||Be descriptive: Name videos with relevant branded messaging|
|Include Keywords in the title, sub-heads, first and last paragraphs||YouTube only counts videos views that are still playing after 10 seconds||Include main keywords in the beginning|
|Keywords: Use the brand/company as the header and throughout the page|
|Keywords: Use synonyms, don’t be repetitive. Text should read easily and naturally. Your brand is not always a keyword|
- For more information on creating compelling content, see Google’s Quality Checklist.
- See the presentation for tools Lisa and Sally use to help create compelling content.
- 2015 Media Trends and Online Newsrooms report and infographic
So why does PR need SEO? Because “content that doesn’t get found is a waste of time, talent and money.” (Sally Falkow)