It’s been on everyone's mouth lately, SEO and PR are converging. So what led to the fact that those two sectors are lastly merging? What is it that SEOs and PRs have in common? In this composing I would like to give you an knowing of the two industries’ resemblances as well as the need for both to evolve to present market changes activated by Google’s newest algorithmic changes – Authorship.
PR is the exercise of handling the circulation of details between an individual or an company to the public. PR’s usually spend their working day composing powerful material be that a paper article, an argument or an meeting. To be able for their material to produce the biggest exposure possible they have to develop nice connections with important reporters and weblog writers in purchase for their material to get released and to see the shiny sunlight leading to product attention and exposure for their customers.
SEO on the other hand is the procedure of improving the exposure of a web page in a look for motor's natural results. Usually the concept is the higher a web page is rated the more guests it will entice. Search search engines depend intensely on hyperlinks, typically significance the more hyperlinks a web page has the more value it provides to the browser. The issue here though is that hyperlinks can be controlled, therefore low-quality material used to get higher positions. Consequently, Search search engines has now applied Authorship but more about that in a bit. And that is where our SEO & PR love tale begins…
Setting the Landscape – Zero Time of Truth
The fast development and progress of the public web has led to an tremendous move in customer buy actions the reason being that the web is now operated by public networking factors of all types where anyone can be an writer and publish material.
According to Google’s ZMOT (zero moment of truth) study made up of a example of 5,003 customers 84% mentioned that on the internet reviews and research significantly affected their buy creating decisions procedure. Obviously your regular customer now uses 10.7 on the internet resources before even buying.
But that is not all, according to Experian Hitwise 90% of UK web trips start with a look for on Search search engines. This also presents a important move for the PR market as on the internet viewers can no more be recognized by just census but by their look for record which is made up of personal inspiration and passions. Consequently PRs have to interact with with their viewers straight. These figures must not be ignored anymore my beloved PRs.
This actually places PRs back into a fairly highly effective place I believe as the expertise set continues to be the same (‘make them feel the love’) the only distinction now is the method which has moved on the internet through public networking systems, opinions and websites.
That means PR experts now have to recognize the most significant websites and the market writers with the biggest impact, perhaps using PR resources like Linkdex provides. Apart from that the only concentrate is again to increase your customer's product concept. According to conventional PR and reporter methods not much has modified, has it? Electronic PR already includes weblog writer outreach and developing material to be distributed on public systems.
Authorship – Strengthening PRs
In order to increase the searchers’ consumer experience Search engines has presented various up-dates over the last few several weeks, one of them being Authorship to make sure google look for are of the finest quality. And what better way to do so than ranking and place the individuals who are actually composing and generating highly effective content? This allows Search engines to make sure that only reliable material gets to the top of google look for instead of websites full of controlled hyperlinks.
Due to the mixture of Google+ and Authorship (encouraging writers to weblink their material with their G+ profile) the look for massive is en path to encourage individuals rather than domains! The inspiration behind those latest improvements was to find a way of linking writers with their material on the internet. Significance it’s not only about material any longer but far more about the individuals behind material.
Quite seriously put, material is nothing else but an expansion of writers themselves and your positions will now rely on who you are and what you have to say. I think you believe the fact with me when I say that when studying good material we usually ask ourselves ‘who are you, are you a reliable source?’ That will not be necessary any longer because from now on we will see the writers behind the material on the internet look for (usually functions a picture of the author).
You can see my Google Authorship profile here within the Google SERPs, and if you click on the “More by Clarissa Sajbl” link you’ll be taken to a search result page listing all the blog posts I have published and connected to my G+ account which you can see in the screenshot below
.
Public relations content is very likely to be socially shared online and the more it gets shared the higher it will climb up the search results list, resulting in greater visibility and brand exposure. But do PR agencies currently report and measure those links/votes?
Search data is incredibly insightful for PR pitches, messaging and campaigns. Just think how valuable it would be to see where your competitors are publishing content, which sites they are linking to and which authors are writing for your competition and what? Identifying and analysing this data is hugely beneficial for any PR agency to benchmark future strategies and activities as well as ROI
The introduction of Authorship is another way of generating greater visibility for PRs, as it allows you to become an authoritative author whom people will trust
Too long we have kind of concentrated on websites and web pages rather than the people who are behind that. I think that what digital marketers want to do is as individuals connect to other individuals. The ability to track those people down in a scalable and efficient way is really quite interesting. That means if you know those people and you know what kind of content they have shared previously, what kind of content they like, and what they are interested in. If you can understand that about a group of individuals beforehand, then when you are putting content together you can think about that in that process. So if you understand what they have liked and what they as a group have liked previously you can increase the likelihood of producing something successful.”
Continue to create high-quality content AND ensure that your content is linked to your G+ profile with the rel=author parameter
Start using your G+ profile as the number of people you have in your ‘circles’ will gauge your author rank, so be interactive with your circles and community. Keep in mind the more people you have in your circles and the more interactions you generate with your circles the more credible you are for Google
PR is the exercise of handling the circulation of details between an individual or an company to the public. PR’s usually spend their working day composing powerful material be that a paper article, an argument or an meeting. To be able for their material to produce the biggest exposure possible they have to develop nice connections with important reporters and weblog writers in purchase for their material to get released and to see the shiny sunlight leading to product attention and exposure for their customers.
SEO on the other hand is the procedure of improving the exposure of a web page in a look for motor's natural results. Usually the concept is the higher a web page is rated the more guests it will entice. Search search engines depend intensely on hyperlinks, typically significance the more hyperlinks a web page has the more value it provides to the browser. The issue here though is that hyperlinks can be controlled, therefore low-quality material used to get higher positions. Consequently, Search search engines has now applied Authorship but more about that in a bit. And that is where our SEO & PR love tale begins…
Setting the Landscape – Zero Time of Truth
The fast development and progress of the public web has led to an tremendous move in customer buy actions the reason being that the web is now operated by public networking factors of all types where anyone can be an writer and publish material.
According to Google’s ZMOT (zero moment of truth) study made up of a example of 5,003 customers 84% mentioned that on the internet reviews and research significantly affected their buy creating decisions procedure. Obviously your regular customer now uses 10.7 on the internet resources before even buying.
But that is not all, according to Experian Hitwise 90% of UK web trips start with a look for on Search search engines. This also presents a important move for the PR market as on the internet viewers can no more be recognized by just census but by their look for record which is made up of personal inspiration and passions. Consequently PRs have to interact with with their viewers straight. These figures must not be ignored anymore my beloved PRs.
This actually places PRs back into a fairly highly effective place I believe as the expertise set continues to be the same (‘make them feel the love’) the only distinction now is the method which has moved on the internet through public networking systems, opinions and websites.
That means PR experts now have to recognize the most significant websites and the market writers with the biggest impact, perhaps using PR resources like Linkdex provides. Apart from that the only concentrate is again to increase your customer's product concept. According to conventional PR and reporter methods not much has modified, has it? Electronic PR already includes weblog writer outreach and developing material to be distributed on public systems.
Authorship – Strengthening PRs
In order to increase the searchers’ consumer experience Search engines has presented various up-dates over the last few several weeks, one of them being Authorship to make sure google look for are of the finest quality. And what better way to do so than ranking and place the individuals who are actually composing and generating highly effective content? This allows Search engines to make sure that only reliable material gets to the top of google look for instead of websites full of controlled hyperlinks.
Due to the mixture of Google+ and Authorship (encouraging writers to weblink their material with their G+ profile) the look for massive is en path to encourage individuals rather than domains! The inspiration behind those latest improvements was to find a way of linking writers with their material on the internet. Significance it’s not only about material any longer but far more about the individuals behind material.
Quite seriously put, material is nothing else but an expansion of writers themselves and your positions will now rely on who you are and what you have to say. I think you believe the fact with me when I say that when studying good material we usually ask ourselves ‘who are you, are you a reliable source?’ That will not be necessary any longer because from now on we will see the writers behind the material on the internet look for (usually functions a picture of the author).
You can see my Google Authorship profile here within the Google SERPs, and if you click on the “More by Clarissa Sajbl” link you’ll be taken to a search result page listing all the blog posts I have published and connected to my G+ account which you can see in the screenshot below
.
This is a biggie for PRs and journalists as their content finally receives a competitive edge and if you diligently contribute to authoritative websites and get people to share your content you are on to a winner as you’ll be ranked ahead of low profile writers.
Missed PR Opportunities – Neglecting SEO
Do you now see why PR and SEO are merging and why PRs really should care about Authorship? If you’re still not convinced, why don’t we take a look at the opportunities PRs have been missing out due to neglecting SEO practices:
Public relations content is very likely to be socially shared online and the more it gets shared the higher it will climb up the search results list, resulting in greater visibility and brand exposure. But do PR agencies currently report and measure those links/votes? Search data is incredibly insightful for PR pitches, messaging and campaigns. Just think how valuable it would be to see where your competitors are publishing content, which sites they are linking to and which authors are writing for your competition and what? Identifying and analysing this data is hugely beneficial for any PR agency to benchmark future strategies and activities as well as ROI The introduction of Authorship is another way of generating greater visibility for PRs, as it allows you to become an authoritative author whom people will trust
I hope that you can now see that your reputation as a content creator will directly impact your credibility as a successful PR.
We’re moving from Domains to People
A couple of weeks ago we hosted a “Linkdex Think Tank on Author Data” and as you can imagine I was keen to catch up with Kelvin Newman, one of the finest thought leaders in the industry, to get his view on the issue. Here’s what Kelvin had to say:
Too long we have kind of concentrated on websites and web pages rather than the people who are behind that. I think that what digital marketers want to do is as individuals connect to other individuals. The ability to track those people down in a scalable and efficient way is really quite interesting. That means if you know those people and you know what kind of content they have shared previously, what kind of content they like, and what they are interested in. If you can understand that about a group of individuals beforehand, then when you are putting content together you can think about that in that process. So if you understand what they have liked and what they as a group have liked previously you can increase the likelihood of producing something successful.”
At the end of the day isn’t that what PRs are in it for?
Authorship – Get a Piece of the Cake
As you can see there are various influence factors that will play a crucial role on your authorship rankings within Google. Simply follow the next steps and be ready to jump on the bandwagon maximising your PR exposure.
Continue to create high-quality content AND ensure that your content is linked to your G+ profile with the rel=author parameter Start using your G+ profile as the number of people you have in your ‘circles’ will gauge your author rank, so be interactive with your circles and community. Keep in mind the more people you have in your circles and the more interactions you generate with your circles the more credible you are for GoogleConclusion
Traditional PR has always consisted of creating compelling content to grasp your audience’s attention and quality relationship building, something the SEO sector hasn’t really had to take into account until now. As a result we have to embrace content and social signals, all of us. All we ought to focus on is to build and communicate authority and trustworthiness, in retrospective this sounds what PR has always been about.
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