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5 Reasons Why SEO Belongs in Your PR Toolbox


The aphorism “A good craftsman never blames his tools” holds true most of the time unless there is a PR professional that doesn’t understand which tools are actually in his or her toolbox.

As this industry evolves, we should always be on safari to find new and exotic contrivances to place at our clients’s disposal. They do count on us breaking out those utensils to give them hits, awareness, traffic — and to justify the occasional braggadocio.

Agencies are becoming more integrated every day, yet many PR types still lack the new plug-in SEO appliance. Honestly, there’s no excuse for that — and for this week’s #5Things, here are five reasons why SEO should be in every PR’s toolbox.

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Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

Q&A: What’s the Secret Sauce Behind Successful Content Marketing?

Content Marketing

One thing we can all agree on in the contentious world of content marketing: it’s important and it’s incredibly hard to predict.

We spoke with Skip Besthoff, CEO of content analytics software company InboundWriter, to learn more.

He tells us that it’s quite simple, really: as much as we’d like to think it’s all about the quality of the writing, topics and placement can determine whether a given piece will be successful ahead of time with a remarkable degree of accuracy.

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STUDY: Consumers Don’t Trust Your SEO, Social Media Marketing


Is this guy even real?

Want to push your client’s negative reviews down in the search rankings and encourage consumers to leave positive feedback in public?

Of course you do. Unfortunately, consumers know this–and according to a survey released this week by YouGov, Bloomberg and the UK-based Chartered Institute of Marketingthey don’t like it very much:

  • 67% of consumers think using SEO tricks “to hide negative content within search results” is unethical
  • Only 38% of marketers agree

We’ll just say the average Joe on the street has very mixed feelings about some of the most popular digital tactics of the day.

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5 Easy Ways to Improve Your Keyword Research


If you need me, I’ll be doing some research.

If you have been in public relations for any amount of time, you have heard the call from a client or an account director for the wish … list: “Hey, so we really need to find this brand on page one or two of Google. And fast. Any suggestions?”

Oh sure, let me just break out my smartphone and dial up Matt Cutts for a quick bit of insight. Be right back.

Annnnnnnd since that will never happen this side of TMZ stalking … well, me, it’s time to get strategic with your research. However, understand all that time online needs to be spent searching for one thing — keywords. Why? That’s how that brand will be found in the first place.

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Do Guest Blogs No Longer Make SEO Sense?


“Head of the webspam team at Google Matt Cutts thinks so, as he makes clear in his own blog post. Because of his position, this proclamation carries extra weight:

“…if you’re using guest blogging as a way to gain links in 2014, you should probably stop.”

Google has discouraged everyone from relying on guest posts to boost search rankings for a while, but they’ve never released such a bold statement.

Might be time to rethink that aspect of content strategy for your blog, because it looks like the spammers have almost ruined an otherwise good practice.

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Five SEO ‘Secrets’ for 2014


Whelp, if ever there was a secret to decipher the labyrinth of search engine optimization, that’s it. There are no secrets to SEO — only best practices. I applaud Google for one thing: The Web juggernaut is forcing PR pros, copywriters and Webheads to become better writers.

Sure, the sundry grammatical issue will sneak by a copy editor and land on a website, but thanks to the Google Zoo — Panda, Penguin and Hummingbird — there are no tricks to keyword spamming and stuffing. It’s all about content, content, content.

That said, there are a few things you can consider when writing your next release, press kit or website. Here we go…

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Got Search Ranking Problems? Google Serves Up Some Damage Control

Just replace the word “alcohol” with the word “Google” in this scene and you’ll get an idea about how webmasters, marketers and all sorts of content creators view the “Don’t Be Evil” dudes.

Today, however, Everything PR reports that Google has made what looks like an attempt to save face by advising webmasters on how not to have their sites de-ranked for no apparent reason.

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What are the Top 5 Social Media Trends of 2014?

Courtesy: SEOMWorldOkay flacks.

Regardless your age, you can’t ignore the power of social media. You have tried not to embrace it but you know that’s an exercise in futility, right? You think that pitching via DMs are rude and emails will never die because technology can’t pass the industry by that much. Namely when you have clients calling you daily about an idea for a Facebook page.

So, I’m a self-admitted geek. I love social media, as noted here, here, here and here. Oh, and here.

No joke: I research SEO algorithms while watching a good baseball game. So, now that you know I’m 5-foot-2, 400 pounds and living in my mother’s basement, here are the top 5 social media trends that PRNewser would like to share with flacks across this country for 2014.

Get a pen and enjoy after the jump:

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A Question for PR Pros: To Kill a Hummingbird?

google_hummingbirdIn a concentrated effort to keep hackers, black-hat dudes from Anonymous and other ne’er-do-wells living in their mother’s attic on their collective toes, Google decided to add another savage beast to its algorithmic zoo.

First, it was Panda. Then, it was Penguin. And now, it’s…Hummingbird?

With all these updates, many PR pros are happy relying on the usual tactics like a press release or a pitch. However, with the Internet superhighway building off-ramps to your agency, all flacks need to brush up on the ways these updates affect them directly.

Here are three ways Hummingbird will change the way you do your job:

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PR + SEO (Should) = Love 4 Ever

pr-plus-seoFollowing the advent of social media, it seems to me that PR needs to take a seat at the little kids’ table for a change. For years…decades, highfalutin major agency executives have discussed their collective affinity for “the good ol’ days” of doing things at the big people’s table.

Only one problem – the kids are having much more fun, getting many more results and not taking themselves too seriously.

Despite their fashionable missteps with skinny “those are so tight you can tell what religion they are” pants, geek-chic frames, extra-medium shirts and a groovy pair of Toms, this group of progressive professionals are onto something – the convergence of PR and SEO.

According to this article in The Guardian (UK), “PR, SEO and Content Marketing (are all) going in the same direction.”

The way in which all consumers can now be journalists, and any brand a publisher of news, has created both greater noise to cut through to reach an audience, but also a greater number of platforms and media in which to tell a client’s story. The challenge should be relished.

It is relished, but only by the kids. And that is why PR professionals behind the line of demarcation littered with gray hair and wool-suit lint need to step forward and show this is the path of today’s industry. Gone are the days of thought leadership via speaking opportunities and here are the days of thought leadership with a quantifiable social media identity and searchable thought bubbles.

Where is your industry? Where are your clients? The answer may be at which table they are seated.