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Posts Tagged ‘HotwirePR’

Should Firms Create Their Own Analytics Systems?

shutterstock_139983571We just caught up on news about the launch of AirPR‘s new analytics platform, which earned coverage on TechCrunch and other blogs. It’s a “marketplace” designed to prove the value of PR services, especially to startups that often blame a lack of momentum and media interest on their firms.

Stereotype alert: it makes a lot of sense because most founders are obsessed with data, and if you can’t show them the numbers then they might ask “what am I paying you for, again?”

AirPR’s initial goal is to sell its product to startup CMOs and contribute to the “much-needed conversation around PR measurement“, but many have mentioned that other firms themselves could soon fall into that target demographic due to the increasing demand for numbers. That fact begs the question: should firms in general—especially those specializing in startups—create their own in-house analytics tools rather than buying them from outside providers?

This brought us back to a guest post on our blog by Leslie Campisi of HotwirePR in which she laid out the reasons behind the firm’s development of its own “Listening Post” platform.

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Google Doesn’t Really Want to Kill Your Press Release

In case you missed it, the PR world agrees to disagree with ZDNet’s click bait freakout headline “Did Google just kill PR agencies?

OK, so what did the big guys’ changes to webmaster rules on links and keywords do? They forced PR pros to change their SEO press release strategies—and this is not a bad thing.

See, Google really doesn’t like what they call “link manipulation schemes” which provide “unnatural boost[s] to the popularity of a piece of content” via tactics like the dubious repetition of certain hyperlinked keywords/phrases which all go back to the same client’s address as well as the placement of press releases on numerous sites to improve search placement and “game [Google’s] algorithm.” According to ZDNet’s Tom Foremski, Google sees these PR practices as the equivalent of the “keyword stuffing” tricks that they hate so very much.

Their warning to publicists pushing clients’ content: If you continue doing this, your client company may well be penalized or even blacklisted.

Bad news, right? Not really…

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