It’s been a couple of months now since the Google Penguin update, which has had a significant effect on the way PRs do things. Google really hammered the message home that this is something that does concern a business’s PR strategy, and subsequently lots of companies have been forced to reevaluate.
Bye, bye Spam
Penguin’s impact has been most felt by sites using a narrow link building strategy. Google treat links as a sign of popularity, so if all the links come from pages that no-one ever visits and look like they’ve been placed by the same person, you’re probably at risk. If you’re mostly relying on directory submissions, and all of your links use a single keyword or phrase as anchor text, then it’s a pretty big signal to Google that your links are not naturally given.
Google has made a stand against irrelevant and spammy content in favour of well written, high quality, useful content and putting the customer’s needs first. The most relevant content has now been given prominence, rather than the most optimised.
GSOH seeks long-term love, not a superficial fling
This is something however which any Online PR with integrity would be following anyway. Shameless links to pointless content aren’t good for anybody as if the brand message within the content isn’t communicated in a professional way to a high standard then we aren’t representing our clients in a great light.
Good Online PR and SEO strategies should be part of a long ball game, laying the foundations for a strong representation of the brand and employing their tone of voice, key principles and reputation within beneficial content, placed where it has the strongest chance of being useful. It should not be about quick fix, low
quality content solutions as these represent the brand negatively and long-term are not beneficial.
No one trick ponies
In order to have a wide reaching strategy that communicates with more of their demographic, any good SEO Company will be employing a variety of effective ways. There needs to be a harmonious blend of a range of Online PR principles:
– press releases
– guest posts
– social media to leverage more coverage – and the more you can get customers to engage with your content, the better.
Online PR should be maximising good blogger relations along with excellent content writers to produce high quality content and share it with bloggers. Online PR and Social Media naturally feed into one another, so sharing is everything and the most popular content will therefore be recognised as high quality content and boost SEO rankings.
Like baking a cake, quality ingredients and timing is everything
However having an Online PR team within an SEO team bridges the gap between PR and SEO as they are at the front line of developments within search and this means they can spring into action with a renewed strategy much more quickly. Quality has always been the traditional approach to a PR campaign so why should an Online PR campaign be any different?
But as any PR worth their salt will know, timing is also important – and in the world of Online PR this is even more crucial because of the nature of constantly evolving news and trends. Trending subjects and time sensitive content is everything. It encourages a higher level of engagement with customers and gains interest. It’s a great thing that Google have recognised the customer’s needs and the magic of Online PR is achieving useful content written for the customer and not necessarily the brand, but at the same time making the brand more visible to the customer so they can find this info.