During crisis moments, PR professionals tend to focus on how stakeholders and audiences view their brand or client. But of growing concern is what search engines see when a negative news story hits. Whether you’re focusing on crisis proactively or after the fact (and most PR pros would agree you really should be doing both), search engine optimization has a crucial role to play. Here are four ways communicators can learn from Verizon’s SEO practices when it comes to preparing for, monitoring and addressing crises.
In the upcoming Aug. 10 Social Media Summit session in San Francisco, “State-of-the-Art SEO: Your Content’s Not King If It’s Not on Page 1 of a Google Search,” Ali Haris, senior manager, SEO, at Macy’s, will share best practices for brands. Here’s a peek into what’s coming on Aug. 10.
Type any word into Google followed by the word “video” and you’ll see a number of YouTube links load at the top of your browser. That’s because YouTube is the world’s second-largest search engine next to parent company Google. And as such, it’s a crucial tool for communicators to leverage in their search engine optimization efforts, says Nati Katz, director of global agency Burson-Marsteller’s technology practice.
Any time you search on Google, more than half of the returned results are links to social profiles. That’s why when you’re trying to increase your brand’s search relevancy online, you should focus your efforts on your social channels as well as your owned sites. Jon Chang, digital marketing director at Kickstarter and a speaker at this week’s Social Shake-Up Show, shares some tips and tricks for improving SEO via social media, primarily to increase your engagement.
In a new survey small businesses, those with fewer than 500 employees, are shown to be fairly large proponents of SEO. Some 55% of small businesses surveyed said they use SEO, a slight increase from 2017. More than 90% said last year they would be using SEO, according to Clutch, a B2B researcher.
One of the holy grails of PR must be the definitive word on Google’s SEO regime. While that might be unattainable we can make educated guesses as to how the search giant ranks articles. Branded3 of the U.K. has issued its list of best guesses as well as a list of things that can be done to a site and its contents to improve searchability ranking.
If you want to optimize a web page to be front and center on a Google search, there’s so much more to it than just using a couple of keywords in the title. From the time of day your page is posted, to making sure you always follow the 3/100 rule, there are a variety of methods for optimizing a page to make it dance with Google’s algorithm. Here’s a quick 12-step checklist to keep in mind whenever you’re posting a new piece of content to your site.
If you want a better website with better content, Google Search Console should be one of your first stops. It’s a powerful set of tools that can give you valuable information on errors you may have in your code, usability, search traffic and so on. And yes, there can be a slight learning curve if you’re new to it. In the PR News Guidebook: Google for Communicators, Chris Hornak, owner of Blog Hands, argues that fluency with these tools is well worth the afternoon or two it might cost you to learn how to use them.
Did you experience a sudden and sharp sense of FOMO last week? Then you should’ve been in San Francisco with PR News. An all-star lineup of speakers presented on topics ranging from SEO and Google Analytics to influencer marketing and Snapchat at the Big 4 Social Media Conference and Google for Communicators Boot Camp held at the San Francisco Grand Hyatt Aug. 9-10. Here’s a wrap-up of the two-day event, which showcased compelling video, top-notch speakers and networking opportunities galore.
When a crisis breaks, users inevitably Google the brand in question (or, for smaller brands, look them up on Yelp). But the last thing communicators want is negative headlines or reviews topping the list of search results for their brand. Here are five ways to make SEO an integral and immediate strategy when developing a crisis management campaign or handling Yelp customer reviews.