SEO for PR: Dispelling the myths around search

We’ve got the answers for common excuses people use to argue against the need for a search engine optimization (SEO) program.

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Some easy and low-time-commitment SEO efforts can make a big difference in the number of views, shares or impressions a piece of content can get.

If SEO is being overlooked in your organization and you’re in search of a way to help combat common opposition, here is some information to help. It can be frustrating to hear excuses, so be prepared with information to help focus time and resources on this important effort.

“It’s not important.”

There are still people who believe SEO isn’t important, even some with words like “digital” in their job titles. In many cases, these folks’ primary focus is getting content out the door without much regard for performance metrics.

When there is lack of accountability for measurement or assigning value to a piece of content in the way of views, site referrals, downloads or even shares, it’s easy to see SEO slip through the cracks. We’ve found that when clients release content that’s accountable to results, they’ll see the value that SEO brings and the need to incorporate it throughout the process. Be sure to include a content performance audit in your next campaign, and show the powers that be how much impact SEO has on those metrics.

“It’s too technical.”

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