Whether the focus is on storytelling, building a brand, or navigating a communications crisis, search engine optimization (SEO) is an important piece of the puzzle.
Proactive SEO activities involve technical considerations, site architecture, content optimization research, and the use of offsite platforms for promotion. Defensive SEO comes into play when managing a crisis.
Start with an audit to be sure your online assets can be crawled correctly by search engines. This may include making some changes to website structure, content, metadata, or navigation. Content audits should look for correctly titled and tagged videos, keyword hyperlinks, and unique and keyword-inclusive URLs for standalone pieces of content.
Invest time in research and benchmarking before creating new content. Find out which current videos, articles, photos, pins, blogs, etc. are the primary drivers of traffic and which of those assets are most shared.
A sentiment analysis on different content categories can offer insight into what your audience craves. Looking at stats about what is most popular and drives interaction on social networks is important, too.