For instance, they might offer an expert to provide timely commentary, or they might build a sophisticated, multifaceted campaign to defend a position, convey a message, launch a product, or even start a movement.
Yet when many PR professionals plan such programs, they may overlook an essential tool: search engine optimization (SEO). By using tools to gather information and gain insights about search behavior around a brand or category, PR pros are better equipped to inform the content-creation process.
Many are already monitoring things like brand sentiment and topics often mentioned along with the brand name. That information, combined with keyword search trends, can provide a wealth of information for how to optimize everything from press releases and websites to online videos and blog posts.
Sometimes, small changes in article titles, descriptions, or hyperlinks can make a big difference in placing content high on the search results page and communicating a client’s message(s) in front of the right audience.
From our experience, using search as part of a content-creation plan can yield extraordinary returns, often doubling the amount of traffic interacting with a client’s brand. Here are some tips to consider: