SEO Specialist Blog

In the last post we talked about public relations and how it has played such an important role in promoting companies – working in tandem with traditional advertising and marketing methods. PR is built on the back of effort, connection, and consistency, rather than on the price paid for specific creations. When PR strategies are implemented and worked consistently, buzz is generated about a company in a way that other methods cannot accomplish. When audiences come across information about a company in the press it is received differently than those methods of paid promotion.

In the world of online marketing public relations is crucial as well; as another spoke in the marketing wheel. And search engine optimization is one of the methods of marketing that achieves organic results like public relations. Search engine optimization involves web marketing firms identifying keywords that are specific to a company’s products and services and these keywords are then integrated into content that is used to promote the web site by capturing the attention of the search engines whose job it is to rank sites according to their own criteria.

Web sites that have a buzz – generated by comprehensive search engine optimization and other promotional techniques including linking and PR implemented by SEO companies – will appear on the radar of the search engines and therefore are more likely to reach the audience that is most interested in the products and services the site has to offer.

Promoting a web site is no small task and it is not simply one accomplishment but a process that must be worked consistently. Professional web marketing firms are best poised to help sites realize their promotional goals and increase web site traffic.

In the world of public relations there is constant vigilance in terms of raising visibility; constantly putting the name of a company out there in whatever manner is possible in order to elevate awareness and create a buzz. Without the buzz there is no business. Marketing professionals understand this better than anyone; so they know that while traditional forms of advertising are important – the placement of print ads, the creation of television and radio ads where appropriate - and marketing is crucial in terms of building a brand – the creation of brochures and other materials that impart important information about products, services, and overall company philosophy, there is also the need for promotion for which there is no price.

In other words, an ad is great but the audience knows that it was paid for and while it may interest them and even inspire them to buy, it may not spark the excitement generated from more objective methods. Such is the reason why public relations professionals go to such great lengths to generate interest by the press. The more stories done about the company, the more objective pieces can be generated, the more buzz is created about a particular company.

This rings true even for online businesses; for which public relations is measured by buzz on the Web and, subsequently, the increase in free web traffic. Search engines direct Internet users to particular web sites and it is the goal of the web sites to elevate their visibility so that they are recognized by the search engines as a high quality site and the site is elevated on the search engine’s page rankings. There are many methods to achieve these goals but promotion remains a significant component as we’ll discuss in the next post.