Monthly Archives: August 2015

PR-Big Part of SEO

SEO/SEM, Search & WPO Advice

PR is as essential for SEO as technical SEO and optimized content. PRs, however, depend for their success outside forces such as editorial links. Ken McGaffin has wrote a great article on “14 things to Do When You Get Great PR but No Editorial Links

As an SEO Professional it is very fascinating how communication has evolved in the digital world. I’ve always encourage the in-house PR team to have links within their articles to increase the relationship and awareness of the products, services or the company. Ken has great advice:

  1. Continue to Target Leading Sites – Even If The Don’t Give You a Link — I would always recommend it as it adds on visibility
  2. Reply to Comments as Soon as They’re Published & Think of an Article that expand on the Comments
  3. Monitor Any Links to the Published Article – sometimes you have work with your analytics person to get dashboard setup
  4. Link to the Media Article from Your Client’s Site – encourage to share the article
  5. Expand on the Content of the Article – helps the reader to relate
  6. Follow up with Local Journalist and Bloggers
  7. Publish a ‘Badge’ or Link That says, “As Featured in.. ” this help increase credibility
  8. Email Your Client’s Customer Lists
  9. Pitch a Series of Guest Posts to Top Industry Blogs
  10. Build on Your Relationship with the Journalist, Bloggers & Freelance Writers
  11. Build a Store of Sound Bites of Stories
  12. Don’t Just Rely on Breaking News
  13. Build a Forward PR Plan
  14. Review the Content You Created

I also would recommend to do a social listening especially after publishing an article to understand more about your audience.

Beyond SEO & SXO

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Mark Munroe wrote a great article “From SEO To SXO: Search Experience Optimization.”  It really touches the elements I’ve encountered.

Most companies bring in agencies such as R/GA, RazorFish, Deutsch, Rosetta etc. to create a successful look and feel website that brings in a lot of unique visitors and increases customer engagement.

These firms do a fantastic job with award winning website designs, however, they don’t consider how web users will find the beautiful websites. Many of these firms have content SEO experts but not experts that understand technical SEO, forensic SEO, or SXO (Search Experience Optimization). Some of these fancy designs increase the page load i.e. compromise web performance, leave off editable open graph meta tags or disregard guidelines or 508 Compliance. Often Analytics or SEO tools (Search Console,  Screaming Frog, Majestic, BrightEdge and many more) are missed to be implemented.

Additionally, the majority of the site search APIs are either useless or have not been properly configured to the new website designs before the launch of the new web designs.

My opinion is that it’s about the overall web user experience by creating valuable & useful content, brand, digital reputation, social media activities, local search & easy crawlability for search engines.