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Search engine optimisation and a public relations agency. | |
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Online public relations can provide enhancement to your online presence as well as form a support for your search engine optimisation strategy. Press releases, articles and editorial can have an impact in printed media, but they can also be used to enhance your search engine optimisation, or how easily your site is located. This article looks at the use of public relations for search engine optimisation and does not talk about the technical aspect of this. The internet has revolutionised the way that we communicate and delivered another outlet for messaging. It enables a wider variety of information about a company to be increasingly visible to broader audience than printed media, either company collateral, or trade magazines. Companies increasingly rely upon websites as a resource for communicating with its chosen publics. Many companies do not see their websites as their most important tools, yet other company's websites are expanding at the expense of other forms of media. The ideal is to strike a balance that is appropriate for the industry and customers. Online public relations can take many forms, email newsletters, to archives on the website, to tickertape headlines. Search engines rank and profile sites according to their content and the number of links to those pages among other thing. In order to understand this you need to know WHY? Search engines work on a number of set principles these vary across search engine. Two commonly used principles are these: people search the internet for "key words" and "key phrases" and the more "key" content a site has the more likely it is to be the site the user is looking for. Firstly to increase your changes of receiving a good search engine ranking you need to include lots to "key" content. Simply by subtly changing the content of your text for online audience you can dramatically increase the appeal of your news content to search engines. Many search engines and online resources provide lists of key phrases that users most commonly search for and by combining these with the statistics from your own website it is possible to gain a real measure of which text to include and how effective your measures are. Whether you do this in terms of hits, page views, visitors, unique visitors or sales volume in up to you. Secondly many search engines work on the principle that if a large number of other sites linked to your site then you will have content that is worth listing. This works in a practical way because as they are searching the Internet or indexing it they will come across your site from many other sites. Therefore by getting your releases listed on a large number of other websites with a URL or link to your own site you will increase the number of links coming to your site, this will increase your search engine positioning. It also has the added benefit that real live people may read that site and click on the link to your site! Quality as well as content "key" words are important and professionally written articles are important for when real customers read them. |
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Bull Creative Ltd 13 Ascot House Fairacres Industrial Estate Dedworth Road Windsor Berkshire SL4 4LE Tel: 01753 858063 Fax: 01753 857164 Email: sales@bulluk.com |
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