Webinar Recap: The Convergence of PR and SEO: Harnessing the Power of Content, Social and Search

14 May Webinar Recap: The Convergence of PR and SEO: Harnessing the Power of Content, Social and Search

If you missed today’s webinar “The Convergence of PR and SEO: Harnessing the Power of Content, Social and Search,” here are a few of the key points and highlights that you should know about. Led by Janet Driscoll Miller, President and CEO of Search Mojo and SpeakerBox’s own Elizabeth Shea, the webinar focused on how marketing and communications professionals can improve their PR, content marketing and SEO programs and how these elements should be coordinated.

The webinar kicked off with a focus on content – because after all, content is king. Unlike a few years back, PR efforts including authored articles and the like are now considered another form of content and utilized as such. And written content is not the only way to increase SEO either. If possible, incorporate webinars, images and videos on your Website. Videos in particular rank very high in Google search results.

Creating great content does not have to involve recreating the wheel each time either. In fact, content should be repurposed up to 5 times to gain maximum value. Have a great case study? Turn it into a press release. They key however, is to make sure the content varies enough to avoid duplicating. Google’s recent Panda update changed the algorithm of search results to reduce the amount of duplicate content. If you want all of your great content to continue to show up in search results – be sure not to reuse without rewording, to make sure it is substantially different.

Another key for increasing SEO value is ensuring content has links back to your site. These links act as votes of popularity for Google and help you to be known as an authority on a topic. So where do the best links come from? That is where PR can come in – as the best links are often from reputable news sites and blogs. If you have an article placed or comment in one, try following up with editors and authors asking for links back. Keep in mind, quality is more important then quantity, as a link from CNN is likely much more beneficial than 100 links from other sites.

New, but potentially highly impactful in the world of SEO includes Google Authorship. Google Authorship ensures you are getting the right ownership over your content. It provides a “rich snippet” in search results, helping your content to stand out amongst the other results and be more prominent on the page. While this may not seem like much, according to one study, the number of clicks increased by 150% once a rich snippet was added. You will need a Google+ profile to set up the authorship – so the first step is to make sure you have one set up. Check out the full webinar (the recording will live on our resources page) for details around how to set up Google Authorship for your blog and content. Google Authorship will also likely have an effect on PR, as the SEO value of a reporter may come into play when offering exclusives.

Janet and Elizabeth also discussed the use of social media when it comes to SEO. One of the key ways to use social to help with SEO is spreading links. By being social and sharing information, inbound links to your site will spread, showing Google that your company is talked about.

If there was one main takeaway from the webinar on how you can get your company primed for increased SEO – it would be to set up Google Authorship. It will help immensely in search results, putting your company right where you want to be – at the top of the page.

This is just a snippet of the discussion on today’s webinar. If you missed it, fear not, the full archived version is available here.


Kathryn Kaplan
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