I have a beehive in my garden shed. Hundreds of honeybees zoom in and out of a crack in the floorboards all day long, frantically collecting nectar and bringing it back to the hive.
Sadly, instead of producing a beautiful honeycomb of golden deliciousness, the end result of their hard work is something that can’t ever be enjoyed. The honey is tainted from azalea and oleander nectar, which results in toxic, inedible honey.
In a way, this reminds me of many people’s blogging, content marketing and SEO for PR efforts. They put in great effort to write and publish content, only to have it stagnate. What’s the point if it isn’t seen?
What makes content MOST LIKELY to stagnate? Lack of SEO and social sharing.
If your content marketing efforts include guest blogging or submitting e-zine articles, taking a few minutes to synchronize your effort with basic SEO tactics can boost visibility and do powerful things for growing your influence.
Try a few (or all) of these ten fast tactics to supercharge your writing, then circle back and let me know how it helped. I can’t wait to hear the details!
1. Wrap your post or content around ONE targeted keyword. When you include one keyword or phrase in your post title, then repeat it in the first sentence – you automatically include SEO tactics… even if you and/or the source blogger don’t know the first thing about SEO. (Learn more about SEO for blogs here.)
Do you have an under-performing blog sending out distress codes far and wide?
It’s easy to be excited about launching a company blog when energy is high and creative juices are flowing…. but when months pass – maybe a year – and it isn’t generating the results you expected, the enthusiasm dwindles and posts become harder and harder to write.
The commitment is lost. Your blog becomes a wasteland of sporadic, uninspired posts.
During a PRSA Twitter chat recently, I was asked if content marketing and SEO were key to the future of public relations.
My answer? ABSOLUTELY! Public relations isn’t just about breaking news and press releases – it’s about building bridges and relationships between our brand and the public.
Our role is to give clients maximum visibility and these allow us to explode that visibility better and faster. After all, what is more openly public than social media? Sharing thought leadership content?
If helping our clients be more visible is the heartbeat of public relations, then learning to integrate basic SEO skills into the work we are doing is key in keeping that heartbeat strong. SEO for PR is a “must know” skill.
Every senior-level PR and content marketing professional should have a solid understanding of how SEO works and how it applies to their own work.
For the overall agency or company, SEO should be part of the standard writing and proofing processes as content is filtering through production, and included as a basic skill integrated into the continued learning culture of the organization. It should also START the content creation process, not be wrapped in at the end.
If the organization is large enough to have SEO staff, partnering with them can identify a surprising similarity in goals and effort. Starting cross-departmental conversations and working together on joint goals can also make BOTH departments extremely successful.
During the May #PRprochat on Twitter, we were lucky enough to have Ken McGaffin as our guest – former CMO of WordTracker and an expert in SEO.
“The TOP 3 SEO SKILLS that PR pros should have are keyword research, link building and blogger outreach.” ~ Ken McGaffin
If you are a public relations professional, don’t underestimate the power of learning SEO. Not only can you optimize every press release you put out the door and amplify the SEO impact of you (or your client’s) social media efforts, but you’ll be surprised at the value of keyword research.
Consider this: you secured a byline opportunity for your client in one of their leading industry publications. HOW MUCH MORE POWERFUL would that placement be if you were able to write it about a trending topic that was highly searched for online last month, then optimize that byline to show up in search results?