Working through the online Media Relations maze, PilmerPR pivots regularly to better client SEO results for PR Online and Content Marketing.
Google sends out 500 algorithm changes per year according to Todd Bailey (Wall Street Journal). Since my daughter’s nickname is Panda, I found it humorous when the bamboo snarfing creature received naming honors for a major change in Google search in 2011. Panda cracked down on sites with duplicate, thin, or stolen content. It also body slammed sites with a high ad-to-content ratio.
Some labeled former Google CEO (and my former head exec when I worked at Novell) Eric Schmidt as promoting anarchy with Google. Well, that’s a little deep for me, but I think it funny that this wild, wild west of Internet search both brings order to data chaos, but also has to adjust fire frequently to stay in control–isn’t that part of the downside of anarchy? Well, enough of that.
Now enter another black and white cutie–Penguin. Erin Everhart on Mashable Business reported that “this algorithm put tighter guidelines on website optimization and adjusted a number of web spam factors, including keyword stuffing, cloaking, unnatural links and content spinning.” So, gaming the SEO system became harder on Google.
Theoretically, this change once again brings balance to the search force. Websites built for search bots find it harder to win the SEO rankings game. Web destinations with real, cool, relevant content are winning. Yay, content is restored on the throne as king!
Why should we care? Great public relations professionals create great client content. Great writers create clear content. We are all about CONTENT!
Sorry, I raised my voice there. Here are my favorite suggestions for SEO friendly, online content:
- Have keywords in front of you when you write. Place them naturally into the prose. Don’t force them in later.
- Review your writing after you think you are finished. It should flow like a human would like to read it.
- Place your most important keyword first in the Title Tag. However, make sure your brand name follows
- Name images only if the image relates to the keywords you are focusing on .
- Forget about submitting articles to multiple sites to boost SEO. Google will demote, not promote you for that.
Todd Bailey, VP Digital Strategy – Wall Street Journal (MarketWatch) – PODCASTShare
About the Author:As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.