The rise in connectivity has resulted in a new world of unprecedented data created by us and flooding us every day. The challenge is cutting through the noise to find the data needed to best understand our target audiences.
Google can assimilate data to feed its algorithm
Google is processing over 40,000 search queries every second, they know what we are watching on YouTube, where we are going through Google maps, where we plan to go next through our calendars and what we purchase. This is all data Google can assimilate to feed its algorithm and using machine learning it can be quickly integrated into its ranking formula.
As Google’s algorithm gets smarter it can determine faster than ever before if we are ‘faking success’ by only having one set of signals, such as links implying that a website or piece of content deserves to rank. This is accelerating the requirement for marketing integrity, to actually deserve to rank as opposed to making it look like a site does.
To consistently perform in search we need the full portfolio of signals from social media shares, low bounce rates and links to increase rankings over and above a strong technical SEO foundation.This means that SEO that looks and feels a lot more like PR has become ever more popular. Strategies of this nature have consistently survived algorithm updates in the past and certainly look more promising to survive future ones. We have to create content that will cut through the digital deluge to gain exposure and engagement. This move can be seen as a switch from hacking algorithms to hacking humans.
Integrating PR with SEO
The idea of integrating PR with SEO is far harder in practise than it is in concept. We see that many businesses still separate the two budgets, KPIs and even seat their teams on different sides or floors of an office. For many the solution has been to skill up in the field of PR and media relations in order to continue to provide outstanding results for their business or clients.
Consequently there is rarely an SEO event in current day that does not touch on the question of, “what does media want?” In truth media wants the same thing as many marketers; engagement, shares and clicks. Media wants to garner some of modern days most precious commodity, attention.
Understanding how best to come up with engaging media-worthy content ideas, knowing how and when is best to communicate these to journalists and in what format are just a few of the skillsets that are becoming more common place in advanced SEO and content marketing firms. Furthermore we want to be designing content that are not one hit wonders, the changes in the algorithm almost certainly signal that content that continues to be relevant beyond one moment in time will do more for optimisation than the former.
Not only does content like this work better for SEO but it also alleviates the stress of having to achieve all results from one launch and the requirement to continually invest and engage in the ‘risk’ of brand new content creation. The preference is always to find the ‘formula’ for doing this and to a certain degree this does exist but as any media relations specialists will attest it is as much an art as it is a science.
Despite many online marketing teams getting stronger at employing PR type tactics to hack algorithms it does not negate the requirement for some level of cross departmental integration. This is because big links equal big visibility and therefore successful content and its promotional strategy now often requires the sign off from both PR and brand management teams. As such,it is almost impossible to avoid some level of cross departmental process development and coordination with things like social media and PR calendars.
Therefore it can be argued that successful online marketing and in specific PR SEO type strategies require both the knowledge and the skill sets to hack humans both internally and externally to get sign off and smooth launches of content pieces that generate exceptional results.
Digital Marketing Summit Southampton 2017
SEO tactics that look and feel more like PR have consistently survived algorithm updates and this is increasingly true as machine learning becomes more prominent in the Google algorithm.
Lexi will be sharing tips for designing and executing impactful integrated PR SEO campaigns and advice on how to use SEO metrics to inform PR strategies. This will be a highly actionable talk, providing media industry insight and showing real PR SEO and content marketing examples. She will highlight what sort of campaigns and strategies will minimise your risks of failure and how to package content in a form that makes publishing your story easy for journalists.
She will conclude by discussing how AI and Machine learning are influencing consumer behaviour, how publishers are responding to this and in turn how content marketers need to adapt their strategies and tactics to continue to generate rank changing campaigns in the future.
Make sure you grab your Super Early Bird Tickets for 1 day or 2 days to attend DMSSO17. Conference day is on Day 1 (19th October) and practical workshops are running on Day 2 (20th October). Make sure you don’t miss out on this fantastic two-day event, so grab your tickets now! (limited availability)