In today’s world of digital marketing and constantly changing algorithms, it’s often difficult for PR pros to stay abreast of the latest marketing trends and technologies.
Technical webmasters aren’t the only folks who must concern themselves with SEO. Today, search engine optimization is fundamentally woven into communications, and PR pros should understand this shift and adjust accordingly.
It’s time for PR professionals to start borrowing tricks from SEO. Here are three useful tips PR pros should follow:
1. Use links sparingly in press releases. One of the main goals for PR professionals is to increase traffic to a client’s website. Whether that’s through links in press releases, mentions in a story or featured content, Google’s updated webmaster rules on links and keywords present a challenge for PR agencies.
Last year, Google started targeting large-scale marketing articles and guest post campaigns with keyword-rich anchor text links, as well as links with optimized anchor text in press releases.