Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.
There’s good news for all you wordsmiths—former journalists, ex-English majors and wannabe poets who got into the communication business because of their love of writing.
The secret to search engine optimization lies not just with those IT wizards designing your pages. Excellent content, properly presented, is one of the biggest factors in improving your Google results, says Greg Jarboe, president and a co-founder of SEO-PR.
In other words, that essential element is what PR pros and other communicators do all day, he says in a Ragan Training presentation, “Master new SEO and content trends.”
“There’s a whole lot of gut judgment that you can bring to bear that—you know what?—is probably pretty on target,” Jarboe says. “And, thank you, Google, you’re basically playing to our strength.”