Search engine optimization (SEO) plays a critical role for modern businesses. While a company may not sell products or services online, it’s still important to understand how brand perception can be impacted by an online presence. In many cases, positive or negative brand perception can have a statistically significant impact on business performance in only a few weeks.
While a social media marketing agency can be a powerful tool for many businesses and organizations, it’s important for business owners to understand how brand development strategies can impact consumer perception and sales. Many companies hire professional public relation (PR) firms to manage consumer perception and generate interest in a product or service. While many people understand how a PR firm can be valuable with traditional print media, they may not understand how a successful PR campaign can have a positive impact on a company’s SEO strategy. SEO campaigns combine a wide variety of techniques to boost the rankings of a website. When an individual searches for certain terms, a search engine will return ranked results based on the reputation of a website. A site’s reputation is mostly based on the number of websites that link to it. For example, a business that has incoming links from reputable websites will often rank higher in a search engine result page (SERP).
A PR campaign can be a great way to get incoming links on high quality news and information websites. For example, a PR campaign that targets a newspaper may cause the newspaper to add backlinks to a business. This can help drive higher rankings in a SERP. In addition, many major newspapers are syndicated through a wide variety of local and regional papers. For example, an article published in a national newspaper may be repeated in dozens of local newspapers over the course of a few weeks. If each of these local newspapers includes a copy of the story on their website with a link to the business, it may be possible for the business to experience higher search engine ranking.
It’s also important to understand how social media is changing the face of modern SEO. When searching for some terms on Google, an individual may see links that are associated with Google Plus. Google Plus is a social network that is deeply integrated with the Google search engine. Results that are associated with a Google Plus profile are often given a higher ranking.
For example, imagine that a prominent journalist has a Google Plus profile. He or she posts a story about a positive experience with a company. Google Plus automatically links that story with his or her profile and gives it a higher rank since it is considered legitimate. This can be a great way for businesses of all sizes to boost their search engine ranking. It’s also important to understand that the number of users linking a story through Google Plus can also have a significant impact on a site’s ranking in the Google SERP.
For example, a story about a company that is passed through many profiles on Google Plus will rank higher than a story that is not associated with any Google Plus profiles. By hiring a professional PR campaign, it’s possible for businesses of all sizes to see improved search engine rankings for targeted keywords.