Recently, PR News provided you with a crash course in all things SEO (see PRN 04-14-08); now it's time for the master's class. As the past article suggested, search
engine optimization (SEO) and its kissing cousin, search engine marketing (SEM), are the tools that make the world go 'round--as least as far as PR is concerned.
"Search is the connective tissue that links everyone and everything on the Internet," says Doug Winfield, VP, digital strategy, Waggener Edstrom Worldwide. "It's not a
revolution as much as a period of accelerated evolution."
Revolution or evolution, PR pros must now think beyond simple Google searches; the strongest, most apt to survive integrate these platforms into every communications effort, be
it blogging, social media press releases, video or measurement. After all, for every communications subfunction, there is a different type of search: algorithmic, sponsored,
vertical, local, mobile, paid and organic (just to name a few). However, it's the latter two that are most relevant to PR execs. Here's a simple breakdown:
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Paid search: These are the results whose position is based on market-driven price and relevance. There are two categories of paid search: pay-per-click (PPC), in which
advertisers just pay when a user clicks on the ad (these appear in the right-hand column of results pages), and paid inclusion, where search engines charge fees for Web sites to
be included in their search indexes. The benefits of paid search? Immediate, measurable results and control over content and placement. The downside? You have to pay.
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Organic search: These results appear based on algorithms that determine the prominence of their placement. The previously mentioned PR News article cited specific
tactics that PR execs can implement to boost their visibility. The pro of organic search is its perception as "pure" and "independent," Winfield says. The con is the severely
limited control.
These two forms of search are the easiest--and most necessary--to implement, because these days it's all about the convergence of influencers online. Plus, search isn't just
relegated to your desktop; according to e-Marketer, there will be approximately 900 million mobile search users by 2011. Then there's the trust factor: survey results from
Forrester and Insight Express reveal that 64% of American consumers trust search engine advertising, while a mere 10% trust advertising in general.
Because of the customizable experiences enabled by digital platforms, stakeholders take the initiative when they feel compelled to do something; this initiative often comes in
the form of searching for information online, thus presenting communications executives with a ripe chance to capture the attention of a rapt audience.
"[SEO and SEM] are PR opportunities," Winfield says, "to intercept stakeholders at their 'moment of interest.'"
Executing a successful interception requires more than SEO strategies defined solely by keywords and phrases; PR professionals must collaborate with the marketing department to
develop a completely integrated SEO and SEM framework.
"Search is key to marketing today," says Daina Middleton, SVP of Moxie Interactive. "Operating as cross-functional teams from day one is imperative. You have to facilitate
integration for all communication disciplines into your processes."
With that in mind, the following are some starting points to consider.
*It's not all about organic. Organic search results are considered to be the creme de la creme because they are returned based on their authority, relevance and "indexability"-
-not on the depth of the owner's pockets. However, Middleton urges communicators to integrate paid search elements into campaigns. Because of the costs associated with doing so,
it can't be an all-the-time element, but it can supplement initiatives with the most ROI potential.
"Accompanying your campaign with paid results is part of integration [strategies]," Middleton says. "It also provides another form of measurement."
*It's not all about marketing, either. While integration usually implies breaking down internal silos between PR and marketing, it can't be limited to these two functions when
it comes to SEM. The IT department is just as integral to the success of a campaign because these specialists work out the kinks that could destroy your effort. Here are a few
caveats:
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Flash and JavaScript: Search engine "spiders"--the algorithmic programs that crawl through billions of Web pages to return relevant search results--can't always
interpret dynamic programming languages effectively. This goes against the grain of incorporating multimedia into everything from Web sites to press releases; however, with the
help of IT, you can still have high-design communications. Just make sure there are text-based versions when possible. Your Web team can also create HTML tags for all graphical
elements to make them more searchable.
- Spam: Keywords are a huge part of search, but overdoing it is a recipe for disaster. Search engines are wise to spam, and they will disregard pages that have an
excessive number of a tagged keyword. So, placement and frequency are important, but so is exercising restraint; don't use keywords more than six or seven times per 500-word
page.
*Consider vertical search engines. Although their usage to date has been limited, vertical search engines are becoming increasing viable marketing platforms for companies with
niche audiences. Investing money in vertical SEM versus broad-based search is the equivalent of sending a press release to a targeted group of beat reporters rather than your
entire media contact list.
*Measure success. Perhaps the best part of SEM is its propensity for measurement. According to a survey conducted by IntelliSurvey, Radar Research and the Search Engine
marketing Professional Organization, 73% of advertisers and agencies worldwide track increased traffic volume to gauge the success of SEM programs; 71% look at conversation rates,
and 68% consider click-through rates. But for these numbers to exists, you have to have a measurement framework in place from the start. One best practice: Imbed all
communications with links, but make sure they take users to unique landing pages rather than, say, your homepage. With a unique landing page for each marketing piece, you can see
exactly how many people clicked through and subsequently took action (ordered a product, registered for your newsletter, etc.). PRN
CONTACTS:
Doug Winfield, [email protected]; Daina Middleton, [email protected]
The Five Steps To Selling Search
Anticipate
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Assess current and ?future client plans and announcements.
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Anticipate potential client issues and crises.
Diagnose
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Scan relevant client ?keyword searches.
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Assess the search sentiment and vulnerabilities of clients' "digital shadows."
Integrate
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Pitch search as an ?integrated strategy ?within client PR plans.
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Integrate search with other digital strategies (for example, microsites, social media and digital storytelling elements).
Measure
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Demonstrate return on search investment via relevant search analytics.
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Showcase campaign impact via 360-degree results across search and other dimensions of the campaign or program.
Extend
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Leverage campaign results to extend and expand search investment across other campaigns and programs.
Source: Doug Winfield, VP, digital strategy, Waggener Edstrom Worldwide