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PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

The idea that earned media can propel the growth of a startup is not a new one. But neither is it a simple one.

Affiliate marketing is growing as publishers diversify their revenue streams. Yet there are myriad conditions that PR pros should be aware of when pitching products. We offer several to consider.

We look at the definition of bounce rates and how they apply to communicators.

While some reporters may be a mite gleeful about the former president’s low engagement in a post-Trump tweet news cycle era, many communicators have felt the sting of taking the time to launch a blog for an executive or brand, only to have it flop. So, what are some ways PR pros can help ensure their blogging efforts don’t go the way of the dinosaur?

When it comes to search engine optimization, the way you structure the content on your own website is just as important as the links you have coming back to your page. Having top-tier copy can increase the likelihood of your brand garnering the links it needs to appear on the first page of search results. And this starts with curating your primary keywords for brand recognition and relevancy in your industry. But what happens next? Here’s how Verizon approaches keyword strategy in SEO.

You’ll have plenty of opportunities to devour stuffing on Thanksgiving. When it comes to SEO and content marketing, it’s best to avoid keyword stuffing, writes 5WPR CEO Ronn Torossian. He offers this tip and other pitfalls to avoid in an effort to make your content marketing successful.

Though many don’t realize it, SEO is influenced by every department that touches digital content in a given organization. While you don’t have to be a technical genius to understand how that impacts your marketing and communications efforts, it’s important to be aware that even if you hand off SEO to your resident SEO expert or to an agency, your actions with your brand’s digital content are already affecting your search rankings.

If you want to optimize a web page to be front and center on a Google search, there’s so much more to it than just using a couple of keywords in the title. From the time of day your page is posted, to making sure you always follow the 3/100 rule, there are a variety of methods for optimizing a page to make it dance with Google’s algorithm. Here’s a quick 12-step checklist to keep in mind whenever you’re posting a new piece of content to your site.

Did you experience a sudden and sharp sense of FOMO last week? Then you should’ve been in San Francisco with PR News. An all-star lineup of speakers presented on topics ranging from SEO and Google Analytics to influencer marketing and Snapchat at the Big 4 Social Media Conference and Google for Communicators Boot Camp held at the San Francisco Grand Hyatt Aug. 9-10. Here’s a wrap-up of the two-day event, which showcased compelling video, top-notch speakers and networking opportunities galore.