Five Components of Increasing Online Visibility

1. Research: Know how people search online and how they talk online and work to ensure that programs (both reputational search and social search) use the right discoverable language.

2. Teamwork: Although reputational and social search programs can be managed by PR professionals on their own, it’s important to do so in the context of the overall search engine visibility mix. Therefore, it’s key to work with others in your organization who are executing other search marketing programs.

3. Planning: Reputational and social search programs take time and effort to develop quality content and networked relationships. With ample planning, companies can guide the success of these programs while minimizing risk.

4. Experimentation: While SEM and SEO typically are managed by others, there’s no reason why they couldn’t be used in a public relations context. Paid search, for example, is the fastest way to build awareness in a crisis situation where there’s no time to lose.

5. Benevolence: Google knows if you’ve been bad or good. The more you create value online and others recognize you for doing so, the more you will be able to build a sustainable and visible online presence for both your “hub” and your “spokes.”

Source: Steve Rubel, “Search Engine Visibility,” released by Edelman in May 2009

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.