Social Media & SEO

During the past year and a half, Google has undergone a significant transformation to its search algorithm through its Penguin, Panda and Hummingbird updates. The primary focus has been to reduce or completely eliminate the influence of low-quality websites and “SEO’d” content.

British Columbia has long been a hot spot for tourists throughout the world, but local tourism officials wanted to boost BC’s appeal to consumers in two of their key markets.

The new information being provided to advertisers shows the social network’s strategy moving forward is squarely aimed at being a publisher—and a useful one at that.

It’s all too easy to fall into habits—good and bad—in your communications with your industry’s influencers. Behavior that was effective six months ago may be limiting your circle of contacts now, and even taking the shine off current relationships.

PR is global. You can’t predict what will happen around the world. But you can prepare.

“Likes” and “followers” remain two of the top metrics that PR pros look to when they track their social media campaigns. Unfortunately, the law of diminishing returns kicked in on those indices a while ago.

A source professionally familiar with Facebook’s marketing strategy says that the social network is currently cutting organic page reach down to 1-2%.

Videos on landing pages spike conversions by 86%, according to a recent report covering online marketing. It’s just one trend for PR pros to consider amidst an ever-changing media landscape.

As PR executives and communicators play an increasingly important role in creating social media strategies, they need to be careful to first cultivate their audiences—and make sure they’re fully engaged and their interest isn’t half-baked—before they start to seriously ramp up social media spending.

Any thought leadership program should begin with a strategic positioning audit that determines exactly what separates your agency from the competition.