4 Ways Verizon Uses Keywords for SEO Success

November 26th, 2018 by

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.

SEO Under the Influence: How to Keep Influencer Marketing From Hurting Your Page Ranking

October 24th, 2018 by

Search engine optimization is a necessary skill for any communicator who wants to earn a spot on page one of Google search, but it’s often less of a cross-organizational best practice and instead siloed into a niche function. Because of this, certain content decisions might be cause for rethinking your organization’s SEO strategy. And influencer marketing is one of those cases.

3 Google Tools and Their SEO Applications for Communicators

October 2nd, 2018 by

Google has the final say in what pages rank at the top of search results. So it makes sense that Google tools would be best suited for measuring the success of your website optimization efforts. In the last few months, Google has unveiled a slate of new features for better understanding website visitor behavior. Here’s a recap of each, with their communications takeaways.

How Spreading SEO Across Departments Can Help Make Data and Analytics Higher Priorities

September 1st, 2018 by

A few years ago it seemed breaking down silos between sales and marketing was one of the hot topics in PR. In a way, reducing silos also can be used to build an SEO team, as Randy Hui of the Pancreatic Cancer Action Network argues. But don’t forget the importance of education, he adds.

How to Quickly Bolster Your SEO Results Organically

August 29th, 2018 by

There’s far too much depending on the strength of your SEO figures to ignore the importance of improving your page speed, optimizing title tags and meta descriptions and having web analytics in place from day one, argues Julien Brandt, CEO of Organik SEO.

SEO team working out ideas

4 Steps to Deploying a Potent SEO Action Plan

August 3rd, 2018 by

Has your organization ever held meetings about improving web traffic, but let the implementation of SEO strategies fall by the wayside? If so, you’re not alone. Here are four recommendations for communicators seeking to drive better SEO practices across their organizations.

Winchester House

4 Ways to Make Sure Your Website Isn’t a Winchester Mystery House

July 24th, 2018 by

While a successful donation campaign or high number of form fills is cause for celebration, it’s often what isn’t working that gets overlooked, whether you’re updating an existing site or launching a new one. A bad website might be compared to the Winchester Mystery House, famous for its eccentric and haphazard construction, including stairways and doors leading nowhere.

Keyword Targeting and Site Authority Building for PR Pros Who Think SEO Is Somebody Else’s Job

July 19th, 2018 by

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.

Cisco’s 8-Step Guide to Optimizing Your Press Releases for Search

July 17th, 2018 by

Most communicators would agree it’s important for audiences to be able to find their press releases in a Google search. But how can they make sure the right audiences and journalists find those releases?

The first step is making the most of your search data, according to Laura Mitchell, director of digital for, who leads SEO for the technology company’s core web property. Mitchell and her team have a proven system for tying search data to desirable outcomes such as having target readers find releases and other timely content.

4 Ways Verizon Uses SEO to Proactively Turn the Tide of Crisis

July 5th, 2018 by

During crisis moments, PR professionals tend to focus on how stakeholders and audiences view their brand or client. But of growing concern is what search engines see when a negative news story hits. Whether you’re focusing on crisis proactively or after the fact (and most PR pros would agree you really should be doing both), search engine optimization has a crucial role to play. Here are four ways communicators can learn from Verizon’s SEO practices when it comes to preparing for, monitoring and addressing crises.