Context Public Relations

There are lots of companies out there offering to boost your search engine rankings by various methods which seem to boil down to buying into linking networks. The thinking being that if Google judges a site’s popularity and therefore its organic ranking by the number and quality of inbound links so, the more links the better. But Google has wised up to the wholesale buying of links and will discount any irrelevant links or those that clearly come from a network of links bought wholesale to give a false account of the site’s popularity. The real danger in this short cut approach to SEO is that the site will be effectively killed off as the link network is debunked. If you own an online brand this could spell disaster, overnight. Talking to experts in this field it would seem the only way to improve SEO ranking safely for the long term is to attract links by having genuine valued content on your site that is frequently updated. In short; its all about news and blogs. By having regular news on your site you can become a feed for GoogleNews and other news services, attracting inbound links. By writing your own blog and contributing to others you can similarly show that your site is dynamic and build in bound links at the same time.

Tags: Marketing Mix, Public Relations, SEO by Frank
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“We have got no news so we can’t do any PR.” How often have you heard that plaintive cry from clients and agency account execs alike? The truth is that in the current climate none of us can afford to wait for news to come along in order to maintain a high profile. It boils down to your definition of news which is not just a new product or a new appointment; it can be anything that isn’t old. How about a new way of solving an old problem, a new opinion, some new market data, a new comment on a hot issue in the media. In short, you have to be a bit more creative and entertain ideas that on the face of it may not look like profile material but which can take your brand into media that you have never been able to get into before. Also, it isn’t just a question of sending out a news release and hoping for the best; you need to engage with  the media and find out what they are looking for. Work to their agenda and their readership and you will benefit by association. Using a professional PR firm you will get the external view of what is most likely to get you coverage and raise your profile. If your current PR firm just offers a press release sausage machine give me a call on 01625 511966

Tags: Marketing Mix, Public Relations by Frank
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