Gone are the days of using an overseas company or software tool to do link-building that will outfox the search algorithm and put your company first on Google. You can do guest blogging, leave niche blog comments and make relevant discussion forum posts all day long, and with a few notable exceptions it won’t affect your SEO rankings, good or bad. The reason is simply because the algorithm doesn’t just count incoming links anymore.
Today good SEO is not about making links; but rather, good SEO is about making ‘importance’, which is measured in social signals and actual user experience. PR companies and Ad Agencies do this better than SEO companies because they have the budget to tell meaningful stories and build valuable, sharable resources. SEO companies which offer low monthly plans do not have the capacity for meaningful storytelling; such organizations are not filled with talented writers, photographers, videographers and ‘influencers’, and their social networks are generally just long lists of other SEO guys.
Do you see how SEO and PR fit hand and glove? It’s in the art of manufacturing importance. Here are the definitions of these two seemingly disparate concepts:
Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid “organic” search results.
Today the two organizations are directly related. Doing PR means hiring experts who work tirelessly to make your company more important by spinning bad news and showcasing good news. PR agencies orchestrate public events, court journalists and write press releases that disseminate information to media manufacturers who are managed and their work shared in social media. The usual objective is to positively impact a marketplace.
SEO is about showing Google how important your company is, as measured in social signals and usability. Search Engine Optimization is really just an exercise in determining what Google wants to show users first, and making your pages into ideal concept destinations accordingly. So what does Google want? They want to put the best most relevant, most important, most usable websites first for any given search query. They measure the amount of time people spend searching for things and take note of what they found. When users buy products, leave comments, sign up for newsletters and get social, they are indeed using a website’s full functionality and this becomes Google’s primary mark of distinction. Imagine how hard it would be the Asian SEO company to get people here in North America to share your website with their friends? Its easier for us because we can engineer real life media manufacturing opportunities.
SMOJoe works with Storia PR to amplify your company’s importance to society as manifested in coupons, contests and live events. We use such real life attractions to make your company more important on the internet. We design interesting interactions, have insightful conversations, and write informative articles that will get shared and become bastions of interactivity to show Google how important your company is in relation to any particular subject.
From an SEO perspective, its better to tell a great story and include your company, than it is to tell a story about your company and try to make it great. SMOJoe leverages a large network of publishers, bloggers, free blogs and discussion forum profiles to do cross platform storytelling and make the full spectrum ‘memes’ which are highly sharable ‘sticky’ story concepts. The 2014 Toronto Bird Photo Booth Business Challenge is a great example of a media monument (see my Slideshare – How to make Media Monuments for SEO) that applied new technology to local ornithology and was shared and enjoyed by a multitude of birdwatchers across the country.
by Rob Campbell SMOJoe SEO in Toronto