Search engine marketing and search engine optimization are very similar in public relations. In fact, every SEO expert dedicates part of his/her agenda to what is known as Interactive PR. Interactive PR employs pretty much the same principles from traditional public relations through sophisticated online channels. Using public relations philosophies in search campaigns is not a new concept – some of the most successful search marketers have been doing this for more than 10 years now.
We have helped most of our clients develop their search strategies through public relations to promote their products, brands, content and identities. Conventional PR is a great way to manage paid search (PPC) and organic search campaigns.
Search Marketing and Classic PR – Paid campaigns tend to involve a lot of planning; they require specific landing page development in order to obtain high ROIs. Classic PR concepts can be of great help when it comes to writing the right content to generate a lead or to promote your brand. Use it to analyze where you can run your campaigns and to assess the online target audience. Good old PR can help you maximize the limited context of your paid search campaigns in order to seize your target.
Organic Marketing and Classic PR – Throughout our articles, we always say that any successful SEO campaign includes good content and quality backlinks. That is essentially what classic PR is all about; generating targeted campaigns to promote brands, content, products, services, etc. The everyday of any SEO expert is trying to figure out how to optimize landing pages. Well, that’s exactly what classic PR is all about. Rely on classic PR to fine tune your landing pages to increase your conversion rates.
Start making PR part your search campaign mix and you will soon see the positive impact in your bottom line.
Juan Manuel is the SEO consultant for branoSEVEN, an SEO & Interactive Marketing Agency based in Miami.
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