Today, with over 1 billion websites on the internet and a new one added approximately every three seconds, breaking through the noise and securing a spot the highly coveted first page of Google search results is the ultimate goal for brands. But here’s the empowering part: you have the tools get there.
Let's explore the process.
The Search Engine Blueprint
Have you ever wondered how Google, the reigning supreme search engine, sifts through the vastness of the internet to deliver such precise search results? It all comes down to three fundamental steps:
Crawling: Google is an avid reader scouring through endless websites, constantly seeking out new content to promote.
Indexing: After the content is discovered, Google organizes it into categories to store in its index for easy access and relevance.
Ranking: Google then decides which web pages deserve the spotlight based on factors like expertise, authoritativeness, and trustworthiness (E-A-T).
Understanding these steps provides context for what Google is looking for when it displays search results.
But how does what you incorporate into your website and posts help with these steps?
What’s the buzz about SEO?
Search Engine Optimization, a.k.a. SEO, is about making your website more visible in search engine results, like Google. The more visible you are, the more likely people are to find your website. There are different ways to do SEO, but we’re going to stick to the basics and talk about using relevant keywords and meta tags and how PR and SEO work together.
Consider this: 68% of online experiences begin with a search engine. That's a staggering number, highlighting the central role of search in our digital lives. Organic search contributes to 53% of all website traffic, controlling the majority of global internet traffic. When you optimize for search, you're not just catering to algorithms; you're enhancing user experience and widening your digital footprint.
So, what does SEO entail? Here’s a general rundown of two key concepts:
Keywords: Terms and phrases that your target audience will likely use when searching for your products and services. It's important to identify these early in your campaign so that you can consistently incorporate them into your content on all platforms and web pages.
Meta tags and descriptions: In a nutshell, these are a behind-the-scenes way for your website to communicate with search engines, to tell the search engine information about your content, and to determine its relevance to the search.
Meta tags and descriptions should be determined when building your website and added to the website’s back end. You can add more later but a solid foundation is necessary to help with SEO.
Keywords, on the other hand, should be front and center in your content and on your webpage for everyone (including Google!) to see.
The Crossroads of SEO & PR
SEO and PR may seem like separate entities, but they work hand-in-hand to achieve a common goal: boosting brand awareness and attracting a target audience. Here's the reassuring part: they’re not as different as they seem. Let’s see how they converge:
Creating Content: PR crafts compelling narratives, while SEO ensures they're discoverable through strategic keyword integration.
Building Trust: PR secures placements in reputable publications, establishing brand credibility, while SEO rewards quality content with better rankings, solidifying your website as a trusted source.
Targeting Audiences: PR identifies key influencers, while SEO ensures your message reaches the right people through search.
Maximizing Visibility: PR leverages social channels for buzz, while SEO ensures lasting visibility through organic search.
While SEO lays the groundwork for internet visibility, PR adds the human touch, forging connections and amplifying brand stories. Together, they drive brand awareness and engagement.
Adapting to Evolving Landscapes
Adaptation is vital in a digital ecosystem where change is constant. As online search behavior evolves, so must our strategies. From content optimization to data-driven insights, PR companies must harness the power of SEO to stay ahead in the game.
Optimizing your SEO offers your brand many benefits:
Visibility: A well-optimized website lands on that coveted first page, significantly increasing brand discovery.
Organic Traffic: SEO attracts visitors organically through search, eliminating the constant need for paid advertising.
Credibility: High search rankings build trust and establish your brand as an authority.
Targeted Audience: By focusing on relevant keywords, you attract users genuinely interested in your offerings.
Don't get lost in the digital jungle. Embrace keywords, create high-quality content, and hone in on your target audience to help make your brand even more discoverable.
Interested in learning how our services can help tell your brand’s story?
