PR manager premium air charterHe leads media and content creation relationships for an LA-based private jet company.
I think of Search Engine Optimization (SEO) and Public Relations (PR) as two brothers living under the same roof but taking separate paths and making different decisions along the way. On the one hand, he loves to follow order, plans, and rules, and craves science (SEO), while on the other hand, he is carefree, artistic, and living in the moment (PR). His two distinctly different approaches to life are neither better nor worse.
Different Goals, Different Approaches
Metaphors aside, SEO and PR are incompatible and should be considered separate strategies in your communication plan. For example, her SEO manager, who is trying to power up all her web pages on the website, is following her Best Practices guidelines on content optimization thoroughly, while her PR person holds her to the same standards. You shouldn’t be expected to write the CEO’s opinion.
In fact, by SEO standards, PR is counterproductive to a company’s content optimization strategy. The PR is not intended to generate referral traffic from his website of a third party, is not intended to create leads, and is not required to consider backlinks in its content (no fees charged). unless you pay). Additionally, when it comes to pitching press releases, more is better, but SEO believes that having the same article on different sites is a hindrance to your SEO strategy.
The former also considers only PR-based content where the narrative is largely controlled, such as editorials and press releases. These efforts are picked up by outlets and published according to editorial standards, but are disconnected from his company’s SEO goals because he has no control over what is published and how. You can imagine the same if it is mentioned sporadically in the media or in interviews. When PR is measured through the lens of SEO: A total failure.
The effectiveness of SEO determines the success or failure of your entire business model. Many businesses thrive today thanks to his knowledgeable SEO expert who understands how to satisfy Google by quenching the craving for Q&A content. For example, my company is interested in queries such as “Where to land his private jet in Miami”. If you’re a private aviation business that relies on its market but haven’t taken the opportunity to answer a simple question about one of the world’s leading global executive aviation hubs, then you need to rethink your SEO strategy. there is.
PR, on the other hand, is more dynamic and constantly evolving. It works best when it fits into the discussion while adding value to the conversation. No one is debating where to land the jet in Miami, but whether the jet can run on sustainable aviation fuel when flying to Miami is a cost-effective decision and this You may wonder what the public perception of the problem is. See the difference? When writing an opinion piece on a particular topic, consciously adding the same keywords from your SEO strategy or backlinks to your website will hurt your story. Structure and PR often go wrong.
Editors who receive that pitched article, if interested, should probably publish it without a link and remember that they don’t want a commercial tone to the outlet’s readership. For all publicity work you own.
SEO and PR return on investment (ROI)
Another big difference is how we measure the effectiveness of both efforts. Good his SEO is hard to achieve, but in some cases you can measure and improve according to the metrics you receive. How many users did a search directly on your website?How many visits came from his website on Google or a third party?Did a paid campaign get the visitor?Simple, clear and reliable information.
In that regard, PR is a different animal. I believe it is impossible to measure her ROI of PR. Because the nature of PR is variable. Primarily the impact of a particular argument on a company’s bottom line. Expectations from all parties on how PR should be performed are met, and goals are certainly established when deploying a PR push, but the externalities inherent in PR are uncontrollable, making it difficult to predict outcomes. is very difficult.
My company runs both strategies separately. A well-established SEO approach that answers the key questions of potential private jet passengers and a set of longer-term, tactical efforts to position the company in various industry discussions. before a major audience.
Both are beneficial, but the results achieved are vastly different and require a dedicated professional to execute effectively. These professionals need to know what’s going on in their respective shops and work collaboratively, providing feedback as needed. At the same time, we need to understand that we are contributing different building blocks to the same foundation. Together, still apart.
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