We get that question from time to time, and the simple answer has been, “Our clients put solid resources behind having us develop rich content, so we want to be sure the right audiences are able to easily find that content.”
This week, with the advent of Google searches now showing tweets, the shift of SEO from a stand alone function to one that lives in the marketing and communications world is even more apparent.
Then there’s this article also posted this week: Search Isn’t About Search Anymore, It’s About Social. the author (longtime thought leader Chris Abraham) highlights how Google continues to be an ever-changing behemoth, and is now severely penalizing sites that buy or have inauthentic links. Google continues to look for “real” posts from “real” people, and the article highlights two key ways to obtain such links:
- Influencer Outreach
- Social Media Marketing
As the article points out, getting media and influencers to mention (and link to) your products or website, combined with creating original, shareable content on social networks and blogs will be the most effective way to see great Google search results.
Google wants real content, and real links, from real people. This is why it makes so much sense for PR firms, content marketers and social media firms to have in-house SEO capabilities. And why it makes so much sense for your marketing communications efforts to lead with an organic strategy that includes an “Audience First” media and influencer relations, and social media content approach – and then also have the capabilities to make sure that content is properly optimized for search.
“Gaming” Google is essentially no longer an option. If you’re looking for a PR firm, marketing firm, social media firm, or SEO firm, make sure you’re asking the right questions about strategy and approach!
~ Jim Licko