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Public relations activities can add a massive boost to your SEO rankings as well as getting you in the news.  And don’t just think press releases, think digital content instead. Anything that can be searched can be optimised, and that only presents opportunity for us web savvy PROs to add value to our clients online coverage.  Journalists and buyers alike are all searching for their latest product information and news online these days, so you need to make the content published to the web as part of PR efforts easy to find via search engines.

Examples of what you need to think about optimising include:

• Press releases
• online newsrooms
• press kits and packs
• blogs
• features and case studies
• white papers
• webinars
• newsletters
• videos
• podcasts

Digital assets such as audio, images, video etc can be optimised for SEO and promoted for use outside of PR too, aim to get multiple bang for your bucks.  Embed them in eNewsletters or turning page brochures for maximum impact across the sensory continuum.  It will build credibility and story telling.

Of course, there is a careful art in the creation of keywords and phrases and this should be managed, evaluated, recorded and reviewed as professionally as all your other PR activity. More later …..

For more advice, visit our website Changeworks Communications.