PR is no longer the future of SEO. It already is PR.
SEOs recognise this, and the majority are now carrying out online PR: whether they call it that or not, all decent SEOs are now creating content and reaching out to online influencers.
General marketers realise this. In a survey we recently conducted of 250 UK marketers, 52% said that PR and SEO work closely together in their organisation, and a whopping 71% think their PR agencies are experts at SEO.
But how are those PR agencies performing in their newfound position as SEO experts?
'Learn to code'. Now there’s a phrase that’s been a regular feature on many people’s recent New Year resolutions lists.
A quick check of Google Trends will tell you people started getting interested in late 2008, but it’s really caught on in 2013.
It’s been particularly picked up in the digital marketing community, and quite rightly. A fundamental understanding of the backend workings of digital properties is invaluable knowledge for any digital media or marketing professional.
So firstly, to clear up any confusion, I by no means want to discourage anyone looking to learn, or to be negative about the subject at all. I just want to call for some clarity on what 'learning to code' really means.
The press release, the original tool of the PR pro, is broken.
It happened in stages. First there came email, prior to which press releases had been faxed or posted to editors, the laboriousness of the task forcing PR people to choose their targets with appropriate care and attention.
But with email, you can grab a list and not think twice about bunging it out to all and sundry. The result was laziness leading to abuse.
Then came the SEO industry. The press release’s power for generating link juice was spotted. Stick a press release on a wire and regardless of its quality or newsworthiness, its content and links will get replicated across the web, even on some authoritative domains.
Once again, the result was laziness leading to abuse.