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?
One of my favourite talks from SearchLove London 2013 was Hannah Smith’s ‘23, 787 Ways To Build Links in 30 Minutes’.
Among Hannah’s tips for sustainable link building, she mentioned a neat tool that helped her pick up 257 links at around $14 per link.
This tool was Zemanta, a seemingly fantastic way of providing scalable outreach.
Alt text is an important yet occasionally overlooked part of making a site accessible to all users.
It is a simple bit of HTML code that essentially describes an image that appears on a web page so that the user still knows what the image represents if they are visually impaired or if the picture simply doesn’t display correctly.
The alternative attribute can be input within the ‘alt text’ or ‘alt tag’ of the image element and the exact wording used depends on the context of the image as much as the content itself.
An additional benefit is that it provides a semantic description of images for search engines. This can attract additional traffic through Google Images and has a positive impact on SEO.
For the forth year running, we’ve been asking search marketers in North America to give us their views of the state of the industry.
Previously we’ve covered a broad area of concerns, from how search marketers set objectives and metrics, right through to budgets, resourcing and the integration of social media.
This year while covering similar areas to the previous, there are a few differences. Below are some of the things we are looking for, but better yet, take our survey before the start of next week and you’ll get a complimentary copy of the report worth $695 before anyone else gets a look!
And do feel free to share the link: http://ecly.co/SEMPO-2013
There’s a smattering of complacency about content marketing.
Many brands are spending a great deal of money on content creation, and then just tagging a few keywords, sticking it up on their site’s blog, repeatedly posting it on Twitter for a few weeks and calling it a day: job done. Quality content needn’t have such a finite shelf-life.
With a little creativity content can be re-used and promoted more regularly, for example by creating seasonal content which can be easily repurposed each year. Neither should marketers be solely dependent on SEO and social shares to get the content seen.
As has been the case for the past few years, it’s safe to assume that tablets and e-readers will be a popular gift idea this Christmas.
And with ecommerce spending in the UK predicted to reach £20.4bn in the final two months of this year, brands need to be visible in search results to maximise their sales.
New data shows that Amazon is in prime position to benefit from the spending spree as it is highly visible in SERPs for a number of popular electronic items.
This is particularly true for tablet and e-reader devices, where the retailer features in the top positions for 80% of popular keywords in organic search.
Google is constantly testing and tweaking its search results pages and presentation of ads, with the aim of better UX and of course, monetising its pages more effectively.
The two are not mutually exclusive, as the better the user experience, the more people are likely to use it and therefore attract advertisers and clicks.
Dr Peter J Meyers, Marketing Scientist at Moz, has been keeping tabs on tests carried out by Google, and he has some very interesting predictions of what the SERPs will look like next year.
His article on Moz.com looks at a number of changes, including the knowledge graph and greater use of boxed results, but I'll be focusing on changes to the appearance and placement of PPC ads.
Google has, for years, made no secret of its enthusiasm for blended search results, and for video in particular. But its repeated message is that organisations must focus first and foremost on audience.
The name of the game in video marketing best practices should be delivering first-rate video experiences to real people, rather than focusing on quick tricks to boost discoverability.
We publish a huge amount of content on the Econsultancy blog so it's understandably difficult to keep track of it all.
To help out, I've compiled a list of some of the most useful mobile posts and reports that we've written this year. You'll find best practice tips, stats, reviews, useful examples and more.
This article follows on similar round ups of our email, ecommerce, content marketing and social media posts.
The practise of blogger or influencer "engagement" is one of the most widely-used tactics in marketing these days, done by almost everyone, from PR agencies to SEOs, social marketers to spammers.
It's also one of the most commonly derided amongst the recipients and much-debated amongst bloggers and professionals - but rarely addressed by marketers themselves.
If you're doing it well, why share the secrets with your competitors? Sadly, a lot of marketers are doing it very badly indeed, and something needs to be done about it...