Back to the future for search engine optimisation
2nd May // 2012 - This post is archived and may no longer be relevant
At a recent conference the sentiment was that the future of digital marketing seems to be based on the past. Gone are the days when search engine optimisation (SEO) was more like a dark art. These days most digital marketing professionals are talking about many of the methods that have been used in public relations for many years.
Inbound links to websites are still important but the way these are obtained is now under more scrutiny from the search engines. Following Google's Panda update in 2011 low quality links are now being penalised so digital marketing professionals are looking to higher quality sources to promote their sites. As well as media outlets they are looking for respected bloggers to achieve this.
The role of the Public Relations consultant was always to try to obtain editorial coverage for their clients. In the last few months this well defined split between PR and digital marketing is starting to overlap. Digital Marketing professionals are starting to sound more like PR consultants - they are looking at their clients overall business not just their websites. In the past a PR company may have had editorial written in the press and on media sites about their clients. Now that same editorial is worth much more when it also has a link back to the client website.
Digital marketing professionals are now more involved in the whole PR process. If a press release is issued by a company it is now just sent by email with images and video sent with it. But it doesn't stop there. As well as being sent directly to the media it will be sent to Facebook and Twitter followers and placed on those networks.
As well as a link to the company home page, specific pages relating to the press release and the news itself need to be set up. These pages will need to be optimised in their own right and should be designed to be viewed on mobile devices as well as desktops. The impact of the press release can now also be monitored using analytics programs. These can vary from monitoring the number of visits to complex tracking.
Digital Marketing professionals can also advise on the campaigns themselves. They can look at the campaign from a social media aspect as they are in a good position to judge what kind of stories go viral.