Did you take my 2019 survey to determine how SEO-savvy public relations professionals are, and if their professional priorities align with brand priorities? Keep reading. The results are in.
Are you in public relations? If so, please take a moment to help me explore how our PR industry feels about SEO and our ability to integrate SEO with the content we create.
(Nerd post alert. Endorsed and paid for by Carrie’s Inner Geek.)
Well, this is rather interesting!! I thought I’d take a quick look at Google Trends to come up with new keywords (blog inspiration!).
First, I searched trends on content marketing.
Looks promising, right? The growth is a bit obvious, since everyone is buzzing about content marketing like it’s Columbus arriving at the New World. Add in the projected explosion in content creation over the next five-plus years, it’s no surprise to see an upward trend.
But then I added in public relations, social media and search engine optimization (SEO) – the other three key components of digital PR – just for comparison purposes.
Which areas are generating the most online search activity? The results surprised me.
The trouble with reading blog posts about SEO is that everyone believes they know what they’re doing. Argumentative about it, even, as we all fiercely defend our little podium of truth.
But like many things in life – which we conveniently forget – everyone’s truth is different, especially when it comes to SEO. It’s deeply intertwined with levels of experience in an infinitely complicated field. It’s also a matter of semantics and context – something often lost in translation when we write.
“Truth” is actually opinion and perspective.
If you have two years of experience in SEO, your truths look very different from someone with ten years of experience. If you are a writer who wraps basic SEO into content, your SEO truths look very different from that of a programmer concerned with technical aspects.
Here are a few things that I know to be true, based on my own experience.
The Differences in Pitch Style & Purpose Are Helpful to Understand
I love PR, I love SEO and I really love how well they intersect to grow client reach and conversion.
So when pitch samples hit my desk for my bad pitch column, Rock The Pitch, or I get pitched myself as a blogger, I know instantly where it’s coming from: a PR professional, a business owner/entrepreneur or someone trying to get an SEO backlink.
How that pitch is written can be VERY revealing. Motives are similar – a chance to publish a guest post or article – but many tend to follow an all-too-common, copy and paste template that reveals their true purpose behind the pitch.
[Tweet “Sadly, it’s rare to get a pitch that is specific, interesting and relevant.”]
I believe this is less about PR pros and more about WHO ELSE sends pitches. It’s not a practice exclusive to public relations specialists like it used to be.
Why do I write about backlink pitches in a PR blog? Because journalists complain about the quality of a pitch and attribute it to lazy PR pros when it isn’t actually coming from a PR professional (not that we don’t screw up, too), and PR pros scorn pitches on their client blogs mentioning money or compensation.
Both criticize or laugh about how bad the pitch is, without realizing where it’s coming from or the motivator behind it.