There has been quite a bit of discussion surrounding SEO (Search Engine Optimization) as a PR function. It started with Jeremy Pepper riffing on a post by Steve Rubel on how PR is adapting (imagine that, a Jeremy/Steve disagreement). Nick Wilson over at Performancing agrees with Jeremy, SEO PR is wrong. I've jumped in the comments on a few of these posts. Here is what I said:
I think there is a relationship, but perhaps SEO is not the right word. Jeremy is correct, PR is about content and relationships. However, content and relationships can lead to good natural search engine positioning. It's sometimes a side benefit.SEO implies doing things specifically to target the engines.
I have never been a fan of the SEO crowd, mostly because of a few unethical ones (a common issue that the SEO industry faces). People like Teresa Caro help change that perception though.
When I consult with clients and help them develop blogs and web sites I do things that might help them with search result listings. It's amazing how developing good content that is relevant and contextually linked is looked favorably upon by the search engines :-) It's not my fault that findability is a good thing. In reality, it's mostly common sense and making sites usable for the visitors.
Visitor Comments
Well, you hit the nail on the head (and I think I replied as such on Performancing, or meant to). It's not about goosing the search engines, and that unfortunately is the way I read a certain person's blog - someone that has goosed the system with name dropping, hyper linking, SEO terms and phrases - that has built the blog into one that has fooled too many people.
PR is and should be about relationships. Those relationships create content, which creates links. In that sense, it is search engine. But, I might also be jaded because of all the black (ass) hats that do SEO. They are the problem for SEO and the ethical firms.
Posted by: Jeremy Pepper | January 16, 2006 12:00 AM
After reading your post, I feel like saying:
Why don’t people like SEO people? As all SEO people are black hat people.
Why don’t people like PR people? As all PR people are flaks.
So that means all SEO people must be black hat people, and all PR people are flaks.
I write this comment, tongue in cheek, and do not mean it, Josh. As I know you know the value of SEO when combined with PR and a good content strategy.
Posted by: John Cass | January 16, 2006 11:03 PM
Hi, Josh
I agree with you, "SEO" as it's generally practiced is not a good fit for anything that relies on relationship-building -- including PR.
That said, I think it does makes sense to take some basic measures to optimize any sort of public online content (news releases, blog postings, articles, etc.) for search engines and feed aggregation services. I mean, if you're trying to get the word out, it helps to make your message as findable as possible.
I've been writing on related themes lately over at Contentious.com. See:
- Rethinking Releases: Who’s Your Audience? http://snipurl.com/lirs
- Search Releases: Not Just for Audiences, but Journalists, Too: http://snipurl.com/lne1
Amy Gahran
Contentious.com
RightConversation.com
Posted by: Amy Gahran | January 17, 2006 6:08 PM
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