SEO Comes Before Content. Or Else, What’s The Point?

you have to know SEO before you write content - Finsquared

SEO Comes Before Content. Or Else, What’s The Point?

SEO FactorsYou can’t write a press release, white paper, blog post, Tweet, or anything, without knowing the SEO of that piece of content. SEO comes before you write, or else what’s the point?

You want content to be read, shared, and, hopefully spur someone to act – sign up for a newsletter or white paper or Webinar. In the world of organic SEO (earned media/ non-paid) content is the tool we use to gain favor with search engines. Content that we place in target media outlets is another opportunity to expand and engage an audience. The value of that piece of content is dependent on the return you get for it.

Too many marketers are trying to establish ‘thought leadership’ by producing content and then figuring out distribution, keywords, value, etc. To me, the bottom line question always is – how does this content get leads that will convert to new clients?

Public relations in the digital age is
about collecting data

A media placement is a digital asset that drives traffic, builds search authority and steers your target audience to take an action. All of that builds SEO. Most PR people live in silos. One is a media relations expert, another social media, another content marketing. PR people today need multi-disciplinary tools to run effective programs. They should be as schooled in Google Analytics as they are in Cision.

Organic SEO proves value

It’s tougher and tougher to prove value for PR budgets. Thankfully, in this day and age nearly everything can be measured. That’s why the first thing I seek to do is get hold of a client’s blog, the  core of all communication, where the news flows. Google loves well-constructed blogs that are chock full of timely, relevant content. Blog posts can be the elements of newsletters that engage an audience, nurture leads, and build a business. If that’s not the goal, what is.

Maybe I’ve been in this business too long, and I see too many hokey PR programs that don’t connect to a verifiable, provable end result. If I was a client, I would demand that. As progressive, creative PR people we should demand it of ourselves.

Think: Tweets include #hashtags and keywords that are searchable and amplify your content to a broader audience. Tweets come up in search. That’s organic SEO. Tie it into all content pushed to all channels. There are so many ways to add value. You can swamp the competition in any market with smart SEO integrated with content. It’s essential PR nowadays.

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Mark Rose

Founder Finsquared, The New Equation in PR.