Search and PR are becoming more and more intrinsically linked. A successful b2b PR campaign often sees a bank of compelling, newsworthy content developed and a well thought-out content strategy is vital if a website is to perform well in search rankings. Similarly, PR is ultimately a matter of reputation management and a person’s opinion of a particular company or brand is increasingly shaped by the information that they find online.
Last week, I attended an event organised by CIPR North West on the potential of Google’s social network, Google+. The consensus was that, until the number of active users grows, marketers need to be monitoring how people are interacting via the service rather than building a presence for brands. This led to an interesting discussion around search becoming more social, and the opportunities that exist to both manage reputation and engage with potential and existing customers online.
Google is keen to stress that Google+ is not a social network to rival Facebook, but more a “social layer” to enhance its user experience. Search functionality is becoming more sophisticated and the ways that people interact with the web more personalised. Google+ is a good example of how a human overlay can be added to search – your previous preferences, the people whose opinions you value and where you are located all help Google find information that is relevant to you.
Search results are determined by a multitude of factors, but trade b2b marketers can use their traditional PR skills to influence the content they find online. Brands want their key messages to be those reaching audiences and making sure that these are being communicated through your own online assets – your website and social media channels – is an important first step.
Through encouraging social sharing, engaging with customers and building a personality on the web, your brand can be part of the wider conversation. Get in touch today to talk about your online content and how to improve your performance in search.
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