By Sparkle Media

Through this class and others, most of us have learned that being successful in public relations goes beyond just being a good writer and verbal communicator.  Nowadays, entry level practitioners will have to know the ins and outs of social media, marketing and search engine optimization. 

Controlling our client’s image to its stakeholders and spreading its message are important.  One of the most strategic ways of doing this is through search engine optimization.  But now, many PR and marketing professionals argue that content is just as important, if not more, than key words used to determine your client’s Google ranking.  One such person is Kami Huyse.  She covers this issue in Six Game Changers: Why Content Will Once Again Be King in Search Engine Optimization. 

Huyse points out that companies used to focus on using popular key phrases in their content and monitoring the number of visitors to their Web site to propel them to the number one spot on Google’s search engine.  She says recent changes to how search engines organize information has changed these methods.

Search engines now focus on a site’s emphasis instead of just key words.  They rank search engines’ results by how local (regional versus national) they are to the searcher.  A site’s relevancy is determined by the credibility of the sources it has linked itself to.  These are just some of the developments.

But why should we care?

Well, our jobs depend on how well we can publicize our clients.  A huge part of that is our client’s online persona.  Many people find out about an organization through the Internet.  How well they can find our clients online is determined by our skills, which includes knowledge of search engine optimization.

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