Your first audience for your PR writing is Google, which stands between you and those people you want to reach. Only if you create content with Google's search algorithm in mind as the first processor of your content can you reach human beings on the other side of your screen.
It's a professional mission of Mike Samec, director of digital strategy for Gibbs & Soell Business Communications, to make SEO experts out of PR professionals. Samec will be leading a session on writing PR content with Google in mind at PR News' Writing Boot Camp in Chicago on Nov. 19. Here are four ways to write and manage your content so that you'll increase the chances it'll surface on Google.
1. Be unique. Your content must stand out from the millions of pages of content online. TIP: Check what your competitors are doing that is earning them top ranks and do something a bit differently.
2. Be targeted. Your content must be relevant to get in front of the target audience you want to reach, and it must be focused and structured properly (metadata) to give Google clear direction of purpose. TIP: Check your content structure once you have completed your content piece to ensure your focus didn’t become watered down through the review and approval process.
3. Be compelling. Google credits content that people link to and spend time with. This is where video, pictures and infographics hold a key advantage . TIP: Produce your content in a format that is different from competitors. If most are ranking through blog posts, try an infographic.
4. Be social. Share, engage, encourage others to share, post, link and comment . TIP: Make sure to promote your content via the channels your audience prefers.
Mike Samec of Gibbs & Soell will lead the session "Surfacing Your Content: Writing That's Findable on the Web" at PR News' Writing Boot Camp in Chicago on Nov. 19.
Follow Mike Samec: @msamec
Follow Steve Goldstein: @SGoldsteinAI