Before SEO, there was public relations.
After SEO, there will be public relations.
SEO — the widely used acronym for search engine optimization — is a digital marketing strategy that started getting traction in the late ’90s and quickly grew into a buzzword industry. Basically, SEO is the process of earning better visibility in organic search results from a search engine like Google.
When was the last time you clicked beyond the first page of your search results? That’s what SEO is all about. Your organization can’t always be the first link on the list, but you do want to be there when users search for keywords about your organization. Take the website for Canary Promotion. If you search for “Philly public relations art,” Canary is the first organic result — and likely the first link you’ll click.
Optimizing your rank for top keywords used to mean taking advantage of everything search engines consider in determining search engine results pages. (SEO software provider SEOmoz gives an overview that lists ranking factors like anchor text from external links, external link popularity, and diversity of link sources.) But nowadays, it’s not so formulaic.
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