Long gone are the days when companies would put Search Engine Optimisation (SEO) consultants on large retainers to increase both their website hits and Google presence.
Google has made such drastic changes to their algorithms over the past few years that the recommendations that SEO consultants made to increase website visibility, now negatively affects website SEO. These methods have become known as black-hat techniques. The topic titled 'SEO is dead' is a common forum discussion topic found on the web that has now been replaced with white-hat SEO techniques.
These techniques are what we, as a media company, do every day. We create quality content and build relationships with influential press to get the content published. Have you heard of the Skyscraper SEO technique? Well it's basically PR (content creation) with a digital spin:
The three most important SEO factors are:
Don't think PR is dying, PR is evolving and it's an exciting time to be in PR, but only with the necessary knowledge of what Google requires and good-quality journalism.