SEO and PR Strategies

Strategy & Planning
30 min
Search Engine Marketing

The marriage of PR and SEO has been officially consummated, with Google's relentless algorithm changes serving as the shotgun driving SEO professionals, often kicking and screaming, to the public relations altar. But is it a union built to last, or a marriage of convenience that is likely to fall apart quicker than you can say "Kardashian"? In this insightful, challenging and humorous presentation, Idea Grove president Scott Baradell takes a hard look at the trends driving SEO and PR together, as well as the historically divergent personalities and goals of SEO and PR professionals that threaten to make the combination a rocky one. Baradell will also offer candid, practical advice for building a successful relationship between PR and SEO — making it a marriage that can work within an integrated agency, as an agency partnership, or within a corporate marketing department.

You Will Learn

  • Establish a more complete understanding of the intentional (Google’s algorithm updates) and unintentional (consumers’ changing attitudes about brands) driving forces behind this PR and SEO union. Will use examples from recent Google algorithm updates and how companies that practice varying states of inbound PR and marketing were impacted in the SERPs.
  • How the different personalities that typically make PR and SEO professionals successful will impact this shift towards a more integrated approach. Will use examples from companies that successfully and unsuccessfully used PR tactics (newsjacking, media relations, etc.) to boost their ranking in the SERPs.
  • How to create a strategy that integrates public relations and SEO to drive search visibility and increase profits for your clients and yourself. Will use examples from Idea Grove and its clients, including how agency founder Scott Baradell utilized PR tactics to build his nationally-recognized blog, Media Orchard.
Instructor: Scott Baradell

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