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Rethinking the definition of media placement

SEO is Media PlacementYou get a mention in a national magazine.  You get a half page write-up in a local newspaper. You get your press release or website to rank #1 in search engines for a search term that thousands of people search on per month.  All of these are examples of media placement.

Here’s why.

Search results are a table of contents

When someone searches for something online, they receive their search results as a page of links.  These results are like a table of contents for a periodical that just got dynamically created for the user.  In that periodical are stories that the user can click on and read, just like turning to a page in a magazine.  If your story appears on that page for that keyword, bingo, you’ve just got your story placed in front of an audience.

Your story, your message to your audience

And your story will get seen, over and over and over again.  Every person who searches for that keyword in the future will get their results page with your link on it.  And if you rank highly, most of them will click on your link and read your content.  Notice that they’re reading YOUR content, not just a mention of you written by someone else.

Getting ranked highly for keywords gets your stories exposed to a broader audience, which is exactly what we try to do when we pitch journalists and influencers, right?  Plus, you own the content, which gives you much more flexibility than an article written by an influencer.

PR efforts drive SEO

Creating great new content, reaching out to influencers, publishing press releases, building relationships through social media.  Hopefully these are all things that you are currently doing.  And all of these things are the backbone to a good SEO program if you do them correctly.

SEO is a very important tool in a PR professional’s arsenal. Without it, you’re missing out on a huge audience that is very interested in what you have to offer.

 

What do you think?  Is SEO critical to PR?

 

About Brandon Andersen

Brandon is the Director of Marketing at Cision US. In his role, Brandon leads Cision’s US marketing team and develops strategies for engaging marketing and PR professionals. He is a host of the popular Cision Webinar series, and blogs about everything from inbound/content marketing tactics to future trends in communication and technology on Cision Blog. Find him on Twitter @brandonchicago

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