White Paper The New Rules Of Search And PR
The web does not happen in silos. Users (and media) don’t consciously think to themselves: “Now I’m using a search engine. Now I’m using a social network.” They simply use the tools necessary to accomplish their tasks. It’s a fluid experience. And yet many brands separate their digital teams as if this were not the case. For the most effective programs, SEO, social media and PR tactics need to function holistically and not be separated. If you’re not functioning holistically, you’re going to either make your company look bad, create false expectations for a certain audience or simply waste resources. And you’ll never realize the potential of a true SEO / PR / social intersection. As PR and marketing specializations intertwine, the point of intersection is simple: content. Content is what media find via search engines and react to organically. Content is what users can share via their social channels, amplifying a brand’s messages and building their communities. What this content should be helping brands achieve is sustained impact in search and social channels. With search engines taking into account social both explicitly (via the recent Google+ integration) and implicitly (via social signal), SEO without social is a thing of the past and content-driven programs will lead the future.
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