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The benefit of this goes beyond search rankings and traffic: by creating content following a keyword glossary that is research-based, you’ll always be creating material that is of interest to your target. One of the ways interest is expressed in our world is simple: search demand.

Conduct a technical (code-level) SEO audit of your website Today’s PR teams must be literate in modern web languages, able to analyze a content management system (CMS) and understand web usability. Without having an optimized home base on the web (in the form of a company website or blog) any signal you are generating that a search engine might want to reward you for could be accomplishing nothing. If your team is unable to assess websites or blogs from a code-level standpoint and make recommendations, it’s time to train your team, hire someone new or get help. Technical roadblocks should not be barriers to success at this point in your marketing.

Actually optimize your content: for users first, then search engines A lot of PR pros and marketers only go as far as talking about optimization but don’t actually

follow through with it. It is a fundamental shift for most communications professionals to think about how their content will be found. But flipping your team’s mindset from outbound to inbound is critical to scale SEO results. The key part of optimization is to understand it is not simply to create content for search engine spiders. Rather, it is to improve the usability of content for users first and then also be findable by search engines for terms that matter. At the end of the day, optimization is still people-driven as search demand is powered by humans, not robots.

And finally Other items you’ll need to consider as part of an SEO approach are creating a measurement process to show improvements and make data-driven decisions, as well as integration with other online marketing tactics like social media. But evolving your communications processes to play to a web-friendly world is something you can approach iteratively. Don’t feel overwhelmed or think that you need to do everything right now. Start by nailing down the basics and then incorporate them into a more holistic digital marketing process as you get more comfortable.

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