Today we are going to talk about SEO, SEM and why they matter in the world of PR. SEO (search engine optimization) is a companies main marketing channel and SEM (search engine marketing) is a form of marketing that seeks to promote websites to increase their visibility on the web. Clients should care about SEO because that’s where a majority of their money is going to. They want people to be able to look up their company with ease, this is an organic way to get your company out on the net. It is one of the most useful ways to have people interact with them from an internet stand point.
Some strategies that clients can use to boost their search ranking is, one to pay, but to also use key words. If your company is for cat food you are going to use words on your website that would come up if someone were searching different cat foods on google. You wouldn’t be talking about what was going on BRAVO the night before. You would also want to have links to other sites that are related to yours so if a person isn’t necessarily looking for you website they will see that it is associated to the one they are looking at and that would lead them to yours.
If a client were to ask me to increase there likes on Twitter there would be a few ways I would have to measure the outcome. First, we would have to set a goal. How many likes would they like to get 20? 80? 150? Once that goal was set I at the end would be able to see the increase in likes from the beginning. I would then measure the awareness, engagement and other measures like that. If there is a Tweet that gets a lot of attention I would see why and what kind of attention it was getting. Also if we got new followers due to it being shared. I would then measure. See how the tweets did during my testing period. I would then repeat the experiment and make the changes needed to make it more productive for my client. With social media you are always doing this. There are always better ways to do something so experiments like this will always be going on even if the company is well established but it is a good way to learn about what your consumer wants and what they go for.
Stay fun, stay sassy and I’ll see you all next week!
~Designer Girl on a Burger Budget~
Alyssa Serafino 