SEO is a valuable tool for PR pros. In today’s digital society, clients realize the importance of online content and PR practitioners understand the need to deliver consistent search results.
Regardless of your industry or level of understanding, the basics of Search Engine Optimization or SEO will boost your potential impressions and bring you one-step closer to achieving your strategic communication goals.
What is SEO?
SEO is the practice of improving your online content to increase the potential impressions or number of visitors from varying search engines. Most people relate SEO to keywords within your content, but this is only one element of SEO. Below I will cover four lesser known tips to increase your SEO.
Include a Site map
A site map is simply a list of pages for a website that is assessable to search engines. A site map file (usually in .xml protocol) contains all the urls for your webpage. When web crawlers find your webpage they will locate the site map and index all the listed urls. Google provides a great explanation of the importance of site maps and offers a helpful tutorial.
Understand Page Titles
Page titles are often an overlooked element of SEO. Page titles are normally located at the top of your web browser and are assigned using the tag in html. When thinking about page titles keyword position is critical. Position important keywords at the beginning of your title. This will not only increase the page’s SEO, but will increase its readability. Need help thinking about creative titles? Look at your competition.
Use Detailed Images
Images help your SEO if used properly. For starters make sure your image file name is concise and accurately describes the image content. Secondly, add Alt text to your image. Keep in mind that search engines cannot “see” your image and therefore they rely on alt text to identify and rank your pictures.
Develop Back links
Very few individuals are privy to Google’s secrets of page ranking, however a number bloggers and SEO experts speculate that back links play an important role in page ranking. Back links are created by having outside content link to your content. Wikipedia defines back links as “…incoming links to a website or web page” (Wikipedia). Although creating back links takes both time and creativity, social sharing is an easy way to start. Be engaged on social media sites such as Facebook, Twitter, and Pinterest. These sites offer great opportunities to include links to your content.
The Bottom Line
If content is king then SEO is his prime minister. By following these SEO tips you will maximize your search engine potential and put your content one-step closer to your target audience. Good Luck!