Back in December, I posted two items to the Search Engine Watch Blog that encouraged UK PR firms to learn SEO at SES London 2009. With the Search Engine Strategies conference just three weeks away, I figure that now is a good time to remind my UK public relations colleagues why they must attend this must-attend event – even after official confirmation that Great Britain is in recession.
My first post was entitled, “Half of British and Irish Marketers Use SEO for PR Purposes.” It reported on new research by Citigate Dewe Rogerson that found 51.4% of marketers in the UK and Ireland use search engine optimization (SEO) tactics for public relations (PR) purposes. However, the research also found that over four in 10 marketers in the UK and Ireland said that they did not have the in-house digital skills to develop a sound online PR strategy.
My second blog post was entitled, “Online PR Industry in UK Can Learn Lessons from SEO Industry.” It reported on a new Online PR Industry Benchmarking Report by E-consultancy that found about half of companies that outsource online PR are using PR agencies, but the other half are using search marketing agencies or web development agencies to develop and deliver their online PR strategy. The report also found, “Agencies and specialists should note that levels of client satisfaction are not encouraging and they may need to improve their Online PR knowledge and offering.”
So, if UK PR firms and UK public relations specialists want to do more than muddle through Britain's economic downturn, then they need to attend Search Engine Strategies London, which will be held Feb. 17-20, 2009, at the Business Design Centre, 52 Upper Street, Islington.
Now, I would urge public relations specialists to attend the opening keynote by Matt Mason, Author of “The Pirate's Dilemma”, and the Orion Panel, “Measuring Success in a 2.0 World”, on Tuesday, Feb. 17. And I would recommend that they attend the Orion Panel, “SEO: Where to Next?”, on Wednesday, Feb. 18. But I'd advise UK and European marketers, corporate decision makers, webmasters and search engine marketing (SEM) specialists, including pay per click (PPC) advertisers and search engine optimization (SEO) consultants, to attend these sessions, too.
However, if I were organizing a virtual track for just my PR peers, there are a number of sessions that I'd strongly encourage them to attend.
On Tuesday, Feb. 17, they should go to:
• Universal & Blended Search
• WebTrends Workshop
• Online Video Update - The Next Wave
• Analytics: Data Into Action
On Wednesday, Feb. 18, they should go to:
• SEO Through Blogs & Feeds
• News Search SEO
• Video & Podcast SEO
• Link Building Basics
• Keywords & Content: Search Marketing Foundations
On Thursday, Feb. 19, they should go to:
• Brand & Reputation Management
• Social Media Optimization
• Duplicate Content & Multiple Site Issues
• Beyond Linkbait: Getting Authoritative Mentions Online
• Local Search Marketing Tactics
On Friday, Feb. 20, they should register for these training workshops:
• Reaching Your Audience Through Blogs
• Link and Reputation Workshop
UK PR firms and UK public relations specialists will also want to visit some of the exhibitors that will be at SES London 2009. This includes PRWeb, which is recognised as a leading online news and press release distribution service worldwide.
John Mulligan of SEO-PR interviewed Jiyan Wei of PRWeb at SES San Jose 2008. Wei talked about the public relations benefits of providing press materials online and the ease with which PRWeb customers can set up their own newsrooms complete with releases and other media.
All this should convince UK PR firms and UK public relations specialists that they must attend this must-attend event. (And if they register for SES London 2009 by Monday, Feb. 2, they can save £100!)