According to new research by Citigate Dewe Rogerson, 51.4% of marketers in the UK and Ireland use search engine optimization (SEO) tactics for public relations (PR) purposes. Brilliant!
And almost two-thirds of respondents suggesting that internet-based PR was important. Brilliant!
However, just 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, while 31.2% indicated that their organizations did not fully understand the business benefits of internet PR.
Well, to remedy that situation, all marketers need to do is attend Search Engine Strategies London, February 17-19, 2009. On the agenda are sessions like:
Universal & Blended Search — Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. Before you attend this week’s optimization and best practices sessions, learn from industry gurus how the steps that follow the search are developing. Our ongoing series on universal search will include research data available only at SES.
Online Video Update: The Next Wave — This session will provide tips on how to navigate the new wave of online video, as more people are watching, sharing, and finding videos online. It will cover the four contributing factors to the massive surge in popularity and predicted continued growth for online video, as well as the converging factors that have led to the next wave of online video search. The panelists will also discuss the issues with video search, and the industry’s desire for standards on how to tag, organize, and find videos.
SEO Through Blogs & Feeds — Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.
News Search SEO — News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search.
Video & Podcast SEO — New products make it easier to locate video content from across the web or to find “podcast” programs, on-demand radio-like shows people can listen to on MP3 players or their computers. This session will provide a look at various services and how to get your content visible and audible within them.
Brand & Reputation Management — Can you use a competitor’s trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? This session will provide an exploration of these and other brand protection issues.
Beyond Linkbait: Getting Authoritative Mentions Online — Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company’s online reputation, whether or not you get links.
And on Friday, February 20, 2008, there are half-day workshops, including:
Reaching Your Audience Through Blogs, taught by Jennifer Laycock of Search Engine Guide.
Link and Reputation Workshop, taught by Dixon Jones of Receptional.
In other words, marketers can develop the in-house digital skills to develop a sound online PR strategy. And, if their organizations don’t fully understand the business benefits of internet PR now, they will by the end of SES London 2009.
At SES London 2008, I interviewed Lee Odden, CEO of TopRank Online Marketing, about some of the public relations oriented sessions at that conference.
Lee Odden, TopRank Online Marketing, at SES London 2008
And if you register for one of the SES conference packages before Dec. 22, 2008, you can save up to £300 with the Early Bird Rate. Brilliant!