I recorded a podcast with Greg Jarboe a few weeks ago about the new rules of PR. The conversation focused on strategies for using PR to promote your site.
One of the big shifts that Greg sees is that there is much more of an opportunity to use PR to talk directly to your end customers. In the past, PR activities focused on communicating with media people, hoping that they would write an article about your news, and then you would reach your end audience through them.
So while media people, including both traditional media and bloggers, remain very important, services like Yahoo News and Google News have made it really easy for non-media people to directly access streams of news related to their interests.
In this new world, you might do some press releases that you would not have done before. For example, a special fare offer by Southwest Airlines (for example, a $29 fare from Boston to Philadelphia) may not be that interesting for media people to write about, but you can bet that many consumers would be very interested in that information.
Related reading
How to optimize VR content for search
Virtual reality (VR) has been the talk of the town for a little while now and its marketing potential is getting difficult to ignore. But despite the clear benefits of VR, businesses are still hesitant about diving in. Can VR content be found using search engines? Is it even possible to optimize virtual reality content for search? We take a look at how to do VR SEO.
Baidu SEO: How to optimize for China’s biggest search engine
Speak to pretty much anyone about SEO and the rhetoric will largely be in regards to the "Big G". But there are countries in the world where Google is not king, and one of them is China. If you want to optimize for the second-largest economy in the world, here's what you need to know about Baidu, China's primary search engine.
Google Search Console: What the latest updates mean for marketers
Google Search Console has benefited from some significant upgrades over the past decade. That said, it is still far from perfect and few would argue that it provides a complete package in its current guise. Therefore, Google's recent announcement of some changes to the platform was very warmly received by the SEO community.
How to optimize featured snippets for voice search
When it comes to voice search, featured snippets are key. If a searcher is using voice search and expecting a verbal reply, they will not be presented with a choice of results - and where a featured snippet is present, this will be the result read out. So how can you optimize your featured snippets for voice search?
