Seat at the Table

I’ve written in the past on the importance of viewing search engine optimization as a public relations tool.  Most searches are done to find information, not simply buy things.  Nevertheless, SEO and PPC ads remain almost the sole domain of sales and marketing. 

So when a marketing oriented SEO/PPC expert writes an article on the importance of SEO to PR, I think it’s worth reading.  In the case of one just published in iMediaconnection, it’s worth passing on.  You  can read the full article at http://www.imediaconnection.com/content/19109.asp .

Here is a brief outline of the key areas where SEO and PPC ads can serve as a core PR tools:

1. Address negative publicity by optimizing and advertising online material.  When people search for more information on negative rumors, they find your company response. 
   Build consumer trust by directing people to both company and third party information (perhaps to a blog of product reviews).
2. Raise your brand’s image in front of new audiences.  If you have a specific audience you are targeting, they may have common search patterns against which you can optimize and advertise (the article does not get this specific but makes some good general points.