Friday, 01, Aug 2008 12:18
Natural search engine optimisation (SEO) is a massive and underused resource for the PR industry, an expert suggests.
Eric Schwartzman, founder of communications agency iPressroom, explains an increasing number of consumers are using search engines to discover press releases rather than relying on news providers.
This, he argues, creates scope for companies to manage their brands directly with the consumer.
"Natural [SEO] represents the largest untapped opportunity for PR to deliver value online," Mr Schwartzman adds, noting there are fewer reporters and news outlets for companies to work with.
Recently, industry commentator Manishh Kumarr, writing for online resource Content Edge asserted content plays a huge role in SEO.
There is not "magical formula" for rising in the rankings, he explained, companies must ensure their pages are filled with relevant and interesting content and information.
However, Mr Manishh warned companies against stuffing their articles with keywords to try and appeal to search engines, urging them to consider their readers.