Google has recently updated its search engine rules on unnatural link schemes, and has made reference to press releases. Now, more than ever, it seems there is a convergence between PR and SEO focusing on the importance of search optimized PR. Of course the PR industry seems to think of search engine optimization as keyword loaded press releases designed to help clients in search rankings.
Google’s new update has taken a few extra steps to clamp down on anchored text, something Google has been doing for several years. Google has suggested that all links in press releases be made "nofollow" as a default, meaning PR firms can include important links without fear of being penalized. Without hyperlinks, it’s unlikely that journalists and consumers would be able to find the relevant webpages.
PR has always been about building awareness of a brand, an event or a cause. PR firms have used an array of tactics including media, organic and paid search. The new Google update is actually a benefit to the PR industry as it focuses on writing quality content not imbedded links. PR firms should focus on creating great content that their audience will want to share, and Google will take care of the rest.
But not all PR firms are aware of how SEO works as the lines between SEO and PR have begun to blur. PR firms are now competing for the same budget as Search Marketing firms. So having an advanced knowledge of SEO is more important than ever. If a PR firm puts links in anchor text because they think it’s the right thing to do, or if they use black hat tactics such as buying links, that could harm a client.
The best PR firms are focused on creating new communication strategies that make the most of the many channels and platforms available. PR firms have had to adapt to new technological developments. It’s why agencies from across marketing are hiring content specialists.
