Public Relations: Link Building On Steroids
Now, my conversation wasn’t with a BusinessWire salesperson; this was an actual experienced and successful PR executive who had been sold a box of SEO rocks and was genuinely trying to help me by getting me some more SEO. (If only I could get that stuff in Costco-sized retail boxes.)
There are lots of services out there that attach the “get more SEO” pitch to their product, just like adding the word was “turbo” is used to market everything from food processers to paint remover. Despite my intuition that this was a waste of time, I decided to scratch my curiosity itch to see what could get “more SEO on my website.”
Yes, they are really espousing the use of bold face, italics and bullet lists to “enhance the visibility of the release to search engines”. Now this is good stuff, but wait, there’s more: “combining coding and craft to strategically boost the long-tail online visibility.” I haven’t seen this many buzzwords in one sentence since business school.
Embracing at least three layers of irony, the link to their “Text Optimization Tool”, which will ostensibly help me find keywords to write about, returns nothing:
Additionally, the link to their “Press Release Builder” returns . . . wait for it . . . yup, a press release about said Press Release Builder. I still can’t locate the actual builder itself, suspect it is 2009 vaporware.
Fortunately, they offer a simple do it yourself tool on a “powerfully optimized platform” called Enhanced Online News. Let’s check this baby out . . .
According to their documentation, EON will transform my press release into an “ interactive ”! (my emphasis). And, to add further value, this webpage will be “indexed and served up in search engine results pages by major search engines like Google, Yahoo! and Bing”. All for only $225 a page! The mystery of how to get more SEO is now solved. (I hope my boss doesn’t find this page, he’ll replace my salary with an EON press release budget.)
Time for some humility . . . there is a deeper lesson here.
As the story shows, most individuals and industries have troubling understanding and keeping up with the technical and fluid nature of SEO. At the risk of writing with very broad brush-strokes, the PR world still knows nothing about SEO. This ignorance is reciprocal.
As SEOs, we know very little about how public relations actually work, but we should. Applying PR fundamentals can turn your PR Agency into Linkbuilders on Steroids, without the pesky side effects of uncontrolled rage, impotence and prodigious body hair growth. If you don’t have an agency, you can bolster your own SEO efforts by understanding how to inculcate PR fundamentals into your Linkbuilding tactics.
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