Search Engine Optimization and Online PR

My online public relations course at Centennial College has taught me many things. The most important for me was the lesson about Search Engine Optimization.

I learned that it’s one thing to have a message, but it’s quite another to have people find your message online. The Internet is a very busy place and you can easily be overlooked. Being able to program a web page to increase its chances of being found is a skill I know I will use for my entire career. It’s given me confidence that what I will write for a client will actually matter.

Here are the top four things I learned in online PR:

Google’s Keyword Tool

I once heard that Google is the closest thing people have ever known to God. It knows everything! And The Keyword Tool is no different. The Keyword tool allows you to put in a term, any term, and find out with other terms are most strongly associated with it. Keyword also shows the competition for the keyword, so you can pick the best word to describe your product to generate the most interest.

To me, it almost feels like inside information. Google is telling me what people want to know about my product. As PR practitioners, I think this tool is probably one of the most important things we can use. It answers the question, “What are people thinking?” faster than any survey could ever dream of doing.

Description Tags

Before taking this online public relations course, I had no idea that that description tags even existed. I had always assumed that the little “blurbs” under links in Google were just the first few lines of the web page. Knowing now that they are programmable descriptions makes so much more sense! It’s like having another sign out there to direct people onto your page. I also think that if they’re well written, they add credibility to a web page. Description tags show that there are thinking people at the other end of that website, which I think encourages people to click on it.

Navigation

I am an organized person. I like things to be tidy and orderly in my life and on my web pages. I was gratified to learn that Google does too! Search engines like an organized web page and are more likely to find yours if it has a good root page and clear paths to other parts of the site.

Don’t overuse your keyword!

The last, and possibly most important thing I learned is that Google has a personality. It doesn’t like being told the same thing over and over again. In fact, if you repeat yourself too often, it will tune you out. So, going forward, I know to watch my keyword count. I will have one per page and use it sparingly. 

And there you have it, SEO and PR. I’m glad I know it, and enjoyed learning it and I will take it with me to every job I ever have. Thanks CCPR!