In recent years, the way in which communication and PR work has significantly changed. This is partly due to the development of social networks and their intensive use in your personal and business level. But it also has something to do with how the internet works, or what rules Google has set up.
Especially since the end of 2011, Google has changed the rules for search engine ranking through various updates. “Panda”, “Hummingbird” and “Penguin”, the animal names of the updates that since help websites with better placement through quality, useful and current content as well as with organically created backlinks in search engine ranking. But better than who? Better than sites with their own webmaster who integrate self-made links, networks, search engine friendly and keyword infested texts, pushing their search engine ranking to the top. The new rules Google has thus also contributed to a convergence of the two disciplines SEO (Online) and PR.
Therefore, SEO managers and publishers must be aware of the following: The search engine optimization of a site only works if classic SEO and PR resources are used wisely. Technical aspects play a role just as importantly as content.
What does that mean for the text design?
User valuable and relevant texts
A major factor for the search engine ranking of Google is the time a user is on a page. Therefore, it is important that texts possess great benefit to readers, and that all texts can be understood and clearly structured with relevant and current information.
The right keywords
The exaggerated use of key words was and is a critical factor in SEO. Therefore, it is important to think about the appropriate keywords and to use the right amount such as keywords from the industry, products and services, or to current trends and developments.
Continuous flow of information
Not all content on a site must be constantly updated. This includes, for example, the history or the profile of a company. In contrast, sections such as company news, press areas or corporate blogs need to be updated at regular, short intervals and new content added several times a week or even daily. The continuous task of content is a major challenge for site operators and content managers, which means that the use of editing and editorial calendar can be quite helpful.
Technical developments such as increasing broadband capacity and increasing segmentation of the target groups are also significant, meaning that content must be varied and should be presented through multimedia channels. But that presupposes that website operators know their target group (s). Demographic values are no longer enough, therefore it is better to take a personal approach and develop user models of the target group based on a thorough analysis of character traits.
Author: Boris Mayer