Print Publicity and Organic SEO – A Comparison
Pandia Guest Writer Divya Rawat argues that print publicity campaigns and organic search engine optimization are complementary, and may reinforce each other.
Though a cliché, any publicity is good publicity. History has been a witness to large and small, positive and negative publicity campaigns and stunts that affected fortunes and misfortunes of large and small corporations.
The past century belonged to the stoic print publicity campaigns. The current scene belongs to the fast moving sleek internet publicity trends.
What is Publicity?
In layman terms publicity is a deliberate attempt to make the public in general aware about issues, products, services or any other such matter that has direct or indirect relevance to their lives, using various media like print and/or electronic as well as social media.
In marketing parlance, publicity is a part of the marketing campaign that a company or organization undertakes to make their potential customers aware about their products, services or activities.
Press Releases are commonly used to disseminate information among different media. It answers the How, Why, What, Where, When and Who within the copy.
Since this blog post is all about Print Publicity and Organic SEO, we shall move on to what defines “Organic SEO”.
What is Organic SEO?
Organic SEO is a process aimed at improving visibility of a website on Search Engine Page Results using natural or organic methods like content writing and link building. Organic SEO employs unpaid and natural methods of attracting traffic to a website that has relevant information for the browsers.
Organic SEO can also take help of press releases to improve their search ranking by using relevant keywords within the press release copy. The copy again answers How, Why, What, Where, When and Who.
A case for organic SEO and print publicity connect!
Apart from press releases, the common ground between organic SEO and print publicity is content. Both aim for quality and relevant content for their readers or browsers.
The only difference between online press releases/content and print media press release and articles is the use of keywords. Organic SEO targets its potential traffic using keywords within the content and press releases, which is not possible in the print medium.
However print medium can aid organic SEO. Typically, when a person might come across some news in the morning newspaper, he/she decides to check how it has panned all over the world on the web. The web becomes a resource for search and further pursuance of news. And if a keyword appears within the online news, the chances of the traffic linking to the website go up.
Print publicity can and does affect the outcome of public opinion. A story in newspapers is often discussed on online forums and social networking sites. It becomes part of online conversation when it is liked, shared or tweeted, thus indirectly benefitting the organic links of a website.
Of course, this is only part of the story. Organic SEO require sustained efforts using multiple methods. Similarly print publicity does not depend only upon the press release or the news it generates. In the end how the organization delivers moves it forward on the journey towards success, organic SEO or print publicity notwithstanding.
Here, we can safely conclude that all media, be they print or electronic or social, have the power to influence the way news/links spread and further garners publicity. The optimal utilization of various means of communication ultimately lies with the people (Public Relations Company or SEO Company) who promote an individual/organization.
Neither can the PR machinery discard the print medium in an age of internet nor can the SEO ignore the indirect ëlinksí print sends in. Similarly, PR has to consider online campaigns to reach out to the potentials of their clients, while SEO’s have to be a part of the social media scene to be able to stay in the public eye!
The author Divya Rawat believes that sustained efforts are sure to reap rewards in the long term for all organic SEO Link Building Campaigns. She works as a Content Writer for the iNetZeal SEO Company.