SEO and PR are sort of step-cousins in the marketing business. On the one hand: PR professionals are slick, smart, well-connected, and classy. They have an infinite rolodex of friends and aquaintances, and they’re always aiming for the subtle push over the blatant pitch. SEO people, meanwhile, are not slick: they’re quiet, diligent, and patient, and have to make the blatant pitch (or the awkward turn of phrase) to get that link or make it worth it.
But look at how much they have in common:
- SEO and PR are both all about getting a pitch to someone who wants to get general information.
- SEO and PR are both at their best when they give unique insight-the PR guy who gives a journalist a good tip is just like the SEO guru who puts together an unbeatable guide to a niche topic in order to bring in searchers.
- SEO and PR exist in a moral gray area. Yeah, part of the deal is that readers don’t know that what they’re reading is partly an advertisement. On the other hand, there’s room for both traditional ads and PR, just as even search engines admit that SEO has its place alongside regular paid ads.
- SEO and PR get you your biggest bang for the marketing buck. It’s well-known that the best PR firms can get you more attention than the biggest ad campaigns. And getting to #1 on Google gets you far more clicks (for far less money) than simply buying the spot.
- On the other hand, SEO and PR are both plagued with fly-by-night operators. I don’t like to admit it about either business, but it’s true: the fastest way to go broke in marketing is to go with the low-cost SEO or PR provider.
If you’re in a position to consider investing in SEO and PR, you’re bound to know a thing or two about big promises and big disappointments. But getting the right SEO and PR provider can be the difference between a wasted marketing budget and a huge boost to your sales.
SEO and PR aren’t going away any time soon. In fact, as media and search engines change faster than ever before, you can bet that SEO and PR professionals will be at the forefront. After all, we can smell money; we know what we’re going for; and we’re not going to rest until we’ve figured out how to get the most out of whatever’s coming next.