By Mark Macias
Earlier today, MACIAS PR was quoted in a USA Today article as a crisis management expert. Sure, this national exposure will raise the awareness of our brand, but let me tell you where this news story will help us most: SEO.
About a decade ago, there was a big push by all businesses to get back-links to their website. At the time, Google used back-links to assess the value of a website. If it was in a news article, Google’s algorithm gave the website a higher search placement. Makes sense. If USA Today thinks your business is valuable enough to post a link to your website, Google rightly assumed it must have more value than traditional websites.
Then, SEO firms caught onto this back-link game and effectively diluted the value of back-links. Of course, Google is smart, so they changed the SEO game.
Today, you don’t need a back link from a news site to improve your SEO. Google got a patent a few years ago that allows them to assess the value of any website based on mentions in news stories.
How News Stories Improve your SEO
Let’s use today’s USA Today news story as an example of how this works.
“We don’t know what’s going to come out tomorrow, much less next week. This is still in the news cycle because there is a constant stream of new revelations coming out,” says Mark Macias, head of the crisis firm Macias PR.
Under Google’s algorithm, MACIAS PR is now associated as a “crisis firm.” The term “crisis firm” is right next to “Macias PR,” giving Google’s algorithm insight into how this public relations firm should be classified.
In the future, as potential clients research crisis PR firms, the website ranking of this firm will have a higher SEO ranking than other crisis PR firms.
How PR Helps my SEO
And here is how this PR strategy helps your business.
Let’s say you are a law firm, specializing in co-ops. If the name of your business is continually listed in news stories, Google’s patented algorithm will assume your business has more value. And as people search for your business – under your key terms – you will show up higher.
PR is more than just exposure or news stories. It’s a business strategy for online client acquisition. Think about the next time you search for a plumber – or lawyer – or accountant. You’re going to do your research online first – and what you read – will ultimately sell you on the business.
Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.