A gratuitous search
Search engine optimisation works, says Dougal Paver, and good PR campaigns need to factor this in.
You can spot web sites written purely with search engine optimisation in mind: they're mind-numbingly repetitive and utterly dull. Why people would pay such sites a second glance is anyone's guess.
There is a middle way - and I like to think this site is a good example. Lots of changing content, plenty of news and a pithy, pacy style. Modest, too.
Sneaking in phrases such as the north west's best PR agency can be a bit tricky, of course. How do you put that in to a narrative without looking boastful? More people would want to lay claim to it, too, so you've got to work harder (ie. be more repetitive) to get it to stick to you, google-wise.
Easier would be Liverpool's best PR agency - fewer people competing for that one, of course. Still, it proves the point that you have to be a bit smarter than the average to get these things to work.
Using PRTV - that's video news releases to the uninitiated - helps enormously. Loads more scope for links back to your site (an SEO golden egg), plus tonnes more scope for putting clever stuff in your back-end content management system to boost optimisation further.
We'll keep fettling and changing our site over the next twelve months to ensure we arrive at the optimal position for the business - new content, plus cleverer ways to slip in phrases like 'PR agencies Liverpool', 'PR agencies with investors in people', 'consultancy management standard' and other such more esoteric search terms that curious purchasers sometimes use.
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