Over the next four posts I am going to look at The Land of Triangles – for someone who works in PR you’d think I might have created a more-catchy name, but, here we are.
So, what is this land I speak of and why is it such a tricky place to be?
The ever evolving environment in which we operate plays a big part. Google hovers over our land like a huge eagle, looking to discard with the weak and those who wonder to far from the safety of the pack, in the form of new algorithms and the movements around disavow links.
These are contributing factors that must be understood and accepted before one can plan a potentially successful creative campaign.
However, along with external factors, such as the aforementioned changes made by the likes of Google, there are a number of things we can control directly that should, if given the appropriate level of consideration, negate the threat coming from changing ways of valuing links – which after all come into place in order to weed out more spammy methods of link building.
Among the considerations given when planning a creative campaign should be the stakeholders to that campaign. There are three key stakeholders with regards to creative SEO campaigns, each with their own priority, yet all linked through common themes. These stakeholders are:
1 – SEO Campaign Staff
2 – Site User
3 – Media partner
Our first triangle! Further to this, each of these three stakeholders have interest along a spectrum that includes three key elements.
1 – SEO benefit
2 – User experience
3 –Quality content
It is our job as SEO PR professionals to understand the balance that must be struck between these three elements in order to create quality, interesting and engaging content that serves the ultimate purpose of generating SEO benefit for the client’s campaign.
In the next three editions of this post, we will look at the key stakeholders, one by one, in order to establish a best practice to achieve positive user experiences, quality content and an SEO benefit.
The second of this series of four will concentrate on the SEO Campaigns themselves and look to answer questions around what the campaign focus should be, whether links are the priority and where how a campaign may take unexpected turns in order to maximise its benefit.