[1]gShift Labs [1], the creator of patent-pending web presence optimization software [2] that is giving non-technical people control over their organic search campaigns, is offering a free how-to guide specifically designed for public relations agencies and departments. The guide can be downloaded from the gShift website [3], and is intended to inform PR firms and professionals of the increased impact they have on a client’s SEO strategy and web presence.
“Search engine optimization is quickly evolving into web presence optimization or WPO,” says Krista LaRiviere, Cofounder and CEO, gShift Labs. “The practice of SEO is now about optimizing your entire web presence for organic search every single day (website, social media, blogs and PR). PR agencies hold the keys to improving organic rankings because they are producing fresh, relevant content that Google loves.”
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LaRiviere says that while there are fundamentals to SEO that can’t be ignored, the secret to winning at SEO over the long term is exceptionally optimized content—that’s where PR agencies have a natural aptitude. Aided by new software tools such as gShift’s industry leading software, Web Presence Optimizer™ [2], PR agencies can play a key role in a client’s WPO strategy by publishing and distributing relevant content into the various streams that align a company’s digital footprint with those keyword phrases that rank highly in Google.
Measuring the impact of PR efforts on a web presence is turn-key using the Impact Report [4] found in gShift’s web presence optimization software.
A major opportunity for PR agencies is helping clients close the “keyword gap” — the difference between words they believe they should be ranking for and those keywords prospects are actually using to try to find a product or service.
“As a PR professional you have immense control over helping a client close their keyword gap and telling their story using high-worth keyword phrases,” says LaRiviere. “Once that gap is closed, then it’s about dripping it out on a regular content schedule. We call this ‘socializing the SEO strategy [5].’ The finesse is the art and science of writing engaging content that has been optimized around those keyword phrases.”