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Do you Yahoo? How about Google? Maybe MSN? Perhaps you Ask Jeeves. Whatever your preference, search engines are changing our lives and business must keep up.
The authority on a term is often no longer the dictionary, but the first search result. To "google" has become a verb that has permeated our culture and even found its way into shows from The Simpsons to the Gilmore Girls. Prominence on the Internet and subsequent popularity is in a large part due to googleability and the ease in which you can be found on the Web.
Like traditional public relations, online PR seeks to gain free coverage in a place people look to for information. This goal can be realized through high positions on keywords searched through Google and Yahoo. It is through this Yahooing or Googling that much of today's consumers find their information. Therefore it is imperative that your site can be googled and found under a number of different search words in order to bring interested traffic to your site.
The transition of Google from a proper noun to a verb shows a shift in information retrieval. This shift reflects the importance of search and the need for businesses to include search engine optimization (SEO) as part of a successful public relations campaign. A business needs to stay on top of where they stand on the Internet and this position relies heavily on search engine results and traffic. Third party sources can have as much access to vital keywords as any company online and this makes the monitoring of results even more important. Do you know who's googling you?
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