Share this:

Picks of the Week: Feb. 26 - March 4, 2011

In this week's roundup of PR and marketing articles, we take a look at: the results of Google's "Farmer" algorithm update, how to promote new blog posts and other content, the relationship between social media and PR, and relevancy as the solution to information overload.

Search Marketing & Content

Google’s Farmer Update: Analysis of Winners vs. Losers

On Feb. 23, Google released an algorithm update, nicknamed the “Farmer” update, which aims to decrease the amount of low-quality content that appears in its search results.

To get a better idea on the update’s impact, SEOmoz performed an analysis on the sites that improved in rankings, as well as those that decreased. In this article, Rand Fishkin shares the findings.

Overall, sites that benefitted from the Farmer update had the following in common

  • The sites show few and/or non-intrusive advertisements.
  • They have modern, high quality, thoughtful and “attractive” designs and user interfaces.
  • The websites feature user-generated content that is rich, authentic, non-paid and not intended to build SEO value or link.
  • Content on the sites is valuable, usable, readable and unique.

Keep these features in mind for your content and SEO efforts. Make sure that your content is both high quality and user-friendly. And if your site design may be hampering your ability to rank, it's time to consider a refresh.

For details on the Farmer update’s impact on the web, and for step-by-step instructions to see how your site was affected, check out the complete article.

Content Marketing

12 Things to Do After You’ve Written a New Blog Post

No matter how compelling and useful your blog posts and other content might be, without the proper distribution channels, they won’t travel far beyond the places they were published.

According to Brody Dorland, “what many companies forget is the ‘marketing’ part of content marketing.” With this in mind, he shares a 12-point checklist for promoting a new blog post, which can be applied to nearly any new content piece. Here are some of his top tips.

  • Incorporate relevant, highly searched keywords and long-tail phrases into the article’s title, content, meta description and tags to help your audience find it in search engines.
  • Use the content in to fuel discussions and answer questions in online forums and groups.
  • Comment on other industry blog posts, and link to your content when it adds to the conversation.
  • Search Twitter to find people seeking resources on the topic of your new post, and provide a link if your article can help.
  • Proactively share content with customers to help nurture relationships.

For details on these, and the other seven suggestions, see Dorland’s complete post.

Social Media & PR

Social Media and Public Relations: Friends or Enemies?

Here, Jeremy Victor shares top B2B marketers' responses to the prompt: Social and PR. Friends or Enemies? From your perspective, how is social media impacting public relations in 2011?

The nearly unanimous response? Friends, of course! Here are some of our favorite quotes.

Joe Chernov — Director of Content, Eloqua
"For PR people who have reimagined their role and the value they deliver, social and public relations are more than friends — they are conjoined twins... friction arises when PR people try to short circuit the system and fashion themselves an overnight new media 'guru.' It is this persona that damages the reputation of both specialities because, in confusing noise with awareness and following with engagement, they add value to no one."

Billy Mitchell — President and Creative Director, MLT Creative
"If Social Media and PR aren't BFF, they should be...Newsworthy or noteworthy content can often be optimized and distributed through both PR and SM with minimal alteration...There's more to PR than just press releases and more to social media than outbound, one-way announcements. Both are evolving in exciting ways and are important aspects of inbound marketing."

Christopher Koch — Associate Vice President, ITSMA
"Social media's more direct conversation model threatens PR's traditional role as gatekeeper between company subject matter experts and customers and influencers...It's not that social media will kill traditional PR, but PR needs to transition from being mostly doers to being mostly coaches.”

Web Trends

The Age of Relevance

Relevance is the only solution to the problem of information overload,” says Mahendra Palsule in his article speculating on what the web’s next big thing will be.

Palsule begins by exploring the history of information discovery on the web: from search engines, to social bookmarking, to personalized recommendations, on to “personalized serendipity” that combines both one’s interests and social graphs.

As people continue to seek better ways to sift through the vast information available today to find the stuff they care the most about, Palsule expects an intense focus on relevance — likely through combinations of new business concepts (such as Quora), sophisticated recommendation algorithms and analysis of social data.

As Palsule states, The implications of a Relevance-driven web are wide-ranging and broad in scope. Better utilization of the Interest Graph by services will lead to better ad targeting… Monetization focus will be on higher yields through transactions and subscriptions… Online media publishers will focus [more] on Relevance Metrics revealing engagement and time-spent on site, than primitive metrics like page views and traffic. Social media may lose its obsession with follower numbers and traffic, evolving to context-driven reputation systems and algorithms.”

Key takeaway: It is becoming increasingly important to understand the buyer personas you’re trying to reach, and provide content, products and services tailored for their needs.

For more on relevancy as the solution to information overlaod, see Palsule’s complete article.

What were your favorite articles of the week? Comments are open for your opinions.

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter

comments powered by Disqus