Even though TechCrunch now has gone tabloid, they still nail it from time to time. This week, I was reading an article on how the digital marketers decided to skip school, reinvent the wheel and discount all strategic management tools to go directly to instant gratification tactics and/or hacks.
My fight to pick right now is with the SEO. It doesn’t matter if you have a good SEO ranking if you are an unknown brand. As a corollary, SEO strategies are not effective in building brands if they focus solely on the SEO factor and not on the mix of PR & branding impact.
Just look at the A(wareness) I(nterest) D(esire) A(ction) model, a simple tool from the corporate marketing world. I, as a potential customer for your product, need to be first aware of it, then be interested in it, then desire it, in order to click and buy. If I’m not quite there, then what I will do is click to see if I’m interested, if I desire and then maybe buy. But the SEO article has to deliver, in this case, interest and desire, which, sadly, not many of them do. This is because the SEO people rarely work together with the PR people and they just run bland content, which doesn’t incite much interest, let alone desire. They focus more on action and on the link juice and that’s where they lose points.
The right way to do it is to link the PR, content marketing & overall branding strategy with the SEO by placing articles that are engaging, interesting, exciting and brand aligned on SEO properties to generate conversations, shares, social proof alongside the ranking increase. Hey, in the end, all those social signals end up actually boosting SEO.
So stop being boring, work with PR people and look beyond the DA/PA/other metrics you might be using.
Photo taken from the Relevance Agency website