New York, London to Israel Integrating SEO, PR Creates Potent Marketing

New York, London to Israel Integrating SEO, PR Creates Potent Marketing

By Joel Leyden
Israel News Agency

Tel Aviv, Israel ---- September 9, 2009 ..... Once upon a time, when you wanted your business products and or services to be known one would either hire an advertising or PR agency.

Having full color print display ads appearing in general and trade magazines and editorial stories placed about your services was the only route. The ad agency would send out an insertion order and the public relations agency in New York, London or Israel would fax news releases. Yes, there was also direct mail marketing, perhaps what was once the most powerful of all marketing tools.

But that all has changed. Or has it?

As an international PR, public affairs and reputation crisis communications management professional who started out and remains a journalist today, I have co-created some of the largest commercial, non-profit and governmental events in New York and Israel. All done through news releases, a telephone and a fax machine. But today if one truly wishes to reach a selected audience in the most powerful, targeted manner, they must combine years of experience in journalism, years of experience in PR and years of experience in SEO and Web 2.0 viral marketing social networking.

And they need to keep in mind that Facebook, YouTube and Twitter have replaced the fax machine.

Recently, when I was interviewed by TIME Magazine, Fox News, CNN and other global media on SEO and PR activities I have been involved in, they did not email me through my regular email for the interview. Instead their new media requests all came through Facebook.

So what is happening here?

Professional Pr people are only now starting to adapt to the Internet. While SEO professionals optimize Websites. These are two very separate digital communications professionals with a completely different skill set.

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or "organic" or "algorithmic" search results. The earlier (or higher) a site appears in the Google or Yahoo search results list, the more visitors it will receive from the search engine.

Public relations (PR) is the practice of managing the flow of information between an organization and the media. Categories of different professional Pr services include crisis communications, reputation management, consumer, business to business, fashion, defense, security, hi-tech, food and beverage, digital, entertainment, transportation, financial and investor Pr.

If you are lucky enough to break through the noise and find a savvy, experienced PR professional in New York, London or Israel who has the programming skills of an SEO - search engine optimization - then you have truly hit pay dirt.

For the Pr professional knows what journalists are seeking. They know how to write copy and place it. The SEO side of that professional takes either the Web, blog or news story content and works on several elements to make it fly. To reach millions on the Web within hours!

According to comScore, Americans conducted 6.6 billion expanded searches on Google in April 2008. As of March 2009, Google averaged 293.8 million searches per day. Knowing how Google and Yahoo search engines work and optimizing both Web content and news content for Google, Yahoo and Google News is critical to one's success.

Yes, you can also go for Google Adwords, which will reinforce and enhance your organic search results on Google and Yahoo, but one needs to look beyond the search engines.

If you are not on Facebook, you do not exist. Many still feel that Facebook is a playground for those under 30 and they are so very wrong. If a journalist is trying to make contact with you, they will use either Facebook or LinkedIn to find you. Journalists are not solely dedicating their stories to those under 30!

So the PR professional must know how to optimize content and optimize HTML pages. He or she also need to be a master of placing that content on Facebook, Twitter, Yahoo, Google Groups and tons of other new media social networking sites to create what is know as link density. That is having several links pointing back to your Web site.

Search engine optimization and public relations experts generate black and white measurable results for B2B and B2C sites with social media marketing campaigns and one-way link building services. And blending blog outreach with media relations services, Pr experts from SEO Pr are improving communications, generating publicity, building awareness, getting inbound links and increasing Internet traffic.

So how does one go about shopping for an honest and successful company in New York, London or Israel which specializes in international marketing, Pr and SEO on the Internet?

You must ask several questions.
Problem is, most companies seeking international SEO Pr Internet marketing support do not know the questions to ask.

Leyden Communications provides below a list of questions for every company from Tel Aviv, London, Washington and New York, to Paris, Japan, India and China to ask the SEO or international Internet Pr, SEO marketing company before they sign a contract.

First, if your target audience is New York, London, Manchester or Los Angeles, or any native English speaking market, be certain to hire a native from that country. One whose English is at mother tongue level and understands the marketing culture of your target market. If you do hire someone from Israel or India for work in English, make certain that they have lived and worked in your target market locale for at least ten years.

Second, you want to know what experience and for how many years they have worked with international marketing, conventional distribution channels, sales, marcom, viral marketing, production of brochures, advertising and public relations?

Third, what professional experience do they have in copy writing, journalism and research?

Fourth, what practical experience do they have in programming?

And last but not least, how long have they been working on the Internet?

An international Internet marketing professional must wear many hats to succeed.
The Internet SEO must be an experienced international marketing or PR person - one who understands how to penetrate and motivate a market outside of Israel without the Internet.
They need to understand the basics of international marketing, branding, distribution and sales channels in order for them to integrate the digital world with the classic print, broadcast media and sales markets.

The SEO must be an accomplished, creative and professional Pr writer who can write for both the reader and the search engine.

Lastly, your Pr SEO professional needs to find the right and creative balance between being heavy on copy and clean, attractive and creative design.

Whether you are from New York, London, Israel or Paris, Los Angeles or China, the bottom line is numbers. The more numbers (traffic) that your SEO Pr professional secures for you, the more cost effective ROI you will enjoy.

Optimized Websites and blogs being pushed through Facebook and Twitter have become your digital, new media fax machine for 2010.

The above news content was edited and SEO optimized in London and Israel for the Internet by the Leyden Communications Internet Marketing PR SEO Group London SEO Pr New York SEO Pr - Israel, London, New York.