PR Manager at Exquisite Air Charter. He leads relationships with the media and content creation for the L.A.-based private jet company.
I think about search engine optimization (SEO) and public relations (PR) as two siblings living under the same roof but following separate paths and taking different decisions along the road. One loves order, planning and following the rules and craves science (SEO), while the other is easygoing and artistic and lives in the moment (PR). Two distinctively different approaches to life, yet neither better nor worse.
Different Goals, Different Approaches
Figurative speaking aside, SEO and PR are not interchangeable and should be considered separate strategies in a communications plan. For instance, SEO managers looking to enhance every webpage in a website, thoroughly following best-practice guidelines for content optimization, should not expect that their PR colleagues will write the CEO’s opinion pieces under the same standards.
In fact, by SEO standards, PR would be counterproductive to the company’s content optimization strategy. PR is not meant to generate referral traffic from third-party websites, is not supposed to create leads and does not necessarily consider backlinks in its content (unless you pay). Furthermore, when pitching a press release, the more publications the merrier, yet SEO considers that the same article published on different sites hinders SEO strategy.
And the previous is only considering PR-based content where...
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