Last Month, Tom Foreminski over at ZD Net made a big statement when he wrote that Google’s latest update to webmaster rules killed PR agencies. According to Foreminski, these companies could suffer because the search engine juggernaut now penalizes outlets that insert a lot of links, use repeated keywords and publish multiple press releases.
“PR agencies have to wake up to the fact that Google is now their competitor. How do they promote a client when Google punishes any form of paid online promotion?” stated Foreminski in his piece. “Good luck with that one.”
Apparently, the article created a tremendous amount of buzz, but many industry experts and analysts disagreed with the veteran reporter’s conclusion. Throughout the month of August, writers critiqued his article and essentially stated: Google is not killing PR agencies. Instead, Google is improving the search engine optimization process and helping PR writers to construct valuable content, such as crisper headlines, omission of buzzwords and links to relevant news.
In addition, much of the experts concurred that PR is more about storytelling rather than improving SEO. It’s not so much about Google updates and standards, it’s more about building good content, creating relationships with media outlets, assisting clients in expressing their viewpoints, understanding that PR methods have to change with the industry and making available content simpler to find.
In the end, public relations and media professionals are seeing this latest Google update as a positive rather than a negative – a glass half full as opposed to half empty. Many PR firms are improving their standards, while Google is highlighting the venues of value for its clients. As both parties enhance their services, the customer will benefit the most.
“We've learnt a lot from that experience. But there's so much more to learn from all sides. So rather than all this talk of killing the PR or SEO agency why don't we all learn a little from one another instead,” wrote Rebecca Scully, a professional PR specialist, in an op-ed published in the London Guardian. “After all, in SEO, PR, content marketing or whatever you want to call it we're all heading in the same direction for the time being at least, aren't we?”
AdFicient is considered to be one of these private firms that offers true value for its search engine marketing and business development services. Specializing in pay-per-click management, SEO, web design, tracking and conversion optimization, AdFicient understands the needs of small, medium and large-sized enterprises, provides around the clock assistance and establishes long-term relationships with businesses.
Based out of St. Louis, Missouri and Denver, Colorado, AdFicient maintains high-level ratings on Google+, Yelp and Yellow Pages, is a Google qualified certified partner and is an official sponsor of Ted X Gateway Arch. Co-founded by Chris Hickman and Tyler Thomas, AdFicient has received numerous testimonials from past clients lauding the firm for its work.
It also offers content through its regularly updated blog, which includes infographics, latest announcements from Google and tips and suggestions regarding industry news (AdWords, guest posting and new ranking updates).
The SEO industry is evolving and insiders argue that instead of waiting for the next Google update, algorithm revision or changes in webmaster guidelines, Internet marketing professionals must always rank content value higher than anything else.