Digital Marketing & Website Management

There are many aspects to internet marketing; it covers a lot of ground. It includes SEO (search engine optimization), GEO (generative engine optimization), AEO (answer engine optimization), paid search, display ads, retargeting, social media advertising, geotargeting, website optimization, online reputation management, content development/optimization, and more. Some digital marketing services are designed to target hyper-specific audiences, others are about general perception online, and yet others offer a mix. With 96% of American adults using the internet, not only do you have the eyeballs, but a distinct advantage due to the measurability of internet marketing effectiveness.

No, they can work together, but they are not the same practice. One is organic, and the other is paid. SEO takes longer and builds over time through on-site and off-site optimization, which includes content creation and optimization (must include key words/phrases that are relevant to your stakeholders), link building, and website structure (technical considerations and user experience or UX). Paid advertising generates faster results, but for small organizations it may be cost-prohibitive. Once your advertising budget runs out, usually the traffic does too. It is important to note that nonprofits can apply for online advertising grants, which create a more level playing field.

The question can (smartly) be asked in reverse as well: why does PR matter for SEO? Therefore, we will answer both in this response.

Public relations agencies and practitioners must understand digital marketing and how PR integrates with various marketing communication activities. You cannot help a client holistically if you are concerned solely with earned media. In addition, SEO can help earned media placements remain visible and searchable online long after a story is published. A news release, article, broadcast video, or podcast is far more valuable if people can still find it later via search or social.

Now, for the converse. PR assets, such as media interview coverage, online news releases, videos of speaking engagements, and thought leadership articles, are powerful fodder for organic search optimization or SEO. Therefore, all digital marketing agencies should partner with PR firms, and public relations agencies should look for digital marketing collaborators to expand the impact and value of both specialties. That’s why Rosica co-founded a digital marketing agency called Interact Marketing in 2008.

Long-tail keywords or key phrases are longer, more specific searches. They may not bring huge traffic numbers, but they generate more qualified website traffic and leads. For example, the term “public relations” is broad. The person searching for this term may be considering a career in PR, or perhaps they have a family member who recently landed a job in the field and want to learn more. This is a very general term and does not imply that the person searching requires the services of a PR agency. On the other hand, the phrase “top nonprofit PR firms” will yield more specific results, though the traffic for this phrase is but a fraction of the term “public relations.” A person searching for something specific is likely closer to taking action than someone typing a broad term.

Online reputation management (ORM) addresses what people find when they search for a company, person, product, or issue. Search results can be shaped by reviews, articles, social posts, media coverage, and pages the organization manages or controls. There are two primary forms of ORM, proactive and reactive.

It is always easier to proactively manage a reputation online than it is to “clean up” an image on the Internet. All organizations and entities, including municipalities, nonprofits, for-profits, school districts, veterinary practices, healthcare systems, and brands alike, should regularly monitor search results for their name and their top executives. Then, it should take measures to manage perception by disseminating its good news, expertise, value, impact, role, mission, and/or meaningful applications. Organizations must never fabricate reviews, testimonials, or facts. Authenticity is required due to the ever-growing intelligence of Google’s algorithms and AI systems that impact online search.

Paid search can be costly. Therefore, it is wise to test specific keywords and phrases prior to turning up ad spend to evaluate website traffic quality and conversion rates. A keyword or phrase may look right and still generate unqualified traffic. An ad may get clicks but no leads. Testing helps show what is worth keeping before increasing your online advertising budget.

Not necessarily. More visitors may come to your website, but if the user experience is not strong, they may not stay or want to engage with you. In addition, Google is very concerned with the User experience and regularly monitors website quality, including content (graphics, videos, images, and the written word), navigation, optimization (of content, images, and videos), specialization, and credibility. If the site is confusing, slow, too vague, or hard to act on, website traffic over time will suffer. Landing pages, specific wording, calls to action, trust signals, and the integrity of the forms on your website all matter.