Should Your PR Firm Know SEO?
By Lorraine Abelow Founder & President, Abelow PR | May 15, 2016
Getting top rankings on Google and the other search engines is the prime marketing objective for hotels. Insight into the logic of Google's madness is a must for your PR agency. While no one pretends to know their secret algorithms, a qualified travel public relations firm should understand how to achieve the objective on page one. While everyone agrees getting high on the search rankings is key in today's Internet driven environment, why do so many hotels miss the boat? The reason is clear: hoteliers must understand that integrating the PR and SEO functions into your marketing programs at the outset is the answer to making this happen.
If you engage a PR firm that knows the ins and outs of this tricky business, you will get the reservation phones ringing and traffic to your website. It is also wise to check with them for referral of an SEO firm they regard as knowledgeable and equipped for the challenge. If you start the team out together at once, you will get better results in the end. And this is an evolving process so make sure you revisit this as a team every few months to revaluate and retool.
What to Look for in a PR Agency for SEO
In hiring a PR agency, you should have already made certain they have the clout with editors to get the vital links from online stories to your hotel's website. This is earned SEO manifold. In the media sphere, when your property is mentioned and the right keywords are in there with live links, such outlets as the New York Times and Huffington Post are golden. In the hotel sphere, obviously Conde Nast Traveler and Travel and Leisure are prime targets as well. These are the most highly valued by Google, which is why they are called "authority links."
The PR firm should know the other outlets that are tops as well, which can run the gambit from The Robb Report to the Los Angeles Times. So always ask to see samples of prior work before you hire any PR firm.
Live Links and Their Value