GlobalCom PR Network

This blog post is published by Markus Engel, Communication Consultants 

You´ve heard of SEO? Of course, you have. Search engine optimization has been around for a while. Optimizing your website, to increase its online visibility in a web search engine’s unpaid results, has had an effect on the way we are creating online content today. Keyword stuffing, meta tags and WDF*IDF bring a technical side to writing a story. In the good old offline times editors had learned and internalized an essential writing principle: mind your reader. Does that still apply in times of SEO? Discoverabilityen the reader is not necessarily a human being but a search engine’s crawler? The clear answer is: YES! Does that mean that a search engine optimized text is unattractive, difficult to read and comes just as a boring collection of keywords? Our clear answer is: NO! Search engines evolved from being mainly syntax or keyword based to recognizing meaning and context of text-based content for a semantic search. Taking all the context information into account, search engines are creating a better user experience since they deliver relevant search results. At the end of the day, Google and other search engines would rather wish that readers experience well-written content while searching for input. So, that’s where we come back to what was essential in the past offline-days and what is still or even more important today: mind your reader!


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Content Marketing Strategy

Content marketing remains firmly planted near the top of most brands’ priorities these days. Organizations are weighing their options and trying to figure out what their next step should be. Do they grow their own internal content capabilities and do some trial and error — getting it right is going to require a significant investment in a number of different resources. Or, do they take the less risky route and turn to one of their external agencies to see what they can learn? Well, let’s take a look at the facts.

While the evolution of the Internet and social media is a great thing, it has brought with it the unfortunate side effect of enabling brands to devise some very suspect content marketing activities.

The number one mistake that brands make, without question, is to grossly underestimate the time commitment needed to make content marketing work properly. Content — no matter how great it is — is not a silver bullet that will rocket your business to the top of buyers’ minds overnight. It takes time. Strategic thinking. Dedication. Follow-through. Consistent output. The second mistake is to not put enough effort into figuring out whom precisely they are trying to reach, and what is going to compel them to engage with your brand.

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The March team recently sat down for a search engine optimization (SEO) training boot camp with startup marketer and SEO consultant drew Wallace (the lowercase “d” is intentional and drew’s personal preference) to discuss how to better utilize SEO to benefit our clients.

SEO is the practice of manipulating content to improve a website’s ranking in search engines like Google, Bing or Yahoo. SEO might seem complicated at times with algorithm updates and constant changes to the ‘formula for success,’ but it really is only a matter of answering a few simple questions for your users, a concept which has been around for forever. Just like the phone book, in which company names that start with the letter ”A” see the most success just by being the first result on the first page, optimizing your website and content online with key terms can mean your company comes up on page one of the Google search results.

Here are three tips we learned that can help clients better optimize their content for Google. Read more


Recently, Reuters discovered that Google quietly changed its algorithm to increase the prevalence of press releases in Google News search results, which presents a tremendous opportunity for organizations to more widely raise awareness for their news.

Less than a year ago, Google’s Panda 4.0 update devalued press releases as a SEO tactic, in response to far too many companies distributing press releases with zero news value to boost search rankings. As a consequence of rooting out spammy content, legitimate announcements were unfairly penalized, and the traffic to most of the major wire services, such as Business Wire, PR Newswire etc., dropped almost overnight.

However, despite numerous bad apples trying to game their site’s search engine optimisation, businesses have continued to utilize press releases for their original purpose, to publicly share important information that their target audiences, stakeholders and industry influencers will care about. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

SEO is The Hunger Games. Here's why.Google has essentially become the Gamemaker of “The Hunger Games” and every piece of content is a Tribute trying to survive the search environment. With a sweeping change to the search engine’s algorithm, Google can instantly transform promising pastures into volcanic wastelands, burning old search engine optimization (SEO) strategies to ash.

Did you see what that poison fog did to Katniss in “Catching Fire”? That’s what Google can do to the content you’ve tirelessly spent creating and optimizing for search.

That’s left brands in a bind. Google is the only logical choice when you’re trying to build your company’s presence in search. No matter what Bing and Yahoo try to say, Google has about 68 percent of total U.S. search engine share. That number is growing, too, which means the search giant is only getting bigger. Read more

This post was first published by Maya Smith on March Communications’ blog PR Nonsense.

It isn’t “new” news anymore that Google’s Panda 4.0 caused the SEO visibility of press releases to drop considerably, but companies are still working to adjust PR strategies. The silver lining is that the increasing emphasis on original content presents even more opportunities to share original, creative content that drives results. The press release can still be used to generate awareness, but it’s only one piece of the puzzle. Here are some other ways that brands can spread their messages, without running into the Google algorithm roadblock. Read more

This post was first published by Martin Jones on March Communications’ blog PR Nonsense.

Ray Kurzweil, Google’s director of engineering, told the Wall Street Journal earlier this month that the future of online search is a new, unexplored frontier. Google will eventually refine its algorithms so that the search giant can “actually understand the content of the Web pages,” instead of simply matching user-entered keywords with highly optimized pages. He predicts that search engines will reach “human-like” levels of comprehension within five to eight years. All of this is leading toward what the content marketing world labels “semantic search.” Read more


Search engine optimization (SEO) isn’t rocket science. In fact, now that Google has encrypted the referring keywords that companies used to track, SEO strategies have become as much about art as about science. Strategic placement of keywords is still important, but you don’t have to grab a calculator to figure that out.

This is especially true for B2B tech companies, which often target markets that are narrow enough for the content is more important than the keyword strategy. When you’re creating engaging and original content, SEO is actually pretty easy. Here are five SEO strategies for your blog. Read more

Posted by Michelle Pittman at Jennifer Connelly Public Relations (JCPR).

michIn what may be the single biggest debut belly flop in internet history, the website continues to struggle with intermittent outages, an inability to handle peak usage and critical breakdowns at key points.

Put aside the politics for a second: is anyone really surprised that a website project didn’t go according to plan?

Web developers, I do not disparage you. Creating a website from scratch or radically overhauling an existing property requires several parties to come together and share expertise. Marketers want the site to look good and convert leads to sales; web developers want the site to function seamlessly and showcase their latest technical wizardry; content developers want to make sure the writing sings and the visual elements help tell a cohesive story … and the C-suite just wants the project done already.

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Public Relations, PR

Richard Fogg, Managing Director of CCgroup

“PR Geek Factory Outrage” screamed the TV headlines. Images of a Matrix-style cloning facility flashed on the screen, where dozens of half-formed men and women PR geeks were being synthetically created. Footage followed of Mark Borkowski, Adam Cranfield and Matt Neale being bundled in the back of a police van after the trial was over and the verdicts read. Finally, a picture of Alex Aiken, by now dubbed the ‘Geek Godfather’, who was still the subject of a global police man hunt.

It was a pretty weird dream. But after the thought-provoking, standing room only ‘Does PR need more geeks?’ PR Moment event last night, it wasn’t unexpected. Read more