Empowering SEO through Earned Media: Is it Really Happening?
Earned media today has emerged as one of the most powerful tools leveraging Search Engine Optimization. The modern interactive market space is in dire need for careful integration of “earned, owned and paid media” by SEO experts as a means of maximizing the visibility of brands. Unfortunately even interactive marketers are hardly being able to reap the benefits of careful amalgamation of PR, advertising and outbound marketing as they are mostly viewed as separate investments.
What Brand Owners Are Missing Out On?
As many of the known brands are clearly managing without the proper integration of the three aspects of interactive marketing mentioned above, they are clearly missing out on one of the most vital aspects of SEO- organic search. The “social and search” phenomenon today presents a world of possibilities for both the brand owners and users to explore.
While you’re publishing your content in the form of blog posts and articles in your website (owned media) you clearly are looking to have your content placed in significant positions in the SERPs. However, today, even casual search exists beyond Google, Bing and Yahoo in prominent social media platforms like Twitter, Facebook, Pinterest and Google +. The number of retweets, shares, likes and plus 1s your posts have got there together make up for the exposure “earned” by you.
The entire phenomenon clearly necessitates the proper optimization of owned media. The concept of earned media presents a tricky proposition whereby your own content is controlled to a large extent by your audience in the form of peer recommendation, word of mouth and (might be) constant scrutiny. Therefore, careful analysis of the quality of content (owned media) needs to be done to promote the unique selling point of your brand amongst a wider base of users.
What is Actually Happening?
Asides the unintentional strategic glitches (mentioned in the first paragraph), it can be seen that some companies are clearly not ready to allow the scope of so much public scrutiny thereby giving up major control over their content, thus, clearly missing out on chances of propelling their content marketing in a major way.