How much can PR – and other disciplines – impact search? Recent changes in Google and Bing algorithms have meant that practices like keyword-stuffing are becoming less and less effective at pushing sites further up the search rankings for any one specific search term. Instead, Google is starting to think more and more like a person. This means that metrics such as dwell time are relevant – if you spend a long time on a web page after clicking or tapping on a search result, search engines will understand that the results were clearly relevant to your query and give you more credit accordingly.
However, is it this simple – and if so, what kind of content should your communications campaign focus on? In this brief guide, Christian Sharp gives practical advice on how marketing and PR staff can understand what the latest algorithm changes mean for digital reputation management, specifically focusing on the C-Suite.
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