Pertemuan 6&7 Public Relation (Pengantar SEO & Image Perusahaan)

Summary

The video discusses SEO strategies used by digital PR professionals to manage online reputation by improving the visibility of positive content. It highlights the importance of backlinks, keyword tracking, and creating articles that push negative news down in search rankings. The speaker explains how SEO can be used to influence public perception by promoting positive articles about a company or individual, helping suppress unfavorable news. The goal is to flood search engines with good news, such as company achievements, to shift public opinion in a favorable direction.

Takeaways

• 😀 Backlinks are crucial for improving SEO rankings. Content writers can provide backlinks that help boost a website's position on search engines.
• 😀 A ranking in the top spots (1-3) on Google is ideal, while rankings further down (e.g., position 22) require more content creation to improve.
• 😀 Tracking keyword rankings over time can help gauge the effectiveness of SEO strategies, like how certain terms (e.g., 'syariah banking') perform.
• 😀 Digital PR is used to suppress negative news by flooding Google with positive content, improving public perception and changing narratives.
• 😀 A large number of positive articles can push negative news down in Google rankings, helping to bury undesirable stories.
• 😀 The strategy of producing content about positive aspects, such as flight attendants' salaries and uniforms, can help generate favorable search results.
• 😀 Google rankings are dynamic, and businesses must continuously create content to maintain and improve their positions.
• 😀 Negative stories on Google can damage a brand's reputation, but they can be mitigated with consistent SEO efforts focusing on positive narratives.
• 😀 A professional in digital PR can play a key role in influencing how a brand or issue appears in search engine results.
• 😀 SEO efforts should aim to make positive content dominate the first page of Google for critical keywords related to the business or issue.
• 😀 It's important to diversify the type of content being created, such as articles on specific topics, to improve rankings and push positive results.

Q & A

What is the role of backlinks in improving SEO?

Backlinks are links from other websites to your website, and they play a crucial role in improving a website's ranking on search engines like Google. The more quality backlinks a website has, the higher it can rank, as search engines interpret these links as a sign of the site's credibility and relevance.

What is the primary goal of digital PR in SEO?

The primary goal of digital PR in SEO is to manage a company's online reputation by creating and promoting positive content. This helps to push negative news down in search engine results and ensures that the company's website and brand are represented in a favorable light.

How can you monitor the effectiveness of SEO efforts?

SEO effectiveness can be monitored by tracking keyword rankings on Google. By checking the ranking of specific keywords, businesses can evaluate whether their SEO efforts are successful or if more content or backlinks are needed to improve visibility.

What is the significance of 'ranking' in SEO?

'Ranking' refers to the position of a website or page in search engine results. A higher ranking means the website appears closer to the top of search results, which increases the likelihood of being clicked by users. SEO aims to improve a site's ranking for relevant keywords.

Why is creating multiple articles important for SEO?

Creating multiple articles is important because it increases the amount of content a website has, which in turn boosts its SEO performance. More content provides more opportunities for backlinks, better keyword optimization, and higher chances of ranking well on Google.

What strategy should be used to counter negative news in search results?

To counter negative news, digital PR strategies involve producing and promoting positive content that pushes down the negative articles in search results. This is achieved by creating multiple articles and using SEO techniques to ensure the positive content appears higher in the rankings.

How can backlinks be obtained?

Backlinks can be obtained through various methods, including building relationships with article writers, working with digital PR agencies, and creating high-quality content that naturally earns links from other websites. Businesses can also purchase backlinks from backlink service providers.

What is an example of using SEO to improve a company's online reputation?

An example of using SEO for reputation management is creating articles about a company’s products, services, or employees. For instance, if a negative news story about a company’s CEO is trending, creating articles about the company's achievements or positive aspects can help push the negative news further down in search results.

Why is it important to focus on positive content in digital PR?

Focusing on positive content is important because it helps to shape public perception and improve a brand's reputation. Positive content can push negative information down in search rankings, ensuring that the first impression people have of a company online is favorable.

What are some examples of content that can be created for digital PR purposes?

Examples of content for digital PR include articles about a company's products, industry expertise, employee profiles, or corporate social responsibility initiatives. For example, creating articles about a flight attendant's job, salary, or professionalism can help improve a company’s image in the airline industry.