One of the areas where we are seeing rapid growth is in the arena of search engine optimization (SEO) and online reputation management. As I recently noted in an article in PR Week, all of the talk regarding the changing nature of “traditional” Public Relations, I for one am surprised at how little attention is paid within the Public Relations field to online reputation management and SEO.

SEO determines rankings on Google and other search engines. For example, search for a term – any term – like jewelry, pizza, food, or what have you, and SEO affects what brand or store will come up. If its number 1 result, or its listed on page 1, it can change ones’ business. Similarly, online reputation management protects a company’s reputation online and ensure that negative feedback and slander are eliminated from high-ranking webpages.

By properly utilizing SEO, and using a local SEO agency as part of a strategic PR campaign, companies are able to impact the largest media outlet – Google. The problem here is that most companies just opt to go with “any old” SEO agency, rather than using an industry-focused SEO agency. For example, dental clinics should be using an agency such as The SEO Dentist – as they will know and understand your industry down to a T.

Major components of both PR & SEO involve content creation and, as such, SEO done properly has a long-term effect. It’s a very positive byproduct of a successful Public Relations campaign.

SEO is an area our PR agency is seeing tremendous growth in and, I predict, an area other PR firms will see growth in as well. As the nature of Digital Marketing and outreach is developing. More and more businesses are seeing the possibilities and the potential it can bring to their company. There are various ways that marketing online can be useful through SEO (organic) which is most common to PPC which isn’t as widely used due to it’s nature of cost. Having a look at John King for some tips and tricks could be the resource for you.

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Ronn Torossian


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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.