Struggle Continues Between Google and SEO Field
September 19, 2013
ZDNet has caught our attention with the provocative headline, “Did Google Just Kill PR Agencies?” Alas, we doubt that anyone can “kill” PR. However, Google’s new link and keyword rules do limit some of the tools in the public-relations toolkit. Specifically, anything Google views as outright PageRank manipulation will be considered part of a “link scheme,” and a violation of their Webmaster Guidelines. The PageRank police seem particularly concerned about those who seed pages with irrelevant links and optimized anchor text.
Writer Tom Foremski cries foul. He expects that, for example, press releases that repeat the use of an important word will be penalized for keyword stuffing. He also takes issue with the prohibition against links within anchor text distributed to multiple sites, since pushing press releases and other promotional content to a range of sites is a common practice. In short, the industry is being punished for methods that have become routine. Foremski summarizes:
PR agencies face three big problems:
– Their current and former clients could become very upset with them because of perfectly acceptable prior PR practices designed to promote their business — instead of the viral, organic growth based on happy customers, which is what Google now wants to see.
– PR agencies could be held liable for the damage they caused to the online reputation of client businesses through the execution of normal practices. It could lead to legal action and compensation claims on millions of dollars in lost sales.
– PR agencies have to wake up to the fact that Google is now their competitor. How do they promote a client when Google punishes any form of paid online promotion? Good luck with that one.
Sigh. I’m sorry, but from here this all feels very American MBA-ish. Will PR companies really throw in the towel in the face of this evolving challenge? Somehow, I think they will find ways to adapt. In fact, they will most likely devise methods even more intrusive than those Google is working to banish. So, no worries.
Cynthia Murrell, September 19, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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