Punch Communications

Punch Communications

June 13, 2013 09:09 ET

Google's "In-Depth Articles" Search Result Trial Illustrates Why Brands Should Integrate PR and SEO More Effectively, Says Punch Communications

LONDON, UNITED KINGDOM--(Marketwired - June 13, 2013) - Recently Google has been testing a new rich snippet in its result pages for local searches entitled "in-depth articles", which means it may soon be more important than ever for brands to combine online PR and SEO strategies, says integrated SEO, PR and social media agency Punch Communications.

Dr Peter Meyers, marketing scientist at Moz, reported that when searching for 'Mexican restaurants', not only did local results and maps come up, but links to reviews and news articles were also displayed in the listings under a new listing named "in-depth articles". Whilst Google regularly tests new ways to display search results as well as the content itself, such as the Knowledge Graph feature, this particular rich snippet is an example of how Google could utilise online news coverage and blog content more prominently within search results.

As the in-depth articles snippet could quickly become a permanent aspect of results pages, it further emphasises the need in today's digital age for brands to ensure the PR agencies they appoint to have a good knowledge of SEO. In addition to securing coverage with print and broadcast media, the PR function should aim to acquire online exposure, which delivers a number of search benefits. Along with potentially displaying in organic search snippets, online media coverage often affords a link to the brand's website. A contextual link from a relevant, trusted news site not only passes link equity to make the brand's website more authoritative, meaning it is more likely to appear higher in search result pages, but it also helps to drive traffic to the site.

Pete Goold, managing director of Punch Communications, said: "For digital marketers, the in-depth article listings demonstrate how online coverage generated through PR activity can benefit search visibility. Brands must consider how best to obtain online coverage as this new rich snippet displaying articles and features from media and bloggers could become a permanent element of search engine results pages overnight. It means additional visibility could be gained when consumers are searching for a brand's product or service, leading to an increase in brand awareness, website traffic, and, potentially, sales."

Punch Communications offers integrated PR, SEO and social media services in order to provide brands with greater return on investment. For more information about Punch, please visit www.punchcomms.com or call 01858 411 600.

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