How do you ensure that your brand continues to be seen in Google’s search results pages? The signs are clear: Google is evolving its algorithm to provide a more ‘human-like’ experience. In recent times, aspects like relevance, measured by page dwell time, have become vital to consider if you don’t want to end up on page seven of the search results page.
In this eBook, Firefly looks at what these developments mean for brands, as well as how UK companies in the technology sector fare against their US, French and German competitors in the search rankings.
Traditionally, the media relations aspect of public relations focuses on gaining awareness through media coverage. In the past few years the overlap between search engine optimisation (SEO) techniques and PR is becoming blurred.
In this guide, Firefly examines how PR and SEO overlap, offer a few tips on how best to improve your brand, and look at a few tools which can help you manage this new environment.
PR has always had an issue proving its worth. For years it has relied on the much-maligned Advertising Value Equivalence (AVE) methodology, comparing the volume area of media coverage to the equivalent value in paid-for advertising space. Thankfully, with the advent of digital channels and the availability of free analytics tools such as Google Analytics, we can say goodbye to AVE.
In this guide, Firefly looks at how PR measurement has evolved – and how it will continue to change.
Setting PR objectives can be the toughest part of a campaign – the wrong objectives can direct your PR team down a rabbit hole for months, wasting spend and misdirecting communications efforts at a goal which may not be achievable, realistic or aligned with the business
In this brief guide, Claire Walker gives practical advice on how marketing and PR staff can set PR objectives that will make a difference. The guide precedes our longer guide to measurement and evaluation in PR, so for a more in-depth read, have a look here.