Learn the basics of content creation: Use the right styles for headlines, highlight important words and use keywords in the titles of pictures, so they can easily be found on search engines.
Search engine optimization used to be a simple technical process that had little to do with public relations. SEO used to be managed by a separate team, that had nothing to do with those handling PR and communications. The focus was on using as many keywords as possible, creating numerous links that lead to the company website and thus reaching the highest rank on Google.
Now those times are long gone. Google is constantly developing their search parameters to optimize information acquisition and to detect meaningless texts that are only created for SEO purposes. This means that Google punishes for the overuse of keywords and inappropriate links and instead looks for real, high-quality content that is genuinely useful.
Suddenly professionals in charge of communications and content creation have become extremely important for search engine optimization. The SEO team has to work closely with the PR team, and they have to understand each other well. SEO without high-quality content is impossible – but the creation of good content is also useless if nobody reads it.
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