However, this integration has not simply happened overnight, and running a consistent campaign is complicated; there are a number of difficulties agencies and clients both need to overcome to combine all of the components successfully.
So is it worth it? The good news is that if businesses can implement SEO, PR, and social as one effective, unified campaign, it will inevitably yield stronger results and a hugely improved return on investment. As an industry, SEO is driving better results through PR and perfecting an approach that incorporates all of the above.
So, how do you go about achieving this sort of success? The first step is to identify what the current challenges are, before moving on to how you can overcome them.
Understand the Difficulties
One of the biggest issues, especially for larger organizations with multiple agencies working for them, is the lack of a centralized strategy. Without a top-level plan that everyone can adhere to and work towards, campaign members can lose their way on tasks and deadlines—with potentially debilitating results.
Another challenge is the communication chain, which has evolved dramatically in recent years. In the past, an SEO agency might report to a client’s SEO Manager, whereas now, things have become a lot more complex. Rather than working with one consistent contact, the same agency might be in touch with people in e-commerce, marketing, digital, SEO, content, branding, PR, social, web development, and any number of other departments, which makes a strategic, fully consolidated approach absolutely vital.
Basically, it’s gone from this:
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