Andy on Twitter

  • Amazon announces profits ⅓ of what street expected. Bezos becomes world's wealthiest person. That's just how the Zon roles...,
  • “Be the silence that listens.” — Tara Brach () (thanks ),
  • Wow! ,
  • Everytime I have to go back to the world I think "I just wish this company used for everything". ,
  • Every time I am "forced" to use Microsoft software it is nothing but a major disappointment - think the hardware might be ahead of software,
  • RR points to the sad state of the CMO. Succession is the major issue - aside from the turnover itself ,
  • Of to Christchurch. Brrrrrrrrrrr,
  • Stop whining about Facebook and Google and learn from them - spot bloody on! ,
  • Looking forward to reading this ,
  • Worth a read ,
  • Love this... ,
  • Like how McKinsey frames culture and behaviour together. ,
  • Fed Up with Super Rugby games stopages for criminal investigations. Equaly tired of thuggery ,
  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
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Link Love

Tom is right, the lack of links in press releases is astounding. Equally astounding is how few companies and agencies have adopted the social media release format in its truest sense.

Where I am not so sure is around Tom’s suggestion that they don’t do it because they aren’t rewarded for it. While true  – I’ve yet to see PR people embrace search performance and relevancy into their metrics and strategies – I don’t think it is the reason they aren’t included.

Sadly, I think it is probably just laziness coupled with the usual editing anarchy that surrounds getting a release out.

I used to be puzzled about why PR people are so miserly about including links into their news releases and emails. Even those PR people that know that they should…often don’t.

Yet links are a key Internet currency. Why don’t they understand this?!

And I’m fed up of adding links to my posts about their clients and other relevant material because they are absent from the background materials.

I’ve come to the conclusion that since PR people aren’t putting links into their communications then I shouldn’t need to put those links into my posts. Clearly, if it were important to them, then the links would be there in the source material.

I used to be puzzled about this behavior but now I think I know why: The reason for the lack of the hyperlink — the most fundamental element in a digital document — is that PR people don’t get any credit for it.

PR people are paid for story placement — which is just one side of the story. The SEO benefits from a well-linked story are worth much more.

A link from high-ranked news site will provide far more than a momentary boost in traffic to a company’s web site. It provides a high degree of trust that Google uses to determine rankings in key search results.

This is much much more valuable than the actual news or feature story itself because it affects Google’s ranking of the company web site for a very long time.

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