The agency asserts natural search (sometimes called organic search) is coming of age because the web has become more like traditional media. Major search engines are developing distinct editorial and advertising sections which savvy consumers are recognising. And getting listed in the editorial (natural search) section is more based on content – rather than technical factors – than ever before.
“For many marketers, getting a high ranking in the natural search listing is the ‘gold’ they increasingly seek. As content becomes more important PR is the tool that is best equipped to achieve that result.
“It’s taken us 18 months to get this right, to understand who is offering what, to identify best practice overseas and to then build a better local mousetrap,” said Grant Common, managing director, Network PR.
Network PR says although its offering is believed to be a first by the PR sector in Australia, and includes features that are in line with what specialist PR agencies overseas provide in the area of search optimisation, it has gone a step further.
The difference for PING PR, the name Network PR has given to its new web services, is that it bridges the gap between content and technology by also marketing a proprietary ‘search engine friendly’ CMS (content management system) for the many web sites that can’t be indexed by search engines. This CMS will also be used for general content publishing by Network PR.
“We not only undertake the writing and distribution of search engine optimised materials based on keyword research for web sites and web media, but we have added the technology required to make all that work more visible to the major search engines,” said Common.
“The irony is that according to 2005 research more than 13,500 Australian organisations are already spending well in excess of $100 million on PPC search marketing. However, our research of internet users –which mirrors similar US studies – indicates it’s only reaching 15 percent of searchers. The real growth is where 85 percent of searchers go and what they most trust – natural search.
“There is no suggestion that PPC won’t continue to be the major online marketing tool, but just as PR has emerged from the shadows of advertising in working with traditional media it is poised to do likewise with regard to our fourth mainstream media – the web,” said Common.
Network PR says the potency of its web search engine optimisation is the Beta testing it did for itself which resulted in it consistently delivering first page rankings across more than twenty PR-related natural search phrases on Google Australia.
Based on the early disclosure of its PING PR product, Network PR is already in discussions about developing web search engine optimisation strategies for several of its existing PR clients.
Network PR is a Sydney-based PR agency which has a specialist unit that applies research-based web content, media, publishing and distribution strategies to give organisations the optimum ranking in ‘natural’ listings on key search engines.
Additional information is available at www.networkpr.com.au including two new reports:
1. ‘Australian Online Search Habits 2006’ – Galaxy Research
2. White Paper: ‘Being Found in Web Searches via Natural Language SEO’
For further comment:
Grant Common - Network PR
(02) 8268 2206 0418 280033
grant.common@
