In a fragmented media landscape, search is essential to how people navigate online, learn about a topic and research products and services. Yet a staggering 90% of online content receives zero organic search traffic.
Enter Optimized PR, a performance-based PR offering. SHIFT designs and executes its Optimized PR programs with search at the forefront. By leveraging keyword data and content optimization principles we ensure maximum visibility, discoverability and engagement of the earned, owned and contributed content we develop.
We combine data-driven messaging and topic development with ongoing pitching and contributed content programs to obtain authoritative, high-quality inbound links from relevant publications around primary keywords. We also optimize all content — from press releases to pitches and bylined articles — for SEO so that our clients are well positioned to capture the attention of highly engaged audiences.
SHIFT firmly believes that a search-focused PR strategy is critical to breaking through the increasingly cluttered media landscape. Our approach ensures peak content discoverability while also aligning to the interests and behaviors of the audiences we seek to engage.
The resulting outcomes from this unique approach are both game changing and sustainable:
- Earned media that ranks in search engines and, thus, is seen by more people for a longer period of time
- Owned content that ranks for a broader set of keywords and drives more qualified organic traffic
- Firmly establishes expertise, authority and trust in your space with qualified audiences around highly trafficked topics