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How to Set Up a B2B Facebook Advertising Campaign

By Jackson Dulzo, Senior Account Executive At Hoffman we’re increasingly executing integrated communications campaigns that roll earned, owned and paid media into a single client budget to reach B2B audiences. It’s here that traditional PR techniques like media relations and thought leadership combine beautifully with the new generation of publicity tools, including paid social ads …more

This Experiment Proves SEO Extends the Reach of a Corporate Blog

Before jumping into the experiment, a few words on the big picture. After beating the SEO drum since 2010, it baffles us that the PR industry hasn’t embraced this discipline. Our push to marry SEO and PR picked up steam seven years ago when Google overhauled its search algorithm.     Google used the Hummingbird …more

Google Ignores Its Own Best Practices for SEO

  If any organization should nail the fundamentals of SEO, it’s Google. After all, Google wrote the rules behind online search and holds the keys to the algorithm. It’s a little like knowing the words for a spelling bee before the spelling bee takes place. Sure, it still takes knowledge to win it, but the …more

Mulling on the (potentially) happy marriage of PR and SEO

By Mark Pinsent, Managing Director, Hoffman Europe   Public Relations and Search Engine Optimisation (SEO) haven’t always been the happiest of bedfellows let alone entertained thoughts about a long-term commitment. There are a number of potential reasons for the lack of chemistry. Perhaps the historical perception of unethical ‘black hat’ SEO and underhand link-building programmes …more

Why SEO Is a Natural Fit for the PR Industry

We’ve been touting the virtues of SEO in PR strategies since 2010. Our push to integrate SEO and PR accelerated in 2013 when Google revamped its search algorithm with the Hummingbird update.     It was at this point that Google squeezed most of the gamesmanship out of organic search. Those backlinks sold out of …more

Brookings, Not Using Traditional PR, Punches Back at The New York Times

When months of investigative reporting by The New York Times produced the story, “How Think Tanks Amplify Corporate America’s Influence“ and the companion piece, “Think Tank Scholar or Corporate Consultant? It Depends on the Day,” I wondered how Brookings would respond. The wondering didn’t last long. The same day the stories came out, Brookings published “Brookings …more

Time To Redefine “Organic Search” as “Earned Search”

John Belushi asks the question (in my version of “Animal House”). I’ve made this plea before. But don’t listen to me (or John). Rand Fishkin, one of the top SEO gurus in the country, supports this point in one of his white board videos. Check out this clip:   These words from Mr. Fishkin are …more

SEO Welcomes Storytelling and PR to the “Family.”

I’ve advocated that PR sits in the best position to lead the organic search charge or what I prefer to call “earned search.” As Google continues to squeeze the technical gamesmanship out of SEO, the signals most valued by Google in determining what to serve up for a given search tend to fall within the …more