Member Article

PR agency creates opportunities from Google changes

South Yorkshire-based public relations firm, Dragonfly PR, is turning adversity into opportunity following seismic changes to Google that will prevent site owners from monitoring the keywords that visitors use to find their website.

Google searches are now encrypted, meaning that individual users can no longer be tracked by the keywords they enter into the search engine. While this may be good news for users of Google, as their searches are now more private and secure, it has caught marketers off guard, given how valuable this data is for helping businesses to drive more traffic to theirs websites and generate sales.

The Sheffield PR company, which has its own specialist search engine optimisation (SEO) department in-house, has been urging marketeers not to panic at the drastic changes and educating them about the chances they actually present to achieve significant competitive advantage.

Rebecca Coupe, digital account executive at Dragonfly PR, explained: “Although losing the ability to track and analyse keyword data comes as a blow for businesses and SEO practitioners alike, it actually provides exciting opportunities for companies to focus on what really matters to both their customers and the search engines -and that is content.”

“Informative, interesting and original content should form the backbone of every SEO strategy. The most recent changes to Google mean that it is more important than ever for businesses to focus on creating content that will be of real use to their customers, as well as helping them reach the top spot on the search engine.”

She continued: “Hopefully we will see fewer organisations simply loading their websites full of keywords and more focusing on adding value with genuinely useful content.”

Dragonfly PR is offering a free website audit throughout October for any business that is unsure about how to secure online prominence, particularly following the recent fundamental developments at Google.

This was posted in Bdaily's Members' News section by David Gatehouse .