After successfully growing the PRLab community from Amsterdam, PRLab CEO Matias made the move to establish the agile PR agency we have here today. After assembling a team of PR experts, content marketers and SEO specialists, it was time to apply our own expertise to our own website, completing an SEO audit and creating content that is informed by extensive keyword research and analysis.
The purpose of optimizing the PRLab website was to achieve the following goals:
We created PR blog articles for a few reasons. Firstly, articles provide opportunities for the appearance of relevant keywords. This contributes to our websites indexing in search engines like Google, which ranks us higher as our content is highly relevant and useful to the audience of our industry.
Articles are also a great source of information for our audience, and offering relevant answers to their pain points increases the overall value of PRLab, growing our brand authority. As well as optimizing our previous articles, we created many articles from scratch, producing extensive guides and useful content that will help our readers understand our value and to assist with their own PR efforts.
SEO is an ongoing process, and after making the changes the work is only half done. We then use analytics to track our progress, monitoring how our Google ranking changes for each keyword and any changes in organic traffic. If we notice that certain keywords aren't performing as well, we go back and further optimize the content and continually check if there are any changes.
The follow ups for SEO is a continuous process, as months after the changes there could be a need for more big changes, as both the competition and Google's algorithm are constantly changing, meaning updates to SEO are always needed to remain at the top.
