Jean-Louis Gassée’s quote, “Advertising is saying you’re good. PR is getting someone else to say you’re good,” succinctly captures the essence of marketing.
It’s a simple yet profound statement that highlights the trust factor in promotion.
But where does search engine optimization (SEO) fit into this dynamic?
As it turns out, SEO is a fascinating hybrid of both advertising and PR.
Let’s explore how SEO bridges these two worlds and why it’s a critical component of modern cannabis marketing strategies.
SEO As Advertising: Saying You’re Good
At its core, advertising is about showcasing your strengths and value propositions.
When you optimize your website for search engines, you’re effectively telling the world (and Google) that your business is worth paying attention to.
Here’s how:
- Technical Excellence: A fast-loading, well-structured website communicates professionalism and attention to detail. Think of it as rolling out the red carpet for your visitors.
- Helpful Content: Creating blog posts, product descriptions, and resources that answer user questions is your way of saying, “We’re experts, and we’re here to help.”
- User Experience: Ensuring seamless navigation and intuitive design is akin to putting your best foot forward in a conversation. A smooth user experience builds trust and keeps people engaged.
In these ways, your SEO efforts are very much like advertising—a direct statement of your company’s value and capability.
SEO As PR: Getting Google to Say You’re Good
On the other hand, SEO has a distinct PR element.
When Google ranks your website high in search results, it’s essentially a form of endorsement.
While Google’s algorithm isn’t a person, users perceive a high-ranking website as more credible and trustworthy.
After all, if Google says you’re great, who are they to argue?
Here’s how Google’s “endorsement” plays into SEO:
- Authority Through Backlinks: When reputable websites link to your content, Google views this as a vote of confidence. These backlinks signal to the algorithm (and to users) that your website is trustworthy and authoritative.
- User-Centric Metrics: Google rewards sites with high engagement metrics like time-on-site and low bounce rates. These metrics indicate that your content resonates with visitors, which boosts your credibility.
- Alignment With User Intent: When your site consistently answers users’ queries effectively, it reinforces the idea that your company knows its stuff.
In this way, SEO functions as a form of digital PR, where Google’s algorithms act as a gatekeeper to credibility.
The Synergy Of Advertising & PR In SEO
What makes SEO truly unique is how it blends advertising and PR into a single strategy.
Consider these scenarios:
- Content Marketing: Writing a helpful blog post not only tells your audience that you’re knowledgeable (advertising) but also positions your site as an authoritative resource that Google may rank highly (PR).
- Website Optimization: A fast-loading site says, “We care about your experience” (advertising), while Google’s recognition of that speed boosts your ranking (PR).
- Keyword Strategy: Targeting the right keywords ensures you’re visible to your audience (advertising), and when you rank for those terms, Google is effectively validating your expertise (PR).
By aligning your SEO efforts with both advertising and PR principles, you can create a powerful marketing engine that builds trust, drives traffic, and converts visitors into customers.
Final Thoughts
SEO is more than just a technical strategy; it’s a narrative.
On one hand, it’s you saying, “Look at what we’ve built and how much we care about our audience.”
On the other, it’s Google stepping in to say, “We agree—this company is worth your time.”
In a world where trust is the currency of marketing, SEO’s dual role as advertising and PR is invaluable.
So, the next time you’re optimizing your website, remember that you’re not just improving rankings.
You’re crafting a story—one that’s told by both you and Google.
SEO is more than rankings—it’s your story told by you and Google.
Ready to get started on optimizing your SEO strategy?