We are very excited to continue our public relations and crisis communications expert interview series with Laura A. Frnka-Davis, APR is the principal of LFD Communications, a woman-owned public relations agency based in Missouri City, Texas.

A dedicated professional with more than 15 years of public relations experience, Laura has spent time at some of Houston’s well-known non-profits and businesses, including Texas Children’s Hospital, Pierpont Communications, and LifeGift. She is well-versed in multiple communications disciplines ranging from media relations to PR writing to internal and external communications.

She is an active member of the Public Relations Society of America Houston Chapter, where she serves as an assembly delegate. Laura graduated from Texas A&M University in College Station, Texas where she majored in journalism and minored in marketing. LFD Communications is a member of the Fort Bend Chamber of Commerce and the Greater Houston Women’s Chamber of Commerce.

What is reputation management? How does it relate to public relations?

Reputation management, quite simply, is keeping your reputation in-tact. Public relations is a consistent effort to establish goodwill and mutual understanding between an organization and its target audiences.

What are the biggest PR mistakes you see companies make online? How could these mistakes have been avoided?

You can’t ignore your digital reputation. You need to take the time to respond to those reviews that come in via social platforms and personalize the responses. Don’t use a cookie-cutter approach.

How does social media factor into your reputation management strategy?

Social media is a big part of your reputation management strategy. It’s a reflection of the experiences your publics are having with your brand. Social media is an extension of your organization and must be maintained.

What is the first thing a company should do when there is a crisis online?

As with any PR issue, you need to research and do your homework first. Gather the facts and then work on a response.

What can employees do to help their company during and after a PR crisis?

Employees should always be advocates for your brand, regardless if there is a crisis or not. In a crisis, employees should take time to understand who is responsible for the company’s response and respect it. Don’t attempt to answer questions from the media when approached, etc. Follow organizational protocol.

What can senior executives and companies do to better prepare for a PR crisis?

Senior executives can take time to role-play a crisis. More often than not, crisis plans are written and then put on the shelf to collect dust. They are meant to be used as a tool and adapted as necessary, particularly when situations like a global pandemic hit.

Is reputation management getting easier or harder? Why?

Reputation management is getting harder with the role of social media and digital communications. You’ve got to keep your eye on multiple channels and platforms to make sure you’re managing your reputation appropriately. I also think the COVID-19 pandemic plays into this. The public is going to remember how your company/organization responded to this crisis for many years.

What has been your biggest PR or crisis communications challenge? How did you handle it?

There have been many! One that stands out was when I was working for the local organ recovery agency and we had a nasty headline on the front page of the paper. Despite the CEO providing an informative and helpful interview, the result was less than flattering.  The news was leaked to the agency’s public, including volunteers and members of the Board of Directors. I had to quickly get into action and work with physicians, ethicists, etc. to write rebuttals and work like a dog to get the paper to print them in the op-ed section. I also had to manage the online reputation of the organization and field comments on social media and quickly.

How to Connect:

Website:  www.lfdcommunications.com

LinkedIn:  https://www.linkedin.com/in/laurafrnka-davis/

We are very excited to continue our public relations and crisis communications expert interview series with Ann Wright from Rough House Media.  Ann has more than 25 years’ experience working with the media – from both sides of the fence.

After a career as a print journalist and TV producer, she co-founded Rough House Media, which equips clients with confidence in their media relations, providing crisis communications strategy, and training courses in media interviews, crisis management, and presentation skills.

She works with multinationals, entrepreneurs, and the third sector, with clients as diverse as the International Committee of the Red Cross, Nestle, the World Energy Council, and the International Chamber of Shipping.

Ann draws on her experience as a print journalist and TV producer working on high profile and prestigious BBC programs to create effective strategies and training programs to raise her clients’ profile and influence, and to protect their reputation in a crisis.

As well as providing bespoke services for Rough House clients, Ann also delivers courses on behalf of the Public Relations and Communications Association, the Press Association, and the Chemical Industries Association and is a visiting lecturer of the London College of Communications.

Ann spent a decade as a newspaper reporter before moving to the BBC, where she did everything from going undercover to expose rogue companies to producing high profile and prestigious state occasions.

Her TV credits include BBC Consumer programs like Watchdog and UKs Worst, BBC News, two royal weddings, the 2015 Election, the Reburial of Richard III, Children in Need, The Queen’s Diamond Jubilee and Nelson Mandela’s Funeral.

What is reputation management? How does it relate to public relations?

Recent research found that 80% of the value of an organization is down to “intangibles” – reputation – so managing this is just as important as managing your IT or sales pipeline. Reputation management is not just fire-fighting when things go wrong, it is making sure that over the long-term your clients, your stakeholders, and the wider public have a positive view of how you do business. This involves your marketing and public relations departments focusing on the same outcomes, co-ordinating key messages and activities which align with your vision and values and protect and enhance your reputation.

What are the biggest PR mistakes you see companies make online? How could these mistakes have been avoided?

There are two key PR mistakes I see businesses make when they are in the midst of a crisis.

The first is to hide their heads in the sand and take too long to make any kind of public acknowledgment of what is going on and respond. Your clients and potential clients want to know that your business is aware of the issue and taking action to resolve the problem.

One recent example was a major fire at a hotel. The hotel took more than 24 hours to post any kind of statement on their website or social media about what had happened – and in the meantime, guests were posting on Twitter that they had arrived at the hotel to find it on fire. Hardly likely to evoke confidence that the company cared about their guests or was aware of the seriousness of the situation.

The second is when businesses refuse to apologize if it is the issue is their fault. While the legal advice might be not to admit liability, from a reputation/PR point of view, it is far better to apologize for the problem, make it clear you are doing something about it, and move on.

When I worked at the BBCs Consumer Unit investigating and exposing rogue companies on national television, the complainants always said that if the company had done the right thing and apologized, they would never have contacted the BBC to complain in the first place.

How does social media factor into your reputation management strategy?

Social media has been a game-changer in terms of reputation management. When anyone can post and everyone can read, those who want to criticize you have a global, free, and instantaneous forum.

As a result, businesses need to be continually alert to threats in terms of negative social media posts which may go viral and spread within minutes.

The drawbacks of social media are also the benefits, as it means that you can publicize your updates and positive news to an unlimited audience, and, if you are in the midst of a crisis, can use it to post updates and stamp on speculation.

What is the first thing a company should do when there is a crisis online?

If people are criticizing your business on social media, the best tactic is to take the conversations offline as quickly as possible and speak to people directly, to try to halt the stream of negative posts. Do not get involved in any kind of online slanging match and make sure all your posts are factual and constructive.

In a crisis, aim to become the main source of information about the situation, by posting regular updates, and use hashtags to help people, whether journalists or other stakeholders, find them easily.

What can senior executives and companies do to better prepare for a PR crisis?

Every business should have a robust crisis communications strategy, which has anticipated potential threats to their business and created action plans to deal with these.

With a strategy in place, they can feel confident that when a crisis blows up, they will be able to roll this out, take control of communications quickly, and protect their reputation from harm.

What can employees do to help their company during and after a PR crisis?

Your employees are your best resource. You need all your team to pull together and work to keep the business running so that when you come out of the crisis, you are stronger.

As part of your crisis communications strategy, you should have worked out each person’s role during specific situations, so everyone knows what is expected of them. You should also ensure everyone is trained and confident that they can fulfil that role.

We would advise that every company have a social media policy with specific clauses about what your team can and cannot post during a crisis, which every member of staff has to abide by as part of their contract.

Is reputation management getting easier or harder? Why? 

Reputation management, and particularly the management of crises has become more difficult for two reasons.

Firstly, the speed with which news spreads around the world means that a company needs to respond to criticisms, threats or crises almost immediately, often before they know the full facts.

And secondly, social media has become a hang-out for the extreme and the cruel, which makes a measured response to any crisis or a reasonable discussion of any issue extremely difficult.

How to Connect:

Website:  www.roughhousemedia.co.uk

Linked In:  linkedin.com/in/annwright01

We are very excited to continue our public relations and crisis communications expert interview series with David Gerzof Richard, CEO and founder of BIGfish PR, a public relations agency headquartered in Boston, Massachusetts that represents publicly traded companies, sovereign nations, professional athletes, social impact brands and white-hot start-ups.

In addition to running BIGfish, he is a professor of public relations and digital media at Emerson College, a lecturer at Harvard University, and an investor/advisor to a number of early-stage companies. He holds a master’s degree from Emerson College and a bachelor’s degree from Boston University. David is a marketing leader with deep expertise in corporate storytelling and the introduction of new companies, ideas, and products across a spectrum of sectors including technology, energy, sustainability, consumer products, healthcare, finance, professional sports, agriculture, travel, and tourism. David and his team at BIGfish guide brands with their market leadership positioning, message development, public relations efforts, marketing and crisis communication, launch strategies and campaigns, social media outreach, content strategy, press and analyst relations, media training and speaking engagements.

Prior to founding BIGfish, David was employee number one at Cignal Global Communications, an international voice and data phone company he helped form in 1995. David served a number of roles at Cignal, including VP Marketing, Communications Director and Company Spokesperson. The company was acquired by UGC’s Priority Telecom in 2000.

What is reputation management?  How does it relate to public relations?

Reputation management is the practice of influencing the perception of a brand or individual when searched or viewed online. Public relations and reputation management are both practices that focus on changing perceptions and the two relate to one another in a number of ways that mainly revolve around search. The outcomes of successfully executed PR campaigns often populate page one search results with news coverage, which happens to be the target real estate for reputation management campaigns. Page one search results also happen to be the starting point where many journalists research a brand or individual before setting out to conduct an interview.

What are the biggest PR mistakes you see companies make online?  How could these mistakes have been avoided?

There are too many to count, but my top three are:

1. Leaving critical data unsecured on the web
2. Brain-dead posts, social media or otherwise
3. Posting news before news agencies publish coverage

How does social media factor into your reputation management strategy?

Social media gives a brand or individual a platform to present their message and narrative with no filters. This can be incredibly effective in communicating with customers, stakeholders, and the general public during a crisis that can negatively impact a brand.

What is the first thing a company should do when there is a crisis online?

The first thing any brand should do when there is a crisis is to make certain all online touchpoints including the brand’s website and social media accounts are reflective of the brand’s core values and are ready to go to at a moment’s notice to address the issue thoughtfully, openly and honestly.

What can employees do to help their company during and after a PR crisis?

Employees are perhaps the most critical stakeholder during a PR crisis. A brand’s employees are perceived as “insiders” by the general public; the statements they make and the actions they take can carry very heavy weight. It is important to keep this in mind and that many employees have smartphones and are active on social media, which can add fuel to a fire or help extinguish it. It is therefore critical to communicate as frequently and as transparently as possible with employees.

What can senior executives and companies do to better prepare for a PR crisis?

Have a plan. Crisis planning is often overlooked or pushed aside during the course of normal business activities. It is only when a crisis strikes that stakeholders look to leadership for guidance and if there is no real plan then things can get messy, fast. It’s impossible to plan for every eventuality, but certain industries have a high frequency of similar crises striking again and again. Regardless of the cause, many crises involve interruptions in normal business operations and that is something all businesses should have a plan for.

Is reputation management getting easier or harder?  Why?

Reputation management has been getting easier for some brands and harder for others; it really depends on how well a brand manages its external communications. Brands that are highly active communicators, ie. have consistent, strong social engagement, a keen awareness of what its search results look like, and/or a solid PR strategy, tend to have a much easier time navigating reputation management than brands which that do not have strong external communication.

What has been your biggest PR or crisis communications challenge?  How did you handle it?

Over the past 20 years, BIGfish PR has handled a fair amount of PR crises for our clients. There is no one specific crisis that stands out; however, we have found there are a number constants for handling PR crises across the board:

1. Have a relatively easy-to-execute response plan.
2. Identify all stakeholders impacted by the crisis.
3. Form a response team to lead execution.
4. Constantly monitor the situation.
5. Be honest and transparent in all messaging.
6. Never speculate on unknowns.
7. Always communicate genuine concern for all stakeholders impacted by the crisis.

How to Connect:

Website:  http://www.BIGfishPR.com
LinkedIn:  https://www.linkedin.com/in/davidgerzofrichard

We are very excited to continue our public relations and crisis communications expert interview series with Amanda Coleman from Amanda Coleman Communication Ltd.

Amanda has more than 20 years’ experience in communicating in a crisis working with public bodies. Her experience includes working with emergency services, central government, local authorities, and health providers.

In 2017, Amanda led the law enforcement communication response to deal with the Manchester Arena terrorist attack. She has also been responsible for leading communication during riots, the murder of police officers, and the death in service of a Chief Constable.

She is the author of Crisis Communication Strategies published by Kogan Page in May 2020. It brings together advice for preparing for a crisis, dealing with it and moving effectively into the recovery phase.

Amanda has worked as a journalist and is a Chartered PR Practitioner as well as a Fellow of both the Chartered Institute of Public Relations and the Public Relations and Communication Association. She is an international speaker on crisis communication.

What is reputation management? How does it relate to public relations?

Reputation management is a much misunderstood and misinterpreted phrase. For me, your reputation comes from what you do and how you operate. It cannot just come from the PR or communication no matter how good this is. What PR and communication can do is put a spotlight on the positive operation or in the case of a crisis on the response which will strengthen or build the reputation of the business.

What are the biggest PR mistakes you see companies make online? How could these mistakes have been avoided?

One of the biggest problems is organizations or businesses that are not authentic. They behave in a way that is not supported by their brand values and it falls flat. People easily spot when brands are not being authentic, and it is incredibly damaging. You can add to that the times when companies are using digital or social channels because they think they should but are unclear what they are trying to get from it. The bottom line is do something because it benefits your PR, communication, and customer service not because you want to try the latest social fad. Above all be yourself and stick to your brand values.

How does social media factor into your reputation management strategy?

Social media is an integral part of reputation management and communication more broadly. It is by no means the only method to focus upon as there are still many customers and service users who are not plugged into social media. But people on social media can be vocal and can instantly raise an issue and make it global. Companies must have a strong social media footprint to know what is going on and be able to respond to it with speed.

What is the first thing a company should do when there is a crisis online?

The most important thing is recognizing that it is there in the first place. Too many businesses either fail to spot the crisis that is emerging or refuse to accept it is there. This means they are losing valuable time in responding in a way that will build trust and confidence. It is then important to engage with people online so you can explain what is happening, what is being done, and build that confidence.

What can employees do to help their company during and after a PR crisis?

If you have strong employee engagement this will be incredibly beneficial during a crisis. It means the frontline employees who are likely to be the ones speaking to customers or service users know what to say and do to support the company and will be wanting to do it. Employees have more credibility with the public and can be the best spokespeople when dealing with a crisis. Once the crisis is concluding there is the most challenging part — the long road to recovery. This is when employee engagement and support will be vital to secure the future of the business.

What can senior executives and companies do to better prepare for a PR crisis?

Simply have a crisis communication plan, know the risks to the business, and test out your response. In recent years financial pressure has led to people being focused on today often with little time, money, or energy to plan for the future. Those at the top of the company can change that by prioritizing readiness to face a crisis.

Is reputation management getting easier or harder? Why?

I think reputation management is getting easier. We now have access to lots of data, insight and analytics that can help us keep on top of sentiments and reputation. I also think people are clearer about what they want and expect from brands, and they are vocal about it through social media. If companies are listening, then they will be better placed to manage their reputation effectively.

What has been your biggest PR or crisis communications challenge? How did you handle it?

I led the police communication response to the Manchester Arena terror attack which happened on 22 May 2017. It was a huge challenge and the work transformed how I viewed crisis communication. We had plans, processes, and policies but they were not focused on people. The people who were affected were what drove the communication effort both externally and internally. The experience was what pushed me to write my book Crisis Communication Strategies so I could encourage others to change how they view, prepare for, and respond to crises.

How to Connect:

Website:  www.amandacolemancomms.co.uk

LinkedIn:  https://www.linkedin.com/in/amanda-coleman-chart-pr-129b1a22/

Blog:  https://amandacomms1.wordpress.com/

We are very excited to continue our public relations and crisis communications expert interview series with Jim Bianchi, APR, President & Founder of Bianchi Public Relations, Inc.

With more than 35 years of experience on both the corporate and agency sides, Jim is a hands-on PR professional directing Bianchi Public Relations, a Detroit area firm recognized nationally for its expertise in working with automotive and mobility technology suppliers.

Over the past 27 years, Jim and his team of senior PR professionals have worked with a wide range of clients, from start-ups to global corporations – including some of the world’s largest automotive suppliers such as Adient, Cooper Standard, Freudenberg, Johnson Controls, Valeo, TRW, ZF, BASF, 3M, PPG Industries, Schaeffler and Yanfeng.

Jim and his team have also worked with top auto-related organizations such as SAE International, the Automotive Industry Action Group, the Center for Automotive Research, the National Automobile Dealers Association and the Steel Market Development Institute.

Jim’s firm has been named among the “Best of Michigan Business” and one of “101 Best & Brightest Companies” in Metro Detroit. It has been ranked by PR industry journals as the largest independent PR firm based in Detroit and one of the top automotive and technology PR firms in the U.S.

Around Detroit, Jim is often called “the dean of auto supplier PR.” He was inducted into the PRSA Detroit Hall of Fame in 2012 for his contributions to the PR industry, and was the first recipient of the Alumni Achievement Award from Wayne State University Department of Communication in 2003.

Before jumping to the PR agency side of the business, Jim served as public relations manager for Fruehauf Corp., which was a Fortune 200, Detroit-based global transportation equipment manufacturer. He received a Bachelor of Arts degree in journalism from Wayne State University in Detroit.

Jim launched his full-time PR career as a publicist on automotive, agricultural and industrial accounts at the J.I. Scott Co., a Grand Rapids, Mich. B2B marketing communications agency.

Accredited in public relations by the Public Relations Society of America (PRSA), Jim is a member of the Automotive Press Association, the Automotive Public Relations Council, the Detroit Chapter of PRSA, the Detroit Regional Chamber of Commerce, the Troy Chamber of Commerce and the Marketing & Sales Executives of Detroit. He is also an affiliate member of the Society of Automotive Engineers and is an active member of the Public Relations Global Network (www.prgn.com).

What is reputation management? How does it relate to public relations?

Reputation management is, at its core, all the things an organization does to listen to and influence how its key constituencies perceive it. As social media has exploded and can drive rapid changes in perceptions, reputation management has become a critical and increasingly larger component of an organization’s overarching public relations strategy.

What are the biggest PR mistakes you see companies make online? How could these mistakes have been avoided?

With the global coronavirus pandemic, the most evident PR mistakes that companies were making online were publishing tone-deaf or insensitive messaging as they failed to consider or misread the audience’s sensibilities during this crisis. Companies should carefully monitor social channels and conduct pre-tests of their messaging before publishing, in order to help prevent making this kind of messaging mistake.

With some organizations, there never seems to be enough time to think things through carefully in order to prevent a crisis, yet there always is enough time to deal with the crisis that ensues. When it comes to crises, an ounce of prevention is truly worth more than a pound of the cure.

As Warren Buffet said: “It takes 20 years to build a reputation and five minutes to ruin it.”

How does social media factor into your reputation management strategy?

Social media channels are key in any current reputation management strategy, because of the velocity at which they can spread your messages, the broad reach they can generate for your messaging, and the crucial ability they give an organization to monitor its key constituencies 24/7/365.

However, social media can also be a dual-edge sword, because it can carry a crisis into mainstream media and go viral much quicker than before. Each platform presents its own benefits and challenges, but a company’s approach to managing the situation with social media remains pretty consistent.

Every crisis communications plan should define the organization’s social channels, passwords, social media team members, pre-approved messages and its social media policies in advance, so that the team can respond quickly and confidently to any digital firestorm.

What is the first thing a company should do when there is a crisis online?

LISTEN, then think. The best way to know what is going on is to monitor social media channels and news outlets before, during and after any online crisis. Work quickly to gather information to understand and assess the situation: identify the issue, what is known and unknown, who will be affected, what people are feeling/thinking, what the relative risks are, what the severity of the situation is, and what the likely life cycle of the crisis will be.

Having a crisis communications plan already in place before the crisis arises – a road map for navigating a precarious highway – enables an organization to save precious time in an urgent and often emotional situation. It helps to align management direction, streamline the process, reduce stress and maximize the effectiveness of your response amidst the heat and pressure of battle.

For this reason, smart companies have a comprehensive crisis communications plan prepared long before any crisis arises.

What can employees do to help their company during and after a PR crisis?

Employees can be the best ambassadors for the company if they are well-informed about the crisis and their roles … or they can be the company’s own worst enemies who either inadvertently or intentionally spread inappropriate or incorrect information.

First, employees can play a major role in helping to amplify and reinforce the company’s key messages through their own social media channels and interactions with others … but only if the company effectively communicates with them before, during, and after the crisis and enlists their support.

If your company’s employees have a solid understanding of the situation and know what information they can share with their social networks, they will do a great deal to help protect the organization’s reputation. If not, they can fan the flames of the crisis.

What can senior executives and companies do to better prepare for a PR crisis?

The best way to prepare for a PR crisis is to create a comprehensive crisis communications plan before you need it and to continually update it.

That plan should outline internal processes for handling the crisis; define the makeup of a crisis communication team; provide a framework for assessing the crisis and initial actions; identify the key audiences and how and when they will be notified; create core messaging, communications tools and templates; spell out likely risk scenarios and response strategies for each, and catalog the company’s potential spokespeople and social media channel passwords.

Senior executives who are likely to be spokespeople should undergo media training so that they are comfortable in dealing with the media when the inevitable crisis arises. And the members of the executive team should practice crisis communications through drills and rehearsals, which help to increase their confidence levels as well as enable continuous improvements to be made to the plan.

Having a strong crisis communications plan helps the company to act objectively, confidently and quickly during a high-pressure and emotionally charged situation. If you’re prepared for the worst, you’ll handle it best.

There are many firms that will help organizations to develop their plans, and many resources that PR professionals can turn to for insight. I recommend the book “Lukaszewski on Crisis Communication: What Your CEO Needs to Know About Reputation Risk and Crisis Management.” Another great reference is Jim Lukaszewski’s website at www.e911.com.

Is reputation management getting easier or harder? Why?

With the growing use of social media and the rapid rise of fake news, reputation management is both more challenging and more important than ever.

With 24/7 news coverage and the unpredictable viral nature of social media posts, companies face greater reputational risk than ever – and they must be ready to defend their company at a moment’s notice. Bad news travels at lightning speed.

Today, there are all kinds of threats that can potentially spark an online crisis – from acts of God and natural disasters to lawsuits, from workplace violence to employer discrimination and sexual harassment, from corporate mismanagement to data breeches, from workplace fires, explosions, accidents, and injuries to product recalls, from labor unrest to product tampering, from SEC or FTC violations to ethics charges … and the list continues to grow every day.

What has been your biggest PR or crisis communications challenge? How did you handle it?

In our work in the automotive industry, we’ve helped clients to deal with hurricanes, strikes, product recalls, lawsuits and explosions, and all of them have been big challenges. But I like to say that my biggest PR challenge is the next one.

As new technologies and new communications platforms arise and evolve, as the environment in which companies operate becomes increasingly complex, and as people become more polarized, more skeptical, and more distrustful of organizations of all kinds, reputation management continues to become increasingly difficult.

There are more potential risks, pitfalls and missteps than ever in business today.

And in an era where technology enables any individual to share and spread their story – whether it’s factual or not – globally and instantaneously, to millions of people with the click of a few keys, companies may be just one Tweet away from a potential crisis.

So companies need to be vigilant and prepared with a plan. They need to continually update that plan with new risk scenarios and situations, to rehearse their response to the crisis, and to constantly monitor social media channels and news media for potential early warning signals.

As crisis expert and author James Lukaszewski says so succinctly, in a crisis, speed beats smart every time. Waiting to execute the perfect response will cost you your reputation and your job. Responding in the first 60-120 minutes of a situation can save assets, markets, and reputations. Will you be prepared to respond in such a short timeframe?

The key lesson learned from these crises and the underlying truth about crisis communications remains the same: If you don’t actively manage your organization’s reputation, there is always someone out there with a different agenda that will. And odds are, you’re not going to like the results.

How to Connect:

Website:  www.bianchipr.com
LinkedIn:  http://www.linkedin.com/in/jbianchi 

Today, I want to cover on-site search engine optimization (on-site or on-page SEO) and review all of the parts of your website that you’ll want to make sure are in top shape, in order to turbocharge your rankings on Google and other search engines.

We will cover Robots.txt, Sitemaps, Content Optimization, Duplicate Content, Hidden Content. Mobile-Friendly Site Structure, Page Speed, URL Structure, Site Security / HTTPS, Title Tags, Meta Description, Keywords, H1 H2 H3 Tags, Google Site Verification, Structured Data / Schema.org, and Rich Snippets.

I would like to begin with some takeaways to keep in mind throughout.

The first is that websites need to be machine-friendly and the most important machine is GoogleBot.

With all of the code needed to build a website and putting them together, it might seem counterintuitive to say they need to be machine-friendly, but if your website is not built to be read by Google, you will not be able to rank. The early code for the web was just about display and handling. It didn’t easily allow the web crawlers to understand what it is that they’re seeing.

To meet the high standards for ranking on Page 1 of Google for your most important keywords, you must add meta elements to the end markup of your page templates, and then make a regular practice of testing your site’s SEO, and update your site’s code and structure as needed.

We are going to focus this article on-site architecture and HTML code. These are the two most important pillars of effective on-page SEO.

I will cover the what, why and how of effective website architecture with a focus on SEO.  We are going to start small so you don’t get too overwhelmed.

We’re going to start with crawling, after all before you can walk or run.  You have to learn how to crawl.

Can search engines easily get around your site?

Google, Bing and Yahoo crawl your website to populate their indexes. Whether you are an individual or a business, these search engines are really important, and display results based on their crawling.

Bad or incomplete crawling can be influenced by a number of factors. [Read more…]

If you run an online business or a website, or manage a New York SEO company you already know how important SEO is for determining the success of your venture.

Simply put, SEO is one of the cost-effective digital marketing forms which can help you boost the traffic to your website organically. However, that is easier said than done. Enhancing your website’s traffic with the help of SEO is not an easy task as it seems to be.

Truth be told, no one-size-fits-all SEO solution would be beneficial for all websites. But if you keep the spirits high, you can gradually achieve the desired results by adopting the best SEO practices.

You also need to keep an eye on the latest trends in the industry, which you will find in the infographic below!

Let’s check out some of the most important SEO tactics and trends to follow in 2019. [Read more…]