The difference between Public Relations PR and Advertising is simple, you pay for Advertising.  The definition of Public Relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

    Public relations is the more difficult "free" version of advertising. It turns out it's not free after all, however paying for advertising allows you to say what ever you want, public relations is different, this is when others say what they want about you.

    When you are high in the search results for a search phrase, the vast majority assume you got there because the "public" put you there. This is not far from exactly why your site was in the result to begin with.  Being listed on the top of a search that is relevant to your site is becoming one of the most sought after forms of Public Relations.  Those who see your site on top assume you are the leader in your industry, that assumption is (and has always been) the direct result of good Public Relations work.

    A Good Technical Public Relations Firm has resources in the industry and has professionals with experience in the agency.  These Public relations tools and experience drives your company's profits forward when a prospect turns to you (the industry leader) for answers and advise.  You provide them with the answers by way of your products or your services, or both.

    Public Relations may not be focused on promoting products or services, but this is where the new media comes in.  The new media that is constantly being "re-understood" everyday is the internet.  With it comes many "public" opinions, those opinions are available to all and when those opinions are negative you would normally put forth "Public Relations" efforts to maintain the goodwill.  When a complaint or a competitor comes up before your site on the internet, it's time to begin a technical Public Relations campaign.  It's also very likely a sign that other PR Media Campaigns should begin.  The internet is a sign of how the public views your company, or (in many cases) how it does not view your company.  If you do not show up in the search results, an effort must be made to allow the public to begin forming opinions.

We love it when our clients start to show up in the top 3 spots for phrases we targeted.  It's a good feeling knowing your campaign strategy was spot on.  It feels even better to see the competition drop lower and lower as you take their critical spots.  Then they get serious, the competitors sites start to change.  After being static for years and showing up in the search engines by chance because no one else was trying they finally realized they were losing business, soon enough they review their logs (or have an SEO company review it) and they see why.  The reason was that someone else took a phrase.

The next thing you know that SEO company starts in on their site, making change after change.  Eventually they make a mistake and poof, your site is no longer on the first page for that phrase at all.  Pretty soon your site is not showing up on any search engine, for any phrase.  What happened...

It's called Best Practices:
Given enough of an uphill battle we've seen the most prominent SEO figures cross the line.  They do it because they share the customers frustration.  When they fall into that trap, it's too late (it's over).

Best practices are there for a reason.  Don't cross the line.  Some of the most common mistakes are:
    Use of the "revisit-after" meta tag.
    Over stuffing keywords into comments.
    Use of third party products like "linkmaps, zeus"
    Implementing "doorway" pages
    hidden text
    hidden links

Why shouldn't the SEO companies do everything can, including those above, to help the client achieve their business goals?
Because any of the above practices will ultimately effect the visitors experience. 

Here's the cycle (economically):

1) User does a search for something they need.
2) User clicks on one of the top 10 sites that claim to fill that need.
3) User is not satisfied with those results.
4) User goes to different search engine.
5) Years later (if nothing is done about this) that search engine is no more.

If it's not good for the search engine (because of something deceitful on your site) your site wont be there long.  The search engines have all the incentive in the world to keep your site relevant to what the user wants.  And the most relevant site is first.  If you find that is not the case right now, if you find your competition is above you and yet not as relevant then they wont be there long.

Think long term, the search engines do.

Search engine optimization

PPC Search Engine

PPC works this way. The search engine will list your ad once a keyword or a bunch of keywords are typed in, and these are called sponsored ads or links, which usually are much more prominent then the normal search results lists. When anyone clicks on them, you pay the search engine for driving traffic to your website.

You only pay for the people that are brought in, which means you control your costs and don't pay for a promise of volume. Ranging from as low as 1 cent per click, it is an effective and cost controlling way to generate large amounts of volume.

You don't even need to bid for the highest poll positions to get a large influx of volume. It's all down to your keyword placements, headings and of course consumer decisions! You don't have to bid for poll position, and this obsession into throwing money around like water is what gets my goat. You can make a greater profit even in the lower spots so strike a balance between expenses and results.

You have more than one way to leverage on PPC Search Engine marketing. Ranging from keywords based PPC to product engines and service engines, the ways and means you can use PPC to work for you can be highly scientific and specialised. Once you can formulate a channel and a method to get your message across to a targeted audience you will definitely see the profits roll in - with more than enough to offset the PPC charges.

With code like conversion tracking, you can actually FIND out what keywords are working and which are not. Just by adding a line or two to certain parts of your webpage (especially if you own the product you are selling), you would be surprised to find out which keywords convert almost immediately to immediate sales. In this way, you can increase bids on keywords that work.

All in all, there is a science to PPC marketing and with more and more innovation breaking ground on the topic on a daily basis, you have newer and more specific ways to manage your PPC search engine internet marketing tactics.

Keyword Optimization

We can divide keyword optimization into two parts:
1.The technical part.
2.The qualitative part

1.The technical part.
When you write a SEO article, for example, first you will select a theme and the keywords, which are tightly related to that theme. Then you will proceed and examine the top five web sites per your keywords and see, if the SEO is done properly. Are the major keywords in the title, description, keyword list, h1,h2,h3 tags and in alt tags.

If the SEO is not well done and if the top site has no backlinks or minimal number your web site has the possibility to take that position.
The keyword optimization requires, that your keyword density is around 2 %, 2% of the words are keywords, and you will use your keyword in all those tags mentioned above. Write your keywords at least once in the bold, italic and underlined font and remember to put them also into the Author Box of your SEO article.

2.The qualitative part.

The SEO article works only, if the reader will get useful information written in an enthusiastic way. You have to think your SEO article content with the eyes of the reader. The job of your SEO article is to draw the reader into the landing page of your biz-opportunity, to make him want more about the topic. And to increase search engine ranking to reach those visitors.

When you will plan the keyword optimization of your SEO article, select keywords, two for example, which will follow each other, like increase search engine ranking with keyword optimization. Now the relationship is natural, which makes it easier to use them.

You can multiply the keyword optimization effect by selecting keyphrases, which include several keyphrases or words, like: your own internet business ideas and opportunities. Just research quickly how many keywords that includes! All of those are bites for the search engines.

It is good if your keywords are as narrow as possible. Then the reader of the SEO article will get exactly, what he is looking for and the number of disappointed visitors will be minimal.

SMO Social Media Optimization

The concept of Search Engine Optimization (SEO) has created another of its cousin of the same fray – Social Media Optimization or popularly called SMO. Quite congruent to the SEO process, SMO involves making sure that a website is popular and easily link-able to different media resources like blogs, social bookmarking websites and other media sharing websites. The whole purpose of SMO is to popularize the website in the social circles of the internet and make netizens aware of it.

Here are some common objectives of both Search Engine Optimizations and Social Media Optimization

Linkability determines how linakable your website is in cyberspace i.e. how many people would like to link to your website. If they do not have reason enough to link to your website, then there is no good reason why they should visit you. After all a bad website is as good as no website.

Both SEO and SMO strive to increase the linkability factor of a website.

This is a natural consequence of the linkability factor. Good content not only increases the linkability of a website but also gives visitors a reason to come back. And as repeat visitors increase, the credibility of the website goes up.

Pull Marketing

Pull marketing is a tad different from the regular marketing attempts. Quite unlike the latter, the former aims to attract visitors by exhibiting to them the potential value of the website and what they can gain through it. Obviously it scores above and is more effective than blatant advertisement of the website.

SEO is the process of popularizing the website on major search engines like Google, Yahoo, and Microsoft etc. Thus it follows the principal guidelines dictated by search engines only. SMO, as the name suggests again is all about making the website popular in social circles or media sources of the internet like blogs, forums, online communities, bookmarking websites etc.

SEO target users who have something particular in mind. That is because people using search engine have an intention and wish to acquire more information about the same. However, SMO has a wider target audience that mostly consists of savvy net users who don’t mind looking through a good piece of content.

SEO try to sell products or services while SMO aims to build a community of like minded users.

Advantage of online Marketing

Internet marketing is not high-cost when compared to the product’s real cost against the reach of the goal audience. Internet marketing is relatively cheap compared to the ratio of costs against the reach of the target group. Most of SEO Companies make a wide audience for a small fraction of traditional advertising budgets.

The nature of the medium allows consumers to research and purchase of products and services in their own convenience. Therefore, enterprises have the advantage of appealing to the consumers in a medium that can quickly produce results. The strategy and effectiveness of marketing campaigns depends on business goals and cost-volume-profit (CVP) analysis.

Internet marketers have both the advantage of measuring statistics simple and inexpensive. Almost all aspects of an Internet marketing campaign can be measured and tested. The advertisers are paid as options e.g. either pay-per-search, Web banner impression, pay per-click (PPC), per play (PPP) or per action. Therefore, marketers can determine which messages or offers are attractive to the audience.

The results of the campaigns can be measured and immediately pursued because online marketing initiatives usually require users to click on an advert for a site visit and perform a specific action. This measurement can not be achieved billboard advertising, where an individual is interested in the best case, and then decide for more information at a later date.

Internet marketing has being growing from 2007 faster than other types of media because the burden of response and overall efficiency of Internet media is easier to track than the traditional offline media - through the use of web analytics, for example - Internet Marketing can offer a greater sense of accountability for advertisers.

Marketers and their customers become aware of the need to measure the impact of cooperative marketing rather than selling advertising medium. The impact of multi-channel marketing is difficult to determine, but are an important part of assessing the value of media campaigns.