In a blog posting by client PPC Associates, they discuss several challenges that PR professionals are faced with due to the constant changing landscape of the internet.

Here are some pointers offered from the posting:

1. Quality content always wins –I know this a tired subject, but you need to focus on content that searchers care about. News for news’ sake will not bring traffic and will never become viral.

2. Syndication is key –The old adage “if you build it, they will come” was never completely true for a sales pitch. The reality is that you can have the best technology or service, but if no one knows about it, it’ll remain the best-kept secret in your industry.

3. Use links like they were gold – If you only have 3 links to put in a press release, what should they be? I usually recommend one link for the homepage using the brand as the anchor text and one each for product/service-related offerings using the specific product or service keyword as the anchor text. For instance, let’s say you’re Hootsuite. Anchor text for your first link (homepage) would be “Hootsuite”, and for your second it might be “social media management”.

4. Use rel=nofollow tag – The Google web spam team has made it very clear that any links in press releases or paid links should have the “rel=nofollow” code. This is a new development in how PR distribution services have been managed.

5. Use new media – Once the release or story goes out, the fun begins! You have been actively nurturing followers and connections across channels with interesting content, so now you can sprinkle client/company news in with your news feeds.  

6. Track the results – Both Google and Bing have free Webmasters Tools functionality that provides much-needed information regarding the status of websites and their performance in the search results. If your website isn’t registered on both of these, do it now.