Search Engine Optimization (“SEO”) has become such a huge force in the way informational articles are written and news is reported.
— RD Hastings
NEW YORK, NY, UNITED STATES, September 22, 2022 /EINPresswire.com/ — RD Hastings, a senior editor at NewsXPartners Corporation (“NXP,” a New York-based publicity firm) and an author and former news reporter himself is reluctant to become an expert on SEO, and encourage a somewhat resistant group of writers and journalists to do the same. “Search engine optimization has become an obsession in our industry, overshadowing and almost obsoleting quality journalism,” he said.
“In the publicity industry, people are always competing to be seen in the media. Attracting the attention of readers and viewers and site visitors is part of the work we do for the clients we serve. It always has been. But now with SEO as a major consideration, our messaging is less creative and artistic than it ever was. We are limited by Google’s mysterious search engine algorithm in terms of what we say and how we can say it. It’s as if Google rewrote all the rules of communication for everyone.
The literary quality of a written piece is now second only to its SEO viability, and the result is that content is numbed and writing style – the personality of the writer through the pen or the keyboard – has become greatly suppressed,” said Hastings. . “Contemporary writers, at least those in the trenches with me, have become largely interchangeable. They write more and more like robots.”
NXP is reaching out to the academic community to jointly conduct some scientific research to predict what the overall effect of SEO compliance will be on the quality of communications and messaging over the next five-year time horizon. NXP has budgeted funds to sponsor the research, which is expected to be conducted by graduate students in collaboration with some of the senior members of the NXP Writers Syndicate and some NXP publicity executives. Scholarships will be given to the selected graduate students participating in the project.
Hastings said: “The effect of SEO compliance on communications will directly affect every single publicity and PR firm as well as NXP. First and foremost, we are all in the communications business. It even comes before brand building, image development, reputation management and all the other services we provide. It is no longer enough to provide good information – it must be searchable. And it becomes even more exciting.
It’s actually going to change the nature of client audio clips, news releases, blog posts, everything. These will all need to be search engine optimized. In the same way that text messaging changed language and brought us a whole new vocabulary of abbreviations, acronyms and phonetic spellings, SEO is changing the way we serve content and context. It’s revolutionary. You have a whole new generation of young, aspiring journalists advertising themselves as ‘SEO content providers’ and ‘SEO writers’. The problem is that while they understand SEO, their actual communication skills are generally not that strong.
Their idea is to get your client’s brand on page one of search engine results. This is a big goal. But the bigger challenge is, as it always has been, having something memorable to say once you’re there. The two are sometimes at odds with each other. It will be very interesting to see what the next five years hold for the publicity profession and our clients.”
NXP, a fast-growing national publicity firm, actually got its start in 2006 as an informal behind-the-scenes association of independent writers, reporters, journalists, publicists and public relations professionals working together to promote the reputation and brand of select clients . At that time, the clients were primarily privately owned companies in the Northeastern United States, and the main media used were the traditional print newspapers and magazines.
Since then, NXP has gone fully national in terms of the geographic locus of its customers, and it is actively involved in all forms of e-media, including digital publications, blogs and podcasts. It formalized its structure and incorporated in 2022.
NXP offers a full range of publicity and public relations services, including branding, name recognition, image development, reputation management, media relations, competitive strategy and a host of others.
NewsXPartners Corporation is privately held by its founding members. For more information, or to contact NewsXPartners Corporation, direct correspondence to [email protected] or telephone 1-516-279-2076.
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