In the rush to populate web copy with keywords the most important thing is sometimes forgotten. The copy needs to well written, lively, interesting and relevant. It is astonishing how often this is forgotten in the charge to upload text that will rank highly in Google.
Engaging content can have a direct impact on search engine rankings and consequently on traffic. Some websites sacrifice the need for good written content because their search engine optimisation advisors have influenced key words and their placement in the text to such an extent that the site no longer informs or entertains.
What this process fails to acknowledge is that the quality of the content is critical to receiving high rankings, because it will affect the number of pages viewed and the stickyness of the site. Crafting words is a core skill for the majority of PR people. We also need to consider how to deliver quality content in all of its other forms – still images, audio and video. Whilst using the agency or in-house digital camera is useful for the old application for important work we will still tend to use a professional photographer. The same should apply for audio and video content.
Words still lie at the heart of all of this. The right words will bring audiences but in the the wrong alignment they will drive them away, perhaps never to return.
“Google is not a search engine. Google is a reputation-management system, and that’s one of the most powerful reasons so many CEOs have become more transparent: Online, your rep is quantifiable, findable, and totally unavoidable. In other words, radical transparency is a double-edged sword, but once you know the new rules, you can use it to control your image in ways you never could before.” These were the sage like words of Clive Thompson in a piece called the ‘The See-Through CEO’ in Wired. March 2007. He identified a major new challenge for the PR industry; the need to consider and deliver against the results of relevant search.
Content that ranks highly in a Google search is de facto going to have more hits and more value. PR practitioners have to consider how digital PR supports good search rankings. 
PR and the Social Web 