What We Do > SEO PR and Paid Search
The role that search engines play is equally important as what journalists or influencers think. Search Engine Optimization (SEO) and public relations (PR) is a combination of writing press releases and producing other promotional material which maximises search engines selecting copy to generate leads. This increases traffic to a brands’ website or engagement with their social media channels. Paid search is a type of contextual advertising where site owners pay a fee to have their website displayed in top search engine results page placement.
How does SEO work and why is it important?
The best Brazilian PR agencies know that an understanding and consideration of search rankings and search engine visibility are the crucial ingredients to any campaign. However, search engines and user behaviour on search engines have evolved significantly in the last few years. The increase of mobile search usage, the expansion of personalised and local search have all transformed best practice and future proofed SEO strategy. Sherlock understands this constantly changing landscape. Our expertise and view of how SEO, PR and paid search interrelate is very simple; high-value links and high-quality content are the glue that binds the two together. This ensures our clients brands remains highly visible and their customers can find their business easily.
How can we help?
Both in Brazil and in Latin America, Sherlock has extensive experience in designing and executing ethical SEO PR campaigns that successfully disseminate trending online content to high authority sites, generating multiple links that boost search rankings and visibility. To ensure to maximise the benefits from SEO, it’s essential to continuously optimise websites. We have the skills, knowledge and drive to help our clients stay ahead of the competition and future-proof their presence in organic search.
While there can be no transactional relationship between journalists and Brazilian PR agency that always guarantees the insertion of links into articles, Sherlock has both the strategic and tactical experience to know which publications and individuals more commonly link and, crucially, exactly what kind of content formats will generate the best outcome. Our specialist team of native Portuguese-speakers work closely with our clients’ teams to really understand the product/services and brands objectives. Whether it’s a large ecommerce website or a simple static website, a solid technical SEO strategy makes a significant difference to our client’s sites visibility. This includes working with clients’ developers to identify, diagnose and give solutions to all technical challenges.
Paid search, where we investigate our clients’ target market in great detail, can add a lot of value to both the campaign and potentially how the product is launched in Latin America. Having detailed information gained from focus groups, gaining both quantitative and qualitative data, gives campaigns greater insight and awareness to ensure that we speak directly to our clients’ audience in the language, format and time that creates the most impact.
What we do
We work closely with our clients devising a robust strategy with a timeframe roadmap that dovetails into clients marketing strategy. This could include:
- Run focus groups with our clients’ targets customers or business users to understand in great detail their perception, values and how they could use the product. This data enables us to add facts and figures to our campaign work;
- a detailed review of our clients websites. Sherlock’s’ technical experts will ensure the website remains accessible to search engines and users at all times. We use industry leading tools and technology to spot and interpret the underlying issues;
- preserve existing SEO value when migrating to a new website domain or platform;
- geo-targeting and international SEO or just consultancy throughout the process of building new sites;
- a detailed SEO roadmap including a content calendar which aligns with clients business plan as well as key events in Latin America;
- frequent industry updates and monthly reports including updates on agreed KPIs;
- pay per click (PPC) experts to create and optimise bespoke, targeted and effective Search and Display AdWords campaigns which increases sign-ups, leads and sales and lowering our clients conversion costs.
We have the expertise in both Local and international SEO delivering our clients PR requirements. This is important as location based searches are increasing alongside consumer expectations. Therefore, it’s vital to ensure brands local listings are closely managed as search engines, including Google, are always adding additional features.
Our clients are both single and multi-location businesses, so Sherlock selects key opportunities within the Google My Business (GMB) profiles. This optimises the local elements search engines and what users care the most. We map out optimal name, address and location for each location, comparing this to information available to both search engines and users.
‘Hreflang’ tags are used in international SEO’S. Invented by Google, designed to resolve issues for international website who offer products and services to an international audience, in different languages and currencies. Campaigns using Hreflangs can be complex to apply and even more to resolve. Therefore, it’s essential that hreflang tags are set up correctly otherwise Google won’t know which page should appear for which country so it’s likely to treat any variants as duplicate content. Meaning content is less likely to be found, resulting in bad user experience.
Sherlock has the expertise to lead the entire process of geo-targeting and producing local content for our clients. Both SEO and paid search grows our clients brand awareness and build relationships to the right audiences, in the right places and at the right time.