according to emily zager…

Understanding the Search Process

Posted on: September 20, 2009

Last week, my PR and New Media class discussed why and how understanding the search process is a relevant public relations skill.  Search matters to PR professionals and companies for several reasons.  To put this into a better perspective, I chose popular American airline Jet Blue to analyze in regards to their presence in digital space.  

Jet Blue’s home page is the first link to appear upon Googling the company.  A Wikipedia article, recent news result and a You Tube video appear on the same page of search results.  Their brand and web pages are search friendly.  A diverse array of links help paint a well-rounded picture of the company.  The company’s content helps to define their brand and present their services in an informative yet conversational tone.  This illustrates how Jet Blue’s professionals understand the search process.  On a tangent, Jet Blue currently has 1,243,035 followers, interacts with them on a regular basis, and offers full-on customer service via Twitter updates and links to their company’s Web pages. They are easily accessible and have a prominent place in the realm of social media.

To be relevant and findable on the Web, it’s important to utilize a lot of text and links.  It’s also important to distinguish on-the-page versus off-the-page elements when it comes to search process optimization.  On-the-page strategies include proper usage of titles, whereas off-the-page strategies focus on descriptions, alt-text, meta keywords and more.  In short, links allow instantaneous connectivity when it comes to good search results. Visibility is key to becoming relevant and directly accessible via the Web.

ALso, PR professionals need to know where and how to get more information when it comes to the search process.  The five ideas a professional needs to utilize in becoming more visible online are:

  1. Research
  2. Teamwork
  3. Planning
  4. Experimentation
  5. Benevolence

Overall, the search process encompasses a variety of important skills while working in the digital space. PR professionals working for big and small companies alike need to remember to go where the people are while keeping their message interesting, informative, and easily attainable.  Jet Blue performs solidly in search and maintains an active stance in its social media outlets.

Jet Blue Airlines


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Emily received her BA in Advertising & Public Relations from Loyola University Chicago in May 2010. She is inquisitive by nature and loves to surround herself with new situations, people and the world around her.

Emily is a lifelong dancer, a current ballroom dance instructor, and lover of all things social media. She's currently searching for a new career opportunity in PR, event planning or advertising. Take a peek at her musings about media, branding & the PR indsutry.

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