The results of the Vocus 2011 PR Planning Survey are out and the number of organizations that plan to focus more on SEO and social media has declined.
In this year’s survey 51% of the respondents indicated that they would focus more on SEO in 2011, down from 57% in 2011. And the number of organizations that stated they would focus less on SEO increased from 4% to 6%:
While these are small changes I find the trend discouraging. The PR industry has made good strides in its understanding of SEO in recent years but more often than not implementation beyond basic best practices falls short. So if anything more attention needs to be paid to SEO.
There may also be a tendency for some PR pros to think that social media has reduced the need for SEO, as evidenced by the “SEO is Dead” memes that resurface from time to time. The reality is quite the opposite; social media marketing and SEO are completely intertwined and each strengthens the other.
Speaking of social media, last year it dominated the mix with 80% of the respondents stating they would increase their focus on it. In the 2011 survey that figure drops to 69%, which is still very high considering how much attention is already being paid to social media in the PR world.
For comparison here is the 2010 chart that I included in my post on last year’s Vocus survey. At that time 57% for SEO was an encouraging figure:
Let’s hope the SEO trend shifts back up in 2012.