Search Engine Optimization is one of those increasingly popular skills that many companies demand their PR agencies have. In fact, many agencies market this aspect of their offerings. With the onset of the Internet Revolution, search engines became increasingly popular. People needed a way to sift through all of the sites and webpages and easily find what they're looking for. Search engines primarily rank sites based on relevancy of what was searched.
Search Engine Optimization is one of those things that PR agencies find their clients demanding, yet may not be the most ethical way of practicing public relations. Basically, Search Engine Optimization is a way for companies to pay to have their website show up higher up or more prominently on search engine results. What ends up happening is that the companies that have more money outranks the sites that may actually be useful to the searcher, which hurts the general public in the long run. Personally, I'm not sure how I feel about SEO ethically, but it's definitely one of those skills that a PR professional needs to have to get ahead in the industry.
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