In a recent post at the Online Marketing Blog, Lee Odden explains how a better understanding of search-engine optimization can help PR and communications professionals boost their results in a digital world by making it easier for various search engines to find, index and rank their content. "If content can be searched on, it can be optimized," he says. "That includes everything from press releases to video to tweets."

In addition to traditional SEO tactics, Odden suggests these trendy ways to optimize content:

Digital-asset optimization. "Search results are no longer limited to Web pages and can include images, video thumbnails, news, blogs, books and local information. Optimizing for these different types of media involves understanding what digital assets can be created, keyword-optimized and published online for search," Odden explains.

Social-media optimization. "If PR and communications can understand how to influence keyword use of social content, then their news will be easier for analysts, reporters and journalists to find," he notes.

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