ADVERTISING & PR
SPONSORED BY: CERIS BURNS INTERNATIONAL Power up your online presence with
Digital PR and Marketing Ceris Burns, Managing Director of Ceris Burns International, gets to the heart of digital engagement.
Ready to take your digital activity to the next level? In a crowded and ever-evolving online landscape, cutting through the noise is tough and requires ongoing effort. So, what are the essential elements that will enable smarter engagement?
1) Keep it real
Authentic, high-quality content that puts people first, and that reflects your brand voice, is essential. Remember, if you’re targeting international markets, your messaging and content needs to be adapted for local audiences, customs, media and social media preferences. While the increasing capabilities of AI have made it easier than ever to produce information quickly, the focus should remain on adding value. Creative and critical thinking needs to be applied when using AI tools. Ongoing algorithm and content updates from Google will continue to tackle unhelpful or unsatisfactory, low-quality information, often indicated by heavy reliance on automation.
2) Evergreen elements Topical content and news-jacking grabs attention and helps to position you as an industry leader, but considered content that remains relevant over time is also beneficial. ‘How-to’ posts, blogs and videos that aren’t time-sensitive can add long-term value to people. This will help your search traffic to grow, improve SEO and attract high- quality backlinks. It’s also important to reinvigorate existing content, so it’s kept up to date and relevant.
3) Selective social Monitor the ever-changing social media landscape, including up-and-coming platforms like Bluesky and social media add-ons such as Meta’s Threads app. Don’t try to be everywhere though – choose the most relevant platforms to reach your target audience and provide tailored, personalised content. LinkedIn remains the world’s top professional business network, enabling you to extend connections with businesses that value your expertise.
4) Smart SEO Browsing habits are changing and are no-longer monopolised by traditional search engines. Content discovery by social media, voice search optimisation and generative AI in navigation are becoming more significant. Generative engine optimisation (GEO), to optimise content so it’s referenced and prioritised by AI-driven search engines, is on the rise. As Google’s Gemini 2.0 is incorporated into its products and as more updates are announced, your SEO activity will have to evolve to maintain rankings and visibility.
5) High-quality backlinks
The backlinks from reputable news sites to your own website, which digital PR generates for brands, are powerful ranking signals for search engines. The fact that they are editorial links from trusted sources, and not paid for, makes them particularly valuable.
6) Get phygital
In person connections remain important in the digital age, whilst traditional PR, which deals with channels including TV and radio and the printed press, including specialist trade publications, still have a place.
Adopt a ‘phygital’ strategy to combine elements from both realms for an improved customer experience. In-person events are often the best way for individuals to get to know your brand and provide opportunities for nuanced conversations. Incorporate QR codes or augmented reality elements into your physical connections to bridge the gap between digital and in-person. This will encourage users to engage with your digital content and enhance the overall experience.
7) Evaluate and adapt
Like any other communications, your online activity needs to be measured, evaluated and improved upon. One of the great things about digital PR is the range of metrics that can be used to measure performance and see which activity and messaging are seeing success. This includes clicks and links on articles or posts, improved keyword rankings, social shares, website visitors and increased leads and revenue.
By partnering with an agency that blends digital PR and marketing with vital in person connections, you’ll reap the benefits of valuable, shareable content creation, reach relevant audiences, raise your profile, improve SEO performance and drive conversions.
For more information, please contact the team at Ceris Burns International on +44 (0) 330 004 0844, email info@
cbipr.com or visit the website below.
www.cbipr.com 24 | TOMORROW’S CLEANING PRODUCTS & SERVICES GUIDE 2025/2026
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