Two types of visibility

I just finished a webinar for PRWeb and talked about the research we did with SNCR about online news releases (pdf). I love Jiyan Wei (PRWeb product manager, he moderated the session) because he asks really good questions. One question he asked us today was to define visibility:

Everybody wants to gain visibility with news releases, but what is visibility?

I was lucky that Richard, my co-presented, was put on the spot first and I had a few seconds to think about this question 🙂

Here’s what I came up with, let me know if it makes sense to you:

I think about visibility as being of two types: push and pull, for lack of better terms.

Push visibility is the visibility you have when you “cut through the clutter” and your name (brand, product, etc.) makes headlines. People see it whether they want to or not. This is the type of visibility public relations and advertising have traditionally tried to achieve.

Pull visibility means being visibile and available when people need you and search for you. You might not be making headlines, but you are using the right keywords and showing up in relevant online searches. To use Richard’s company as an example, when people are looking for a Web development company in NY, Pillar should show up in the search results.

Traditionally, PR people have struggled to achieve push visibility, but given the changing landscape of media, of information availability, and information searching behaviors, for most of us, it is pull visibility that will make or break the bank.

In our survey results, people complained about not being able to cut through the clutter – not making headlines (i.e. not achieving push visibility). That’s OK. Not everybody can be in the headlines. As long as you are there for your audience when they need you, you’re OK.

What do you think? Does thinking about visibility in these terms help you?

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4 responses to “Two types of visibility”

  1. Mihaela says :

    Hmmm, it seems I just found a new person who could guest lecture on SEO 🙂 Would you be interested, if/when the time comes?

  2. Jon Payne says :

    Sure thing. Just please teach all of your students that when they write a press release and put the URL towards the end in the company bio section, to please format it as http://www.website.com not http://www.website.com. The former will become a clickable hyperlink on most sites that pick up (syndicate verbatim) the release, whereas the latter will not do this as often.

    This simple detail means more links to your site from the press release, and thus will help your SEO efforts!

  3. Mihaela says :

    This makes a lot of sense, Jon. Thank you for putting the two together!

    As to the ranking of Pillar… well, the keyword is “should” 🙂

  4. Jon Payne says :

    Dr V – I like the push v. pull discussion here. Running an SEO agency, just about everything we do is the pull… its search.

    That said, a major factor in ranking well in search engines is getting inbound links to your site so Google knows you are credible. That means people need to 1) know you exist and 2) value your offering or approach – and they need to do so independent of search engines… since you aren’t ranking just yet. Thus, we find ourselves implementing “pull” campaigns such as blogger outreach and press release distribution to hopefully reach the right channels and give them a reason to link to our site… so we can rank well… so we can get the pull traffic.

    BTW – Pillar doesn’t seem to be ranking anywhere for the keyword phrase you mentioned!

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