SEO

G2's contributed content guidelines are refreshingly explicit and perhaps a bit demanding -- you really need to know your SEO. Still, it's worth it: submitting to G2 may land you a surprisingly effective hit while revealing how trade editors see their jobs these days.

A fixture in our Q4 subscriber meetings was the discussion of SEO and evergreen content. Here's how the set-up went. "Think about how much has been written about digital transformation... the many thousands of articles. Now let's go to Google, type in 'digital transformation' and let's see what ranks highest."

There aren't too many like Kathryn Bonesteel. She has worked in PR at agencies and in-house. At other times she worked as a legislative aide in the Texas House of Representatives, and in marketing for the Dallas Cowboys. And she's one of the sharpest pros we know when it comes to SEO and social analytics.

In the increasingly metricized world of PR, a widely shared hit is the best kind. And a tool from ShareableMetrics makes it a breeze to see whose work is resonating socially. SWMS spent time this week and learned a lot with this two-year-old tool, which happens to be named ShareableMetrics, just like the company.

If you were buying native advertising from a media brand, you'd want that brand to make the native ad content as visible as possible, right? That's why we were surprised to discover this week that many leading media brands don't always ensure that their native ads show up in their own search results.