Content marketing, the creation of content about your business, is currently a 44 billion dollar industry that public relations firm professionals can capitalize on. Many business owners have gotten that message that by adding content, even low-quality content, to their websites, blogs, and social media accounts, they can gain additional “free” exposure when information for their customers is search-engine friendly. As a result, the internet is flooded with a mix of information that is often low quality
By developing high-quality content, PR professionals can capitalize on this growing trend of acquiring free or “earned media” in addition to placing paid advertising. When it comes to media relations and digital communications, here are some must have skills every PR specialist needs to get maximum value for what you publish.
SEO Strategies For Public Relations
You are pitching and blogging for your clients and you link to relevant content on their sites. Good content is key and back-linking, or gaining links to your client’s website is critical. Acquiring Inbound Link (IBL) is the most important part of marketing on the internet.
When a website links to your client’s site, Google gives SEO points for being easily found. They are now back-linked to your site. The more popular the website becomes, the better. As they receive more SEO points, they improve their rating on Google.
This strategy and many other SEO strategies allow them to climb up the search engine ladder. It allows them more “hits,” as they show up on the first page or two of website searches. You can keep the momentum going by pitching your clients as contributors to high-traffic websites.
Using Keywords Correctly
Understanding keywords is critical too. Using keywords in every headline and title written on every page of their website adds to a site’s SEO strength. The content written on each page of their website is important to their SEO strength.
Remember, the SEO strength determines if you are going to come up on page one of a search engine search or page 139 (or worse). Search engines crawl the metadata on every website looking for keywords. This determines their search engine position. You must help clients write keyword-rich, pointed information on their websites. It makes a big difference.
Don’t Go Crazy
Although ongoing Google algorithm updates now evaluate over 200 variables and pay more attention to context than to the excessive use of specific keyword phrases, keywords are still important. However, do not make the mistake of stuffing your clients content with keywords. There are two reasons for this. One, it makes the text hard to read and redundant. If the keyword does not easily fit in the sentence without ruining the flow of the wording for the reader, do not use it. This will backfire on you – the second reason for using too many keywords.
Overusing keywords used to work in getting Google to place you higher on search engines. But Google is on to that and they will penalize you (lower your SEO rating) for doing this. In the world of internet, you do not want to upset Google. Be natural and use the keywords when they fit, and you will reap your reward.
Once you create content, you should share it in places where potential customers can see it, interact with it, and click on links to the website. Do your homework and know what works (and what doesn’t) on social media. You must be consistent in posting concise and good information. Post “Tweets” that are informative and to the point. You want valuable and useful content that people will look for. You have limited time on social media to grab attention, so do it well.
We have always been a visual society, but never more so than today. In the digital age, it is all about visual content. People expect to great pictures, cool graphics, and video. They want stimulation and entertainment without working too hard to get your message.
Google references photos just as they do print, so it is important to give your photos a meaningful title and save with .jpg or .png. This is just another trick you can use to allow your client to place better and therefore get more hits and make more sales.
Public relations firms have an opportunity to maximize client exposure on internet sites not only through paid advertising but through utilizing modern SEO strategies.