Search engine optimization (SEO) and PR have traveled down separate paths for many years, but any reason this was true in the past is no longer relevant.
Early SEO practices of introducing keywords into copy in order to achieve search engine rank and using page link building was regarded by Public Relations agencies as tricking search engines to achieve PageRank. What the PR agency did was help clients relate with audiences because of their shared interest in providing high-quality content.
As a result of Google’s Panda and Penguin algorithm updates, the goals of SEO and PR came together. Due to these updates, the significance of referral sites and editorial quality has moved to the forefront. Most spammy types of SEO have gone by the wayside.
SEO and your average PR strategy have goals that are nearly identical.
- First, they both aim to attain earned media, which means publicity gained through promotion. Commonly, this means mentions, shares, reposts, or reviews,
- Second, they both need informative, newsworthy, and relevant content as the backbone of their strategy. Content is king.what
Unfortunately, great content does not find an audience by itself. The question that both SEO and PR professionals ask is how can you get other websites to talk about you. Public relations firms have always specialized in getting out the news about companies.
The Evolution of SEO
Google’s updates have changed SEO forever. And because of this, search engine optimization had no choice but to evolve into a content oriented, public relations focused practice.
It’s true. SEO professionals need PR expertise to truly stay relevant in this industry. Or they have to team up with PR professionals to get the best benefits from their content creation and publication practices.
What SEO companies can contribute to the process are solid techniques to get quality content recognized. Proper keyword placement, links, and descriptive meta tags can help material sent out through media channels rank well in Google.
3 Ways SEO and PR Should Be Working Together
With that said, we will now take a look at ways that you can integrate the two to create a major boost for your company.
1. Domain Boost
Blogs and guest posts are a major component in the public relations plan of just about every big enterprise. They are important because they help the company achieve a measure of expertise and authority in their market.
When writing a guest post with a byline for a website, make sure an SEO specialist looks it over. Have them focus on making the anchor text and links most advantageous to the business.
When PR professionals have a search engine optimization expert look over their content, they may discover a great way to help give your domain a boost.
It’s possible that you might be linking to the wrong page in your byline or using the wrong anchor text. An SEO expert can help boost the overall efficacy of the content by recommending or even changing up your links and anchor text to help give your domain an even bigger boost.
2. Improving Influencer Outreach Efforts
In an effort to boost the online reputation of a brand, PR teams and SEO experts should partner in this endeavor. In lieu of the most recent Google updates, social signals now play a more prominent role in search engine rankings. So it makes sense to have established relationships with major influencers. And establishing these relationships are cohesively valuable for PR teams and SEO firms alike.
By working together, PR teams and digital marketing agencies can determine, evaluate, and even reach out to major influencers in the industry together. This partnership can help boost social signals overall for the business while creating lasting media relationships.
It’s important to leverage certain media connection outlets such as Haro to leverage link building opportunities.
3. PR Special Events & Stunts
In an effort to attract excellent coverage for your business, it’s important to make a big deal about special product launches, huge events, and even over the top stunts in the media.
Not only will you get great coverage this way, but you’ll get incredible backlinks for your business as well. Instead of having your PR team work solely on these media extravaganza events, you should have your SEO team get involved as well.
By bringing search engine optimization into the mix, you can help generate even greater levels of hype before the event takes place. This will also help you repeat the successes over and over again.
Both SEO and PR agencies can use their contacts with major social influence to help spread the news about the event far and wide. And if you invite bloggers, webmasters, journalists, and other brand advocates to the event, they are definitely going to cover it as well.
There’s no doubt that PR and SEO teams should be working together at this point. If your teams are still working separately, take some time to bring them together so you can experience the full benefits of both of their efforts.