3 Ways SEO & PR Should Work Together

3 Ways SEO & PR Should Be Working Together

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 but also different promotional items
  • 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.

Developing an SEO plan

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.Achieve doman authority

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.

Promoting a product launch

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.

Conclusion

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.

SEO Strategies & Public Relations

SEO Strategies and Public Relations

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

Don't forget the importance of backlinking

Understanding Backlinking

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.

Why?

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.

Shareworthy Content

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.

Use video for great interaction

Be Visual

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.

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