Not that long ago PR and search engine optimization (SEO) existed as two distinct entities. Rarely did they meet, but now as if in a buddy movie they’re made to work together. Traditional PR, the straight guy that follows procedure and SEO, the young guy that bends the rules to get the job done.
Working together PR and SEO are a great team, after all they are all about reaching the right people, making connections and creating visibility for your brand, so it shouldn’t come as a surprise that while by themselves they work ok but as a team they’re unstoppable.
You can divide modern marketing activities two approaches. Outbound marketing, primarily revolving around creating new demand for your brand/product, PR falls under this along with traditional advertising. Then inbound marketing tapping into existing demand by making your site more easily found and letting your customers come to you, this is where SEO plays a leading role. Employing both approaches in your integrated marketing or PR strategy gives rise to a decidedly more holistic plan of attack for market penetration.
The theory is straight forward, but where do you start in the real world? Below are 3 practical ways to bring PR and SEO together.
1. Strategically plan and own your content
Conduct keyword research and decide which search terms would be most beneficial for your business. Use these keywords to guide your brand’s content strategy and content calendar to ensure that you are meeting your audience’s information needs. Then, write the content with those keywords in mind and make sure your pages are optimised for them.
Always include those keywords in your company’s media releases and use them in interviews to optimise publishers content about your company.
2. Measure and quantify your PR efforts
Historically, the results of PR have been difficult to track. How precisely can one measure brand awareness? Public sentiment? Tallying media placements, reach and mentions serves to measure potential, not outcomes. By being digital savvy and aware now allows us to quantify and put a figure on PR as well as SEO activity. Use a PR platform that is SEO friendly and enables you to know who has opened and read your press release. Set goals in Google Analytics to give details on conversion figures. All of this combined backs up your hard work up with similarly hard figures.
3. Build a strong backlink profile
With the shift in Google’s algorithm to a greater focus on quality content, links from external sites count as votes of confidence for your site. These “votes” are heavily weighted to favour links from reputable sources, so getting links from a mainstream news would do wonders for your site’s SEO. Flex those media relations muscles and remember to include links to your content in press releases.
The help ensure that your release is picked up make sure that it is engaging using quality graphics and pictures, this will help deliver the message to the target audience. By using these and other ideas to make PR and SEO a winning team you will see an improvement in the coverage.