SEO For Public Relations – 8 Reasons Why It’s Important For Every PR Strategy

One of the elements we’ve implemented in the latest version of Prowly’s content editor is more control over the SEO (Search Engine Optimization) settings. And the reason is simple—optimizing your PR content today for search is one of the basic tools that help public relations specialists reach audiences with their messages even more effectively.

Essentially, SEO for public relations is a process of generating organic traffic to your PR content from search engines (e.g. Google). It doesn’t really sound like it has anything to do with public relations in the classic sense. But just take a quick glance at how communication and PR function today to understand that SEO may have a huge influence on the outcome of your PR campaigns.

1. Generating traffic in owned channels has become a major element in contemporary media relations

Working with the media is largely based on communication that goes all the way from a PR person (e.g. in the form of a press release) to a journalist in an effort to steer his or her attention toward a specific issue, event, piece of news, etc. But today, the first place where a journalist goes to find information on a specific topic he or she is currently working on is the internet. A large part of these search activities start with typing a particular word or phrase in Google search—and oftentimes, the fact that you pop up at the top of the search results determines whether your company will be mentioned in their story.

2. For the same reason, it’s worth making sure your company can be easily found online

Just imagine a situation when a journalist is working on a text on, let’s say, companies that make educational toys for kids. If you care whether your company gets mentioned in related articles, you must make sure that your press center (with contact details!) ranks at the top of the search results for the query “educational toy producers in Poland.” Otherwise, the piece will mention your competitors.

3. Crafting PR content that is not relevant for SEO equals many missed business opportunities

Similarly to the previous point, the less you care for the visibility of your content at the level of Google, the more often it will be excluded from search results. To understand what are the consequences of this for your business, just check out what research shows. According to Forrester’s report, 71% of consumers start their shopping journey by searching for new services or products in online search engines. As much as 74% use search engines also at later stages of the process. Therefore, make a habit of perfecting all the materials you publish—press releases, expert opinions, guidance article, etc.—also in terms of adjusting it according to the SEO strategy your company follows. What I have in mind here is both including keywords and key phrases in the text but also providing proper metadata descriptions (e.g. titles and descriptions of images added to press releases or posts).
Prowly’s new content editor will help you with that—the October update introduces, for instance, more control over the SEO settings for every piece of content you’re about to publish. Read more about the update here.

4. The more visibility you have, the easier it is for you to control the narrative…

This should not be underestimated, especially in crisis situations when every single negative comment may be the final nail in the coffin. Properly and regularly optimized owned channels (blogs, websites, press centers) should be the first place in Google where people looking for information on your company go. Otherwise, the impact you have on how the public sees you may be drastically minimized to the benefit of other people or organizations, which often are your competitors.

5. …and build your expert image

Is thought leadership one of the elements of your public relations strategy? Perfect! But remember that the topics and issues you’re optimizing your content for should also be reflected in your SEO efforts. Using the right keywords will help you effectively build the image of your experts—quality materials will not only attract much traffic from Google but will also be shared via your readers’ social media channels.

6. A properly implemented PR SEO strategy will strengthen your domain authority

Basically, the stronger the authority of your domain is, the more visible it will be for both Google’s machines and SEO experts. This means higher rank in search results (one of the elements), as well as another argument for sourcing texts and comments from external experts (informed users will be more willing to make a statement for a website with high domain authority not only because of better visibility but also because of a positive impact on their own domains thanks to the so-called backlinks).

7. Presence on the right external websites will help you build a solid reputation

It’s worth checking the domain authority when crafting guest posts—try to pick places with a higher domain authority than that of your website. Here at Prowly, one criterion is domain authority over 45 (according to MOZ Rank). How to check domain authority? One way will be to use tools such as SemRush. The easiest, however, will be MozBar—which is a free plug-in for Chrome. One of its many functions is showing the domain authority of the website we’re currently visiting. Using this criterion will not only allow you to strengthen your own page, but most of all will confirm your credibility in the eyes of those who browse Google’s resources. Ideally, the first search page should show both the texts from your own channels and links to your stories published on independent websites which are clearly appreciated by the target group.

8. Website traffic data can be of key importance in targeting media campaigns

Finally, I should mention a purely analytical side of it all. Using such tools as Google Analytics or Piwik PRO will help you get more information on your target groups and people visiting your websites. This will allow you to define, e.g., new places, where you haven’t carried out any PR activities yet, and which definitely deserve to be included in your campaigns. These may be both new markets or cities and online platforms (such as blogs) generating high and valuable traffic to your website.


Enough with the theory! Ready to put all that into practice?

Check out how to improve SEO for your PR using Prowly

Prowly’s new Story Creator gives you even more control on content optimization 😲😲 Implement your SEO master’s recommendations into every piece of public relations content you publish: from meta tag configuration to keywords to no-follow and no-referrer attributes or 301 redirections 👏👏FIND OUT MORE

What 2018 Email Industry Report by Campaign Monitor Is Telling PR Pros

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2019 will most likely be another exciting year for the world of public relations. Some of our beloved best practices will most likely be replaced and, rest assured, more technology will come on the scene. Yet, as we just touched on, email still has so much to offer.