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.
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
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.