Public relations is a hugely varied industry, from landing brands in print media to maximising engagement across social media channels, and there is no doubt that digital PR is now a fundamental part of any comprehensive marketing strategy.
This is because, ultimately, the PR activity you do digitally helps boost the Search Engine Optimisation (SEO) value of a business, individual brand or website on Google and other search engines.
At Faith, from our West Yorkshire base near Halifax, we have over 14 years of experience working with a number of clients both local to the Yorkshire region and nationally, to drive real SEO value through our digital PR activity and strategy. Quite often, the two overlap.
So, how easy is it to adapt your PR approach for SEO? Our Junior PR account manager Tom Alderson has looked at how you can effectively dovetail your PR and SEO strategies to complement one another.
How can SEO help?
SEO is hugely important as it determines how high the content any business produces ranks on various search engines, and therefore how visible and appealing it is to any potential customer using these search engines.
By refining content to include the relevant key words and terms a business wants to rank highly for, this goes a long way to increasing visibility for a brand in the relevant searches. The higher they rank on Google, the more authority they have in their respective industry, which ultimately generates additional website traffic, leads and sales. If done efficiently, SEO will also see a company’s website authority increase, which is important for building a reputation.
Pairing with PR
Due to the benefits SEO brings, this can naturally fit into any PR strategy. If your objective is to increase brand awareness and drive website traffic online, it’s easy to factor this into your planning and the content you produce from the get-go.
It’s important to establish the key objectives of any PR campaign and align them with your client’s SEO objectives. If you consider the SEO keywords which will have the biggest impact in the space a business wants to improve their authority in, these can be included in any copy or visual assets created before anything is even outreached to the media.
You can make sure your PR content does a lot of the heavy lifting from an SEO perspective through several different avenues. Press releases containing insightful, newsworthy information are often used to pique the interest of journalists to publish the content and client brand either in print or online, as can thought leadership pieces of bespoke features in print and online magazines.
Landing coverage in high authority, respected publications, either nationally or within a company’s specific industry, will go a long way to generating the right sort of brand awareness.
However, if you also include a link back to a client’s website and keywords for relevant search terms in the copy, this will amplify the value of the coverage from both a PR and SEO perspective, as you’ll be driving more direct traffic through to the site and increasing brand ranking in the right searches on Google.
The same benefits can be achieved on any online platform. Social media is a hugely powerful marketing and PR tool and can be easily paired with SEO to provide additional value. This is because consumers process and retain over twice as much information from images than they do text in the first instance, so using the right image and caption can have a lasting impact for any brand.
Factoring in your SEO strategy into social media content, if implemented correctly to achieve high levels of engagement, will generate huge exposure for a business’ brand as well as any key search terms which will then benefit search engine rankings. Think about your captions and how you can address both PR and SEO objectives at the same time.
It’s important to understand that digital PR and SEO go hand in hand. By combining the two objectives, you can make sure your client’s content is of the highest quality and relevance, to both potential customers and to Google.
Pairing the two together is straight forward and by factoring in your SEO insight can help shape your PR content calendar. Having a good understanding of what your client or a business wants to get from PR and SEO will help shape your overall strategy, with a number of different effective methods for maximising brand awareness and the visibility of their website.
For more information on the work Faith has done as a PR company, click here.