SEO and PR are becoming more and more interlinked, so here’s an SEO guide for PR professionals to use.
Digital PR is becoming the norm, it combines the art of traditional PR with content marketing, social media, search engine optimisation and much more.
Where SEO and PR meet
In the past SEO and PR were completely separate and offered different benefits for digital marketing.
However, more recently, as Google made changes to its algorithms and companies embracing the new content marketing trend, the two are becoming more closely related.
Now, many public relations activities will benefit a company website’s SEO, and vice versa. It’s becoming more and more common to see PR and SEO teams working together on projects.
PR and SEO both benefit from creating great content that people want to read and even share.
For example, from a PR point of view publishing a great blog post can attract and engage with your target audience. But from an SEO expert’s perspective, an interesting and engaging blog post with exclusive content that attracts readers will boost a website’s SEO.
This in turn should lead to more visibility for your brand’s website and blog post, which will lead to more inbound traffic.
Another benefit to blogging is that users can comment and share your content. PR professionals can encourage engagement and discussion with their audience online and on social media. In turn these interactions can boost SEO.
So the two really do come together quite nicely.
When PR professionals and SEO experts strategise together and work toward the same goals, brand visibility will increase to the benefit of both parties.
People working in public relations will already be creating unique and interesting content related to your company’s brand. This means half the work to make your website SEO-friendly is already done.
The next step is to make sure your content features the right keywords. Use Google’s keyword planner to see what word related to your blog post will give you the highest ranking in search results.
Make sure your choice of keyword is in the title, at the start of your post and throughout your post. It should also feature in the page URL, the title tag, the meta description and the image tags – it is quite straightforward to do all of this on a WordPress website.
Use your PR connections to boost SEO
When writing a blog post, it is good to include links to other content on your website. But don’t be shy about linking to other websites as well. Google likes to see websites linking to each other and it’s good for SEO.
Connections you’ve made with journalists and bloggers while working in public relations can be powerful for search engine optimisation.
Follow their work and bookmark some of their most interesting stories. When its relevant, link to them in some of the content you produce.
Keep in touch with them. Inform them of any interesting content on your website. Connect with them on your social media accounts. Include links to your website in press releases.
Anything that might lead to an influential person sharing one of your links or posts is worth doing.
Even connections with organisations related to yours can be useful. If they link to your content on some of their blog posts or on their social media networks, it will work wonders for your search engine rankings.
All online engagement will help your results.
Optimise PR stunts and events
PR stunts and PR events can improve your SEO – as well as your brand visibility, obviously.
They can increase your brand’s visibility – both online and offline – and improve the chances of your website being linked to. This should drive traffic to your website and benefit SEO.
When organising events and PR stunts, keep SEO in mind. Encourage the people there to go to your website. Tell them about how great the blog is.
Write a blog post surrounding the event that can be shared on social media. That way website content can be shared, instead of just social media content.
Be sure to check in at MediaHQ.com for the rest of our 12 Days of Christmas content.
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