A successful SEO plan can significantly increase your brand or company’s online presence, drive traffic to your website, deliver ROI and increase sales. But how much do you incorporate SEO into your PR strategy?
PR and SEO working together
As a PR agency, we place a great deal of value in search engine optimisation – making a website more interesting to people and search engines. Good PR works hard to build and secure links from valuable media platforms and the results of this only serve to improve a company’s site authority and ranking. In our book, your PR function should be part of and contribute to your company’s search …
In the first of three PR and SEO blogs that we’re sharing at AMBITIOUS, we outline why you should care about SEO and why you need an SEO PR strategy.
Onsite and offsite SEO
It’s easy to dismiss SEO as a techy job for web developers and online writers. Yes, onsite SEO factors like site structure, URL structure, page loading times, internal linking, and keyword research are important.
But what about all the work that goes on outside your website that influences how you rank online? Offsite SEO activity includes backlinks, social engagement, influencer engagement, reviews, and brand mentions, this can be the perfect complement to your onsite SEO – and it’s where PR professionals can really make a difference through combining PR and SEO efforts.
What is domain authority?
Let’s take a few steps back. In 2014, SEO gurus Moz developed a search ranking score to help predict how well your website will rank on search engine results pages (SERPs). They called it ‘Domain Authority’ (DA) and it ranks from 1 to 100, the higher your score, the better chance you have of being listed higher up. Brand new websites start with a DA score of one.
So, how does Moz score each website? This is what Moz says on its website: “Domain Authority is calculated by evaluating multiple factors, including linking root domains and a number of total links, into a single DA score. Generally speaking, sites with a very large number of high-quality external links (such as Wikipedia or Google.com) are at the top end of the DA scale, whereas small businesses and websites with fewer inbound links may have a much lower DA score.”
It also points out that there is no black and white answer to the question ‘what is a good Domain Authority?’ Moz advises that the best indicator that your website is doing well is to look at your main competitors and see where you rank in comparison to them. After all, these will be the sites that you are competing against in search results.
How to measure your domain authority score
It’s a good idea to start measuring your own (and your clients’) DA scores and it’s easy to do. Simply install the MozBar extension in Chrome. Not only can you see your own performance, but you can also look at the ranking for every website that is listed on your search results, useful, interesting and highly addictive!
How PR affects domain authority
When Moz calculates your score, it doesn’t just count the backlinks to your site – it takes into account factors such as brand sentiment, trust, authority and reputation. In other words, simply embarking on an aggressive link-building campaign to increase backlinks to your site won’t cut it.
Moz wants to see:
- other sites talking about your brand/company/product in a positive way
- links from other trustworthy and reputable sites back to yours – such as government websites and high-ranking news sites
- real reviews from real people saying positive things
- social shares of news about your company or pages from your website, such as blog posts
- a variety of sources talking about you and linking back to your website
All these indicators tell Moz that your website is well-regarded and will help nudge your DA up. As a PR team, it’s our role to build this activity into our strategy. The PR indsutry is experienced in organic brand placement on third-party channels. We naturally focus on brand reputation and influencers as part of PR strategies. Being clear about the role of PR in influencing SEO can be a winning part of a pitch or a useful way to report back on success to clients.
PR techniques are constantly changing in response to the mass media outlets and the ever-changing landscape. Digital PR, SEO and keyword ranking, content marketing and more pair with PR campaigns perfectly to build quality links with online media. Get your ranking boost and see your reputation improve through SEO and PR working together.
Our next blog will look more closely at why PR and SEO need to work closely together, giving further ideas on building SEO into your campaigns and strategies.
Do you know the DA of your website and do you have the Mozbar extension installed so you can monitor other websites’ scores? Tell us in the comments below or tweet us @Ambitiouspr.