PR isn’t the first thing that pops up when thinking about SEO, but understanding what is PR in SEO (search engine optimisation) is key to great results. Businesses often separate PR and SEO, with PR to promote the brand and SEO concentrating on ranking and traffic. Blending PR and SEO together achieves better results. Even Google’s John Mueller has thrown his hat into the ring on digital PR.
John is lead of the Search Relations team at Google and has deep knowledge on getting your brand found.
Why create a PR strategy with SEO
Traditional PR has been around for millennia, as long as we’ve had a society, to persuade, inform and integrate people together. PR is all about persuasion. From asking people to purchase a product to embracing an idea, PR work develops relationships between people and brands, increasing brand awareness.
The PR industry has grown alongside technology and works with digital marketing services to build brand awareness and protect reputation. Tactics include working with influencers, creating digital content for social media and websites, as well as pitching stories to journalists.
SEO PR isn’t dissimilar as it boosts traffic to websites through ranking quality content in search engine results. This builds brand awareness and increases the domain authority of a website. Google’s algorithms have put the focus on good quality content that answers a query or search term. Your job is to convince search engines that your content is the right one.
A good digital PR strategy will incorporate SEO to maximise return.
Understanding what is PR in SEO
Brand awareness is at the heart of PR and SEO efforts. Use a complementary strategy and get the best out of both worlds. The intent behind the work is slightly different, but that’s why an SEO PR strategy works so well to get the best results.
- PR professionals want a story, a narrative to persuade journalists and outlets to use their content. Newsworthy stories and ideas will make great content.
- SEO professionals use quality content when outreaching to outlets. They want the all-important high quality backlinks to increase referral traffic, but also to have content on quality websites that are relevant to their audiences.
The crossover is obvious and combining the approaches will really make a huge impact on your brand awareness. Good quality content that is newsworthy, has the potential to rank for keywords and be picked up by other sites is the end goal.
Using a PR strategy with SEO
Ensure your digital marketing services use PR activity to boost SEO output. A PR team knows what content makes an impact, what people want to read, and what journalists and editors are looking for. Their work builds trust and interest through content creation and placement. The SEO team knows what Google wants and how to create content that will rise up the keyword rankings. Keyword research can ensure those all-important quality backlinks from online publications.
Combine to create the best possible content for link building. Get those relevant links!
Journalists and editors care about the performance of their content, many have targets they need to meet. They constantly have to create content to drive referral traffic to their website. A PR professional can analyse their work and pitch new ideas that will resonate with their audience. The SEO team can look for content gaps on the journalist’s website and wider in the digital marketing space, and suggest keywords. There’s a higher chance the journalist can see the benefit of using this content.
Develop calendars to ensure you can produce content at the right time to pitch to the right place in earned media. The PR team will have forward features and editorial calendars while the SEO team has search engine trends. Usually these two crossover, but always check to ensure you deliver the right content at the right time.
Analysing your data
Once you have the strategy in place and are using the tactics, it’s imperative to measure the outcome. Decide in advance what data is important, such as:
- Number of visits to the landing page
- Email sign-ups
- Engagement rate on social media
- Bounce rate
- Time spent on page
- Where visitors go afterwards
- Download of key content
- Link building returns
Use Google Analytics to understand how traffic is coming to your site and what their actions are. The efforts of your PR-led SEO tactics will appear and you should see an improvement as trust and links increase.
Analytics can also help you find the content that is of the most interest to your audience. This is useful when pitching ideas to journalists as you want your audience to engage with what you have to say. When readers of the earned media visit your site then they will find other content that interests them.
SEO PR activity means creating such good stories that journalists and editors will write about them and link to them. Links from authoritative sites are just so valuable. Competitors won’t find it easy to replicate your activity either.
A PR strategy with SEO next steps
A PR strategy with SEO sounds good, doesn’t it? It’s effective and gets results that are measurable. Talk to a team that knows how to create campaigns that get you brand awareness and links. Check out our success stories to see what we have achieved for other brands
Drop us a line and see what we can do for you: [email protected]