Your company’s SEO department cannot exist on its own anymore. To be successful, it needs to be integrated with other departments in your organization. Luckily, SEO integrates seamlessly with PR, creating a powerful combination with a multitude of benefits.
Mutual learning opportunities
“PR teams have to learn a lot about SEO before they start working with SEO teams and vice versa. This all enhances their knowledge and skills, making them better at what they do,” says Syd Flannagan, a business expert at Revieweal and Uktopwriters.
In the same way, PR professionals have to help SEO teams better understand PR, to maximize media outreach and ensure visibility on the web.
SEO teams understand the value of good backlinks, and they can help the PR team improve their links, especially in earned coverage like press releases or unpaid stories. SEO teams can find the best links and suggest the most helpful keywords. They can also check for nofollow links, to avoid penalties.
Influencers are an important element of marketing, but only one team at a time should reach out to them. PR teams should be in charge of mass media outlets, while content teams should reach out to bloggers and other online influencers.
With more than one team managing outreach, you are bound to end up with mixed messages and stories that do not align. Having different stories coming from your PR and SEO teams is awkward and creates confusion about your brand. By aligning the two, you will deliver a consistent message and publish similar content, to ensure your audience gets the same message from all channels.
Creating content demands a lot of work that can be challenging and costly. Both PR and content teams are good at creating content, but sharing content that already exists to increase its effect can add even more value.
Importance of PR for SEO
SEO can no longer exist on its own, it needs to be part of a bigger strategy. Many channels impact search success, including social media, offline advertising, email marketing and others. And of course, PR is the biggest channel of all. Good PR improves SEO and ensures that SEO efforts are successful.
Why is PR so important?
Links are crucial for SEO success, but getting good links is harder than ever. PR makes it possible for SEO to get great links from some of the best websites. This includes news sites, magazines, forums and other sites with broad exposure.
Brand recognition is also key. Being recognizable to a vast audience is even more important than rankings. Influential websites can bring you the recognition you need and help establish your brand, even if you are a startup or a smaller company. PR also allows helps manage your brand reputation, introducing it to the masses. PR can work to get your story hosted on a popular website or publication, giving you mass exposure.
“If your PR has been successful in what it does, you will be able to post a ton of social proof from trusted publications as well,” says Amanda Cox, a communication consultant at Bestaustralianwriters and Ukwritings.
Research helps you discover what type of people you should target. Reaching a small but dedicated audience is often more effective than trying to reach a larger audience with more loosely defined interests. Defining your target audience will then help you determine which websites you need to post on. For a wider audience, you should post on more general websites. Be sure you understand what type of content the publication posts and what they require from you. You should also have a sound idea of why you want coverage in that specific publication at that particular time. If you don't have a solid reason for posting, there is no sense in seeking that exposure.
Some of the best ways to get coverage:
- Create press releases - Press releases are a great tool for getting some exposure. Make them interesting and informative, and be sure to offer something new.
- Twitter - Twitter offers some of the best PR opportunities through journalists who are looking for inspiring quotes or good stories.
- Specialist networks - Specialist media networks in your industry can provide a great venue for sharing your story or broadcasting a thought-provoking quote.
- Charities - If you want to do some good, partner up with a charity and get exposure through journalists and noteworthy publications. This is a fantastic opportunity for storytelling and branding.
- Create a campaign - Get creative and launch a unique marketing campaign that grabs attention and gets publications to talk about you and your brand.
- Reviews - Ask an established influencer to give a review of your product, to gain access to a wide audience.
- Research and case studies - Admittedly, research can demand more money and resources, but it is a good way to establish your brand as an authority in your industry.
- Image banks - Having a bank of useful photos that journalists can tap into will give you exposure and credit for your images.
- Current events - Get involved in the current events, or relate your products to them. Doing so gives journalists more reasons to write about you.
Having your own unique voice helps you stand out from the crowd. Any strategy you use will work best when you have your own voice. It is important to be interesting and engaging, to earn and maintain the respect of your audience and the media.
Successfully Integrating PR and SEO
Traditional PR is based on offline techniques, while SEO is completely digital. But the overlap between the two is obvious and you need to integrate them properly. Getting them to work in tandem will yield several important benefits:
- Boost your reputation
- Build trust with your audience
- Expand your reach
- Improve your ranking
- Increase your equity
- Drive more traffic and sales
Here are some strategies that can help with integration:
- Create personas for your target market. This requires a lot of research and analytics.
- Develop a list of keywords to be used in your press releases and content.
- Align your message properly to achieve consistency and good branding.
- Identify the best channels for your content and press releases.
Ellie Coverdale is a technical and marketing writer at State of writing and Elite Assignment Help. She has been involved in huge tech research projects, from which she has taken may valuable learning experiences, and she also teaches writing at Big Assignments.