You are almost certainly using Search Engine Optimization (SEO) in your marketing, but how much of that extends to your Public Relations (PR)? The right answer is as much as possible. Visibility is key to the success of your enterprise, and nothing increases visibility like a good SEO strategy across all platforms.
SEO for PR
Not that long ago, SEO and PR didn’t appear to have much in common. That is certainly no longer the case.
SEO for PR means generating traffic to your site via Google and other search engines. There’s no escaping search engines, as virtually anyone who wants information on a particular topic will first head to Google or a competitor. SEO and PR are not either-or strategies but work together to complement each other. Using both, you can reach more of your target audience, while boosting your company’s reputation. The bottom line –increased sales.
PR Without SEO Means Less Business
If your PR materials are not optimized for SEO, you are losing opportunities and business. Because nearly 75 percent of customers use search engines to find products or services – and that’s close to 100 percent of people unfamiliar with your brand –every you publish should have SEO keywords and phrases.
That’s not all. Your PR materials should include mega-data descriptions, so everything will come up on a search engine.
SEO increases your brand recognition. Once Google’s algorithms find more mentions of your company’s name, your business ends up ranking more highly in search results. That’s also because the search engine is looking for trusted brands, and the more mentions, the higher the trustworthy factor.
All businesses would like recognition in major publications. For many small companies, however, that isn’t realistic, at least not now. However, you might target specialist media networks in your industry with your PR material. These outlets are often the best targets for press releases.
PR research comes in handy when determining which publications are most likely to reach your target customers. Combine the PR research with SEO audience research for top effects.
When it comes to press releases, SEO is important, but it never – in any type of media- replaces good writing. Keyword stuffing is a huge Google no-no, so if you create press releases in-house, make sure the writer is well-versed in the latest SEO trends. These days, most businesses live or die by Google, so your SEO writing must prove superb.
Guest posts on other websites, especially those whose domain is higher than yours in the search engine hierarchy, are great PR tools. If you aren’t certain about a website’s domain authority, no problem. Simply use a free plug-in such as MozBar, which, among other offerings, provides the domain authority of any website you choose. The better ranked the website, the more Google “credit” your company earns.
For your own website, choose guest postings from higher-ranked sites for backlinks. The other site’s authority strengthens yours.