Updated: Nov 23
Google processes an average of over 3.5 billion searches per day and 1.2 trillion searches annually! Let that sink in. With more than three billion pieces of content going live in under 24 hours, imagine how easy it is for your blog, news article, press release or campaign to get lost in the clutter. Logically speaking, the higher you rank on the first page of Google Search (because who combs through pages four and five?), the higher your chances of having potential clients and customers knock on the doors of your business.
Did you know that Search Engine Optimization (SEO) has only been around for a decade or two?
Now that PR has gone mostly digital, SEO PR can no longer be low on a brand’s priority list. If you’re new to the SEO world or want to expand your current PR strategy, start by identifying a set of keywords that people are using to connect them with your brand objectives. Churning out content is easy. But crafting relevant content, splattered with the right keywords and storing it in the right place is an uphill battle. Hiring a PR agency that specializes in Search Engine Optimization is a great way to get the show on the road. But the public relations industry isn’t primed yet to go fully virtual. With traditional PR methods, it is difficult to measure a brand’s conversion rates, awareness impact and media exposure. And that’s where SEO PR comes in.
Say hello to a data-driven, measurable form of PR
So, what makes SEO PR so different from good old traditional PR? Well, for starters, the primary objective of SEO PR is to increase a brand’s rankings on Search Engines using a curated set of keywords. For example, the Domain Authority (DA) score of a site determines how trustworthy it is.
Therefore, a brand’s website with a high DA score is bound to receive more traction than one with a DA score in solo digits. In the digital world, the opportunities to expand your brand’s using targeted content are endless. Therefore, while building credibility online, it is always a good idea to look out for journalists and reporters who specialize in your area of expertise. Sending them relevant pieces of information in the form of a newsletter or bite-size content that adds value to their day is another way to increase brand visibility.
SEO is not rocket science
In fact, sometimes it is as simple as ensuring that your business information is correct whether it’s even just your office address and phone number. Incorrect contact details can lead to disgruntled consumers and eventually a series of negative reviews.
Secondly, limit the number of webpages that you have. It can get increasingly confusing for consumers to keep track of your products and services across sites. Having a single webpage with stellar content is enough to boost your SEO ranking. Which is why 72% of marketers say that content creation is their most effective SEO tactic! If not every day, it is vital to publish relevant content that adds value to your consumer’s digital feed at least once a week.
Lastly, online reviews are a crucial part of local SEO. If your brand does not respond to reviews over time or intentionally publishes fake reviews (yes, they are obvious), your SEO score is bound to drop.
PR and SEO go hand in hand and improving your SEO strategy requires collaborating with PR professionals and agencies who know the tricks of the trade.
So are you ready to jump aboard the SEO PR train?