Every company wants many people to know their business as well. To Make it happen requires the right effort. Since technology is now more sophisticated, there is a way in which they can make their business quickly known to people.
By entering your business keyword in the search bar on the internet, your business will be at the top search, it is known as Search Engine Optimization (SEO).
Furthermore, there are ways to increase brand awareness and expand the link for your business. That method is called Public Relations, or PR for short. However, there is a difference between Digital PR and Traditional PR.
Digital PR is a strategy to increase brand awareness using online methods, such as it relies on SEO, content marketing, and social media. Meanwhile, Traditional PR, or Old School PR, uses radio, television, magazines, and newspapers.
The intriguing aspect of digital marketing is that it can integrate Digital PR and SEO to help improve the marketing results.
Before discussing those methods, let’s first learn deeply about PR and SEO:
SEO for PR Professionals Defined
SEO strategies can aid PR professionals in ensuring that every message they distribute has the most significant impact possible.
As a public relations specialist, you must boost your clients’ awareness and increase their visibility and reach.Customers are more likely to utilize your brand if they are more familiar with it since they are more inclined to use your product or service.
Companies must devise clever and practical strategies to cope with the algorithms as search engine algorithms improve and grow more intelligent to place their brand higher and higher in search results online.
By integrating PR and SEO, you can ensure that your client or business and your brand are recognized as much as possible. Because your SEO efforts may impact your client’s PR goals, it’s critical to comprehend the advantages, disadvantages, and best practices of SEO.
Learning about SEO and PR will be easier if you watch explainer videos to help you have a deeper understanding of SEO and PR.
Benefits of Using SEO for Public Relations
SEO increases the reach of PR and communications. By concentrating on relevant keywords and providing insightful and distinctive material, you add value in the eyes of numerous bloggers, journalists, and customers.
In actuality, PR and SEO have the same objective. That is to deliver the appropriate content to the right audience at the right moment. Both PR and SEO have links to their websites.
The importance of a web page increases with the number of links on it. As a result, it will begin to rank higher for the keywords.
To help businesses advance in the internet marketplace, you must also comprehend the essential SEO fundamentals as a public relations professional.
Best Practices for Using SEO in PR
Here are a few practical ways to leverage SEO to support your PR efforts. You can improve your exposure and reach with each of them.
1. Ensure The Press Releases Has a Quality Information
You cannot establish your brand by producing press releases that provide minimal value to your audience. Higher search ranks brought on by efficient SEO increase brand authority and discoverability.
PR campaigns support your SEO efforts because they aim to increase exposure through indirect channels like press releases, citations, and advertisements. But if you ignore press releases, they could harm your SEO rankings.
There is a case where Google covertly altered Webmaster Tools material to caution marketers against attempting to manipulate PageRank by keyword-stuffing press release text. Penalties for doing that would lower a website’s rankings in search engines.
2. Create The Best Content Quality
Creative content will help clarify your message and encourage more people to interact with it. To ensure that people can find and click on your brand website, you must optimize your image for Google search and add product videos into your website’s landing page.
Consumers nowadays have access to a vast array of websites, so they won’t waste time on ones that are unresponsive, disjointed, or that fail to convey the value of what they offer.
For example, when Jobber’s team launched its roofer salary guide and included links in its press, users who clicked those links were greeted with a responsive, cohesive, and valuable piece of content that answers its audience’s questions. This is the quality standard that will encourage people to interact with your content.
PR aims to grab attention to this excellent material, disseminate it to the appropriate audience, and inspire that audience to spread it further.
The best part is that your material spontaneously travels to other target groups if your PR team successfully gets you publicity on high-performing niche websites or events!
3. Build The Relationship
Establishing connections with other companies, clients, journalists, and influencers can be successful on social media.
These connections can be stronger when combining digital PR and SEO. Develop these connections, and when you post the high-quality content that your connections are looking for in their story, let them know.
As more people cite you as a reliable source, search engines begin to view your brand as reputable. Your site receives more organic traffic as a result of improving rankings. Additionally, many referring domains can also aid in directing traffic from Google.
4. Build Internal Links
The Google bot can better understand how your new press release fits with the rest of your website by using internal links. To entice visitors to explore the rest of your website, you may also establish links from the press release to other parts of your website.
Ensure the websites you link to are pertinent to your client’s audience or sector—the more relevant the links, the more critical they are to consumers and search engines alike.
You’ll be able to attract targeted traffic to your website by establishing your authority and trustworthiness. The good news is that mentions can boost rankings without a link because Google views them as implied links. These include reviews, feature stories, and earned media mentions.
Sadly, it can be a mistake if you miss the keywords from the content and text links. Promoting keywords in the links to B2B content on other websites is one of the most frequently overlooked link chances.
The reason is that many marketers complain about their inability to locate inbound connections for B2B pages outside of paid directories, link exchanges, and news sources.
Determining Your Budget To Spend on SEO or PR
You must decide your budget if your website needs SEO or PR. Depending on how much sales rely on website traffic, your company should set aside a portion of its digital marketing budget (or total marketing budget) for SEO or PR. For an e-commerce business, it may need to spend more.
Moreover, it would be best to compare the opportunity cost of losing clients to your competitors by comparing your current search engine ranks to theirs.
The essential thing is to consider your goals in the context of your larger marketing objectives before allotting a specific monetary amount to that item in your budget.
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When digital PR and SEO are combined, your teams become more unified, which promotes business growth.
Public Relations Professionals need a coordinated PR and SEO plan that will maximize the potential of each of their clients. From the best practices mentioned above, you can use them to help you integrate the two approaches appropriate for each client’s industry and goals.
Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro