PR specialists The world of digital marketing, marketing, and public relations is rapidly changing. With digital communications changing quickly and the integration of social media into our daily lives, it is no shock that public relations and search engine optimization (SEO) have gone through such a drastic metamorphosis.
To the benefit of many businesses and brands, SEO and PR have now joined forces as a result of these changes. The combination of public relations and search engine optimization is an explosive metamorphosis since both forces can work together with shared goals, objectives, and vision.
Below are seven ways that SEO and PR complement each other to support integrated brand communications.
Backlinking
Backlinking from an authoritative website is one of the cornerstones of SEO. By accumulating backlinks from authoritative websites, your brand or business will improve its search rankings. Just one high-quality backlink has the potential to make a greater SEO impact than several low-quality backlinks.
PR specialists are well versed in SEO and know the best authoritative backlinks. Work with your PR specialists to leverage these high-quality links to improve and drive your search rankings. By designing and implementing an integrated campaign your business or brand can take advantage of these situations by establishing shared goals.
Trending Topic and Keywords
SEO specialists identify trending topics and keywords that are of interest. Providing this information to your PR team or PR specialists, they can integrate these keywords and weave the keywords into strategically placed features, blogs, and press releases and of course the overarching integrated content marketing program. Focusing on creating content and incorporate trending keywords, your position in search rankings will increase, and an improved search ranking also increases your CTR (click-through-rate) one of many ranking signals Google takes into account. Creating award winning campaigns is easily achieved by sharing information between PR specialists and SEO experts.
Public Relations AND SEO Analysis
It is vital that your SEO team and PR specialists work together to measure and improve your PR campaign’s effectiveness. The SEO team should regularly measure rankings and search results performance each week.
Your SEO team can review click-through-rates, keyword efficiency, backlinking, and so much more. Sharing information and peer review allows your PR specialists to develop integrated marketing, digital marketing, and PR campaigns that reach your target audience.
Social Media Promotion
PR specialists understand and respect the importance of social media and the role it plays in the lives of most people. Collaborating to create trending engaging content can enhance search engine rankings through social media advertising and promotion.
As topics or individuals begin to trend on the internet and social media, these links will drive traffic to your site. Again, this increase in search traffic improves your search ranking. The PR specialists and SEO can then collaborate integrating the trending keywords in social media to improve your position in search results further.
The Value of Professional Connections and Media Relationships
PR specialists and SEO professionals usually view media companies differently. Different media viewpoints stem from the types of data and information they have at their disposal. For example, a PR specialist will know the general tone used by a media outlet or particular journalist, their reporting style, how they like to be pitched and also have a relationship with the journalist already.
On the other hand, an SEO professional has an entirely set of different information at their disposal like the site search ranking, Alexa ranking, page authority, domain authority, and website traffic information like new versus returning users or referring sites.
However, an SEO professional likely has information like the sites search rankings, their unique visitor count, and other relevant traffic information. These two views and sets of information are vastly different; they are equally important. Working together and sharing PR and SEO information with each department, creates a better campaign each time. Sharing information and working together ensures your message is reaching your target audience with greater analytics and reporting.
Sharing Media Information
PR specialists and SEO professionals usually view media companies differently. Different media viewpoints stem from the types of data and information they have at their disposal. For example, a PR specialist will know the general tone used by a media outlet or particular journalist, their reporting style, how they like to be pitched and also have a relationship with the journalist already.
On the other hand, an SEO professional has an entirely set of different information at their disposal like the site search ranking, Alexa ranking, page authority, domain authority, and website traffic information like new versus returning users or referring sites.
However, an SEO professional likely has information like the sites search rankings, their unique visitor count, and other relevant traffic information. These two views and sets of information are vastly different; they are equally important. Working together and sharing PR and SEO information with each department, creates a better campaign each time. Sharing information and working together ensures your message is reaching your target audience with greater analytics and reporting.
SEO Optimized Press Releases
Press releases have evolved as with most other traditional marketing and advertising. With consumer attention spans at all time lows, effective, attention-grabbing multimedia components must be incorporated to attract viewers but to encourage engagement. Also, all appropriate social media channels have to be linked, optimized, and current to be effective. Your PR specialists should provide the content creation and design to gather not only attention but also drive viewer engagement.
The SEO team provides the other piece of the social media puzzle. They assist the PR specialists by incorporating trending keywords that are relevant and compatible the engaging content created by the PR specialists to drive the right kind of traffic to your website.
SEO and Public Relations Working Together
Marketing and public relations continue to evolve. As such, the once separate worlds of public relations and SEO have become integrated brand communications. Both departments now work together to develop and execute integrated marketing campaigns based on data to create content that is engaging to the reader and relevant.
Each group will always view facts, data, and content different, but the end goals remain the same. PR specialists and SEO departments want to increase brand awareness, increase website traffic, and increase ROI. Through teamwork and sharing information, you will ensure your PR specialists and SEO teams are working at their optimal potential.
Of course, PR and SEO alone not replacements for traditional marketing efforts. Use PR and SEO as part of a comprehensive brand communications strategy to attain new shoppers and watch your business boom.
