22 Aug 2018

PR & SEO: A Holistic Approach to Being Seen Online

Wendi Hill
SEO

Public Relations has always been about presenting quality content in order to foster connections and drive results. Search Engine Optimization (SEO) can be defined as the practice of increasing the quantity and quality of virtual connections (specifically, via your website) for the sake of driving ranking results.

With Google placing increased emphasis on high-quality, fresh and valuable content when determining Search Engine Rankings, PR and SEO have never been more perfectly aligned. But how can PR and SEO support each other in a holistic and practical way?

Here are just a few ideas.

Content Management

PR buzzwords, catchphrases, and taglines should all be consistent with SEO keywords, descriptions, and headings. Continuity and consistency in messaging is key in both PR and SEO, but when PR and SEO adopt a strategic and holistic strategy to utilize the same messaging and phrasing, every communication will support rankings while increasing brand awareness. Using content created for PR purposes (release, infographics, etc.) across your digital footprint, including social media and website, not only amplifies your messaging, but it also provides fresh, valuable, high-quality content that Google rewards with increased ranking.

Link Building

Driving traffic to your website should be done in a holistic way, too. Links from prominent publications and media sources are always valuable, but driving organic traffic to your website from social media Calls-to-Action is also an excellent way to influence SEO.

When creating links for PR purposes, keep SEO in mind. A link with a clear file path and coherent file names is readily indexable by Google and, therefore, contributes to SEO rankings. Convoluted or internal search links are difficult or even impossible for Google to index and contribute nothing to SEO.

Furthermore, when creating a PR document, keep in mind the value of creating internal links. Use that document as not only a brand awareness tool, but also an optimized traffic generator.

Measure the efficacy of your PR campaigns as they relate to SEO by using Google Analytics. Keep an eye on user behavior vis-à-vis the content, timing and method of delivery, but also track the impact your PR efforts are having on bounce rate, engagement, conversions and other SEO-related metrics. Remember, PR and SEO can support and augment one another, and the best approach is a holistic approach. Don’t neglect one in favor of the other.

Wendi Hill

Tracking Performance

Measure the efficacy of your PR campaigns as they relate to SEO by using Google Analytics. Keep an eye on user behavior vis-à-vis the content, timing and method of delivery, but also track the impact your PR efforts are having on bounce rate, engagement, conversions and other SEO-related metrics. Remember, PR and SEO can support and augment one another, and the best approach is a holistic approach. Don’t neglect one in favor of the other.

A collaborative SEO and PR strategy not only has the potential to drive marketing and SEO results, it will also contribute to greater brand awareness and facilitate wide and easy sharing of your message via social media outlets. All of this is good for business.

Market Momentum will show you how to weave PR and SEO together into a mutually-supporting strategy for the achievement of breakthrough results. Contact us today to get started!

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