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4 ways PR and SEO work together to maximize the output of a campaign

by | Aug 13, 2021 | Analysis, Public Relations

You’ve probably heard a million times that Search Engine Optimization is a crucial tactic to make your business more visible and gain more opportunities to convert your prospects into customers. But, what does it mean in general?

Search Engine Optimization is a digital marketing strategy that optimizes your website so that it can rank higher in the search engine’s organic results. Despite its name, SEO focuses more on people and understands what they are searching for online—and the type of content they want to consume.

SEO covers tons of different factors that impact the website ranking, such as keyword usage, backlinks, domain authority, meta tags, and many more. These might seem quite complicated, but SEO can continue to reap benefits for your business over time if done right. In fact, SEO has 20 times more traffic opportunities than PPC on both mobile and desktop. Pretty impressive, isn’t it?

In this article, we’ll look at four different ways how SEO and PR can work together to bring exceptional results for your business.

Ways PR and SEO can work together

SEO is a great tool to increase traffic and attract more customers. But when combined with PR, it can bring results better than your expectations. Let’s see how.

1. Identifying hot topics and keywords

When developing PR campaigns, your SEO team can identify trending topics and keywords that people are more likely to search. You can use content calendars for organizing your story ideas for the year. Plus, with a bit of SEO analysis, you can plug into key events or themes happening at specific times of the year. This way, you can pay attention to the latest trends and topics and leverage storytelling to boost your search engine rankings.

Use content calendars to keep both your SEO and PR teams updated when scheduling content ideas for important events. However, remember that both teams should follow the same content calendar so they can manage and create the content together more effectively.

2. Improving backlinks quality in earned coverage

Sure, PR can help you in showcasing who you are as a company and what you offer. But, it is also a fantastic tool for establishing your online reputation and relationships with high-domain authority websites.

Links are one of the most crucial ranking factors—getting a good one is not an easy feat. Aligning your SEO team with your PR team to build a robust backlink network can do wonders in blowing up your search engine rankings. SEO can help you choose links with keywords that need a ranking boost. The rankings you gain from this strategy make it easier for your PR team to promote your business in the long run.

Remember: Securing one high-quality backlink on authoritative sites can make a more significant impact than numerous low-quality links. Plus, it can elevate your SEO performance to another level. So, find influential sites, build links with great content, and push up your search engine rankings—giving higher chances to customers to find you.

3. SEO audit of PR pieces

Next up, consider having your PR and SEO team audit all the PR content before it’s submitted to the relevant sites. SEO audits may seem quite intimidating. But if done right, it ensures that the content is optimized according to the search engines, reads naturally, and is understandable to your target audience.

Your SEO team will improve the quality of PR campaigns by regularly measuring their rankings and SEO performance. This type of review enables your PR team to develop more effective campaigns to reach your target customers. Not only that, but this also helps in increasing its visibility and builds your company’s online authority.

4. Sharing & amplifying content

Creating unique and valuable content requires a lot of effort. And don’t forget the cost of strategizing and producing PR content for your business. However, creating high-quality content is just the first step in making your PR campaigns successful. The real challenge lies in amplifying your content so that it reaches your target audience.

Integrating your SEO and PR team can make the content work even harder. For example, if your SEO team creates an article for a third-party website, you can repurpose it as long as they agree that you link back to them. The PR team can pitch the repurposed articles to other media channels.

This creates more links for the business and allows them to influence more KPIs 一 so that you can review how these activities impact your business. Furthermore, the PR team can study keyword rank changes for the pages they helped get links to. And see how many shares a content piece received with PR’s efforts.

Wrapping up

Not too long ago, SEO and PR were considered two different entities. However, when united, they can offer enormous advantages for your business. So, if your SEO and PR teams are working separately, it’s high time to combine them so you can enjoy the benefits their efforts and experience bring to the business.

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George Konidis
George Konidis is the co-founder of Growing Search, a Canadian-based digital marketing agency providing optimal SEO and Local SEO services worldwide. He has worked on some of the largest online brands in the world with an overall contribution of over 15 billion monthly impressions. George works with clients to help scale their search efforts, develop content marketing ideas, and contribute to their overall growth strategies.

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