How to make SEO a productive part of your PR strategy

by | Nov 25, 2019 | Public Relations

So you have a business, and you want to get more customers using your services or buying your products. You’ll want to use your marketing budget to promote your brand and get more people seeing it—meaning that these potential customers may actually become your new clients. How do you do that, though?

You may be thinking of using public relations to do this. You might be thinking of online strategies that may involve search engine optimization (SEO). Is there any reason why you can’t use both? No, because SEO can be part of the PR strategy for your brand—here’s how it can help you.

SEO and PR do overlap

PR is about creating excellent professional content that appeals to quality publications, which then puts your brand at the top of your audience’s list. These goals are closely linked to those of content marketing—and you need to pay close attention to the value you’re offering here, and how it satisfies intent.

The role of SEO for a company is to boost the ranking of the content it produces, to get the brand name to the people who are using search engines. By optimizing the content for relevant queries, SEO can get users to your site—where you can then nurture and convert leads.

PR can be a useful asset to achieve your SEO goals, when used correctly. Brands that use innovative ways to get mentions into coverage—whether that’s through news coverage or contributed articles—can establish their presence for keywords that they may struggle with from their own site. This can lead to brand recognition and authority.

Collaborate on content

You should run a campaign using a common base for both SEO and PR. This means that keywords used for SEO can also be incorporated into press releases in order to boost brand recognition, for example. Then, if there are words that you struggle to rank for, creating press releases for reputable publications can help with these rankings. These publications can then use your brand to get credibility for their research or releases, which will then make it easier for your site announcements to get engagement.

Know how to get coverage

Using links is one of the most important ranking factors for search engines. Even if you get just some coverage on magazine or popular local sites, you will elevate your SEO performance.

If you’re unsure on where to start with such a project, then you may wish to use SEO brands, such as Yeah! Local. They will look at your site’s SEO, seek improvements, implement them, and then give you regular updates on your brand’s performance. They will even track your customer enquiries and sales.

Having a recognizable brand is becoming more important for search results, and getting featured on third-party sites is a great way of doing this. People will want to know they’re buying from a reputable company, so if you’ve run some successful PR activity, third-party mentions will help convince someone to buy from you. You should also let people know of mentions through your social media channels.

Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.


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