How do PR Companies use Search Engine Optimisation (SEO)?  PR and SEO can occasionally seem to be from two different worlds; however, they are both essential to the development of a brand name. This is precisely why search engine traffic is starting to become a necessary element of any high-quality PR businesses strategy.

Discover how to use this modern-day online marketing strategy with a few tips to effectively combine your SEO and PR efforts, and you will never look back.


Five Methods Used by PR Companies to Improve Search Engine Optimisation

#1. Effective keywords

Keywords are an essential part of SEO when used within the right search framework.

One particularly helpful framework is the use of long-tail keywords, which are three to four-word phrases your audience may typically use when searching for the type of material you want them to see on your website. These keywords can also further assist your audience in finding information on your website that is more closely related to the products and services they are looking for. Additionally, long-tail keywords are more specific and have less competition so can be more effective and cost less, especially when utilising paid SEO in your online marketing strategy.

PR companies try to use keywords in their press releases to better promote a business or brand, their press announcements can typically incorporate snippets of information about a company’s products or solutions, where appropriate.

Subtly introduce your keywords into the middle of paragraphs, to enhance your online searches, while adhering to the tone of voice/content style developed for your press releases.  I can’t stress the need for subtly enough.  Your audience and influencers/publishers fully understand that a press release serves two purposes: to deliver your message and to promote your brand, products and services, etc.  But if your content is too blatant or advert-like, it will turn them off.  Remember, they also need to keep their audience engaged and poor quality material will cost both of you.

But, do this right, and your press releases will achieve both their original marketing/communication aim and also enhance your search engine results.


# 2. Including social networking

Social media platforms can definitely improve the effectiveness of a PR company’s message, allowing them to potentially reach a broader market.

But, it’s not about merely about throwing a handful of random keywords into your PR message. Google wants your PR company to present relevant information to its search engine’s users. A proven way they track this is how people actually share your articles on social networking. They look at engagement as an indication of how compelling your content is.

On that basis, it is essential to ensure that your followers continue to be consistently engaged with your tweets and posts. Your performance on social media adds to your overall reputation online.


# 3. Consistency is crucial

One of the easiest ways to enhance your SEO is to frequently update content on your website.

A decade or more ago, Google would crawl a website every 2-3 months. However, as technology has moved on, Google has started crawling and indexing sites on an on-going basis. The websites that often receive the maximum benefit from this more frequent attention are those that upgrade their content more regularly


#4. Influencers impact

PR is about connecting with influencers, so you can quickly increase your audience quality and reach more effectively.

One way to benefit from quality influencers, those who are able to share your message with the right type and size of audience, is to consider limiting your message to relevant influencers that meet some or all the criteria below.  (Note: For smaller, less well-known businesses, applying all of the criteria below might not be an option.)

  • An active social media marketing footprint
  • A large number of real followers
  • Professionals in your field or strong proponents of your type of product or services
  • Similar website keywords/categories to your own
  • Domain authority
  • Alexa score

You should also be aware of whether or not Google recognises the authority and credibility associated with an influencer before you look to leverage their online appeal to improve your reputation and increase your market.  Sometimes you can risk doing more damage than good if you pick a bad influencer.


#5. A well planned and executed website

Search Engine Optimization and PR both rely on one final component: a well-planned internet site that appeals to your specific audience. You need an easy to find and mobile responsive website.

A well designed and planned website is the very first introduction many might have to your business or brand. So it’s essential that your site is well-built, designed with user experience (UX) in mind and uses relevant keywords to ensure your visitor lands on an appropriate landing page that meets their search expectations.

When creating a new webpage, news article or press release on your website, remember to incorporate your keyword(s) into the title also, where appropriate.


Final Thoughts

Incorporating SEO within your PR promotion can definitely optimise the outcomes of both of these crucial components within your overall online strategy if done correctly.  Most PR companies or SEO marketing teams can incorporate the correct keywords in your material, but don’t forget that many of your keywords are continually being tweaked, based on changes to your website, your peers SEO strategies and the ever-changing Google search engine algorithms.  It is essential that you get it right, or you are either wasting your time or even making things worse.

If you need help in making use of these techniques, together with the vast array of SEO strategies and tools at our disposal, contact us for a free of charge consultation.

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