4 steps to get your SEO and Digital PR working together

February 17th, 2017 Posted by Public Relations, SEO No Comment yet

In today’s evolving digital landscape, we see a lot of professions borrowing skillsets. SEO (search engine optimization) and Digital PR is a perfect example of this in practice.

The PRSA (Public Relations Society of America), defines Public Relations as, a strategic communications process that builds mutually beneficial relationships between organizations and their publics.

Public relations can be further broken down into two categories, traditional PR, and digital PR.

Traditional PR encompasses a broad umbrella of beneficial media tactics and can be very successful for increasing brand awareness, however, exact metrics on audience reach can be more difficult to track.

Digital PR tactics are relatively similar to those involved in traditional PR, like building relationships and expanding brand awareness, except in the digital space.

Often this is done through outreach to social media influencers, bloggers, and high authority digital publishers with highly targeted and loyal followings. Getting these placements have the added benefit of impacting SEO positively. If done right you can achieve tangible results and insights from synchronizing your communications and marketing fronts.

Here are 4 steps you can take to get your SEO and digital PR working better, together.

 

1. Educate

Before you can really benefit from both sides of the equation you’ve got to understand the benefits of both. Understanding best practices in link building is crucial for the best results when doing outreach. Read up on the basics of SEO link building or have your SEO company work in sync with your PR agency and staff to maximize the results of your campaigns.

2. Create high quality, shareable content

By creating more useful and targeted content you can boost user engagement and get more shares. All of which will earn you more links and makes your content more attractive to other authority influencers and publishers. Things like brand mentions or “implied links” continue to weigh more on how search engines index websites and content. The more media outlets and websites that mention your brand the more of an authority you become to google.

3. Understand PR relationships are SEO gold mines

PR professionals typically have an extensive rolodex of media contacts including journalists, reporters, and editors. These are the relationships that will earn you links from sites that search engines like Google love! Just a few of these links from authority publishers can have a massive impact on the search results for you or your clients organization.

4. Track everything

You need to be tracking and measuring everything to see the true power of your digital placements. Use a tool like Google analytics to track things such as number of clicks, user engagement, and demographics. This information is invaluable in determining how to move forward with your marketing.

There you have it. Follow and learn more about these 4 steps to getting your SEO and digital PR efforts on the same page. These strategies can boost your search engine ranking positions, increase brand awareness and give you valuable insights into how your audience interacts with your brand.

Sources:

http://www.huffingtonpost.com/advertising-week/traditional-pr-vs-digital_b_11698312.html

http://www.forbes.com/sites/johnrampton/2014/12/02/how-pr-and-seo-work-together/#afa3c7b5dccd

http://www.huffingtonpost.com/jonathan-long/4-reasons-why-you-should-_1_b_6068450.html

http://www.wordstream.com/link-building

Tina Lange, APR, is the Owner and Chief Strategist of Strategic Ink Public Relations. She holds 20 years of Communications, Public Relations, and Marketing expertise in both corporate and agency environments and is the past president of the Florida Public Relations Association Space Coast Chapter. Tina has worked with high profile brands such as Space Florida, FLORIDA TODAY and Boeing. Tina holds her B.A. in Communications from the University of Colorado at Boulder and is accredited in public relations. When not hard at work, Tina is spending time with her two wonderful children Alex and Sam, promoting the Arts in Brevard, and is an avid motorcycle enthusiast, snowboarder and ukulele player!

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