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How Can PR Support My SEO?

How Can PR Support My SEO?

How Can PR Support My SEO?

SEO and PR are important functions for businesses, and both fall under the broad umbrella of marketing. For some, that may be where the association ends but for businesses looking for maximum success when it comes to reaching audiences and boosting their reputation, PR and SEO work together quite nicely.

Let’s look at the difference between PR and SEO, and how you can use PR to support your SEO strategy.

The Difference Between PR and SEO

You may think this question is a little bit like asking the difference between night and day. PR and SEO are obviously quite different, right?

PR is used to promote your brand in a good light and communicate messages to your target audience whilst the primary goal of any SEO (search engine optimisation) strategy is to help boost your online authority and help get your website to the top of Google’s search engine rankings.

They seem to be two hugely different disciplines, but once you take a closer look, PR and SEO have a few things in common.

Microphones on table for press interview

What Do PR And SEO Have In Common?

Mention SEO to someone not in the know and they may think it’s all keywords, optimising your website with technical backend stuff, and link building…whilst a good SEO strategy does include those areas, producing authoritative content to convince your audience (and Google) that you are an expert at what you do plays a key role in SEO.

Expertly produced content that serves a purpose – to educate, inform or inspire, is one of the best ways to get both search engines and your target audience to recognise your authority in your area of expertise and trust you.

Doesn’t that sound an awful lot like PR? Components of PR, such as a thought leadership strategy and earned media are very similar to SEO. You will never truly succeed at SEO if you can’t first convince your audience that you are worth their time. Recognition and authority online must be earned and built up. The same goes for PR – the aim is to speak to your target audience and convince them of your authority.

Expertly produced content that serves a purpose – to educate, inform or inspire, is one of the best ways to get both search engines and your target audience to recognise your authority in your area of expertise and trust you.

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READ: How to select the marketing tools for your integrated PR campaign (PESO)

How Can PR Support SEO?

In addition to having similar aims, there are several ways PR can support SEO.

One of the biggest crossover areas where PR and SEO can work harmoniously is link building. Link building (gaining links to your website from other websites) can be one of the most time-consuming tasks in SEO but the effort is often worth it to ensure your website gains authority.

If part of your PR strategy involves reaching out to the press and journalists to achieve online coverage, those online articles will often contain links back to your website. Even without these links, online coverage can assist SEO, but multiple links leading back to your website are much better and help boost the authority of your site.

However, it is important to note that not all links are equal. In SEO, the objective is to obtain high-quality backlinks. That means links from sites that are already ranking and have good domain authority. PR can help in this area as the websites approached for article placement or mentions will often meet both those criteria – national media and established industry websites, for example.

Microphones on table for press interview
Another way PR can support SEO is with messaging and targeting. Your PR strategy will usually include a communication plan, part of this may be persona or audience research and clarity on the message which needs to be delivered. This groundwork can provide a great basis for SEO when it comes to creating messages and targeting audiences.

If your PR strategy includes a content calendar, there is also an opportunity to take this even further and ensure planned PR content supports SEO, with keywords, for example.

With all this in mind, it makes sense that PR and SEO should be considerate of each other and more integrated even though they are different sections of your overall marketing activities.

Integrated PR

An integrated PR approach means aligning your PR activity with other marketing activities to drive maximum impact and effect. This includes SEO.

In-house, an integrated approach to PR may mean getting different teams working together, drawing on individual knowledge and skills.

If you outsource your PR to an agency and want to ensure SEO isn’t forgotten about, then look for an agency that champions this integrated approach.

Whichever option you choose an integrated approach will ensure your brand is regularly in front of your target audience with a relevant and compelling message and that you engage with your (potential) customers and drive new leads. It also ensures your resources and efforts are optimised for a maximum Return on Investment (ROI).

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If you’ve found this article valuable, you can get more useful insight here:

Download our complete guide to B2B PR Campaign Planning

READ this Tech PR case study: How 2i found its voice: The 18 benefits of a communication strategy

watch our video: how to identify your target audience”

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

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The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

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Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

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B2B PR – One small step for you, one giant leap for SEO

B2B PR – One small step for you, one giant leap for SEO

SEO is an integral part of your website’s development. It provides the opportunity for your potential customers – in our case, scientists, engineers and technologists, to easily locate you and in turn, increase website traffic. In my earlier blog, I highlighted the basic steps for those of you looking to learn the ropes – this blog is designed to take you to the next level.

The most effective SEO tool I am currently using is YOAST. This is a plug-in that is designed for use with the WordPress website management system. I have highlighted below the three functions that I have found most useful:

  1. Editing post titles and meta descriptions – This function allows you to preview exactly how your post will look before you upload it onto your website. When using this function, you should be conscious of using ‘focus keywords’ that are relevant to your post, this enhances the content quality of your website. Another handy point is that this function allows you to put in all the hard work behind the scenes before sharing it with the world.
  2. Permalink clean up – This feature allows you to be found by the URL’s that you share rather than having unusual variables that are added by others. For example, www.ec-pr.com/blog is a simple URL to be directed to our blog instead of a link with a large amount of irrelevant and questionable numbers or letters.
  3. Content analysis tool – This by far is the most useful tool provided by the Yoast plug-in! This tool offers you real time analysis of content being added. It outlines whether the information being uploaded is good, bad or ok and then suggests specific ways of improving it.

The Yoast plug-in is proving to be a useful tool – helping me to improve SEO in a simple, cost effective and stress-free way. In this digital world we live in, strong website visibility is critical. Make sure you take advantage of all your available resources! 🙂 

B2B PR – SEO for absolute beginners – the first FIVE steps

B2B PR – SEO for absolute beginners – the first FIVE steps

This week I was asked to look at SEO (Search Engine Optimisation) and find out what we needed to do to begin to get our new website recognised and ranked in search engines. This is important because as a new business we have no visibility which makes it hard for interested parties to find us.

Never having done SEO before, I’ve been on a steep learning curve which I’d like to share with you. I’ve summarised this into five simple steps.

  1. Keywords: Decide what keywords or search phrases people are realistically going to use when seeking a business like yours. You can have more than one but we’ve focussed on ‘b2b PR in London’. SEO phrases are like signposts to help people and search engines know what it is you do.
  2. Metadata: Make sure all the tags, page titles and page descriptions in the back end of your website are filled in properly. For example, our home page tab now reads “Emmett & Churchman: B2B PR London” whereas before it simply read “EC-PR”
  3. Social media: Create social media accounts to send out links to useful content on your website and to engage with other parties with a common interest. For example, we’ve been providing a handy guide countdown to Seawork 2016 and publishing it to our network on Linkedin.
  4. Links: Links are like supersonic pathways, down which people travel to reach your website in order to absorb your content. For social media, links can be shortened by using this site: Tiny URL
  5. Content: The quality of content is critical. If people travel to your site and are disappointed because the content is out of date or uninteresting they won’t come again! We decided to publish new content featuring hints and tips on our website every week

Search engine rankings can be highly competitive and some companies pay experts to help them using a variety of techniques and this can be money very well spent however why spend money getting these basics right if you don’t have to.

There are lots of resources often presented in a way which can be rather impenetrable and frightening. The resources I found most useful were:

Moz – This link is especially handy for learning the basics of SEO from the beginning. It has structured chapters that allow you to select exactly what you require assistance for. (There is even a downloadable pdf version).

Search Engine Watch – This link has some great advice on what search engines are looking for, how to format your content so that it is picked up and the best techniques for creating tags for your content.

Kissmetrics – This website provides you with an infographic with some effective guidelines on using and managing SEO. The bright graphics and minimal text make it easy to read – particularly effective if you are short of time.

Good luck!