Integrated PR


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).

Join our #B2BPR tribe:

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.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

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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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How does an integrated PR approach add value?

How does an integrated PR approach add value?

How does an integrated PR approach add value?

An integrated PR approach stands for aligning your PR activity with other marketing and communication activities to drive maximum impact and effect.

At EC-PR, we are strong advocates of an integrated approach, sometimes referred to as ‘converged media’.

There are four types of media: paid, earned, shared and owned. Most commonly, they are integrated using the PESO model. The key benefit of planning and implementing an integrated campaign using this model is that you will reach your target audiences with the right content via the right channel at the right stage of the customer journey.

Different types of media and their use

Before we implement an integrated, ‘converged’ media approach, we need to fully understand the nature of every part of the PESO model. Let’s take a brief look at each:

  • Paid media content is created and controlled by you but is paid for and appears on channels your brand doesn’t own or control. Think paid social media content, traditional advertising, Google Ads…
  • Earned media provides you with the opportunity to form a powerful reputation through third-party endorsements. Traditionally, earned media refers to coverage in press, usually resulting from proactive media relations.
  • Shared media simply covers all facets of social media.
  • Owned media includes all channels that belong to your brand, including all your marketing assets, website content, social posts, e-newsletters, blogs etc.

 

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

Microphones on table for press interview

Bringing it all together

The types of media used, the messages, channels and timelines will depend on your particular campaign objectives, however, there are some rules of thumb and best practices to follow.

If you are looking to position your brand as an authority in your industry, your focus should be on earned and owned media. If you are aiming to develop a strong brand presence, the majority of your activities should include owned and paid media. On the other hand, if you’re planning to reach out to customers directly, a combination of paid and shared media will generate the greatest results.

Regardless of the media channels selected to target your key personas, a content calendar should be at the centre of your integrated plan. This calendar will ensure you’re providing information and messages that your customers want and are searching for — consistently and methodically.

Your content calendar should also include your SEO keyword selection to ensure all the relevant keywords are included in your content ideas to support SEO.

PR Guide to B2B PR Campaign Planning
Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Integrated PR as an imperative

An integrated approach to PR 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).

Join our #B2BPR tribe:

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.
PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

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

Download