It is the latter where PR can really add value to an outreach campaign. Similarly, if you’re a business which invests heavily in PR with the aim of driving brand awareness through media coverage, but SEO isn’t currently on your agenda, it’s time to start factoring in objectives which involve securing links and ensuring that improvements to your online visibility are ‘must haves’ within your measurement plan.
How has SEO outreach changed over the years to make traditional PR
practices more significant?
Link building over the years has become a more ethical practice
with a focus on quality over quantity. Gone are the days of buying links and arranging
endless guest blogs – quick wins in the world of link building were wiped out
during the Google Penguin update. With this, online PR is becoming more and
more challenging with the need to think like a PR professional.
Links from high traffic, authoritative domains (the kind of links that really make a difference) don’t magically come to you no matter how outstanding your content is. You need the skills and connections of a traditional PR consultant to secure coverage (and ultimately links) on websites of greatest relevancy to you and your customer. A PR pro with a traditional background will have spent years building up relationships with key contacts at the biggest and best publications. They will know exactly how to best approach these journalists. So, whether you’re wanting to amplify an amazing piece of content or wish for your business’ opinions to be heard by taking a news-jacking approach, the relationship centric strategy used by traditional PRs is how you’ll get noticed.
How PR professionals can help you build expertise, authoritativeness
and trustworthiness online
In order to shift SEO consultants’ thinking from chasing an
algorithm, to instead satisfying user needs, Google implemented the
Expertise-Authoritativeness- Trustworthiness (EAT) paradigm during their core
update which is used to access the usefulness and accuracy of every page it
crawls. This ensures that the pages with the highest quality and most relevant
content are served first. Through years of developing profile raising and
reputation management campaigns, this is something PRs can certainly teach you
a thing or two about. Here’s how…
Industry awards – PR professionals are skilled at identifying relevant awards for your business to enter. And even better at putting together winning submissions! Sharing the news of being shortlisted, and ultimately showcasing the award wins on your website helps show your audience that you’re truly experts in your field.
Thought leadership articles – If you’re in an industry which is highly technical or niche, it’s important that your content demonstrates the knowledge and skills your business has. But it’s also important that it’s understandable to each of your target audiences. PRs are experienced at interviewing thought leaders. They can take this knowledge and produce clear and concise copy with hard hitting messaging.
Editorial standards – With the bar for quality content constantly rising, usefulness, accuracy and consistency is key. Therefore, having tone of voice guidelines in place is essential, along with editorial training if content is being produced in-house. Not everyone within your business will be a trained writer, but PR professionals are. They can help you put editorial processes in place.
Messaging on about us pages – It’s vital that you’re doing both your business and staff justice on your about us pages in order to build authority. Part of a trade association? Have a substantial social media following? Recently hit a new milestone for your business? These are all important factors you should be shouting about. And a PR will help you determine which messages you should be sharing.
Press coverage/links – If high authority websites are talking about your website, and linking back to it, this shows Google that you’re a big deal in their eyes. It’s worth considering what the media are saying about you. Ensuring that it’s building and enhancing your reputation, rather than damaging it. And if there’s one thing a PR expert is good at…
Reviews – Regardless of whether you’re providing a service, or you’re an ecommerce business, letting your customers provide honest reviews will show just how trustworthy you are. Integrating an online review service is one option. If this doesn’t suit your business needs then producing case studies in the form of written and video testimonials is something a PR company can support you with.
Be useful – Being ‘useful’ is the backbone of any content marketing efforts. But can also show that you’re trustworthy, that you care about your customers and want to add value to them post-purchase. Online audiences are bombarded with promotional messages every where they turn. Ensure that you’re giving them something back in exchange for their time.
5 key takeaways for how PR and SEO agencies should work together
Be aligned on the same business objectives.
Put the customer first.
Optimise links through PR coverage.
Ensure that knowledge sharing is always on the agenda.
Combine your results for maximum measurement.
To find out more about how an all-encompassing PR campaign can help improve your online visibility, then drop us a line via our contact us page. We’d also love to hear your experiences or tips and tricks on integrating PR and SEO. Why not Tweet us @ngisolutions.
We like to keep things simple. If you like the sound of us, please get in touch.