Search engine optimization (SEO) and PR work naturally together in the age of internet. While corporate websites need to be accessible and useful, the content needs to be discoverable, informative and actionable. In this respect, SEO can be an efficient and versatile instrument in the hands of PR specialists to reach the intended audiences.
What is search engine optimization?
Put simply, SEO is a set of principles, practices and processes meant to help search engines like Google, Bing, Baidu and DuckDuckGo easily discover, map and understand the content of a website in order to include it and rank it in its ever-growing database, so that users can find it when they type in certain keywords.
Search engines use hundreds of signals and ranking factors to determine which websites have done a good job in making their content easily discoverable and accessible to users; some of these are technical aspects, like the speed and accessibility of websites, others are what SEO professionals call on-page factors, such as making judicious use of HTML headings and page titles, and others are quality factors, like the quality, uniqueness and completeness of the website content.
Websites that comprehensively and adequately take into consideration the ranking factors and rules of the popular search engines tend to perform better.
How SEO can help PR efforts
Savvy marketers already understand the importance of search intent when it comes to converting leads and driving sales. But, combining the power of SEO and PR – especially media relations – together is something that often gets overlooked.
Digital PR campaigns that don’t properly involve SEO expertise and consideration can end up being missed opportunities because of how the internet works as a network and the growing number of startups and established companies that are becoming better and better at using the Web to find their clients. Online corporate communication cannot ignore the rules of the environment nor what it means and entails to address audiences this way. Instead, it should harness the power of the internet and its tremendous opportunities, whether it’s providing the most up to date information and driving the communication with an audience or demonstrating expertise and building a solid reputation.
Benefits of combined PR and SEO
Broaden your website’s reach. The primary purpose of PR involves targeting respected online media outlets, creating useful and engaging content, and maximising the share potential of that content through social media platforms.
Climb Google’s search engine results page. Effective SEO has the power to extend the reach of your PR and communications to boost your website’s search profile online.
Increase the interest of your website. Strategic SEO can broaden the reach of your PR campaigns helping you achieve higher volumes of organic traffic to your website that drives sales through the roof.
Amplify your brand’s voice. By harnessing SEO content like press releases, you can deliver the most relevant messages to your target market so that your brand can stand out from the crowd.
Did you know that Google processes around 6 billion search queries per day? Incredibly, three quarters of these Internet users never scroll past the first page of search results. So your website only has a brief opportunity to reach its audience, whether you are looking to inform users or sell something.
In the past, there was very little overlap between PR and SEO. Today, however, a sound PR strategy should carefully align and work in tandem with a well-structured SEO campaign in order to adequately achieve its goals.