Until recently, SEO and public relations seemed to be as distant issues as Mercury and Neptune have nothing in common. The growing activity of online business has meant that these completely different marketing issues must (and even should!) Work together. What’s more, practice shows that SEO and PR can work together perfectly, and the effects of joint actions are more than beneficial. No wonder that the marketing industry has developed a new area of activity, which is SEO PR, and more and more people want to act and specialize in it. So what is SEO RO? What tool does it use? And how does public relations use SEO and SEO does public relations?
PR + SEO = SEO PR
Simply put, SEO PR is a combination of search engine optimization and public relations activities, which is enriched with SERM, i.e. managing reputation in the search engine, by promoting positive materials about a selected brand and responding to negative ones.
SEO and PR combine primarily content, or content. They are needed for both activities. In order to combine SEO with PR, it is necessary to create valuable content for these two areas of marketing. It is not difficult, but requires the development of detailed guidelines and is more time-consuming than creating typical “pretzels”. The development of such content is associated with higher costs, because you need to write a virtuoso of a pen who will understand the issues of building image on the web as well as the principles of search engine optimization.
SEO PR – why is it important?
The issue of SEO PR is considered increasingly popular and important, and all because the creation of a positive image on the web is a key issue for most companies. It is supposed to bring benefits to both SEO and PR activities – the combination of these fields strengthens SEO activities and helps in positioning public relations materials.
The use of public relations in SEO pays off for every brand. Benefits will benefit both a little-known brand that just wants to promote, and a large company wanting to prevent and control image crises. SEO PR is also useful when you want to build an expert position on the market and fight for high-end clients.
How to use PR in SEO?
SEO PR often reaches for companies in a crisis situation, when, for example, a lot of negative information about the company appears on the web. In such a situation, campaigns are often one of the solutions often used, during which a number of positive image messages are published. The effect is to reduce the visibility of adverse content. However, SEO PR should be implemented in a marketing strategy in times of prosperity. It will be an effective tool that will help promote the company and its products, and at the same time build consumer confidence and e.g. an expert image. Thoughtful actions will also allow you to obtain valuable links in a natural and quite safe way, and often (importantly) free. For valuable content, the portal may agree that the press release be included for free with the link.
In summary, using public
relations in SEO activities,
– A positive image of companies is
created,
– Increases search engine
visibility,
– Increases organic traffic on the
site,
– Increases sales,
– Builds a group of new recipients.
How to make PR valuable for SEO?
SEO RP activities should be conducted in accordance with current Google recommendations and naturally fit in with strategies to build the company’s image. If you want to conduct them, remember to avoid “artificial” actions at all costs – search engine algorithms are more and more sensitive to them and capture them better. Therefore, it becomes necessary to prepare an analysis for UX and plan the creation and distribution of content. In order not to get lost in these activities, it is recommended to create an SEO PR strategy that will determine, among others target group, task calendar, topics covered by SEO PR, issues related to SEO optimization (e.g. list of dedicated keywords, content structure, structural data encouraging clicking on the message), content distribution and promotion tools.
It should be remembered that even the best prepared and implemented SEO strategy will not bring results if you do not constantly monitor and control changes. For SEO PR, good timing and upcoming trends are important. The need for quick response means, with SEO PR, it is worth combining with real time marketing. Orientation in the current situation will allow to use them in favor of the promoted brand or product. You can even use Google Trends to analyze trends.
If you want to use PR in SEO activities, you should not forget to build correct relations with the media. In an era when the Internet is saturated with content, you cannot delude yourself that you will send a low-level text to the portal with a link, and it will place and promote it. To get the press information to a widely read medium, PR should be conducted at a high level and create attractive, unique, timely, correctly substantive content, interesting from the point of view of the reader (and not the company) that you want to reach. At the same time, you cannot expect the publisher to always publish information for free with a dofollow link attached. To avoid disappointment, publication conditions should be set in advance, with links only when the article enforces it. An active link in a PR message should be an integral part of the content, e.g. redirect to content sources, examples, solutions to a given problem, etc.
Tools for SEO PRs
It is also difficult to talk about the effectiveness of SEO PR if you do not use the tools available on the market. They will help in obtaining data, monitoring effects and changes, building image in search engine. SEO PR tools that are worth paying attention to are:
– Keyword analysis applications – they will help you choose the right
phrases that will be used in published PR materials; both the free Google
keyword planner and free applications can be used to search for keywords;
– Network monitoring tools – their task is to
inform about mentions that appear about the brand; this allows for a quick
response to them, and also indicates where to place bulilding links; SEO tools
can be used to monitor the network.
– Applications that monitor search results;
– Content and content publishing platforms, as
well as Google
Ads and Facebook As
promotion tools that will increase the visibility of produced content;
– Internet forums – can be used not only for
“whispers”, but also for substantive statements of the brand, in
which he will give extensive statements on the topic in which he wants to
specialize; in these statements, you can add a dofollow
or nofollow link naturally (if possible);
– Brand ambassadors – cooperation with influencers
is an increasingly popular solution; it turns out that the correct definition
of its rules can have a positive image effect, as well as increase visibility
in search results;
– Applications for running a virtual press office
– they will enable easier management of databases of cooperating journalists
and faster sending them of press releases; many platforms for running e-press
offices also allow the journalists with whom they cooperate to retrieve
information.
The brand’s reputation in the 21st century is the most expensive currency. Positive opinions and the image of an expert can be won even with a larger competitor that offers cheaper products / services. SEO PR will ensure both the visibility of the page in the search engine and put the brand in a good light. Importantly, thanks to activities carried out effectively, brand visibility on the web will grow rapidly, and Internet users will easily find published content even by asking Google general questions related only to the long tail of search. Entrepreneurs who wondered whether investing in SEO PR should dispel their doubts.
How to use SEO PR articles?
A. When entering the company, ask for all company publications available on the Internet. Review them for possible link placement (no matter if Dofollow or Nofollow) – and under the name (brand) put a link to the main page. At the same time, if possible, rebuild a sentence so that you can add one more link, e.g. to a category, product or service.
B. If the
customer does not have a list of articles, use footprints to search for
articles in the search engine, for example:
– “company xxxx”
– “about company xxxx”
– “at xxxx”
– “by xxxx”
– “by xxxx”
If you already have a list, contact
the editors of these articles and try to put a link there.
C. Make sure that all new PR publications contain a minimum of 1 brand link (sporadically brand + keyword) to the homepage.
D. If possible, put several products with links to them in the article, the full name of the product may be an anchor (don’t forget about nofollow, because it may be necessary).
E. Use all possible Social Media channels to promote your brand – positioning them results in queries about the company name, brand, domain name – search results are the company’s URL and profiles. SERM is also part of PR.
F. Remember
what keywords you are fighting for above all:
– name + reviews
– name + portfolio
– name + rating
Unfortunately, in the case of
phrases such as “name + scammers / bankruptcy” will be a huge
challenge.
G. Browse the positioned website – implement all possible extended parts to obtain “knowledge graph” – that is the box describing the company: local business, website, organization.
H. Use PBN platforms to get interesting spots for publishing articles (sometimes it’s cheaper). An interesting option is the publication of the article on portals that are in Google News – there is then a chance for a carousel with such articles to appear on brand queries.
