You've probably heard of SEO. You've attended a workplace workshop about it and read some internet advice, but you're still not sure how toproceed. Now is the moment to embrace and engage with SEO: it is no more a specialized, technical topic, but rather a basic foundation for your public relations and marketing initiatives.
Search Engine Optimization(SEO) is the practice of improving the visibility of your online contentin search engineresults. SEO is more important than ever as more people use "googling" to find products and information: the top five search results per Google search receive up to 70% of all clicks.
How Public Relations Impacts SEO
As you begin your SEO campaign, you'll need to be aware of the following important phrases:
Your content's search rankings define where it appears in search results for specific keywords. As a result, you can estimate how many visitors will click to visit your page. To improve results, SEO specialists usually concentrate on three factors: relevancy, trust, and user signals.
All SEO efforts begin with choosing the correct keywords, and they can frequently serve as inspiration for your entire PR campaign. Consider your brand's identity and market positioning before deciding which keywords you wish to rank for. The goal of your SEO efforts will be to get you to the top of the search results for that term.
SEO might benefit from branded material in your online newsroom or company blog. To employ keywords strategically and generate backlinks, PR can operate in tandem with content marketing. Even if you're optimizing for search engines, your material should still be aimed at real people. This entails consistently updating your platform with newsworthy, engaging stories for your audience.
For PR professionals, maintaining ties with journalists is still crucial. Once you've located the proper story, present it to the relevant individuals to increase your chances of getting attention - and valuable backlinks. PressPage provides a database of over 820,000 media and influencer contacts that you can use as a resource to get your message out to the right people. As soon as you start optimizing, the circular nature of the relationship between SEO and earned media becomes clear; by engaging with the right people, your owned media channels become more visible - and profitable.
Every small step you take in SEO will pay off: SEO is critical for businesssuccess in today's digital market, and its importance is only going to expand. Begin with the fundamentals of SEO and ensure that your online presence, newsroom, and websites are all SEO-friendly. SEO is gradually becoming into a significant commercial aim in its own right, rather than merely another PR strategy. As a public relations practitioner, now is the moment to embrace SEO and the value it will bring to your public relations initiatives.
In a nutshell, it's public relations with a different goal. It's still about coming up with legitimate, newsworthy campaigns and material to offer to the media in order to get coverage. We employ the same creative approaches and tactics as publicists, but for purposes other than coverage.
Consider entering the grocery store's beverage section. Do you prefer a generic soda brand or a Coke? It's likely that you'll choose the Coke. When given the option of choosing between the known and the unknown, most individuals choose the known.
The "mere exposure effect," in which people show a preference for what they are familiar with, has established this. People are more likely to like something if they are familiar with it, such as a brand. Regardless matter the message, this is true.
Both online PR and SEO contribute to brand exposure. Your name will be mentioned in the media as a result of PR. It's also beneficial for gaining brand exposure during eventsand experiential campaigns. When it comes to capturing Google SERPelements, SEO is really efficient. With SEO, you want to appear in front of your target audience when they're looking for information or a solution that you can provide.
Just like SEO isn't taught PR, PR isn't taught SEO, so reach out to your colleagues to learn more about their positions and responsibilities. For example, media outreach is only one aspect of an SEO and content marketer's work, but it's a skill that your PR colleagues are well-versed in.