How do PR & SEO work together? A seven point guide
SEO has historically influenced web searches with artificial tricks and backdoor wizardry but this practice is no more. SEO has since evolved into content-orientated activity – an opportunity that PRs should be jumping on for their clients.
Google and other search engines are now savvier than ever and have shifted to using relevant content and high quality links to determine organic rankings. So PR and SEO now have identical goals and should no longer be considered in isolation.
We’re often asked how to improve SEO and explain to clients that it works hand-in-hand with PR - don’t think about them as separate entities.
PRs are in a strong position as content creators and natural storytellers to help with organic SEO. Here’s our quick seven point guide to how PR and SEO work together:
- Know, do and go - Identify what people are searching for within your industry. Remember that most people type questions in searches these days which usually revolve around “needing to know”, “how to do” and “where to go”. Improve optimisation by answering those questions in everything you do, be it on the website (through blogs and Q&As) and content you’re pushing out externally to the media.
- Offer a solution – Make sure you write for the searcher and offer a solution. All content should state how you can help the searcher as clearly as possible. There are currently 13.5 billion web searches a month so lots of opportunity for clients to be seen in the right situations by the right people.
- Craft copy carefully - Pack your website with quality information without spamming keywords. Carefully craft web copy, blogs and social posts to help consumers to their destination (your website). Make sure the key search topic is mentioned in your intro and referenced two to three times in the copy.
- No more tricking – Remember you can’t trick Google anymore so there’s no point hiring a company that promises hundreds of links at a drop of a hat. SEO is a slower process requiring lots of ongoing TLC.
- Self-created links – Pack the website with content such as FAQs, reviews and guides that can all be linked back to in guest blogs and bylined articles via external websites. Make sure all copy and press releases are optimised by including links, anchor text and key words to work to your advantage.
- Quality platforms - PRs have the skills to target high quality websites, build relationships and gain high quality links back to their client’s website. This helps ensure PR efforts are picked up online long after the offline work has finished.
- PPC – If after trying all of these tricks your SEO still hasn’t improved then consider pay per click ads to give you an extra boost. Beware that the more popular the search term, the higher the price per click so make sure you set a budget and stick to it.