How an effective SEO strategy can improve your PR game – and vice versa

Public relations has long been a critical component of integrated marketing campaigns. In this digital age, PR and its associated content now come in many forms, whether that be video marketing, event marketing, social media, or integrated PR.

Various digital tools are available to help improve and strengthen PR content distribution and reach. Still, probably the most powerful (and often free) digital resource is Search Engine Optimisation (SEO). The statistics speak for themselves, with over 93% of all online experiences starting with a search engine. Over 70% of online users ignore paid-for ads on Google, opting instead for organic search results. 

Incorporating an SEO strategy into your overarching PR strategy is key to:

• Improving reach 
• Increasing brand awareness
• Hitting your target audiences
• Remaining competitive 
• Being distinctive 

Below are several techniques and reasons why you should be integrating an SEO strategy into your PR marketing strategy.

1. Online distribution 

PR has the power to help you enhance your presence online. Online PR distribution services such as PR Leap, Newswire, or PR Web, will improve the chances of your press release being published on the major search engines. 

Targeting specific media outlets relevant to both your proposition (and target audience interests) means online consumers are more likely to engage with the content, click the links, and want to learn more, thus improving your conversion rate and Google’s opinion of your website. 

2. Adding keywords

One of the main benefits of SEO is that it allows you to reach a vast audience online. Not only that, but with a well-thought-out strategy, you’ll improve your chances of reaching your target audiences too. Choosing the right keywords in your online content is the basis for SEO. Google and other search engines will be focusing on the following three areas when determining your SEO ranking:

• Relevance
• Trust
• User Signals.

By focusing on these three areas, you’ll be able to guide your entire PR strategy.

Identify the keywords you want to rank for by considering your brand identity and proposition, in addition to your target audience and what they will likely be searching for; your readers should always be the main target of your content. Ensure you post and regularly update PR stories that are both newsworthy and engaging for your audience.

3. Improving your Domain Authority

One of the most critical tactics for your online PR strategy is a website blog. Using your press releases on your website is a quick and effective way to help improve your SEO. Regularly adding fresh and relevant content to your website is key to improving your search engine ranking and web visitor conversion rate.

There are various SEO tactics available to help build your blog’s credibility and trustworthiness to help improve its search engine ranking, for example, targeting strategic keywords, performing regular competitor analysis and market research, ensuring blog headings are SEO friendly, and ensuring blog images have a relevant alt-text applied to them, will all go a long way to helping your SEO efforts. 

Conclusion

Having a powerful digital PR and SEO strategy in place will help you attract far more prospects to your website and ensure you’re getting your message to the right prospects.

SEO can help nurture those warmer prospects (as they’ll be already searching for related products or brands or possibly have heard of your brand already) and nudge them to conversion. 

All of this will positively impact your online conversion and sales, both of which are significant wins for your SEO efforts.