The fast-paced nature of the internet has created a consumer demand for Google search results to be delivered instantly and precisely. A survey found 60 percent of mobile users were very likely to click on the first two to three search results they saw, and more than 90 percent were likely to click on the first set of results.
Leveraging search engine optimization (SEO) to boost your visibility online has become a highly valued and sought-after strategy for companies. Traditionally, SEO has been a marketing practice but this is no longer the case. The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.
The Relationship Between SEO and PR
SEO and PR can work cohesively to increase brand recognition. They are reliant on one another, often more than we think. How effective can PR efforts be if consumers cannot find your company on Google? There is little content and opportunity for SEO to grow organically without PR.
Including SEO tactics in your PR strategy can differentiate between how you and your competitors stand in search rankings, ultimately deciding which sites both new and returning consumers choose to visit. PR pros can incorporate two components in their daily practices to achieve optimal SEO for their clients: keywords and backlinking.
Keywords and backlinking are essential in the relationship between SEO and PR as they are easily manipulated and offer significant influence when utilized correctly.
Identifying the Keywords You Want to Rank For
Keywords are phrases included in your content that make it possible for search engines to list your company as a reliable and accurate result. This is where most will look to start in their SEO journey.
You first will want to audit the keywords your company is already ranking for. This builds your foundational understanding of which keywords are influencing your ranking. You are likely to see your company rank highly for obvious keywords relative to your company, like your name, service, or product. An audit can provide insight into what phrases are commonly addressed in already published content and help in identifying new opportunities to focus on in the future to target those infrequently used keywords.
It’s crucial to note keyword selections are not set in stone. They can be adjusted to cater to new product offerings or different PR campaigns, but be careful in selecting which ones and how many you want to monitor. The best practice is to start basic and simple before expanding to longer, more complex keywords.
Optimizing Earned and Owned Coverage Through Backlinks
Your search ranking is also determined by the number and quality of outside websites that link back to your website within their published content. Backlinks from credible and trustworthy sites positively influence your SEO ranking, making earning digital media placements one of the most beneficial SEO-boosting tactics. These placements work to increase your brand’s searchability, ultimately enhancing the quality and quantity of website traffic you receive. To ensure a published story results in an SEO-boosting backlink, your PR rep can ask a journalist to include a link to your company’s website along with including relevant links in their pitch for the journalist to reference and embed.
Owned media, which includes things like press releases and blog posts, also presents opportunities for PR pros to help you drive your SEO rankings. Linking to other relevant content you own within a piece of media on your website can increase domain authority and traffic to other landing pages. Overall, we see this as a win-win!
Your SEO ranking determines your accessibility, affecting how both new and returning customers can find you. Working with the right team of PR professionals can ensure your company ranks for relevant search terms and generates a healthy stream of backlinks to achieve maximum visibility.
At Segal Communications, we’re here to help your business reach its full SEO potential. Ready for a custom audit to identify your business’s optimal keywords and assess backlink health?
Reach us at [email protected].