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How can PR support your SEO strategy?

Posted by JournoLink in Business Tips on 24 January 2017 at 10:00


More and more, small businesses and startups are focusing on SEO, and have a tendency to relegate PR to a position of secondary importance. Yet, PR and SEO can perfectly work together as they have a lot in common.Here are some tips to integrate your PR in your SEO strategy.


SEO and PR, what do they have in common?

We can define search engine optimisation as a set of techniques and strategies aiming at improving your website authority online and your ranking on search engines. On the other hand, public relations aim at maintaining and promoting a positive brand image and at communicating the company messages to its different audiences.

Although at first, it is difficult to see what SEO and PR have in common, they actually have a similar approach. They are both all about delivering the right message to the right audience.

When you create your SEO strategy, the first thing to define is your audience(s). You have probably heard of buyer’s personas. If you know who needs your product, you can produce the content that will be useful for them by providing the information they are looking for. You also want your website to become a source of reliable and relevant content in your industry. That’s why search engines favour websites that have many backlinks coming from other websites. It means your content is good enough to be recommended.

In the same way, when you develop your PR strategy, the first thing to do is to define your “publics“, in other words, your audiences.  Then you will be able to define the right messages for those audiences. This is also the only way to identify ways to reach them. Social media, business shows, press, business events, webinars are good examples of things you can do to do so.

When you define your buyer personas, it’s very important to use them to define your PR audiences, and vice versa. You will then have the keys to develop complementary strategies. For instance, the link building strategy.


Create your link building strategy

When you set up your link building strategy for your SEO, you have to think about all the potential websites and blogs that would be good to contact to get backlinks.You should now ask how PR can help you with that.

You are organising an event? Launching a new product? Operating an important change in your business? It’s time to send a press release to the media that could be interested. If your story is relevant enough, journalists and bloggers will pick it up and write an article about it. Most of the time, the journalist or the blogger will include a link towards your website. If not, you can still ask him when thanking him. This is an efficient and simple way to get backlinks, not forgetting that you also increase your brand awareness.

Don't hesitate to read our blog explaining everything you need to know on writing press releases if you need a guide.


Excellent site authority

Another interesting thing to note when integrating your PR and SEO strategies is the authority score of the websites you are targeting. Indeed, search engines don’t just look at the number of backlinks you have got, they also look at their quality. A link coming from a trusted website with a good authority online will have a much better impact for your SEO than many links coming from nondescript websites.

Naturally, most of the time media websites have a very good authority online. So when you get a link from one of those media websites, that’s good news for your SEO. If you want a good indicator of the authority of a website, you can use moz.com. They provide a score for each website, based on many criteria’s like the traffic or the quality of the content.


Create a “Press“ page on your website

When you get coverage, it’s important not to lose concentration and to carry on. Show it and use it. For your SEO for example, you can use it by creating a page “press“ where you can add the links toward the article(s) talking about your brand. You can also put in the section for all your press releases. It’s a pretty easy way to get additional content and it will give credibility to your brand. Don't forget to optimize them for the SEO, the same way you would do for an article. JournoLink provides, as part of a PR toolkit, a widget to create you own media room on your website.  You can, by this way, display your latest press releases effortlessly.


Here is an infographic summarising what you should do. Share it on social media!

integrate-pr-seo-strategies


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Written by: Julie Cocquerelle, Marketing Executive

Julie has recently joined the team, and has a background in marketing and PR.

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