A fully integrated campaign can reap your brand many benefits: making a real impact on consumer behaviour and helping to build brand equity.
We set out the basics in our post ‘what is an integrated pr campaign?’ and here we’ll build on that by introducing the (not so) dark art of SEO. PR has an integral role to play in SEO, the two are intrinsically linked and we’ll talk more about how an integrated campaign can pay dividends in your PR and SEO strategies.
PR and SEO work hand in hand to deliver real, quantifiable results. When it comes to SEO there are four main pillars of strategy: technical SEO, on-site optimisation, content and off-site SEO. The first three sit within your website – its content and build – but the fourth is where you gain that all-important authority, relevance, and trust via mentions and links on other high authority sites.
Gone are the days of SEO link building through shady sites and sheer volume having any positive impact. In fact, Google will issue harsh penalties in response to this tactic now – steer well clear! Now it’s all about building high-quality links on relevant websites and this is where PR excels! It’s what we do, we create and supply interesting and topical content to outlets of high authority to promote our clients’ businesses and drive traffic.
Crafting a media-worthy story alone isn't enough, content is key.
For the media outlets to include a link in their piece, it needs to go to content on the brand website that is worthy of linking to. The content needs to add more than the story alone can and entice users to want to make that leap over to your site.
The creation of evergreen, useful content is key for boosting SEO. The content, sitting within the brand’s website, gives us something to talk about to journalists – giving them a reason to give the brand website a link on the media outlet – and lives on.
These pieces of engaging or interactive content sit on the brand website and supported with press release content mean that media writing about these stories have to link back to the brand website. This is because there is far more useful content there than they can fit within their story.
Note: topical content, especially tenuous topical content (“Love Island is back, everyone’s talking about it, let’s create some content for [insert completely unrelated product here]”), does nothing for SEO, at best, and is detrimental at worst, diluting the brand content. It’s best to keep these hooks (if relevant!) for the short-term wins like quick press releases.
In short, coming up with creative ideas which enable valuable brand content to be created is where PR can really add SEO value.
Don't just take our word for it, our digital specialist partner, John Macleod at Trellis, says:
"Driving inbound links to websites has always been and likely will be, a crucial part of successful SEO. One of the best ways to drive relevant links is via the online coverage from high authoritative sites that PR can deliver. The contacts, relationships and influence PR can drive combined with the analytics and data from SEO teams mean your website can enjoy both wide coverage and awareness with high visibility on search engines. Although both channels can work in their own right to truly see success online combining PR and SEO is the most beneficial approach for businesses today."
In partnership with John and his team at Trellis, we have you covered on the SEO front. Website build, technical know-how, creative brains and media contacts. If you need your business pushing up the search rankings, get in touch.