Considering SEO (search engine optimization) and PR (public relations) as part of your marketing strategy has become ever so important due to the latest Google update. Google has put an end to sites that aggregate news to generate traffic. What they want is unique, well-written content that is linked to high quality sites. Ken McGaffin gives us his top tips for SEOs who are incorporating PR activities as part of their SEO strategy.
PR Industry is getting the importance of link building
Link building serves a purpose of not only driving traffic to your site, but engaging your audience who visits. With the PR industry being initially “cold” about link building, the industry in warming up to the idea and sees how it can help brands manage their reputation online. Mike Cherenson, former Chair and CEO of (PRSA) Public Relations Society of America and EVP of Success Communications Group commented “Authentic and relevant link building, aimed at driving engagement, informing publics and building mutually beneficial relationships should be a part of every public relations and SEO effort.” He also added that public relations professionals are skilled storytellers and content generators and that this should be a part of every SEO effort. It’s not the technology, but the ability to tell stories that Google will find interesting and that is public relations.
Keywords in press releases
This may be a bit obvious, but the importance of adding keywords to your press release will help drive search engine rankings to your site and increase your presence online. This is where SEO establishes credibility for keywords in press releases. And don’t forget about images or video as this too also helps increase your online profile.
High quality editorial links are a big boost for SEO
Finding the right editorial contacts are so crucial if you want to build high quality links to your site. News sites generate a lot of traffic and finding the right contacts to help you do this will be beneficial for your site in the long run. Network with journalists; ask what they are working on and if you can contribute an article.