PR & SEO – A Happy Marriage
First and foremost, PR has changed. Many business owners have a misconception that Public Relations (PR) is only a strategy for large companies, who can afford to spend big money to manage their brand. However, in reality, almost every kind of business needs a PR strategy. Today most of us do online research before we make a purchase. Search engines have leveled the playing field for small and medium size businesses to compete with large companies on a local level. Suddenly small businesses are visible on search engines and engaging with large audiences via their social media sites. The way your brand is represented on-line is modern day PR.
Effective PR strategies have these three components:
1) Brand Alliance – Your online presence represents your business in a way that matches your company’s mission and values.
2) Happy Customer Social Engagement: People are satisfied with their experience with your company and are sharing that message. Are you actively monitoring your social media sites to see how your customers really feel about your brand? This is called Online Reputation Management (ORM).
3) And perhaps most importantly, a Search Engine Optimization (SEO) strategy. Can consumers find you when they search online? If they can’t find you, they WILL find your competition! According to a poll by MarketShareHitsLink.com, over 61% of people use the Internet to research products before their purchase, and 75% of them won’t scroll past the first page of search results.1
So how does a PR campaign help your SEO efforts? Here are 4 reasons PR & SEO have a happy marriage:
1) Press Releases – Share your press release with a wire service and on your social media sites. This kind of sharing will increase traffic to your website and boost your site’s search engine ranking.
2) Blogging and Guest Blogging – Blogs are important because they allow you to share your expertise and become a trusted source of information and because they will help your SEO efforts. It is important to write a keyword-targeted blog on a frequent basis. If you are not a good writer, hire a company like Playbook who can take your ideas and formulate them in a meaningful way. We will also help you develop relationships with other bloggers and key social influencers, which give you the ability to share and expand voice.
3) Social Media Content – An effective social media strategy that produces quality content will help your SEO efforts.
4) Add a Press Section to Your Website – Keep a section on your site that you keep updating with all your press links, and everywhere you have been featured. These links will increase your SEO efforts. Google alert will help you keep track of all your press.
With over 131 billion searches per month on the web2, it is vital you get your company seen on-line. PR & SEO are cost-effective, long-term strategy to increase your visibility online and in the marketplace.1 Interconnected World: Shopping and Personal Finance, 2012 2 Comscore, January 2010