SEO and PR, once upon a time, existed as two different entities and offered different digital marketing features. Today, you’ll witness that this isn’t any longer the case. Presently, SEO and PR now are working more closely together within a new integrated and evolved digital landscape. Murray Newlands co author of How to get PR for your Startup : Traction said “I increasingly see the disciplines of PR and SEO working together. There are many similarities in skill sets of creating great content and reaching out other sites to develop relationships. SEO used to be a technical team all on its own, with the strong emergence of content marketing and Googles changes to its algorithm that has changed. ”
To start, Google started to place more importance on quality of the content, relevant content and premium sites linking to your site. Therefore, to appear high in Google’s results pages, you currently have to write and share insightful and appealing content and get links from great sites. However, if you work in public relations, it’ll be something you’re already familiar with. PR professionals target larger publications with great content linking to your site. These days, quality links and content has become the glue which binds search engine optimization and public relations together.
It isn’t any secret that presently in 2014, engaging content which is targeted at the proper audience won’t just boost brand awareness yet also inspire people to share what they have read around the Internet. After all, they’re the two main goals of any search engine optimization and public relations individual. Moreover, the connections which public relations experts make with impactful publishers and bloggers are a massive benefit for anybody working within search engine optimization. That’s why today you will see many PR and SEO execs working more closely with one another on a project. Put plainly, joint PR and SEO goals may develop stronger digital marketing plans which assist in ultimately spearheading brand visibility.
However, there are several specific activities which public relations teams may get involved in which may increase sales if search engine optimization aims are blended, and vice versa. Here are some examples:
These days, PR and SEO are blending their skillsets and working collectively together on joint tasks. One such task which is shared by both departments includes content management, and especially, content calendars. Content calendars, previously, would solely be utilized by public relations experts for scheduling and creating topics for stories. SEO professionals, now are integrating content calendars in their strategies for content marketing.
Content expert Cynthia Johnson states "Content calendars in particular, really are important in assisting SEO’s in keeping updated on scheduling enticing content ideas surrounding seasonal events. Seasonal occasions which are relevant to a client must be included inside a content calendar as it assists SEO professionals in planning ahead while coming up with creative subjects to blog about. Innovative PR events and stunts, in comparison, also can assist in generating major attention and links to an organization."
Nowadays, content has become the glue that binds search engine optimization and public relations together.
As with any relationship, communication is critical. Therefore, as it will come to a search engine optimization department closely working with a public relations team, the two departments must communicate. Problems might arise as the two marketing channels perform the same task, yet do not keep one another updated with developments. Be certain you communicate while working on joint projects and do not wind up duplicating the workload.
Since SEO and public relations are one and same now, utilize that knowledge to locate better links to your site. Social media channelssuch as Instagram, Facebook, Twitter, and a multitude of others are extremely important ways to gain incoming links which are based upon organic interest in your website. Links from prominent publications, of course, still are gold; however, it is a lot simpler to grow relationships with bloggers and additional social media users who have engaged, substantial readerships which make them a precious link to go after.
PR utilizes a various set of tools to grow trust and awareness, and you ought to learn how to make friends on the Internet with individuals which may help you. It is possible to piggyback on the prominence and trust of bloggers who attract an audience within an associated niche to yours to increase your SERPs. Provide complimentary samples to a Pinterest or Instagram mogul or blogger and allow them to discuss your product to their audience rather than spamming their comments to gain links. It is the only way which will work moving forward.