Using PR to Boost SEO
Why SEO matters for public relations
5.4 billion—that was the average number of Google searches in 2020 a day. That’s more than 227 million an hour and 70,000 a second.
As the world moves increasingly online, strong search performance is critical for most organizations to stay competitive. Yet, how can a brand ensure its content isn’t lost amid so many searches while staying competitive among so many others competing for those coveted top spots? Even with more than 1 billion websites (Siteefy), you can take certain steps to ensure your site's content rises to the top of search engines.
What is search engine optimization (SEO)?
Most people know that employing search engine optimization (SEO)—the art of optimizing your site's content for search—can improve your SEO ranking and, therefore, your website's traffic. After all, the industry boasts billion-dollar revenues each year. Effective SEO, though, is more than just adding a keyword here and there, and it isn’t paid placement. SEO professionals themselves will admit that most users have become accustomed to scanning right past sponsored results, just as they would an advertisement.
How PR can impact SEO
Enter digital public relations (PR). Some of the most important elements for strong organic search performance are actually driven by good PR. A few include:
Using artificial intelligence (AI)-based story analysis and development to improve your on-site content strategy.
Leveraging partner websites and maximizing branded social media channels to improve website traffic and organic search rankings.
Content marketing efforts like garnering links from earned media coverage on reputable media sites as they can significantly influence domain authority and, ultimately, how high you show up in search results.
As part of a strategic digital marketing plan, digital PR and SEO can greatly impact how your brand is positioned online. Good digital PR can boost SEO and strategic SEO can help maximize your digital PR efforts to increase brand awareness. Integrating these two disciplines will help your organization’s online reputation become stronger, more competitive and, ultimately, more successful.
With the help of PR pros, you can create a PR campaign that combines SEO tactics and digital PR to improve the content on your site. As a PR agency, Guardian specializes in leveraging digital PR strategies to help support your site’s organic search performance.