SEO strategies have changed a lot over the past few years. Today’s focus on attracting high quality brand mentions requires getting other websites to talk about your company. Creating that type of buzz requires a PR approach, to the point where the lines between SEO and PR are blurring. Indeed, online and offline marketing have become increasingly integrated,—and that trend will continue.
So what does PR and SEO integration look like?
Quality content helps you earn links. Google now places more importance on quality content and sites linking to your website. To rank high, you must create meaningful, insightful content that includes links. PR professionals are familiar with this process. Quality links and content bind SEO and publication together.
Google likes popular media websites. Your relationships with journalists, reporters, and editors can help you earn the type of links from authoritative websites that Google loves. A few links from a couple of large, high-authority websites carry far more weight than hundreds of spam links that were built in an attempt to manipulate search rankings.
PR outreach amplifies social media campaigns. Social media channels such as Instagram, Facebook, Twitter, and a multitude of others are extremely important ways to gain inbound links based on organic interest in your website. Links from prominent publications are still gold, of course, but it’s much simpler to establish relationships with bloggers and other social media users who have engaged with your company, making them a precious link to go after.
Unless PR and SEO work closely together, chances are you’re not going to reap the benefits of having these specialty teams. Assuming that everyone understands that they’re on the same team, by combining their efforts, your results from both disciplines will improve dramatically.