Earlier Public Relations (PR) and Search Engine Optimisation (SEO) were two very different marketing concepts with virtually zero dependencies. There was a conception that PR and SEO are two different entities and should never overlap each other. But, the long-existing myth has been disproved by a large number of companies that use both of these techniques to get success in search engine marketing. With a newly integrated and steadily developing a digital scenario, marketing and communication teams are working together meticulously than ever back.
A simplified collaboration exists between PR and SEO. While good content and outreach play an important role in SEO, so is the case with a successful PR practice. Moreover, the main objectives of both SEO and PR are brand acknowledgment and brand building. However, their way of approaching and measuring work differs but what they do is almost similar.
One of the excellent factors of SEO is boosting backlinks on high-quality, relevant websites and thus improving search ranking. On the other hand, an efficient PR strategy can act as a stimulant by using these links and thus improving search rankings on Search Engine Result Pages (SERPs). If you start thinking of it in this way, it’s apparent that PR and SEO are two marketing strategies you should focus side by side. The working of SEO and PR simultaneously will benefit you in the following ways:
- It will help to improve your reputation.
- It will support in building trust and authority.
- It will increase your brand equity.
- It will expand your reach to a larger percentage of your target market.
- It will aid in improving search rankings on SERPs.
- It will drive a higher volume of organic traffic to your website.
- It will help to boost up sales.
Next, I’m putting down some strategies that will help you to effectively combine PR with SEO for maximum success.
1. Build an Overall Persona
Persona plays a crucial role in the segmentation of the audience and is useful in putting forward the marketing content in front of the right prospects or leads.
Search engine optimization helps you get a much clearer understanding of your audience and dividing them accordingly. While PR encompasses extensive media research to know the channels your brand should use to connect with the target audience. The initial step of the process should involve analyzing the audience research and media research done by SEO and PR respectively. This will bring together your audience and will enable you to create an overarching persona.
2. List down the Keywords you will be Targeting
We all are well aware of the fact that keyword plays a crucial role in SEO. Using the right keyword can assure you first place to your content on the first page of the SERPs. All you need to do is to list down the keywords you’ll be targeting while combining SEO with PR to upgrade your search engine marketing strategies. Now you’ll have to use these keywords in a variety of frameworks:
- In press releases
- During conferences
- In guest posts for publications
- In executive bios
- In social media bios
- For brand promotions
The outcome will be that these keywords will become familiar with your brand. Your customers and potential audience will relate them to your brand. Just keep in mind that you’ll have to choose your keywords carefully based on the aim, objective, purpose, and description of your brand.
3. Stack up your Message
Remember you just don’t need firmness with keywords but also with the overall message of your brand that will be delivered to your audience. You will have to ensure that whosoever is representing your company understands the core message of your brand and passes it on to the different media outlets. I will suggest that for this you can create a formal document that outlines the target keywords and brand message for your company and providing the same to every team member to avoid confusion.
4. Research Potential Offline and Online Channels
So far, we have discussed how to create an overarching persona, making a list of ideal keywords, and properly aligning your message. In the following step, you need to identify potential offline and online channels that you can use for your PR & SEO campaigns. Make sure to target different channels, which will ensure reach to the largest possible portion of your demographic. But just keep in mind you do not need to use too many channels at once, as it will give rise to the problem of difficulty in managing them.
Start applying these strategies and get both the team fight on behalf of your brand and not compete with each other. All you need to do is to create an overall persona, plan keywords to target and choosing the right outlet which will enable you to gain the publicity you’re looking for.
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