4 Benefits Of A Combined SEO And PR Strategy

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You're probably thinking, "SEO and PR???"

Yes! And if you have yet to hop on this trend, your business has been missing out on many benefits. Yeah, we know what you're thinking, "But PR and SEO are two totally different concepts." PR involves maintaining a good public image of your brand, and SEO has to do with ranking on important search engines.

What you don't know, however, is that SEO and PR strategies can be combined to make the most of your promotional efforts.

In this blog post, I’ll show you all the juicy benefits your business stands to gain with a combined PR and SEO strategy. I’ll also provide practical and actionable tips for you.

What is SEO PR?

To understand what SEO PR is, it will help to break down what each concept means. 

Search Engine Optimization, or simply SEO, is the process of optimizing a website or online content to improve its visibility and ranking in search engine results pages (SERPs). 

Essentially, SEO helps your website or content appear high up in search results when internet users search for relevant keywords or phrases. 

What is SEO PR

SEO includes several components:

  • On-page optimization: Optimizing various elements within your website’s pages to make them more search engine friendly. It involves optimizing meta titles, meta descriptions, headings, content, images, and URLs to include your chosen relevant keywords and provide a better user experience.
  • Off-page optimization: Refers to activities conducted outside of your website to improve its search engine rankings. This includes building high-quality backlinks from other reputable websites and influencer outreach to increase your site’s authority and credibility.
  • Technical SEO: Optimizing your site’s speed, mobile friendliness, crawlability, indexing, and fixing technical errors like broken links or duplicate content. 

Public relations, meanwhile, involves strategically using channels to manage your brand's reputation, enhance its visibility, and engage with your target audience. There are two types of PR:

  • Traditional PR: Primarily focuses on securing media coverage through print and broadcast outlets
  • Digital PR: Leverages various online mediums, including social media, blogs, influencer collaborations, and online publications, to disseminate information and foster relationships with key stakeholders.

Digital PR encompasses a wide range of activities, such as creating and distributing online press releases, organizing online events or webinars, conducting social media outreach, managing online reviews and reputation, and building relationships with online influencers and journalists.

Building A Digital Presence

When we talk about a combined SEO and PR strategy, we usually refer to digital PR. So, SEO PR combines digital PR tactics with SEO techniques to improve your website's visibility and ranking in search engine results pages (SERPs). It involves creating high-quality content for PR, building relationships with journalists and influencers, and optimizing content for both search engines and human readers.

4 ways a combined PR and SEO strategy benefits your brand

Combining your PR and SEO strategies can amplify the effectiveness of your digital marketing efforts. Here are four benefits you can reap as a brand:

1. Enhanced brand authority and trust

Developing a comprehensive SEO PR strategy can significantly contribute to building brand authority and trust in the digital landscape. Here's how it works: When you create PR content for your site and implement SEO best practices, you can boost that content’s visibility in search engine results pages. So, more people will see and consume that valuable site content. 

The result? Your brand becomes an authoritative source within your industry, leading to enhanced customer trust.

For this to work, though, you don’t just need to ensure the PR content on your site is optimized. You should also ensure it’s something your audience is interested in and is high-quality in the first place.

So, conduct thorough research to understand your target audience’s preferences, interests, and online behavior. This insight will help you tailor your relevant content so it resonates with your audience.

Make sure you also do research for your work and check it before publishing. You want to ensure your content provides a lot of value and is free from factual mistakes. And that holds true whether you opted for content writing or video production or both. Remember, people are quick to shun content that has a lot of fluff and errors. 

2. Increased online visibility through newsworthy content

The thing about PR is that, with it, you can really amplify your visibility online. If your PR content is published by media outlets like the BambooHR press release published in an HR publication below, you can reach an even wider audience.

Increased online visibility through newsworthy content

Just think about it. Media outlets are already, in themselves, authority sites. That means two things: One, their sites will more likely crop up at the top of search engine results pages given a query. Two, they are already considered credible sources of information by people, including your target audience. 

So, when your PR content gets published by these media outlets, it will likely appear at the top of SERPs and will likely be consumed. As a result, the more you can reap the benefits of enhanced brand authority and trust we talked about a while ago.

However, for all this to work, you need to ensure your digital PR strategy involves creating newsworthy content in the first place. Here are some tips for that:

  • Consider news values when creating your content for PR
  • Write strong headlines
  • Incorporate relevant statistics

You can use AI templates to help you save time when writing. By also identifying trending topics, conducting research, and crafting compelling narratives, you can create content for PR that’s a good source of valuable insights, increasing your chances of garnering media coverage. 

Of course you also need to make sure this PR content is discovered by these media outlets and journalists in the first place. This is why the PR strategy above won’t suffice on its own. You need to incorporate SEO again. Optimize your newsworthy content for relevant keywords so it appears prominently in search engine results pages.

You can combine SEO and PR in a different way to achieve the same benefit, too. Pitch your content for PR that also contains your SEO backlinks to journalists and secure media coverage. We’ll talk more about backlinks in the next section.

3. Quality backlinks generation 

A good digital PR strategy can help you acquire quality backlinks from reputable sources. By crafting compelling pitches and forming relationships with journalists, bloggers, and influencers, you can secure, not just valuable mentions, but also links to your website. 

Why is securing backlinks important? Because they’re key to SEO. When authority sites carry your backlinks, Google concludes they’re vouching for your site content. So, the search engine is likely to rank you higher in SERPs.

A combined SEO and PR strategy can help you implement link-building. Just identify reputable websites and industry blogs that accept guest contributions, like this one below:

ponbee

Pitch well-researched, informative articles or opinion pieces that provide valuable insights to their audience for PR. Make sure this content carries links back to your site for SEO. 

With this combination of SEO and PR tactics, you hit two birds with one stone. You boost your authority as a brand with your guest posts and increase your SEO rankings with the backlinks.

4. Better social engagement

When you create quality content for PR and optimize it for SEO so it appears high in SERPs, you can get the attention of users who will promote the same on their social channels. That can lead to better social engagement with more people–your original audience’s followers—interacting with your content. 

But that’s not all.

Good PR involves liaising with media personalities for media coverage. If these media personalities find some of your other valuable content online thanks to your SEO efforts, they might just promote it on their social channels as well. Because they hold sway over their social media followers, these users may also visit your social media accounts, where they might leave a comment or two for you.

But, of course, for better social engagement, don’t just ensure your PR content is optimized for SEO. You also need to make it easy for your PR content to be shared across different social channels. So, incorporate social sharing buttons into your content for PR, like Buffer did below:

buffer

You can use tools such as ShareThis or AddThis for this.

Also, don’t just sit and watch those audience engagement metrics increase. Do your part as well. When someone leaves a comment on your social accounts, respond to them. If social media users see you take the time to reply, they’ll continue engaging with your brand. Besides, a whopping 51% of consumers see responding to customer comments as the best way to become memorable as a brand.

In closing

So you see that integrating SEO and PR strategies can yield a plethora of benefits for your business – from bolstering brand authority and trust to increasing online visibility through newsworthy content, quality backlinks generation, and driving social engagement.

When you combine SEO optimization with PR's focus on reputation management and audience engagement, your business can unlock new opportunities for growth and establish itself as an industry leader. Embracing this synergy allows you to not only improve your search engine rankings but also build meaningful relationships with your target audience and secure valuable media coverage.

As the online space continues to evolve, leveraging the collective power of PR and SEO is essential for staying ahead of the competition and seeing returns on your marketing efforts.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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