How PR & SEO Work Together To Boost Results

13 Mar

If you’re just starting out in your digital marketing journey, you may have considered implementing PR or SEO to help boost your marketing efforts. But, have you considered implementing them together? In this article, we explain how PR and SEO impact each other and how they work together to deliver supercharged results.

So, how do PR & SEO work together to boost results? PR and SEO work hand-in-hand to boost brand awareness, drive organic traffic, improve keyword rankings, create competitive advantage and can also help businesses to position themselves as an authority in their field.

Read on to learn more about digital PR and SEO and how they work together to create a digital marketing super power.

How Do PR and SEO Work Together?

Digital PR and SEO go hand-in-hand; they’re two of the most symbiotic disciplines in digital marketing. Yet, for many businesses, they’re treated as completely separate entities where each department has no idea what’s going on in the other. This is a huge mistake and a wasted opportunity as SEO and PR both impact the success of the other.

How SEO Impacts PR

PR (Public Relations) is the process of building relationships with the public, the press, and overall media. Digital PR involves all of this but online. This helps businesses to generate brand awareness through features in newspapers, on websites, on blogs, vlogs, podcasts and more.

A good SEO strategy can positively impact digital PR in a number of ways:

SEO keyword research helps you to discover what people are talking about and the words you need to use to target them.
SEO optimisation techniques offer a better chance of your content getting noticed independently of the journalists you send it to directly.
SEO tools (such as Google Search Console) can help you to understand how your brand and your content is performing online. This information can be invaluable when it comes to creating further campaigns. It can also help you to understand public perceptions around your business online.

How PR Impacts SEO

Digital PR is a great link building strategy in SEO. Gaining backlinks is crucial to SEO; it basically tells Google that someone thinks your content is good and useful enough to reference it. But, link building can be a difficult task to do well. That’s where digital PR comes in:

It helps to scale link building tactics without compromising the quality of the links earned.
Links are topically relevant.
High quality content encourages links for high-quality publications.

What are the Main SEO Benefits of Digital PR?

The biggest impact that digital PR has on SEO tends to be on backlinks, however, there are a few more ways in which PR can have a positive effect on SEO.

Competitive Advantage

It can be relatively easy to copy a competitor’s link profile simply by reaching out to the publisher and suggesting that your website be added with various justifications. There’s value in these links, but they don’t offer a leg-up on your competition. That’s where digital PR comes in. Editorially earned links via digital PR aren’t so easy to replicate.

Improve Domain Authority

A good backlink profile helps to improve the domain authority (DA) of your website. Gaining high-quality backlinks promotes your website as being authoritative and trustworthy to search engines. This, in turn, improves your DA.

Whilst DA isn’t strictly a Google ranking factor, industry experts do believe it to have a positive impact on rankings. A study suggests that DA may be a useful metric in which to gauge how much traffic you may receive from Google.

Position Yourself as Industry Experts

Publishing high-quality content not only helps to achieve everything we’ve already mentioned, but also positions you/your businesses as industry experts naturally. This is obviously good for public and peer perception, but it’s also important to Google. After a recent algorithm update, the Helpful Content update, Google now requires content to fit the E-E-A-T model - Experience, Expertise, Authority, Trust.

What to Focus on When Integrating PR and SEO

When integrating digital PR and SEO, there are a few areas to concentrate on if you wish to reap the benefits on both sides:

Keyword Research - this is essential to work out what people are actually searching for. Digital PR can’t do its job if nobody finds the content.
Content Marketing Practices - both SEO and PR rely on good, optimised content that works with keyword research. It’s also beneficial to consider how content can be reused or repurposed across different channels.
On-Page SEO - on-page SEO tactics work to improve the content on a webpage. Naturally, this is beneficial to both SEO and PR. Factors include content relevancy, depth, keywords, metadata and more.
Technical SEO - in short, technical SEO works to improve the structure and health of a website as well as ensuring that it can be found and indexed by Google.
Metrics - measuring KPIs are vital if you want to know whether or not your efforts are working. It can also provide valuable insights for future campaigns. Consider tracking keyword rankings, organic traffic, conversions, backlinks, referring domains and DA.

Book Your Free PR Consultation with Altitude PR

Looking to enhance your company's PR strategy? Book your free consultation with our Sheffield PR agency today. Our team of PR experts can help you identify the best services for your unique needs and goals.

Contact us through our website, call us on 0114 252 1172 or email us at info@altitudepr.co.uk to schedule your consultation and take the first step towards achieving your PR objectives.

FAQs

What is PR?

PR stands for Public Relations. It concerns strategic communications from an organisation to the public to maintain or cultivate public image. It can also be used to respond to public discourse and perceptions. PR can be done in a number of ways, but is an increasingly digital discipline in the modern world.

What is SEO?

SEO stands for Search Engine Optimisation. Via a range of on-page and off-page tactics, SEO aims to improve a website's visibility on search engines as well as the way websites appear on search engines. SEO is essential for increasing the volume and quality of organic traffic to a website.

What is PR in SEO?

Digital PR works alongside SEO strategies for a number of benefits. These include:

Link building.
Improving online perceptions.
Improving authority and trustworthiness.
Improving domain authority.

Rachel Measures

Rachel is one of our PR Account Mangers and a fundamental member of our team, collaborating with our clients to create engaging PR campaigns and is currently working towards a prestigious CIPR accreditation. She was also recently awarded Silver at the CIPR PRide Awards (Yorkshire & Lincolnshire) for Outstanding Young Communicator of the Year.

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