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PR + SEO – How Can PR Enhance SEO Efforts?

May 8th, 2013
PR ›

Not since ketchup and mustard have a pair been better together. No, we’re not talking about food (although a hot dog sounds good), we’re talking about public relations and search engine optimization/search engine marketing or SEO/SEM. The connection between search and earned media dollars continues to increase as Google’s new rules are placing an even …

Not since ketchup and mustard have a pair been better together. No, we’re not talking about food (although a hot dog sounds good), we’re talking about public relations and search engine optimization/search engine marketing or SEO/SEM. The connection between search and earned media dollars continues to increase as Google’s new rules are placing an even higher value on PR generated media content. Google is continually refining its search engine by altering the criteria websites need in order to rank for search queries. And at the top of Google’s algorithm is the credible content generated by major news outlets offering content online.

Combining public relations and SEO offers huge opportunity to maximize online and search engine marketing dollars to increase search engine ranking. For example, let’s suppose a mobile phone company is crafting a search campaign to help drive back-to-school sales. That company can create a campaign that allows them to capture an interaction from a potentially in-market consumer. PR goes a step further to drive awareness and ranking to a broader audience searching for key terms. The mobile phone company now ranks higher on Google due to credible earned media coverage and strategic efforts of a search engine invested PR firm. While public relations used to be thought of as only offering coverage in print or through broadcast mediums like television and radio, now the majority of earned media runs first online (often with video and tagged images). These online features often link to the company’s homepage and add impressive value to search engine marketers.

What does this all mean for your online marketing dollars?

  • Media coverage can boost SEO when optimized: When it comes to high-quality, credible content, Google ranks the sites of major media outlets as high authority. If a website link is included within an editorial piece on a media outlet’s website, this can enhance SEO efforts.
  • Higher quality SEO releases remain relevant: SEO-enhanced press releases are still relevant, but need to be approached strategically. Google will negatively flag online releases that are stuffed with too many links, have duplicate versions, or other spam-type features. Working with a PR agency will help ensure press releases are appropriately optimized.
  • PR integral to online content generation: Overall, PR is integral to online content generation that can enhance SEO. PR specialists are professional storytellers, and can produce the type of content Google will view as relevant, high quality, and credible.

If you are interested in learning more about how PR & SEO can compliment each other, drop Talk Shop a line at info@talkshopmedia.com.