When it comes to the world of SEO and PR there are many instances where both of these services overlap. This is because one cannot exist without the other, especially in a world where digital marketing reigns supreme.
What is Public Relations?
Public relations also commonly referred to as PR is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and its various publics.
Within public relations, many factors contribute to its process, with publicity being one of the most important. Garnering publicity for a client and having their message relayed in a certain way has a lot to do with the tactics one uses to achieve that goal.
When it comes to publicity there are a lot of elements that fall under the umbrella of PR that many people are familiar with and consider to be traditional PR practices including:
- Press Releases
- Fact Sheets
These practices have been established as the main formula for garnering publicity by public relations professionals when their focus to garner attention revolved around print and televised media and are therefore considered traditional practices. However, as times and technologies have developed so have the methods for garnering attention.
That is why off-site search engine optimization (SEO) now also plays a role in the world of public relations. When it comes to online publicity and clients who specialize in the world of e-commerce it is sometimes better to move away from traditional PR practices since all that information although helpful for familiarizing potential customers with your client will not necessarily lead to sales, without additional online support.
You might be asking yourself, what exactly is off-site SEO, well it refers to actions taken outside of your own website to impact your rankings within search engine results pages. The ranking of your website on a search engine matters since it determines how easily your website can be found depending on your domain average, ranking keywords, and overall site visits. Some of the best tactics to follow for off-site SEO include:
- Link Building
- Social Media Marketing
- Guest Blogging
- Influencer Management
As can be expected domain average scores carry a lot of importance when it comes to off-site SEO. In particular, link building plays a very important role in SEO since it can build up your own domain average scores with the help of another website. When a website links to your site, it signals search engines to recognize your site as relevant and credible.
One of the best ways to start link building and building a good reputation for your brand is by doing outreach to relevant sites with high domain average scores. For example, say your own website currently has a DA of 20, you want to reach out to websites that have a score similar to yours or higher since the scores of the websites correlate directly with the growth of your own site's SEO if you can get a link placement from them.
After all, that placement will serve in helping you rate higher in search engine rankings as well as lead to referral traffic to your own site since most of the time the higher the DA Score the more traffic that website receives.
Keywords follow a similar formula. Keywords help search engines determine what type of content you are looking for depending on which specific keywords your site is associated with as it can help grow your rank.
That is why it is important to figure out what specific words you want to rank for as those keywords should be used in page titles, headings, URLs, throughout your blog, etc. so your site becomes associated with that word and comes up in the relevant engine searches.
A good way to go about seeing which keywords you should rank for is by doing keyword research to figure out the popularity of the topic you are looking to rank for. You can go about doing this by doing competitor research or using keyword tools such as MOZ or SEMrush.
The Importance of all PR Practices
The credibility and influence of a brand are directly correlated to how they are viewed by the public, so maintaining their image both online and offline is crucial to any brand’s bottom line. That is why using tactics from both traditional and Off-Site SEO is necessary for the upkeep of any rising company.