PR ❤ SEO – 22 facts every PR expert should know about search engine optimization
Search engine optimization used to be a simple technical process that had little to do with public relations. SEO used to be managed by a separate team, that had nothing to do with those handling PR and communications. The focus was on using as many keywords as possible, creating numerous links that lead to the company website and thus reaching the highest rank on Google.
Now those times are long gone. Google is constantly developing their search parameters to optimize information acquisition and to detect meaningless texts that are only created for SEO purposes. This means that Google punishes for the overuse of keywords and inappropriate links and instead looks for real, high-quality content that is genuinely useful.
Suddenly professionals in charge of communications and content creation have become extremely important for search engine optimization. The SEO team has to work closely with the PR team, and they have to understand each other well. SEO without high-quality content is impossible – but the creation of good content is also useless if nobody reads it.
How PR can support search engine optimization:
- Publish press releases on the internet – on the company's website as well as on special platforms for press releases.
- Write for the reader, not for search engines.
- Long-term work: the Google algorithm checks the durability and the reliability of the content.
- Don’t delete outdated, still useful content.
- Share press releases on social media and offer the possibility for sharing the release further for social amplification.
- Follow present trends for example through online media listening, social media monitoring or by using Google Trends and participating in discussions about trending topics.
- Is there a trending topic that is not really relevant to your brand? Creativity pays off. Could you enter the discussion by for example launching a relevant charity campaign?
- Find out which keywords are used in the discussion and use those in your content. Google Keyword Planner and keywordtool.io can help in finding the right ones – or try a simple game: ask your customers to describe your company in three words.
- Remember the rules of writing for the web: succinct texts, using keywords in the headline and the ingress, short paragraphs and headword lists, charts and images.
- Learn the basics of proper content creation for SEO: using the right styles for headlines, highlighting important words and using keywords in the naming of images, so they can be found on search engines. If the name and the URL of a website can be edited, real words should be used instead of combinations of letters and numbers. The call-to-action shouldn’t be just called “Learn more” but rather “Learn more about the cooperation of press releases and media monitoring”.
- Always insert links into press releases.
- Invest time and resources into content creation to create a consistent and lasting online brand.
- Build a relationship with the contributors and opinion leaders of the brand. Find active tweeters, bloggers and journalists.
- If someone shares your content on the web, ask them to post a link to your website as well.
- Don’t be afraid of Google Analytics! Follow the success of your content and find out how people end up on your website.
- Advertise in search engines: Google AdWords shows which words lead to your website.
- Follow the results of press releases with media monitoring, social media monitoring and using online tools like Google Alerts.
- Find unlinked mentions of your company or brand and ask the sources to link back to your website.
- Follow what your competitors are doing. Do the same, but better.
- Learn what works best for your business and do more of the same.
- Figure out what the best day and time for publishing press releases is. This is an important factor in how many recipients read the press release.
- Optimize your landing page – make sure that the first search results of your company have high-quality content.
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