2016: Use PR to Boost SEO

Written by: Jason Bayless | February 03, 2016

As with so many emerging trends in online marketing, Google search engine algorithm updates have had a measurable impact on where SEO and public relations (PR) intersect today. In this post, learn how you can use this new trend to your business’s benefit by using public relations to boost your search engine optimization (SEO) results.

PR & SEO Share Common Goals
According to a recent Forbes report, Google’s recent algorithm updates have increasingly focused on content quality, keywords relevance and high quality link backs, each of which heavily relate to the exacting quality of writing for public relations.

In other words, both SEO-optimized content and public relations content seek to achieve the same goals:

– Generate higher quality content.
– Create more inbound web traffic and social sharing.

How Public Relations Can Boost SEO Outcomes
In the past, PR was treated as a tool to use only for major announcements (for instance, announcements about upcoming Google algorithm updates). Today, that mindset is clearly shifting. Public relations can be as useful a tool for micro-announcements as it is for industry-wide shifts.

In most scenarios, PR is being viewed as SEO’s assistant. Here is an example of how the PR and SEO functions can partner together to boost results during a seasonal sales push:

– Create a SEO-optimized press release to highlight sales and holiday hours.
– Place SEO-optimized ads in a series of prominent online and print publications.

– Draft a series of SEO-optimized blog posts highlighting specials and sales.
– Set up a social networking calendar of SEO-optimized teasers for each feed.

Using tools like Google Analytics to track online spikes in web traffic can help both functions further streamline the partnership as the campaign rolls out.

Additional Tips to Use PR & SEO Together
Here are some additional tips you can use to pull the impact of public relations expertise and SEO-optimized content together for improved campaign results.

Tip #1: Be sure bios for the company, the brand(s) and the key personnel are SEO-optimized in a way that sounds natural.

Tip #2: Continually study and update keywords and sets to ensure the most relevant keywords are being used, including long tail keyword sets where appropriate.

Tip #3: Ensure your website landing pages are optimized for both mobile load speed and responsive site navigation.

Tip #4: Issue SEO-optimized press releases regularly (at least quarterly if not monthly) with a few carefully chosen keywords or key phrases to build high quality links back to your website.

Tip #5: Build an overarching marketing calendar that involves both PR and SEO activities so each team knows what the other is working on and can collaborate and share content in productive ways.

Tip #6: Be sure to issue regular SEO-optimized, relevant content on social networking feeds, email newsletters, the company blog and elsewhere to keep Google rankings high.

Tip #7: For media appearances or any positive “breaking news” involving your company, its key personnel or your brand(s), drop what you are doing and jump on it. Be sure this content gets distributed while it is hot!

Understanding where the roles of SEO-optimized content and public relations increasingly overlap can give a huge leg up to your advertising efforts. Most importantly, by incorporating these seven expert tips into your company’s annual marketing plan, you can look forward to increases in organic and paid inbound web traffic, higher sales and more growth in the markets where you do business.