Dec 12, 2013

Strategic PR Can Lead to Strong SEO

SEO has finally matured. It is no longer about tricks, games and hats of black and white. SEO is now about broader business strategies that take careful planning and time to execute. It’s about your PR approach and your content marketing. It is about excellent user experience and creating content people will want to share.

Conference organizers and former presidents of DFWSEM: @dansturdivant @marksbarrera @seanthinks @tonynwright

Conference organizers and former presidents of DFWSEM: @dansturdivant @marksbarrera @seanthinks @tonynwright

I recently attended the DFWSEM State of Search conference in Dallas, and what stood out most clearly at the end of the day was that wise PR strategies can have excellent effect on a site’s SEO.

“Make friends with PR,” said speaker Wil Reynolds. “Follow PR’s influencers and map the keywords that are important to them.”

Brand recognition and a keen understanding of a brand’s influencers can be leveraged for search optimization efforts, and that’s an area of expertise for PR professionals.

There’s no SEO bag of tricks any longer. Major search engines like Google and Bing are not favoring content that is keyword stuffed or optimized with hidden text.

Strategic branding and influencer engagement will pay off in the long run with quality links and social sharing that send strong signals to the search engines.

Relevant and timely content such as social posts, blog posts, multimedia and well-crafted press releases can lure and engage your audience.

Done well, “content brings them in , educates them, then keeps them engaged even after conversion,” said speaker John Doherty.

Just remember to make it super easy for your audience to share your content. “Social signals are expert signals to search engines,” according to Bing’s Duane Forrester.

And let us not forget about media pickup which can result in powerful earned links and quality traffic back to your site or product page. Concentrate on getting more buzz and authority for your brand.

“PR is how content marketing works,” said Sean Jackson. “Get your name out there!”

To sum things up, here are some action items for improved SEO (note that the top three were Duane Forrester’s top three focus recommendations):

  • Quality content: Create well-crafted content to lure quality traffic and social shares.
  • User experience (UX): Provide your audience with excellent user experience. Not only is it good for your visitors but it’s a signal search engines are watching.
  • Social Media: Create useful and sharable content to inspire tweets and other social posts that send strong positive signals to search engines.
  • Branding: Build brand awareness and authority.
  • Discoverability: Write content that people can find. Use keywords appropriately and make sure you distribute content to places where people will be seeking it.
  • Sharing: Make the sharing of your content super easy. This affects both traffic and SEO.
  • Media pick-up: Earning media pick-up can translate into very valuable links and quality traffic.

All of the above can and should involve the expertise of your PR department. To be sure, SEO is now a long game that requires strategic planning. No quick tricks, but lots of devotion put into building your brand, finding your audience and offering useful content people will want to share.

Victoria HarresVictoria Harres is VP, Audience Development & Social Media at PR Newswire and the original voice behind @PRNewswire. She speaks and writes about social media, PR and marketing…and occasionally SEO.

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