In the aftermath of Google’s Panda and Penguin updates,
something interesting happened. SEO experts started focusing on the public
relations team. Yes, a love affair between public relations and SEO has been
brewing and we’ve got the scoop on how you can maximize your results by
encouraging this match.
Today’s SEO is being reimagined. Links are still an all
important piece of boosting your website’s rankings. But these links are now
being obtained from different sources. When directories lost their oomph, link
farms got blown out of the water, and keyword stuffing became de rigueur,
public relations remained the shiny hope to obtain new links and create a buzz
around a business’ products and services.
Using PR as SEO Benefits Your Business
In the wake of the search engine algorithm shake ups, search
engines have begun trying to offer its online visitors meaningful content in
the form of social content to enhance their experience. Today’s internet
searcher is savvy and content hungry, consuming and curating content on social
media forums and discarding content that doesn’t make sense. To distinguish a
brand from the rest, a business now has to create a buzz. Gone are the days you
could simply rely on SEO tactics alone to earn those coveted top spots online.
Today’s internet users are searching for relevant and newsworthy items, so it’s
important that your business’ news is found in these searches. When businesses
use PR, they can enjoy increased benefits unavailable from SEO tactics alone.
This includes:
• Earned traffic, recognition, and buzz. By enhancing your PR
with SEO, a business can gain increased brand recognition, and encourage trust
and loyalty among internet users. Public relations offers brands the ability to
get their news featured across the web in forums and news sources which make a
brand appear in demand. When you enhance this with SEO tactics, you increase
the likelihood that your press will be found by internet searchers and that
your traffic will go up.
• You’ll increase traffic conversion rates with organic press.
When a business releases press releases online, they are pushing this news out
to thousands of news outlets, many of whom may pick it up and republish the
news online. When consumers stumble across this organic press, it appears more
relevant and more trustworthy. Consumers who enjoyed these stories and click on
the website’s link are doing so because they genuinely want to know more about
the brand, the product, or the services. These organic visitors are easier to
convert into paying customers because they are led there by genuine interest,
not questionable links in fuzzy related sources.
• Press articles encourage social shares. Internet users love
sharing news stories on their social media forums. These publications attract
much higher rates of traffic, which means that your content could be shared more
frequently, and deemed more valuable to users. The likelihood increases that
your article may be exposed to millions instead of the hundreds that your
website may attract.
• Enhanced brand image from positive buzz. When a brand wants to
attract new clients, it often creates a buzz about its products to do so.
Additionally, when a brand has been slammed online, it often resorts to
creating favorable press to counter the negative stories online. Public
relations can craft and control this image with positive buzz associated with
these stories. When you add SEO to this, it increases the likelihood that your
article will be found ahead of any negative items.
• Increased quality back links. Press releases are sent to
thousands of news sources and are often shown on diverse news outlets’
websites. These news sources generally have high page ranks and huge flows of
traffic. For example, a press release which is featured on the LA Times obtains
a link from a website with a high page rank, boosting your link profile. When
you accumulate these back links, your rankings will go up up up!
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