May 28, 2018

How PR Companies use SEO

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Michael Jenkins

CEO - Shout Agency
[email protected]


PR and SEO come from two different worlds, but they are both essential to the growth of a brand. That is why search traffic is becoming a vital component of any quality PR companies strategy.

Learn more about how to use this modern marketing strategy with some helpful tips to successfully combine your SEO and PR efforts.

Five Ways to Combine your SEO and PR Efforts

#1. Effective keywords

Keywords are an essential component of SEO when you use them in the right search context.

One such context is with long-tail keywords, which are three to four-word phrases relative to your target audience. These keywords also help your audience find information about the products and services they need. Long-tail keywords also tend to be more specific and have less competition but also tend to be lower down in the sales funnel, usually resulting in higher conversion rates.

When PR companies use keywords to promote companies, their press releases share information about the products or services they are announcing.

The right keyword helps a press release cut through the clutter and turns a short-term gain into a long-term benefit as more people can find your product or service on a Google search.

Add the right keywords in between paragraphs, so you can optimise your searches online while sticking to the usual content you would create in a press release.

When you do it right, you look professional while improving your position on search engines. That is where PR and SEO work wonders for your conversions. A professional press release with the right components can drive more search traffic.

#2. Including Social Media

Social media platforms improve the efficiency of a PR company, so they can reach a broader audience.

Your Twitter and Facebook accounts do not automatically improve your SEO rankings. Instead, it indirectly enhances your search authority with Google through a large follower base that engages with your content and appreciates the new content you share on a regular basis.

Remember, Google wants your PR firm to provide relevant information to the search engine’s users. One way they track this is when users share your content on social media. They look at engagement as an indicator of how compelling your content is.

Consistency on social media is key to making sure those who follow you, keep engaging with your tweets and posts. Due to their popularity, many people might turn to social networks first when searching for a company. Therefore, your appearance on social media adds to your reputation on the web.

#3. Consistency is essential

The best way to attract more traffic via SEO is when you update content on a frequent basis on your website as well.

A decade ago, Google would crawl a website every few months. However, as technology improved and the sites demanded faster indexing, the service started crawling and indexing sites on an on-going basis.

The sites that get the most attention are the ones that update their content on a regular basis. Therefore, if you want faster results from Google, you need to have a constant output of new and engaging content.

The key here is to create content that keeps your customers interested, and coming back to share your site with others.

PR companies use this new content to put out regular press releases that share news about the company product launches and other memorable achievements.

#4. Influencers Effect

PR is all about connecting with influencers, so you can increase your audience quickly and successfully.

One way to find quality influencers who can share your message with a large enough audience is to limit relevant influencers based on the following criteria:

  • Active social media presence
  • Number of social followers
  • Industry
  • Website Keywords/Categories
  • Domain Authority
  • Alexa rating

You want to know whether Google recognises the authority and validity of the influencer who can help your public relations campaign. Leverage their online popularity to improve your reputation and expand your audience.

#5. Quality Website

SEO and PR both rely on one final component: a quality website that attracts the right audience. You need an easy to understand and responsive website. Optimise your site for mobile, so the reader who finds your website appreciates your content.

A good site is the first introduction many will have to your services. Therefore it’s essential that an exciting and well-run website use relevant keywords.

You might want to use a quality keyword for a news page. For example, instead of just News or Press Release like many companies use, consider creating a page called “(Insert Keyword) News.”

Final Thoughts

Combining search engine optimisation with a quality public relations campaign can optimise the results of both aspects of your marketing strategy.

If you need help using these strategies together, contact us today for a free consultation.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

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    Give us your email address and we promise to send you the best articles on a wide spectrum of digital marketing topics to help your business grow to the next level.

      Book a free 45 minute consultation today.

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        As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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