When looking for information – an upcoming event, research on a potential supplier or, perhaps, if the weather will work out in your favour – where is the very first place you start? A search engine.
With 98% of all internet users using a conventional search engine at least once a month and around 93% of all web traffic coming from search engines, there are no two ways about it: It’s crucial that your business or brand features upfront on a search engine to ensure that you are considered in the decision-making process.
Google, as the primary search engine worldwide with 86% market share, needs no introduction; and in recent years, SEO – or search engine optimisation – has developed into a key role within businesses and as a primary focus in marketing strategies. In layman’s terms, SEO is the process of optimising a website in order to make it easy to find via search engines like Google.
So, how is PR (public relations) able to support in SEO? Well, firstly, the two teams needs to work together. Previously, SEO and PR were treated as two separate entities that formed part of an overall marketing plan. Ttoday, however, we understand the importance more than ever of having the two teams work together to drive awareness, educate on offerings and, ultimately, support in conversions.
With content – whether press releases, blog posts, thought leadership articles – at the core of every PR campaign, digital PR is able to effectively work with SEO teams on specific keywords utilised on the website and ensure those keywords are strategically built into the content that is being distributed and pitched to online media titles. This provides opportunities for valuable backlinks and mentions across different mediums and channels and supports in spreading awareness of your brand.
Backlinks (also known as “inbound links”, “incoming links” or “one way links”) are links from one website to a page on another website. Google and other major search engines consider backlinks “votes” for a specific page. Pages with a high number of backlinks tend to have high organic search engine rankings.
So, if your PR team is able to effectively place your content – utilising the correct keywords and backlinks – across a multitude of online media sites with high reach that refer back to your site, they may have earned a lot more than coverage for your brand – they may have earned you a top ranking on a search engine and themselves lunch on your SEO specialist.
The next Power of PR article will unpack the importance of influencer marketing in generating awareness for your brand with a niche audience and supporting in social media growth.