Why do you need both PR and SEO?

SEO knowledge aids public relations efforts.

The commercial goals of corporate SEO and public relations are frequently in sync. As a result, if you succeed at both, your brand will have a stronger effect.

Previously, PR (public relations) and SEO (search engine optimization) were independent marketing silos. The technical component of digital marketing was handled by SEO, while public relations was used to create relationships with third parties. Today, though, you're far more likely to come across the polar opposite: SEO and public relations teams with so much overlap that duties, tasks, and logistics become muddled.

The truth is that you may exploit this overlap to improve your marketing strategy's performance. To that end, here's a rundown of how fostering collaboration between your PR and SEO teams may help you achieve considerable ROI.

Points to Remember

  • While PR and SEO are distinct entities, they should collaborate to get the greatest marketing outcomes.
  • Brand awareness, reputation management, social sharing, social proof, brand consistency, trust and authority, and lead creation are all goals shared by both types of marketing.
  • SEO analytics may help PR establish strategy, and SEO can benefit from PR relationships for relationship-driven link creation.
  • Events, byline articles, guest blogging, interviews, innovative campaigns, newsjacking, content amplification, and more may help a company achieve greater visibility and traffic when PR and SEO work together.
  • Why do you need both PR and SEO?

    The commercial goals of corporate SEO and public relations are frequently in sync. As a result, if you succeed at both, your brand will have a stronger effect. The following items are included in this alignment:

    Brand recognition

    Consider entering the grocery store's beverage section. Do you prefer a generic soda brand or a Coke? It's likely that you'll choose the Coke. When given the option of choosing between the known and the unknown, most individuals choose the known.

    The "mere exposure effect," in which people show a preference for what they are acquainted with, has established this. People are more likely to like something if they are familiar with it, such as a brand. Regardless matter the message, this is true.

    Both online PR and SEO contribute to brand exposure. Your name will be mentioned in the media as a result of PR. It's also beneficial for obtaining brand awareness during events and experiential marketing. When it comes to capturing Google SERP elements, SEO is really efficient. With SEO, you want to appear in front of your target audience when they're looking for information or a solution that you can provide.

    Reputation management for brands

    Public relations experts devote time to developing communications and messages that shape people's perceptions of the firm. If your branded SERPs are unfavourable, you may add truly positive material to the SERPs using both PR efforts and SEO tactics. This method (also known as online reputation management) helps to balance the accessible information and push bad stuff to the bottom of the page.

    The public relations team is usually well-versed in brand messaging. On the other side, the SEO team guarantees that your customers notice these brand messages online.

    If the incorrect messages about your firm dominate the search results, well-crafted marketing won't make a difference.

    Social networking

    Both SEO and public relations improve the chances of the proper individuals reading, viewing, and sharing your information. They also play a key role in selecting what material will be produced and how it will be distributed.

    Public relations initiatives are frequently focused on attracting people's attention in unusual ways. As a result, they're extremely successful in encouraging others to share material.

    An effective SEO strategy comprises content gap analysis and filling the holes with interesting, shareable content.

    Social evidence

    Consumers place a high value on social proof. They rely largely on trust cues to make purchasing decisions and declare brand loyalty. The more consumers see a brand in trustworthy places, the more trust signals they receive.

    A brand sponsoring a charity event is one way to create trust via PR. A reporter's mention of your business, a blog product review, a combined marketing effort with another well-known brand, a celebrity endorsement, a byline storey, or a good social dialogue are all possibilities. All of this public relations action is beneficial to the brand.

    On the SEO side of things, social proof is just as crucial. Off-page SEO signals like as mentions, backlinks, and shares help Google recognise your brand as a reliable authority.

    Both public relations and SEO initiatives may have a significant influence on social proof and its signals in this way.

    Consistency of brand

    A well-developed omnichannel strategy relies heavily on brand consistency across all channels and platforms. It's critical for SEO and PR to collaborate in order to achieve brand consistency by delivering vital messages to the relevant platforms and people at the correct time. So, if you see a brand at an event, then see them featured in a magazine, then see them in the SERPs and on their website, you're seeing the same positioning and message again and over. This strengthens your brand's identity as well as its influence on your target audience.

    Authority and trust

    Let's revisit the "Coke vs. generic soda" debate. Why did consumers chose Coke in the first place? Because they have faith in it.

    Why do they have faith in it? Because they have a wealth of knowledge and experiences regarding the brand that may aid in their decision-making. They also understand that until Coke modifies its formula or technique, this assumption may be applied to every Coke. So the brand consistency we just discussed isn't only beneficial for the brand; it's also a good method to build trust in the product as a whole.

    In both digital PR and SEO, essential feedback cycles include trust and authority. They're not only linked to Google's search ranking variables, but they're also a determinant in whether or not businesses prosper.

    Generation of leaders

    When most marketers consider all of the methods to create leads, they frequently overlook public relations. However, that is an out-of-date PR strategy. Direct response and lead generation strategies are becoming commonplace at events, in content campaigns, and in a variety of other PR endeavors.

    Consider LinkedIn creating a chain of Linked Inns, which are pop-up pubs where the firm hosts networking events. The campaign's main goal was to get individuals to think about how they may use LinkedIn for a variety of career goals, join up for the site, and use it more.

    Because SEO is so cost efficient, businesses have traditionally regarded it as a lead generating device. In reality, SEO consistently outperforms PPC in terms of acquisition costs.

    There is also a big flywheel effect with SEO. When your organic search ranking improves, Google sees your brand as a reliable authority. As a consequence, achieving higher organic search ranks becomes easier. This cycle results in a lead generation funnel that can be sustained.

    SEO knowledge aids public relations efforts.

    Relationships are the lifeblood of PR strategists. They do, however, require a quick and dependable approach for deciding which connections, concepts, and campaigns are worthwhile to pursue in the first place.

    That's where SEO can act as a slingshot for the overall PR plan, giving it velocity and a feeling of purpose. Keyword research, trend data, competition analysis, backlink research, and quality-scoring SEO tools like as Moz and Semrush all give valuable information for PR to design a successful plan.

    SEO value is amplified by PR ties

    Before the SEO team can develop high-quality backlinks for the site, they must take use of PR's relationships and relationship-building skills. PR strategies are frequently classified as "link building" in the SEO field, although SEO link development hasn't always been as relationship-driven as it is now. The public relations staff is considerably more likely to have a large network of high-ranking contacts. Working with PR to exploit these relationships will make the link-building process much easier.

    Integrate public relations with SEO to boost marketing ROI.

    That is why public relations and SEO complement each other so effectively. What does that mean in practise, though? How should the two teams work together to get the best results?

    To begin, both teams should work together on opportunity identification, ideation, and strategy, meeting on a regular basis to review and develop the plan. While executing campaigns, look for ways to keep each other informed and collaborate. For the quarter/month/day, what projects and messages are you promoting? What about upcoming product launches, holidays, and promotions? Will you have to come up with a lot of new content ideas? What formats are you looking for? What will become of it? Who will you contact as part of your outreach?

    Outside of the traditional marketing cycle, be opportunistic. What's hot right now, or what's going viral? Is there anything new that might have an influence on the company's reputation? What's fresh in the news, and how should you react? How can you get your brand into the discourse in a unique way?

    The division of work differs from one business to the next. However, it is critical that both teams' duties are well defined. In certain firms, the SEO team may compile a list of bloggers to approach, while the PR team performs the outreach.

    In another case, PR may discover specific promotional possibilities and seek assistance from the search team. The SEO team, for example, might share statistics on search activity to help optimise campaign materials for better exposure.

    With that in mind, here are some strategies to combine your PR and SEO efforts for better marketing ROI and long-term effects.

    Events

    Events are a natural approach to generate awareness and establish high-quality connections. Companies can engage in or host a variety of events that represent their brand, ranging from formal conferences to tongue-in-cheek cookoff contests.

    Every year, for example, the video game firm EA Games presents EA Play. It's a free event where attendees may get a sneak peek at upcoming games, play exclusive games, and network with other gamers. This is an excellent approach for EA Games to connect their audience while also gaining industry expertise.

    From the standpoint of SEO, events provide a chance to create fresh materials that aid in organic search exposure. Additionally, events provide wonderful opportunity to increase your backlink profile. More than 450 third-party websites have linked to the EA Play website. Over 740 referring domains have been registered for Magento's Imagine conference. Salesforce's Dreamforce event, for example, has garnered backlinks from over 4,400 external domains, proving our claim. It's an understatement to say that events have a significant impact on SEO and public relations.

    Press announcements

    The press release is still alive and well. However, the mass-submitted-press-release-about-nothing is no longer relevant. Today's press releases are far more specialised and targeted. They also concentrate on newspapers and media sources where the storey fits well.

    Take a look at this Apple news release for an example. Notice how the narrative begins with the most intriguing detail — a recycling robot! – then frames the tale around Earth Day and escalating environmental worries. The theme is then linked to Apple's Giveback Program (now called Apple Trade In). They've tacitly addressed the "Why should I care?" element of the news release process, while pushing readers to the Apple Trade In website, by positioning their campaign as a solution to a bigger issue that affects everyone.

    More than 500 websites linked back to the original news release. But, more importantly, the Apple Trade In website has received backlinks from over 3,000 other websites.

    Links in news releases are ignored by Google. Smart marketers, on the other hand, recognise the value of personalised press releases. They not only enhance online traffic and backlinks to branded digital domains, but they also create media mentions.

    Byline articles, guest blogging, and interviews are all available.

    Guest posting on reputable industry websites is a great approach to create thought leadership and increase brand exposure. The teams may work together to optimise the return on every guest post if PR is in charge of strategy and SEO is in charge of tactics.

    The project management software company Basecamp was founded by Jason Fried and David Heinemeier Hansson. They appear to be constantly publishing editorial pieces or being interviewed by third-party websites. Fried, for example, has written more than 75 byline articles for Inc. Magazine. He and Hansson have also been featured in a number of high-profile interviews, including those with the New York Times, CNBC, Vox, The Tim Ferriss Show, and Forbes. Basecamp today has over three million users and is valued at more than $100 million.

    Basecamp is at the vanguard of numerous themes and concerns that the co-founders are passionate about, thanks to the byline articles. In terms of SEO, the articles have helped to build a solid traffic funnel and backlink profile, with over 34,000 referring domains.

    Advertising campaigns with a twist

    When a campaign is sufficiently innovative, it becomes buzzworthy in and of itself. As a result, it has the potential to create a large amount of media attention, impressions, video views, dialogues, social media engagement, and backlinks.

    If done well, this may have such a significant impact that it becomes a brand cornerstone years later.

    The #LikeAGirl campaign by Always, which empowers young females, comes within this category. The original video has been seen over 67 million times (and 4.4 billion media impressions in the first three months). Follow-up videos, such as #LikeAGirl – Unstoppable, have over 39 million views. Alex Morgan, a soccer player, was featured in a #LikeAGirl video that received over 6.2 million views. Another video featuring an Oklahoma junior high school basketball squad garnered over 4.8 million views. The series consists of almost 25 videos in total. Influencer marketing, media outreach, infographics, a UGC push for girls to propose new strong female emojis, and a Confidence Summit for girls were all part of the campaign.

    Now type "#LikeAGirl" into Google and you'll get over 430 million results. What is the story's moral? You could just hit public relations and SEO gold if you become imaginative and connect with your audience about their true sentiments.

    Newsjacking

    The practise of newsjacking is an excellent example of content marketing. "Interact meaningfully with the news," it simply implies. In other words, if something important happens in the news and your brand has a reason to care about it, you may take advantage of the topic's popularity by offering your own perspective and bringing your brand into the debate.

    There are few simple guidelines to follow. For example, you should avoid controversial topics that might produce a schism between your business and a significant percentage of your audience. (Unless, of course, you choose a contentious campaign like Nike's collaboration with Colin Kaepernick, which resulted in a 10% spike in sales.) Use high-quality material and a tone that is consistent with your brand. MoonPie is an expert at this, taking amusing stories and giving them their unique spin. They'll even disrupt other businesses' attempts at newjacking, with typically amusing outcomes.

    Amplification of content

    Amplification of content is the process of turning a single piece of material into one that spreads over the internet. Every piece of content may be valuable, shareable, brand-consistent, and discoverable if PR and SEO work together. Your return on investment is unlikely to exceed the amount of effort you put into your content without that vital amplification.

    We frequently build content strategy and undertake broad content amplification at Stridec, all while producing organic backlinks that help a brand's SEO profile.

    For one student loan refinancing company, for example, we generated over 13.3 million unique brand impressions and 5,800 audience engagements with 470+ content placements. We pitched influencers in a similar way for a Greek yoghurt company, resulting in 29 million unique brand impressions from 1,600 content placements.

    Both SEO and public relations benefit from content creation. However, content amplification can result in a significant increase in your brand's marketing ROI.

    Link building is only one aspect of public relations.

    Although the terms "public relations" and "off-page SEO" are sometimes used interchangeably, they are fundamentally distinct. Strategically, public relations is focused with cultivating long-term connections with reporters, publishers, and bloggers. Then they'll use these relationships if anything interesting comes up that their audience might be interested in. On the other side, link building is more focused with obtaining links from fresh sources.

    SEO strategies may provide you a boost in terms of power, momentum, and new prospects. While the public relations team has spent a significant amount of time cultivating connections with key people and outlets. These are the relationships that will result in the most natural linkages. Hundreds or thousands of shares, replies, and opinions from other newspapers might result from a single storey from a single major publication. The who is considerably more important in PR than the how many.

    Integrate, collaborate, and educate

    What is the true key to assisting your SEO and public relations teams in collaborating and doing their finest work? Education! Mutual respect and understanding will grow for both teams as one learns more about what the other does.

    What are the important points of convergence and divergence? Where can each team aid and strengthen the other? As two diverse methods merge, it will also lead to the creation of new ideas and techniques.

    It's not about having a PR or SEO staff at the end of the day. It's all about having both and reaping the benefits of compounding!