If you think PR is dead, then you’re missing out on the great brand visibility opportunities that come with PR in this digital age. Of course, times have changed. The old traditional PR tactics that are expressed in strategic event coordination, crisis communication, reputation management, trade shows, sponsorship opportunities, outreach, press release distribution, and leveraging traditional media (radio, television, newspapers) have now been given way to more digital approaches.

Strategies applicable to both old and digital PR converge at the point where connections are built and managed. However, digital PR comes with the added benefits of search engine optimization and internet link building, while also delivering measurable and tangible results and information and producing easily shareable content.

Why online public relations should be integrated with SEO?

SEO and public relations work together in more ways than one. First, creating top quality content can generate backlinks to your site. So the more media coverage your brand gets, the more links to your site you’ll get. Lastly, with a great PR process, you can create greater connections with influencers in your industry, thus gaining more links from blogs and social media posts, leading to an increase in SEO.

Because the field of online PR is more niche than traditional PR, it will help increase your brand visibility and online sponsorship. However, the integration between SEO and PR becomes much stronger when executed strategically.

Here are 6 top ways to boost search engine optimization with PR online.

1. Unify your goals across SEO, PR, and other marketing efforts

Each of these marketing concepts has their unique work styles, but their goal is the same. While SEO leverages digital channels to connect with customers and generate more leads, PR relies heavily on media relations to generate more brand media coverage. In the end, your goal is to reach customers, and that’s the part you need to focus on the most. Only then can you take advantage of the capabilities of the different channels.

2. Use the data obtained from both SEO and PR research to create an overall persona.

While SEO relies on audience research to create a brand persona, PR focuses on media research to discover the type of posts that appeal to a brand’s target audience and look for reporters to cover topics. relevant to the brand. The combination of both results will create a strong and unified personality.

3. Coordinate content and keywords across all digital channels to project a unified brand identity.

All of your social media and blog posts, eBooks, newsletters, landing pages, video ads, media messages, and press releases should project the image your brand is trying to communicate.

4. Use your PR experience as a guide for creating content.

With proper research, PR experts gain data on the type of content your audience will find consumable, valuable, and shareable. Let this experience guide you in creating high-quality SEO content. While SEO professionals are creating high-ranking content, incorporating the most appropriate keywords and sharing it via social media channels, PR experts should be busy featuring this content and attracting as much attention as possible via high quality links.

5. PR can take advantage of SEO keyword strategy

Keywords used in press releases can lead reporters to use those specific keywords when describing a brand, increasing the likelihood that a business will appear in searches for those specific terms.

Public relations should take advantage of and extend the SEO keyword strategy; For example, keywords and keyword phrases should appear in critical statements, press releases, media interviews, FAQ documents, social media biographies, website meta titles and descriptions, and website copy.

6. Connect with high-level influencers in your industry

Influencer marketing is a non-negotiable in integrating SEO and PR efforts for your site. Connecting with influencers can generate high-quality links from the media, other businesses, and high-traffic pages. Building connections with these influencers increases the chances that they will share your content with their audience and even link to your site, making such content more visible, linked to, and of course, shared.

SEO is a crucial aspect of building a sustainable online presence, but it works best when it joins forces with public relations to create strong results. For example, a Forbes link, even if it’s a text link, carries more weight than simple blog comments. Therefore, you need to focus on creating high-quality, shareable content. You also want your content to be filled appropriately and proportionately with keywords added to the fact that they have to be relevant to a target audience.