The SEO and PR teams at B2B brands don’t always—or even often—work closely together.
While PR deals with deep external research and public perception, SEO works more behind the scenes, primarily concerned with internal work, optimizing the brand’s website, handling paid ads, etc.
But if PR and SEO work together, the benefits can be huge. Here are 10 easy ways that SEO can be implemented to amplify your PR efforts.
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Note that these tips are designed to help you amplify your PR hits, not specifically to earn more press coverage. Think of this list as a way to ensure that you’re employing SEO best practices whenever and wherever possible, since PR coverage you earn is, by its nature, not something you have complete control over.
- Optimize links in earned coverage
- Manage media outreach
- Write solid title tags and meta descriptions for every post
- Amplify content across all channels
- Build trust with brand consistency
- Prioritize video in your strategy
- Consider newsjacking
- Creative campaigns
- Leverage the power of influencer marketing
- Publish content consistently
1. Optimize links in earned coverage
Earned media coverage is what every business’s end goal is. Not only is it cheaper in the long run, but it is a huge asset to SEO and as we all know a big part of SEO is optimizing.
Your SEO team should be helping your PR team to optimize links for any earned media coverage. This includes things like non-paid stories, press releases, magazine features and more.
The SEO team is there to help choose the best keywords for each piece of content. Keywords should be chosen based on which ones need a ranking boost. The SEO team can then make sure that the PR team is pulling the right URL to link to keywords.
The partnership doesn’t stop here. SEO can also consult with PR to make sure all search engine rules are followed. The PR team may be unfamiliar with search engine penalties so it is SEO’s job to make sure any and all links are up to par with the search engine. For example, SEO can make sure any links from paid sponsorships are nofollows and the same keyword is not linked throughout one piece of content. By doing this, not only does PR gain knowledge on how to utilize keywords and links, but search engine penalties are avoided.
2. Manage media outreach
Outreach is at the heart of any B2B SEO strategy and should be done correctly and consistently. When it comes to outreach you can run the risk of both the SEO and PR team contacting the same site or publisher. It can be confusing for the publisher and site owners which is why it’s important to properly coordinate outreach between both teams.
Establish these roles during strategy planning not after so there is no confusion when it comes to implementing the strategy. For example, the SEO team can be tasked with reaching out to only bloggers for their link-building campaign while PR focuses on contacting publications and the media.
This creates a higher success rate for both teams as they are clear about where they should focus their attention. Not only does it resolve any miscommunication, but it removes any confusion when it comes to implementing the strategy. To take it a step further, PR and SEO can come together and optimize their respective content before sending it off to publishers and bloggers. This ensures that the content going out is the best it can possibly be thus providing a higher chance of success.
3. Write solid title tags and meta descriptions for every post
One of the key benefits of B2B PR is getting increased traffic to your website. This is the result of optimization and makes it essential that PR and SEO are on the same page. A piece of content produced by the PR team can be the best of the best, but it is nothing if it is not optimized to reach your target audience.
This is where the importance of title tags and meta descriptions comes in. The SEO team has a list of keywords relevant to your brand and content that they can utilize to gain more clicks and views. To improve the likelihood of the content being seen they can go in and include these keywords to the content of the web page. This is done by including a title tag which defines the title of the document and the meta description which provides a summary as a part of search result snippets.
Generally, the SEO team will know how to implement these meta elements and what rules to follow such as title tags being less than 70 characters and meta descriptions being between 150 to 160 characters long. Each page should ideally have its own unique tags and descriptions which will all come together and help search engines understand what the page is about and where to index it accordingly. By doing so, SEO efforts will garner the results PR aimed for.
4. Amplify content across all channels
When it comes to content, PR and SEO can prove to be beneficial to another especially when it comes to amplifying content. SEO has the ability to share and amplify any existing or upcoming content through PR media contacts.
Creating content is a big task that takes time and involves conducting research, appealing to your target audience, and creative interactive assets for that content. After all that hard work you want your content to be seen and that’s where PR comes in.
By involving PR in the promotion of your content you will definitely get the most out of your work. PR has media contacts in credible publications and can push out your engaging and informative content. Not only is it a great way to build links for SEO, but it also attracts new visitors, gains media coverage, and establishes you are a credible and trustworthy source within our industry.
5. Build trust with brand consistency
Digital PR professionals spend a lot of time crafting messaging that influences a consumer’s perception of your company. It’s important to remember that all messaging should be consistent across every social channel and platform.
SEO and PR can work together in this case to ensure brand consistency by relaying key messages to the right social platform and people at the right time. For example, in a more technical sense, if you see a brand at an event then notice their features in a publication, then come across them in the SERPSs it means you are seeing similar positioning and messaging over and over.
This not only helps build brand awareness, but it reinforces brand consistency. The PR team focuses on the brand messaging while the SEO team ensures customers see brand messages online and balance the available information.
6. Prioritize video in your strategy
Video marketing is a great way to work with Google’s internal algorithm. When you publish a piece of content, Google doesn’t only look at the text, but also any other types of media you might have to offer. Google sees this as you having informative, authoritative content thus giving you that SEO boost.
Users like to watch videos for more clarification on a product or business. They are even more likely to visit your website by watching a video on YouTube or another social channel. Videos are also the reason users might stay on your site for longer. Google sees the amount of traffic you’re generating and makes it easier for users to find your content more easily.
If you aren’t already doing it then begin filming those videos! Shoppers are twice as likely to make a purchase from your site if they view a product video or a piece of content that emphasizes the product via visuals. This helps increase your SEO by getting more traffic on your site and persuades them to convert. In the end, videos are an important factor of any SEO strategy and it is definitely something you want to take advantage of.
7. Consider newsjacking
Newsjacking is one of the most effective tactics for generating PR content. It may sound difficult but all it consists of is sharing your thoughts and perspective on breaking news. It’s the practice of leveraging top headlines to support your own brand’s goals.
To newsjack effectively, your team should be monitoring media in real-time to find trending topics. You can also newsjack with current events and find relevant ones your brand can share insight on.
This way when something happens in the news, PR and SEO can work together to create a piece of optimized content that shows your brand has a reason to care. You can leverage the popularity of the topic by providing your own thoughts and feelings and inserting your brand into the conversation. It’s important to remain reactive and agile in your strategy and remember that you have a greater chance at success by jumping on real-time news as it can become irrelevant the next day.
8. Creative campaigns
We know that campaigns are one of the best ways to use SEO to amplify your PR efforts, but creative campaigns are where audiences come flocking. Creative campaigns can resonate with audiences far beyond your target market and bring about a new wave of brand awareness.
For example, popular creative campaigns which have established brands as thought leaders include Dove’s “Real beauty” campaign and Always’s #LikeAGirl campaign. Both of these campaigns empowered young women to feel empowered by being themselves. The latter gained more than 67 million views and 4.4 billion impressions in the first three months.
Campaigns like these become buzzworthy and influence a massive increase in media coverage, impressions, views, backlinks, and social media activity. This is where the SEO team comes in to ensure all brand mentions are optimized to support your brands SEO efforts.
9. Leverage the power of influencer marketing
B2B influencer marketing is bigger than ever. Brands all over the world have taken to influencer marketing as a way to generate PR opportunities and raise brand awareness. One of the best ways to get results with influencer marketing campaigns is to use SEO to magnify any landed media coverage.
This is done by first off picking the social media channels you would like to target along with a list of influencers you wish to work with. You can also engage with said influencers on social media by tweeting them, dming them or sending them a piece of content you would like them to share. It’s important to be unique in your delivery since influencers’ mentions are more than likely full of hundreds of articles, stories and the likes.
Another way to leverage the power of influencers is by engaging with a piece of content published by an influencer themselves. You can use it as a starting point for a much larger discussion and thus gain the attention of the influencer by responding directly to something they said. Whatever method you choose, B2B influencer marketing is a force to be reckoned with and should be an important factor in any SEO and PR strategy.
10. Publish your own content consistently
Finally, consistently publishing your own valuable content, be it blogs, webinars, slideshares, interviews, and more, is something your SEO and content teams should be working on regularly.
By coordinating your PR outreach with the SEO team’s keyword strategy and the content team’s content strategy, you’ll be better able to amplify any press hits that you get, while also providing plenty of new content for potential clients to find online.
The SEO and PR teams aren’t often seen as partners—but they should be. By figuring SEO tactics into your PR outreach, you’ll be able to get more mileage out of each press hit, while continuously improving your website’s ranking for target keywords.
The secret to amplifying PR efforts with SEO comes down to both teams having a mutual understanding of what one another does. By communicating and working together, SEO and PR teams have the power to move your brand forward and push past your competitors.
If you need help getting your PR and SEO efforts off the ground, let us know!