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9 Easiest Ways to Use SEO to Amplify Your PR Hits

easy ways to use seo to amplify pr

The SEO and PR teams at B2B brands don’t always—or even often—work closely together. 

The PR team is generally deep in their external outreach, while SEO is 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 9 easy ways that SEO can be implemented to amplify your PR efforts. 

Related post: 10 Ways to Amplify Your Brand Reach with Live Streaming

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. 

  1. Make sure your website loads quickly.
  2. Don’t duplicate existing content.
  3. Optimize your title tags for targeting specific keywords and higher click-through rates. 
  4. Try to focus on promoting one major theme at a time. 
  5. Request backlinks from every outlet that features you. 
  6. Write solid meta descriptions for every post. 
  7. If possible, modify the URL slug to be easy to read and understand. 
  8. Include alt-text for every image you submit. 
  9. Publish your own content consistently. 

You can grab and share the image with the full list at the end of this post!

1. Make sure your website loads quickly. 

One of the key benefits of B2B PR is getting increased traffic to your website, and you want to make sure your site is ready to handle it. 

According to data from eConsultancy, 40% of users will abandon a website that takes more than three seconds to load. Who wants to invest lots of time and money into digital PR, only to have potential clients abandon your site once they click on your link? 

To improve site speed, you can do things like deactivate nonessential plugins (for WordPress sites), edit image sizes down if they’re too large, and reduce page redirects.

Test your site speed with PageSpeed Insights.

2. Don’t duplicate existing content. 

It’s good practice to repurpose content about your brand, including PR content, on your site—however, it’s not a good idea to do a simple copy and paste, even if you include a link to the original. 

This is because duplicate content will negatively impact your search engine results. For one thing, if a piece of content exists on more than one site, the search engine crawlers don’t know which version should be indexed. They also don’t know whether to direct keyword traffic to the content on one site, or split it up between all the sites where that content appears. 

So instead of duplicating the content, consider options like writing a new blog post that references the PR hit you just received, expands on a topic covered in the hit, or simply lets users know that you were featured in the outlet. 

Regardless of what you do, make sure to link out to the piece, and then let the journalist, blogger, or content creator know that you’ve done so. 

3. Optimize your title tags for targeting specific keywords and higher click-through rates.  

The title tag is text that is in the header section of a webpage and describes or gives context for what the web page is about. 

These tags are important because they show up as the clickable link when your site comes up on a user’s search engine results page. By optimizing these title tags for your target keywords, you can move your brand higher up the results page and improve SEO for your entire site.

4. Try to focus on promoting one major theme at a time. 

Most SEO teams try to focus on promoting one thing at a time—for example, if you’re a B2B AI company, your SEO efforts for the month of November might be focused on getting ranked for a specific industry keyword, like “AI for health insurers.” 

You certainly don’t want to turn down PR opportunities just because they’re not in line with the overall “theme” your SEO team is working on. However, it’s a good idea to at least be in open communication with each other, so that you can coordinate efforts around a monthly theme as much as possible. 

5. Request backlinks from every outlet that features you. 

For every earned media hit (in other words, anything you did not pay for), make sure to request a backlink from the outlet. 

Most outlets will do this automatically, but if they haven’t, you can send your contact at the outlet a quick email politely requesting that they add one. 

Sometimes, the outlet chooses a link that isn’t ideal—for example, one that leads to an outdated landing page or a blog post rather than your homepage or vice versa. In these cases, you can feel free to request that they update the link to one you choose instead.   

6. Write solid meta descriptions for every post. 

Meta descriptions are the short blurbs that appear underneath your website name on the search engine results page. 

These descriptions matter because they have a strong impact on whether or not a user will click on your link. You want to make sure every page on your site has a meta description that clearly states what the page is about and what the user will learn. Including action words like “discover” or “learn how” can help encourage clicks—as long as your content actually delivers on the promises you make within that copy. 

This will support your PR efforts because when potential clients read about you or come across that press hit online, some of them are bound to search for you organically. When they do, you want as many of them as possible to click through to your site, and meta descriptions are key in making that happen. 

7. If possible, modify the URL slug to be easy to read and understand. 

Modifying your URL slugs allows you to do two things: 

First, it lets you make the URL easy for users to read and remember, and streamlines your web presence. 

Second, it lets you focus on keywords you really want to rank for. For instance, the URL slug for this page is “zenmedia.com/blog/seo-tips-for-pr.” That’s going to help users locate this post much more than something like “zenmedia.com/blog/9835808.”  

8. Include alt-text for every image you submit. 

For every image you include on your site or in content you produce, make sure to include alt-text as well as name your file with your main or secondary targeted keywords in mind. This is the text that a screen reader would read for people with visual impairments, but it’s also the text that search engine crawlers read in order to surface images when users do an image search. 

9. 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. 

infographic easy seo tips to amplify pr

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    We work with clients around the globe and turn their brands into industry titans utilizing strategic marketing and PR initiatives. We’d love to help you next!

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    We work with clients around the globe and turn their brands into industry titans utilizing strategic marketing and PR initiatives. We’d love to help you next!