Today’s media have a lot of power in society. People stay up to date on current news events by reading magazines and newspapers, watching television broadcasts and listening to radio news, because these outlets have established authority and credibility through their ability to reach large groups of people and audiences. We look to media for answers to our questions, whether it’s about who to vote for or which new restaurant to try.
Because of this power, everyone loves receiving press coverage. If you see your name or business in a prominent publication, you have theoretically established yourself and your business as something significant and something worthy of mention. With the wave of digital media, like bloggers, news websites, influencers, etc., businesses have more opportunities to attach press coverage with online media sites that frequently have circulation counts similar to those of national print publications.
Not only do these media have large followings and visitors, they have managed to establish their sites as high ranking within search engines. Google and other search engines love their content and high traffic stats, and so they automatically receive higher rankings for the benefit of those who search for that specific content. Because all of this is happening online, PR and SEO have become interlinked. Now there is far more value in press coverage in that it strengthens your online presence. Below we outline the three important reasons why PR and SEO go hand in hand.
- Backlinking: Any good SEO strategy includes a piece that involves backlinking. One single high quality link from a very high authority site can still outrank thousands of low quality links from low authority sites. With media and their high authority URLs, you can garner these great backlinks that you establish through opportunities created by PR professionals.
- Optimized Storytelling: Part of the job of an SEO strategist is to identify top-performing keywords and trending content topics within the industry. With this assistance, PR professionals can develop stories that have the right keywords and the best content so that you can be part of the conversation with your audience and even acquire some control over the conversation.
- Advanced Measuring: Analyzing the success of your website, content and digital PR campaigns is best done with an SEO strategist who knows how to track this type of data. You will be able to analyze the success of your PR campaigns on a level that extends further than circulation counts and impressions. Through SEO tracking, you can measure your digital authority in media and continuously improve upon your PR goals.
It’s because of the above three reasons that PR and SEO are a dynamic duo. When both of these services are hand in hand, your business will be talked about amongst your audience and you will establish credibility and authority within search engines.