As we progress further along in search engine optimization, we begin to plateau. There is only so much on-page and technical optimization that can be done before your efforts become futile. Keeping content fresh and leveraging dynamic keywords should always be a continuing focus on improving user experience (retention and return) but implementing an off-page strategy to bring the users to your web page is equally important, if not more so! This is where P.R. comes into play!
P.R. or more specifically press and media relations are an integral part of establishing an inbound link strategy to drive traffic to various parts of your web page. This, in a search engine’s “mind, will boost the pages relevancy and visibility in the search engine results page. Here are a couple ways to optimize P.R. and SEO:
OPTIMIZING LINKS: At the end of the day, what content of yours that is used by a publication will contain a link attributing your brand for the content. We, as SEO experts, want to make sure these links are optimized. Search Engine Land gives us a beautifully defined example,
” For example, at REI, if someone needed a link to “backpacking tents,” they might pull the URL generated from an internal search query (i.e. https://www.rei.com/search.html?q=backpacking+tents&ir=q%3Abackpacking+tents&page=1) instead of the landing page in the main navigation (https://www.rei.com/c/backpacking-tents). The internal search page isn’t indexed, so that link won’t provide any lift for that keyword. The same goes for any team that’s producing content that will include links” (Search Engine Land).
While, we would like branded terms to be linked, it is also important to have common search queries linked as well (i.e. “backpacking tents”).
ALIGNING P.R. AND CONTENT STRATEGIES: Taking this a step further, once media has written about your company/product – it is time for the content marketing team, to produce fresh, (relevant) keyword rich content around this article. Not only does this create fresh content for search engines (specifically Google) to index, but it captivates and creates a relevant user experience that can facilitate conversions easier. This also, allows the ability to readily amplify content (either earned, paid or self-generated) across a multitude of owned channels (email, social, website, blog, etc.).
FACILITATING COMMUNICATION AND EDUCATION: At the end of the day, both P.R. and SEO falls under marketing strategies. So, whether you are a restaurant or a large-scale eCommerce site, all departments need to be on the same page when it comes to executing a seasonal promotion or targeted media pitch. By working congruently, P.R. and SEO are able to deliver maximum ROI.