In this blog, were going to outline how PR benefits SEO and share our tips for boosting your SEO efforts through your digital PR strategies.
In recent years, traditional PR has moved aside to make room for its successor; digital PR. Of course, depending on the target audient, some companies still use traditional PR.
But most companies have turned to digital PR strategies to reach a wider audience that can’t always be achieved with traditional offline PR strategies.
Aside from reaching a wider audience, digital PR has a wide range of benefits, from brand awareness and reputation management to boosting SEO. Yep, that’s right. Your organic SEO (search engine optimisation) efforts can be positively impacted by your PR efforts.
What Are The Benefits Of PR For SEO?
So, how does PR benefit SEO? Well. First and foremost, they build backlinks. And when it comes to SEO, backlinks are the star of the show…
Building Valuable Links
In short, “backlinks” are links to your website from trustworthy, authoritative third party websites. With digital PR, your PR team (or your PR agency) continuously reaches out to authoritative websites to publish PR articles that promote your company.
These websites often include press websites and industry-leading websites. Whenever an article is published, it usually includes a link back to your website.
If your website is linked to from a number of high-quality, relevant sites, this tells Google (and other search engines) that your website is also trustworthy and high-quality. And so, Google will then begin to rank your website higher on the search engine results page.
As we all know, getting to page number 1 on Google is the ultimate goal. Building backlinks through PR articles can also increase your Domain Authority (which is another factor telling Google that your website is high-quality and trustworthy).
The aim is to have articles published on relevant and reputable websites that have a higher DA than your own. You can use MOZ to check the DA of any website. Keep a close eye on the spam score too! You don’t want spammy websites linking back to your website.
Increasing Click-Through Rate
Aside from building backlinks and increasing your domain authority, digital PR articles can also increase the click-through rate to your website.
By targeting websites that have a similar audience to your website, your PR articles can lead to an increase in people (including potential customers/clients) clicking through to your website. Providing your website is user-friendly with useful content, these web users may convert into customers.
Increasing Web Traffic
Every time a web user lands on your website, you have an opportunity to give a positive impression, generate a qualified lead, gain a new customer, share your brand and build a relationship.
From publishing PR articles to promoting your business on social media, digital PR tactics all contribute to an increase in valuable web traffic. With the right web copy (and a fast, user-friendly site), you can convert web traffic into paying customers.
Getting your website to rank high on Google is great, but it doesn’t guarantee that web users will trust your company enough to pay for your products/services.
Don’t forget – web users won’t just see your website on the SERPs, they’ll also see third-party websites, such as TrustPilot, TripAdvisor, and social media channels.
With brand awareness and reputation management, your PR team or agency can position your company as a trusted and reputable business and ensure that third-party websites reflect this.
How Do I Measure The Impact PR Is Having On My SEO?
Using SEO tools, such as SE Ranking and Google Analytics, you can measure web traffic from different referral channels, such as websites, ads and social media platforms.
This will give you a better understanding of which PR and marketing tactics are having the most positive impact on your SEO.
Similarly, you can use MOZ and Website SEO Checker to check the domain authority of your website. If your PR strategies are working effectively, you should see an increase in your DA.
Top Tips For Boosting SEO Efforts With PR
These tips will help you get the most out of your PR strategies to boost your SEO efforts:
- Turn PR Articles Into Valuable Backlinks – About to publish a PR article on an authoritative website? Double it up as a valuable backlink blog by ensuring a keyword is in the title, first paragraph, anchor text and at least one of the headings. Linking back to a genuinely helpful article on your website, rather than the homepage, can also reduce bounce rate and increase the time spent on-page.
- Utilise Keyword Research – If your marketing team or agency is actively working on SEO, they will have carried out keyword research to determine the keywords your target audience is using. By implementing these keywords into your PR content, you can increase the chance of your target audience finding the PR articles.
- Repurpose Content – If your PR team is working hard to create articles about your website, you should be making the most of them. PR articles can be repurposed and turned into blogs to publish on your own website. Similarly, interviews can be turned into blogs or video content. Google and other search engines will always prefer websites that are regularly updated with fresh, relevant content, such as blogs.
Get In Touch
GrowTraffic is a multi-award-winning digital marketing agency located in Lancashire and Yorkshire. We specialise in SEO but offer a wide range of digital marketing techniques. We also have extensive experience in working alongside PR agencies to capitalise on the benefits of PR and SEO.
If you would like help with your SEO or digital marketing, don’t hesitate to get in touch with our team. You can call us on 0161 706 0012 or email us at [email protected]