Posted: April 23, 2018
When most people think about PR Tools they tend to think about newsletters, social media and emails which are all great tools. However, one of the most important tools for a PR professional is SEO, and this often gets overlooked.
Searching on the internet is an integral part of our daily lives these days, with more than 90% of worldwide searches starting with Google. A recent study showed, in fact, that over 3.5 billion queries are made through Google every day. Most people tend to click on the organic results which appear on the first page of the search engine results pages (SERP) with the top five results achieving a click-through rate of 80% on average. So, as you can see it is important that your website appears on the first page of Google if you want your business to succeed and grow.
But what has this got to do with public relations? Well, PR is actually quite new to the SEO game and has only recently started to realise the importance of optimising the content they are putting out there in order to gain the attention of the search engines. So how do you build SEO into your press release to maximise its potential on press release distribution software?
Begin by Listening
The first step for any good pr campaign is to listen to what it is your audience wants, and this is no different for an SEO campaign. You can even use some of Google's free planning tools such as Google Search Console and Google Keyword Planner to look at key search terms and how their use has peaked over time. You can then use this information to feed into your plan.
Think about what you want your SEO PR plan to achieve, and which keywords and content are more likely to be able to help you achieve that goal.
Get the Basics Right
Before you even think about sending out an SEO optimised press release though, you need to make sure that your website has all the basics relating to SEO covered. Take a look at things such as your metadata, site speed, and keywords to ensure that everything on your website is implemented and designed with best practice in mind. Websites such as Moz and SEMRush can help with more information on this.
Have a Link Strategy
There are hundreds of things that Google looks at when it determines your PageRank, but one of the main things it considers are the quality and quantity of inbound links to your website from other websites. It is a bit like a voting system, the more good quality links your website receives, the higher up the SERP's it should appear. This is perfect for PR content as building relationships and earning influence as the core reasons to undertake an earned media campaign. Therefore, whenever you are considering releasing some online PR you should make sure that your target is not only coverage but to secure links as well.
Develop Your Strategy
Anyone who knows anything about SEO will tell you that it is a long game, you are going to have to wait for 2 to 6 months to start ranking for your chosen keyword (depending on the level of competition for that word) and up to 12 months to see significant results. When you have decided on your keywords, you will need to do a bit of research around them to discover potential websites you could target to gain links from and make sure they provide followed links.
So to summarise, SEO is really important in PR in order to get your content seen. To make sure your content is SEO optimised you need to:
• Know your audience - then make sure that the content on your website is relevant to what the public is searching for in your niche.
• Get the basics right - make sure that your website follows best practice for design and implementation.
• Understand links - develop your strategy by exploring links to websites that are already ranking highly for your chosen keywords.
• Create a plan - once you have identified the websites that are influential around the topics you want to talk about, then build a plan as to how you are going to earn links from them to your content
• Test, test, test and test some more - benchmark your campaign performance, test different things out, and then do more of the things that are working.
If you would like to find out more about our press release software, then please don't hesitate to give us a call today on 020 8720 6914, or email us at firstname.lastname@example.org alternatively, you can contact us using the contact us form on our website.