Do you know what helps increase your search engine ranking? (which let’s be honest, every business owner wants to do). You already know where we’re going with this from the blog post title… PR helps a lot. But how? Well…
When we think about SEO/search engine marketing, there’s the technical aspect, then off-page SEO. Both these aspects have an equal influence on your search engine ranking, and when combined, well, you’re flying.
The single most influential off-page action (activity outside of your site that directly influences your SEO) for your website is to build high-quality, followed links through to your domain.
There are several link building techniques, but having a strategy goes a long way. Link tactics are far too extensive to cover in this post, but some proven techniques include getting involved with local events/charities and being included in a blog post or partners page, local business directory links (don’t go overboard with this, though), and creating valuable resources or content that other sites will want to link to.
In the past few years, companies have largely focused on hiring dedicated off-page, link-building specialists to do this. In many cases, this is still effective, and we’ve seen first-hand the positive effect this can have on keyword and search engine rankings. Something we will say though, link building is pretty damn time-consuming.
Where PR and SEO collide
Ultimately, some of the best links that can point to your site come from digital news publications – whether this is national, regional, local or industry media.
Here’s an example - PR is of LIT Communication’s key services and we want to appear higher up in the search results for people who type PR agency in Huddersfield into Google. As PR is all about securing media coverage, we’d always include the words PR agency in Huddersfield in a news release for LIT Communication. As a result, if our news story is published on several local and regional news websites (especially if it includes a link), this will have a positive effect on our search ranking for that specific term.
Each digital publication has a different policy for links – some include them as standard, some never include website links and others charge a fee to add a link. Bear in mind that Google’s algorithm dislikes any form of paid-for links.
News websites have what we call a strong domain. They are relevant, the content is written by professionals and they often cover trending topics. The stronger the domain, the more powerful a link from it is.
Although we’re focusing on digital PR for this blog post, print media coverage is important too, but the benefits are different. Print media is amazing at driving brand awareness and can attract more customers to your physical business, online website, or e-commerce store. Print media’s targeting is very defined, and a print news feature is likely to give a higher return on interest (ROI) than digital coverage.
Sophie Marsden, owner and PR specialist at LIT Communication