Much has been said about Digital PR, and although the definitions of it may vary depending on who you ask, there is a common factor in which all Public Relations specialists must agree: Digital PR cannot exist without SEO.
But, how to implement SEO tactics to our PR in order achieve great digital results? The answer is very simple and can be divided into 3 fundamental points:
SEO 101
Let's start with the basics. SEO or Search Engine Optimization refers to content optimization, in text and images, to improve its performance in search engines, mainly Google.
When some of us or some of our consumers search for products or services on the internet, they will find, in a matter of seconds, 10 possible results of which only the first place will take 60% of the total clicks on each search. What does this mean?
If you want your brand to compete for the traffic generated by search, you must position both your web presence and content related to your products and services in the first places of all the results.
Let's think about it as a consumer. When was the last time you clicked the second page of Google results? Or the third or fourth? To be more accurate, NEVER.
How do we manage to position our content on the first page? Well, there are only two ways, the first one is through Adwords (meaning, paid advertising within the Google network), and the second one is through SEO.
The SEO itself is divided into two types:
Off-site SEO is where Digital PR can really stand out.
SEO TACTICS WHICH EVERY BRAND MUST CONSIDER FOR ITS PR STRATEGY
To visualize all the SEO potential that PR materials involve, first we must understand the concept of “digital reputation”. For Google's search algorithm “digital reputation” is measured from several points, including the antiquity of the domain, quality of content within its domain and, in what we are going to focus today: redirection, how your brand digital presence is connected with third party domains.
To build a brand reputation relevant to Google, you have to get links and brand mentions. This can be achieved through 2 specific tactics, both that should become key goals within your overall PR strategy.