30 Jun 6 Important SEO Tips for Public Relations Professionals
One of the most powerful ways PR pros can positively impact a brand online is by executing simple SEO tactics in conjunction with traditional public relations work.
What is SEO?
SEO, or search engine optimization, is the practice of taking ethical actions to improve a brand’s ranking on search engines. Webmasters and content developers usually execute SEO tactics.
Why does SEO apply to public relations?
Though website management doesn’t usually fall under the PR team’s umbrella, communicators usually produce a brand’s content. By bearing SEO in mind, public relations tactics can have a positive impact on a brand’s search rankings.
Simple SEO actions communicators can perform to improve a brand’s rank in search:
Designate priority keywords for public relations campaigns
When developing PR campaigns consider what key term(s) the brand wants to rank for in conjunction with the campaign and accompanying news. This could be as simple as the product name, or it could be a phrase that tackles a pain point. If your brand has a web or SEO team, have a conversation with them to ensure your keyword goals align.
Define and use priority keywords for on-site content
If you’re writing blog posts or web pages on brand owned domains, work to include your designated keyword in the following places: page title, page URL, first header (H1), “alternate text” on images, and within the page copy itself. Even though it’s important to place your keyword into all of these areas, be sure that you write your copy for humans, not robots. Don’t overuse your keyword, or your site might be penalized.
Incorporate keywords into traditional public relations materials
Just as you would with on-site content, write press releases, messaging materials, and pitch notes with your keywords in mind. After all, press releases and earned media coverage have the potential to appear in search.
Ask for back-links
When you’re pitching the media, be sure to ask reporters to include a link to your website in their article. Back-links from trusted media outlets can have a strong positive impact on a website’s rank in search.
Use priority keywords on social networks
Tweets, Instagram posts, and Google+ posts all have the potential to appear in search. Incorporate keywords into your social media posts as naturally as possible to gain extra visibility for your brand.
Make sure your site is mobile-optimized
Websites must be perceived as “mobile-friendly” by Google to rank high on Google search. Click here to see if your site passes the test. If your site passes, great! You’re all set! If not, talk to your web developer to solve the problem.
