In recent years, public relations (PR) and search engine optimization (SEO) have crossed paths, working together to improve marketing results and brand awareness. In basic terms, SEO increases your content’s visibility in search engines and PR works to spread your business’ message or content to the intended audience. Using a combination of keywords, metadata, backlinks and other factors, your internet search ranking can be increased, meaning there’s a higher chance that people will come across your content. Search ranking is where your content falls in the search results for certain questions, topics and keywords.
Improving your SEO is vital because research shows that most people only click on the top five search results they find when searching for something. If you can get your content to appear on the first page of search results, you have a much higher chance of garnering engagement.
There are many elements that contribute to the SEO ranking. Assigning relevant keywords is one of the easiest ways to improve your SEO. There are three types of keywords: head, body and long tail. Head keywords are one- or two-word phrases that are general in nature; body keywords are longer and more specifically focused on what the content is about. Long tail keywords are the most specific and longest of the three types; these are typically full phrases or questions that will generate a smaller search volume and have less competition. When choosing keywords, think about the content piece as a whole and what is most relevant. In addition, step into the audience; what phrases or questions do you think they will be searching for?
Adding metadata is more complex and entails the placement of keywords and phrases into the root of your website. It is the content that will be shown in the search results below the headline. Adding a few sentences of metadata can be the factor that entices viewers to click on your content if they feel it will be relevant to them. Include one or two sentences summarizing what viewers will find in your piece in your metadata description.
A backlink, or a link from one website to a different website, is another method to improve SEO. When your content or website is mentioned on another website, you establish trustworthiness, authority and brand awareness, making search engines more likely to boost your content. This is where there’s an overlap between PR and SEO; getting coverage from different websites and brands through PR increases your SEO performance in the long run. The more backlinks you have, the better your chances at increasing your credibility and search rankings.
By analyzing statistics on your past published content, such as click-through rates and keyword efficiency, you can see where your content strategy may need to be improved and where you are already successful. SEO not only applies to search engines, but also to social media platforms such as Facebook, LinkedIn and Twitter.
The entire goal of PR is to circulate your content to your target audience; focusing on SEO can help increase that success. If you’re looking to optimize your SEO hand-in-hand with your PR strategy, rAVe [STORYTELLING] has proven success in marketing and communications for the AV industry.