PR and SEO: BFFs
PR professionals are masters of content creation and multi-media promotion, but in the current market, that’s just not enough. A business’s influence in the marketplace depends on a fluid collaborative relationship between public relations and search engine optimization. So strengthen the quality of PR operations by integrating SEO at a foundational level rather than adding it as the icing on top.
In a recent article on Inc.com, Jon Morris suggests three tactics for achieving perfect harmony between an organization’s PR and SEO teams — which, if done successfully, can generate original content, increase visibility and win new business.
Here are the tips:
- Increase Quality Content and Links. Your original content should be compelling, useful and relevant to your audience. Content should also include appropriate links that lead back to your website, building your brand’s presence and authority in the process. PR and SEO teams need to work together to investigate competition, use targeted keywords, and study engagement rates.
- Build Relationships. Both PR and SEO departments benefit from sharing their media lists and contacts with each other. Constructing sustainable and symbiotic relationships with industry influencers, online and off, “builds a strong network of brand advocates and will provide the most value for your business,” Morris says. The magic component is coordination among the two teams.
- Promote. Collaboration between PR and SEO teams is important to getting your business maximum value and exposure. Most businesses find that social media are the best platform for pushing original content and building brand awareness. Know which content gains the most response from your audience, and stay competitive by investing in tools that track and analyze your social efforts.
What are your thoughts on PR and SEO collaborations?