Alex Williams - PR and SEO: a bunch of letters that are important for any communications strategy. When combined, they form a very important pillar for creating content for your brand or business.
As the PR industry evolves from a strong media focus to a broader focus on content, the nature of the content we create is also changing. PR pros need to start (and many have) creating content that adds to and amplifies their SEO strategy. But what exactly does this mean?
Good SEO – search engine optimisation – increases your organic web traffic through quality backlinks (links to your content from other websites) and quality content – which is where PR comes in.
According to TrendKite, the key to a successful PR and SEO relationship is understanding what metrics search engines use to qualify “quality content”. They name three areas to consider when drafting content:
- Engagement metrics – How long someone stays on the page after they search a specific term or phrase. The longer they stay on your page, the more likely they are to be actually reading your content and have found what they are looking for.
- Machine learning – This is where it gets quite technical, but in a nutshell, search engines are adapting what they show us when we search, by removing “low-quality content”, understanding previous search queries and “learning” how users search for answers. This means as content creators, you need to make sure your content is relevant and useful for customers.
- Backlinks – A simple and effective SEO tool. Google gives ‘authority’ to companies with the greatest number of quality backlinks, and content and PR are the best sources of generating strong backlinks from relevant websites.
By putting more of a focus on content that contains relevant keywords, answers questions and cites other sources, you are taking a step in the right direction of a united PR and SEO content strategy, that will ultimately drive more traffic to your website.
Need help with drafting content? Get in touch with the HC team.