Apply SEO to Your Public Relations Campaign: 4 Reasons
Looking to boost the results of a public relations campaign? Search engine optimization (SEO) can help. Companies can utilize SEO by using keywords, which brings their content to the top of search engines. The term “keyword” however is used loosely, and really means a “key phrase.” Three to six words (or key phrases) – with several key terms embedded in the long phrases – are optimal. Here are 4 ways to utilize both SEO and PR. Thanks to Pam Aungst, Pam Ann Marketing for her input.
Write Audience-Specific Headlines
Headlines are the first thing a reader sees. They must be captivating and provocative, of a certain length and include valuable keywords, all while staying true to what readers will see once they click. For example, this blog’s headline “37 Tips for Writing Emails that Get Opened, Read and Clicked” received over 7,000 shares because it attracted readers with the right SEO phrases. Avoid bait-and-switch headlines, where keywords are only loosely based on the content. Readers will become annoyed with this, and your brand will earn a misleading reputation. Google doesn’t like it either. When users immediately leave, or “bounce” away from your content and go right back to the Google search results, this is called “pogo-sticking,” and having a lot of that activity on your site can lead to poorer SEO performance.
Maximize Website Copy and Blog Posts
If your next PR campaign is going to have some website or blog post support, such as a landing page or a themed blog post, don’t forget to include an appropriate amount keywords in the copy. This makes the content searchable. When someone goes online to find information related to what your company is promoting, your web pages are more likely to show up if they include the right keywords and phrases. Put yourself in the mind of your target audience – What would they type into Google when looking for the information you’re writing about? Be careful not to overdo this though, as keyword “stuffing” can be a red flag to Google that you’re trying too hard, which could lead to lower ranking performance.
Optimize News Releases
News outlets are bombarded daily with press releases and content, making it difficult to stand out. When press releases are optimized with keywords, they will automatically appear higher in search rankings. This will incline news outlets to share content that will be re-shared over and over. Further, having press releases not only on the company’s online newsroom, but also on all social media platforms (twitter, facebook, linkedin) will increase coverage and viewership. The media notices when content is set up in a way that is shareable or even viral, and your company will reap the publicity benefits. Just make sure not to hyperlink keywords in the body of the release, other than your own company name, as that is against Google’s rules.
Research New Keywords Frequently
Internet sensations, consumer preferences, and trends are constantly changing – so should your keywords. If you are running a PR campaign for a longer period, updating the keywords while it is still running is a must. For instance, if a new current trend or event emerged that is related to your blog content, update the blog posts and re-post them with new keywords, if appropriate. Or generate additional content to cover the newly-hot terminology. This will make your content seem relevant and therefore shareable.
Digital media is constantly changing and evolving. This requires coordinated efforts across the marketing spectrum. SEO and PR don’t perform as effectively on their own – they need to lean on one another to be truly successful.
Has your company applied SEO to a PR campaign?