Today, on Coffee with a Journalist, we sit down with Erika Wheless of Digiday. At…
When I started my career way back in 2013, I knew very little about public relations (PR) let alone search engine optimization (SEO). After all, I was a college graduate who minored in marketing and landed my first job off of ONE class I took. Fast forward 4 years and I found myself realizing just how similar, and important, one another are for a business to successfully reach the public and position itself.
As our team at OnePitch began to build our first service model, we all began to realize how much in common a placement had with a backlink, for example. It was a no brainer to us marketers and slowly we began to see more and more similarities between SEO and PR. So, how similar are they, you ask? Read further to learn more about the two and why your teams should be focusing on both for maximum results.
*For a list of SEO terms and definitions see below.*
For most teams, building valuable content is integral to the digital marketing strategy. This article outlines why search engines like Google place such a high value on original, high quality content from reliable sources.
Similarly, as a PR professional, you are storytellers. You’re working tirelessly to produce a piece of content, or something similar, that you can pitch to a reporter or post on your website. Producing quality content is key and helps you not only deliver the right message to your audience but also to help improve your search ranking position and make sure visitors are landing on the right search engine results page (SERP) which maximizes your visibility for individuals searching for content like yours.
Media relations is our bread and butter at OnePitch, however, we also know the value it brings for SEO purposes as well as the steps it takes to reach the right journalist, or influencer. There are countless hours of research to find the right person to pitch or connect with. Then comes the pitch followed by a follow-up (hopefully not).
Outreach for PR pros can be a full-time job and for SEO professionals it’s no different. Identifying and connecting with the right influencers takes hours and let us not forget we also need to draft a message that resonates with them.
For SEO pros, they refer to this as a backlink. PR pros refer to it as a placement or earned media. Two very different terms with the same outcome: to place your brand in front of potential customers on a reputable and “reliable” website.
There is no feeling like seeing a “yes” from a journalist who responds to your pitch and the same feeling goes for SEO professionals. The benefits of brand mentions, or brand recognition, are far and wide and search engines like Google view YOU as a more trusted source and in turn reward you for it.
More traffic to your website means more leads and potentially more customers. Just like you want to secure a placement in The New York Times, SEO has a similar goal of identifying the most reliable sources which translate to more eyes on your brand and message.
A popular SEO tactic for local businesses is citation building. A citation, otherwise known as a business listing, can help position your business in front of local customers.
At the end of the day, if you have a high traffic site you’re rewarded for it and let’s face it, who doesn’t want MORE TRAFFIC!
The above similarities are a few of the many reasons how SEO and PR relate to one another. By building quality content, connecting with the right people, and working together, you can generate more targeted traffic and more results. AND YOU GET REWARDED FOR IT!
For more information on the fundamentals of public relations, read our latest blog series Your Essential Guide to Public Relations. Be sure to subscribe to our podcast and follow us on Twitter for the latest news and insights on all things PR.
*SEO Terms and definitions by MOZ*
Search Engine Optimization (SEO): increasing the quantity and quality of traffic to your website through organic search results
Search Engine Results Page (SERP): the page you see after conducting a search
Backlink: inbound links from other websites that points to yours
Citation: a web based reference to a business’ name, address, and phone number