The web has changed many things in the way we communicate, and these developments have many repercussions in marketing. Today, we often notice that digital strategies overlap, complement each other, and finally integrate more or less harmoniously within a more general objective: that of making oneself known on the internet. Public relations are no exception to this rule, and to be effective nowadays, they must take into account the new realities surrounding the companies present on the web. And at the heart of this reflection: SEO. How to combine these two concepts, and is it possible for your business?
THE IMPORTANCE OF CONTENT IN SEO
You probably already know that SEO is one of the marketing pillars for any website. The discipline will allow you to be easily spotted on the search engines, thus guaranteeing your visibility and ultimately your turnover. But SEO also goes hand in hand with the content you distribute on the web. This is why, at present, digital strategies revolve around quality content that will be optimized most effectively and consistently possible to attract traffic to its site.
But that hasn’t always been the case in SEO. For years, SEO was seen as a discipline apart from marketing, as it was more about purely technical skills than creativity. External linking tactics aimed to multiply the links superficially, and the content was mostly present to display as many keywords as possible.
Over the years, search engines have revised their priorities and their procedures to offer Internet users the best answers to their queries. Therefore, the algorithms have focused on identifying the most interesting and relevant content based on increasingly precise key phrases. So a lot has changed in SEO, and content has come to the fore.
SEO AND PUBLIC RELATIONS: INEVITABLE COMMONALITIES
But it’s not just SEO that has evolved in recent years. Public relations were also able to learn about new uses and new tools. Today, public relations must be alert to all the hot topics on social media, and the authority players on the web have changed a lot too. The press still carries a lot of weight, but notoriety is also built around blogs and influencers.
This is why there are many similarities between SEO practices and those surrounding public relations. Finally, in both areas, we can talk about content creation, general notoriety, reach on social networks, and interesting partnerships to develop: the objectives can be similar from one discipline to another. The skills and tools are equal.
The creation of external links, or backlinks, is the perfect example. In SE, one of the most important criteria to be spotted by search engines is to have many external links pointing to your site, and if possible authoritative websites on the web and in your industry. In particular, these external links constitute a very good index of confidence, which will determine the degree of seriousness that the algorithms will be ready to grant you. In public relations, the approach’s principle and objectives are comparable: finding authoritative partners to maximize the company’s visibility, whether we are talking about press partners, bloggers, authority sites, etc. And in our modern world, these partners also often have web media that will point to your content.
Also, brand awareness is very important in SEO because the more the brand will be recognized, the more we will talk about it online. The more its SEO and its visibility on search engines will be effective and inexpensive. Notoriety, made possible in particular thanks to public relations, allows us to enter a real virtuous circle in SEO.
Therefore, it is logical and effective to join the strengths of the two fields to bring the best chances to its marketing and its business. Public relations can bring you connections and traffic to your site that will complement your SEO efforts and vice versa. But then, how to go about it concretely? What actions can you take now for your business, and how can you ensure that the teams of employees from these two departments work together harmoniously and efficiently?
JOIN FORCES: FOR WHICH STRATEGIES AND FOR WHICH OBJECTIVES?
As you can see, SEO and public relations can go hand in hand and benefit from each other by being complementary. It is also necessary to know how to combine these two disciplines and know the good practices of setting up certain key strategies adapted to get the best ROI from your actions.
The establishment of a common plan
The first thing to do to combine the two strategies is to establish a plan of actions over the year, which each service would use jointly. Thus, public relations would set the highlights that revolve around the year according to the events and fairs planned, which would organize SEO efforts to always be the most suitable for the business’s ambitions.
In practice, we can imagine a series of blog articles related to an upcoming trade show or a series of promotional videos related to the launch of a product organized by the public relations department. Conversely, SEO teams working on relevant keywords and trends on the web can complement the research and monitoring carried out by public relations to add new ideas for partnerships or content.
Do not hesitate to organize working sessions on this common agenda and regular meetings to ensure the proper implementation of the action plan and ensure that the necessary readjustments according to trends and developments on the market have been identified and taken into account.
Developing partnerships
Today an external link strategy is essential to increase your SEO, but it should be understood that all backlink strategies are not necessarily equal. If we knew when the only important criterion to go up in SEO was the number of links, today it is the quality of these links that will make all the search engines different.
This is why your SEO needs to find quality partnerships. In this area, through their connections and, in particular, with the actors of the press, public relations can allow the company to have greater visibility on the web brand
It may also be interesting to combine your resources, particularly your contact lists, to increase partnerships. Thus, public relations will make their database of journalists, partners, and big players in your industry available. SEO teams will share their base of bloggers, influential sites, and social media groups. This sharing of information between the two departments can help build long-term relationships more effectively and gain visibility.
The search for influencers
Today, social networks are at the center of all uses globally, and companies have understood this well. That is why they are increasing their presence on different platforms to benefit from greater visibility.
At present, influencers on these networks are popular. For a good reason: they allow advertisers to develop very quickly notoriety and recognition of their brand thanks to a recommendation from these people to their subscribers. Therefore, influencers’ search is a marketing tactic that can benefit both SEO and public relations disciplines. It makes it possible to share qualitative content, create external links, traffic, and develop media relations and signals. Significant social issues.
Content creation
We have seen it: content creation is at the heart of all digital marketing strategies, and joining SEO and PR efforts can benefit this area, first from the point of view of the skills that you can associate with it. For example, your public relations teams can help SEO teams create attractively and selling content for certain media. Public relations are also very effective in creating “stories” (storytelling) that will engage the media’s attention and that of your targets. Also, this synergy can have many advantages from a purely organizational point of view.
Optimization of the press kit
We can even go further by having the two departments collaborate on the press kit that you generally make available on your site. Today, this somewhat traditional type of support may seem outdated. Still, with the intervention of SEO techniques, you will be able to integrate new digital concepts into your kit by adding, for example, links to your social networks, different media content. , etc. Having your teams work together on this project can bring you more creativity and innovation in this medium.
THE LIMITS OF COLLABORATIVE WORK IN SEO AND PR
Today there are indeed many similarities between SEO and public relations. And while this can be a very good thing to combine skills and gain efficiency, it should be noted that internal communication in this context is essential. Indeed, the risk of having common tasks and objectives lies in the problem of seeing employees working on the same missions or carrying out research several times because of poor synergy between the services. As a manager,
You will understand, today SEO and public relations are almost inseparable twins. The two disciplines will guarantee your business the notoriety, visibility, and sustainability on the web that it needs to develop. Uniting the two services’ efforts is a real challenge in the long term because this strategy will allow you to limit the costs of your marketing investments while guaranteeing an ever more interesting ROI for the actions you undertake.
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