SEO and PR together can achieve online success

seo getty 300x225 SEO and PR together can achieve online successFor many years the worlds of public relations (PR) and search engine optimisation (SEO) have existed separately, providing companies with their benefits in a very disparate manner.  However, the time has arrived for the two strands to work together in order to offer the best possible online result, particularly in light of the changes brought in by Google Penguin.

This is where SEO PR comes in.  It focuses on the ‘credible’, places for brands to be seen online, and the ‘genuine’, organic activity such positive online conversations about the company.

The advent of Penguin was part of a shift in the emphasis of the search engine. Now earned links, which are back links to your website from trusted sources like national newspapers and online conversations about the company or brand, are valued most highly. Subsequently, pages benefitting from these associations now rank much higher in search results than previously.

Content is very definitely king and through the use of SEO PR techniques, we can identify whether particular content is working and engaging the end user, whether this be through driving sales for an e-tailer or generating leads for more B2B focussed businesses.

Integration across platforms is key. This is achieved by using what is learnt over time to create content that online users want to engage with. Generating this activity across social media and the wider web, on comment sections of online publications for example, drives brand presence.

In addition to improving search results, SEO PR can also benefit a brands’ online reputation by engaging with users.  The ease with which online content can be shared via social media now means that users have a real voice.  In the past, if someone had read a print magazine article and not liked it, they would be very unlikely to write a letter of complaint, instead just moving on.

However now that Twitter, Facebook, LinkedIn, Google+ and online comment boxes are so readily accessible from all devices, user feedback is generated quickly and in considerable numbers.

Listening to this feedback and making sensible changes in line with it is crucial to maintaining the long term relationship between a brand and potential advocates.  Far too often though, we are seeing companies displaying apathy towards this vital information source.  In doing so the chance to connect with advocates that would do much to spread the word about the online presence of the brand is lost and this is an opportunity that can no longer be ignored.

SEO PR allows the identification of methods and content types that generate the greatest engagement and the most credible places online for a company to be featured, raising both profile and online presence.  Is that something your business can afford to be without in 2013?

Alex Wares is managing director at leading search marketing agency Mediarun

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  • Mike Angstadt

    Really all web marketing activities are converging; from PPC and SEO to content marketing and PR to social media – considering these all in tandem as part of a unified strategy allows you to capitalize on a ton of synergies.

  • Scott Evans

    100% agree Alex. Great article. I think in general SEO companies are far more aware of the converging opportunities than PR companies. In many respects I think many PR companies have missed the boat.

  • Ronn Torossian

    Owning 5WPR, 1 of the largest PR firms in the world I couldn’t agree more. Integrated marketing is the wave of the future for brands of all sizes and shapes.

  • Ronn Torossian

    And as a followup, the article in Search Engine Journal I recently wrote on it, but the author
    above should be commended and is right on.

  • John Oliver

    Social media is now becomes an integral part of SEO. Online marketing is becoming a combination of SEO, SEM, SMO etc. Maintaining public relations through these channels is very important.

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