7 Strategies to Make your PR Campaigns SEO-Friendly
In a world shaken and stirred by Penguins and Pandas, press releases (PR) has emerged as an effective and strategic SEO tool. The focus of link building today is to provide a great user experience and to create brand awareness and not to game search engines with questionable SEO tactics. PR does the former quite well; mix PR strategies with classic SEO techniques and you’ll have a brilliant way of expose your business and a great traffic-generating tool in your hands!
The PR-SEO Connection
An important thing to remember is that although press releases are important strategies, good marketing goes beyond them. To successfully integrate your PR campaign with SEO you must integrate the key concepts of each in all your marketing campaigns. In short, make your content newsy, topical, and relevant to your target market; your social media marketing should focus more on information dissemination than promotion, and your PR tools like press releases and infographics must be adequately optimized.
How To Make Your PR Campaign SEO Friendly?
Don’t focus on link acquisition only: The purpose of a press release is not just to get you backlinks, that’s just a side benefit. You must think about how the PR would fit into your site’s content and how you can encourage journalists to link to it. In short your focus should be on the content quality. The backlinks will come on their own if your press release has enough meat.
Have a news peg: Press releases are not advertisements, in order to get them accepted by reputed PR distribution sites you need to have an interesting news peg. Think like a journalist and focus on what will be of interest to your readership. The promotional plugs should be subtle and relevant. A great tip is to follow industry developments and create PRs offering your reaction and opinion on important industry developments.
For PRs about product launches, focus on what you target market stands to gain, not what your product can achieve. Similarly, for company information, the PR should be about how the development would affect your customers/clients and not how your company is going to be affected.
Use the right keywords: Make appropriate use of the keywords you want to target in your press releases and infographics. Focus your optimization efforts particularly on the initial part of the press release. The first 250 words are more important from an SEO perspective and intros are also more important from a reader’s perspective – you intro should be interesting enough for the reader to continue reading and not to hit the browser’s back button.
Highlight critical phrases used in your press releases: To improve readability of your content, make it easier on the reader that skims through the page to understand what you are trying to communicate. A simple technique for doing this is by highlighting key phrases within the text that can catch the reader’s eye. For those who are interested in knowing more, make it more convenient by providing clickable links to additional sources of information that they can refer to.
Handle social media PR: Since social media marketing has also become an essential SEO strategy, bad reviews on authority websites and social media profile pages need immediate damage control. Several big companies like Nestle have paid the price for impulsive/cynical comments on Facebook and ignored reviews. So, a good tip is to set Google alerts for your company’s name and address customer complaints and concerns in blogs and review sites with humility. As far as social networking sites go, don’t delete cynical comments or customer complaints, address them politely and offer to assist in whatever way you can.
Finally, no result can be called good or bad unless it is measured. Implementing SEO friendly PR strategies is therefore not enough; you must measure and track your efforts constantly to gauge what strategies delivering the maximum ROI.