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July 12, 2013

How PR Affects SEO

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In the old days of SEO, the impact of PR on page rankings was rather straightforward: It was all about building links. A good PR strategy centered around the goal of enticing just about anyone on the web to link to the company’s site and/or press release.

Today’s campaigns are in large part much more complex, thanks to Google’s ever-evolving algorithms. The current reality is that Google cares about the quality of content and credibility over a sheer volume of links and keywords. PR strategies must now cleverly incorporate the social stratosphere as well, leaving the two departments of SEO and Public Relations in a prime place to work together.

Successful SEO revolves around stellar content, and successful PR equates to an enviable network. Since SEO needs that network to thrive and PR needs great content to have something to crow about, the marriage of these two disciplines is now a no-brainer.

Networking and Citations: The Keys to Success

Many companies focus PR around two main areas: press releases and social signals. Both are critical to generating word of mouth, links, and overall buzz, but at the heart of success lies the quality of your network.

The first priority of any PR professional should always be networking. If your digital rolodex consists of a myriad professionals in your industry, with credibility and author rank galore, you are off to the races. It’s of course ideal to have journalists at national publications like The Wall Street Journal and The New York Times on your list, but this just isn’t realistic for many. That’s OK; what’s most important is that your network be brimming with experts in your niche that will favorably plug your site through targeted citations, press releases, and related content. Credibility is absolutely paramount.

In the world of SEO, Google has increasingly placed more emphasis on author rank, and less on keywords. Why? Keywords can be manipulated, and author credibility far less so. If a journalist with a significant readership who consistently blogs about fashion trends writes about your online jewelry store, you’ve acquired an ally worth far more than a bundle of less-relevant links or mentions.

The Power of a Press Release

Once you have a network of trusted and credible professionals (which admittedly is a never-ending task), it’s time to master the art of the press release. Ted Ives from Search Engine Land intelligently outlines why putting the cart (press release) before the horse (your network) is an unwise idea:

“Let me start by saying that a press release written, issued and leveraged properly, can result in word-of-mouth, articles paraphrasing the release, and at a minimum, at least some backlinks. But, a press release alone will get much less exposure than one coupled with outreach to individual journalists and bloggers directly prior to issuing it.”

In other words, don’t just launch a press release and hope the content is so engaging that the links will just start flooding in. Be proactive about engaging your network before launching your your campaign, and incentivize them to spread the word.

Writing an SEO-Friendly Press Release

One could write for hours about press release best practices for writing headlines, placing keywords, calculating reader drop-off rates, and crafting the ideal headline length, but these are really elements where practice helps make perfect for your specific brand and message. Instead, let’s go over the critical elements of a successful press release, especially as it relates to SEO.

First and foremost, think long and hard about the topics you deem worthy for a press release. Ensure they are truly newsworthy, and will be seen as valuable and interesting to folks outside of your immediate company’s sphere. There are many good reasons to send a press release, including website launch announcements, new products or services, executive hires and bios, survey or case study releases, and/or new corporate partnerships.

Make sure your headline clearly defines the key problem or benefit, or your SEO needle won’t move an inch. The headline of your press release is in many ways even more important than the content itself; not just for SEO, but to engage your network in linking back to you, and entice readers to go deeper. A subheading should further emphasize the point.

A great press release almost always includes credible quotes from related professionals too. The higher up (or well-known) the party with the quote is on the food chain or company you are discussing, the more credible the citation will be, to both readers and Google.

Remember to include a press kit or link to images and artwork. If you want others to link back to you, they may require company logos and the like to do so; make this as easy as possible for your network. Finally, ensure your company’s privacy policy, terms of use, contact information, executive listings, and other related information is current and accurate on your respective websites and release. This sounds like a small thing, but mistakes happen more often than you’d think, and for both credibility and SEO reasons, it’s an abysmal error.

Why PR and SEO Experts Should Work Together

As critical as it is to write a brilliant press release every time, it’s obvious that fine-tuning individual pieces of content is by itself a shortsighted strategy. PR pros should also be working hard to maximize their company’s website and social reach. SEO these days revolves around a user-friendly, content-rich website experience, so combining the analytical mind of an SEO whiz and the social, networking mind of a PR guru is a match made in digital heaven. Incorporating PR into SEO strategies is a tactic most companies are currently not utilizing.

PR Newswire VP Sarah Skerik puts it this way:

“In most cases I’ve seen thinking about SEO starts and ends with the optimization of a particular message, with the goal of getting the press release itself to rank in search engines. In reality, we should be thinking about how to help our brands’ web sites rank, not individual messages. PR sells itself short when the focus on results is too narrow.”

The moral of the story is simple: PR and SEO go hand-in-hand. Because they each adhere to the same three critical strategies – links, social signals, and citations/author rank – professionals from both disciplines should absolutely strategize together. SEO rankings don’t reach high levels without scads of social mentions, nor do PR campaigns. The same is true for link building and for creating a credible network of quotes and citations. By considering the big picture before you launch a press release or SEO tactic, you improve your chances for both areas to enjoy another bite of scrumptious success.

Tell us about your experience with press releases and your SEO success or failure in the comments section.


Digital producer, game designer, Internet marketer and staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs, Tina Courtney-Brown has been shaping online businesses since 1996. She’s produced and marketed innovative content for major players like Disney, as well as boutique startups galore, with fortes including social media, SEO, massively multiplayer games, social networks and project management. Tina is also a certified Reiki practitioner, herbalist, nonprofit director and true cooking diva. Learn more at her personal website, or find her on Facebook and Google+.

20 Responses to “How PR Affects SEO

    avatar Samupdate says:

    Really love this post but it’s hard to understand for those still learning english.

    However, it’s true that keywords can be manipulated but the credibility of a press release is not that easy to manipulate.
    It’s more important if you are a blogger to guest post on well ranked blogs to increase your blog credibility.

    Press releases definitely have a great impact on the SEO as they are a straightforward way of selling your products and services to an audience by writing short and unique content that contains quality links.

    Indeed an original article will be included in SEO to get good, it will help the website to get good rankings.

    Written press release optimization Internet marketing is now an urgent need for me to learn something!

    I know the importance of optimizing the site news, but I always did not do it.

    avatar Will Hawkins says:

    This is an excellent post, Tina. I particularly like your point about not making the focus of the press release too narrow with its goals. A good press release is a component of an overall plan to develop a company’s website.

    As an editor of a B2B website, I receive so many press releases which fail to mention. The problem solved or benefit provided in the headline. I just don’t use them if they are badly written or too self interested.

    Will, great comment, and I share your frustration. It is a rampant issue in PR that releases stay too specific and uninteresting to the masses. Thanks for helping to bring the industry out of mediocrity!

    avatar Shilpi Roy says:

    Above mentioned are just a few on going ways you can use SEO to achieve your business goals. Great share one should understand how PR affects SEO.

    Well done, Tina Courtney-Brown. I enjoyed your press release article greatly. It was well written, spot on and loaded with useful information and valuable insights.

    My instant speech website http://www.need-a-speech.com operates in a highly competitive marketplace and it’s useful articles like yours that help me to keep on top. It’s good stuff!

    Kindest Regards

    Robert Hayes-McCoy (Speechwriter)

    avatar Ben Brown says:

    I enjoyed this article. My predicament is this. I have launched my website and am still in he process of adding products and information to the site. The website has a blog and I am adding articles each week. Lots of different articles in different categories. Not Necessarily about kitchens. At Present I do not have lots of new products to promote via press releases. What I do have to promote is the fact that our business is a “One Stop Shop” for fitted kitchens and kitchen makeovers. By this I mean we bring the whole “shebang” to the client, FREE In Home Consultations, Tradesmen, New Refit and Refuse Removal. Our service allows for the client to get on with their daily chores/work while we take care of all the issues related to the new fitted kitchen. Queston: How would I get this across in a press release? Thanks

    Hi Ben – Sounds like what you should express in your press release are the very aspects that make your service unique. It’s certainly not easy to accurately express the intricacies of any company’s skillset, but that’s the beauty of great marketing. What you’re developing is like an elevator pitch for a new film idea – it’s the 15 second speech that tells people exactly what your company does, why it’s unique, and why consumers need to consider using your services straight away. My advice: work to define this before sending out your press release. Creating a mission/vision statement as a starting point often helps a lot to define exactly who you are. You’ll know when you hit the mark – share the 2-3 sentences with a few trusted souls that perhaps don’t know the details of what you do. If they get it, chances are, the rest of the world will too :) Good luck!

    avatar dzydd says:

    The better the algorithm of Google, the more SEO comes near to normal PR.

    Great advice on SEO strategy. I too have experienced the necessity for good content being written in the form of press releases and through social networking as being a vital part of SEO efforts. Thanks.

    avatar Gary Chatman says:

    This is an interesting article, thanks.

    Do you have any sites or services that you use and recommend for press releases? I’m sadly quite naive when it comes to this area. Need to do some researching. Enjoyed your article!

    avatar Greg Eddolls says:

    This is a real eye-opening article for me. I have been struggling with technical SEO tools after spending a year or so pushing hard on Social Networking. I get the Author Rank thing and I put that into practice. But I am going to read and reread this information…thanks a bunch for a well written article on PR and SEO. Cheers!
    Greg

    avatar sameer says:

    Really nice post. I am newbie in SEO but my bro has been doing SEO for 2 years and he also told me that nowadays press releases play an important role in ranking. Thank you for the post.

    Tina, thanks for sharing this enlightening article. As a Bahamas wedding planner it is always interesting to learn the factors necessary to get a website ranked and coupling SEO and PR seem to be a great way of doing this.

    Thanks again and I look forward to reading more of your articles.

    avatar Randolph says:

    If I understand the above article correctly, we need to prepare our audience, like on an email list, for the coming press release. The audience makes regular visits to articles with noted google authorship; they help spread the link to articles through social media links. The articles themselves ride on the coat tails of mainstream news items, celebrities, other people in the news, and whatever is tickling social mood at the moment, so they’re easily found by googling.

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