SEO PR - building a positive image and visibility

You have probably all come across the acronym PR. If you look at our blog, you will also know what the SEO. However, are you familiar with the concept of SEO PR? It is relatively new in the world of digital marketing, but many professionals have already managed to make its activities central to their strategies. If you are a conscious entrepreneur, you are also bound to care about search engine optimisation of your company website and invest in PR. However, have you thought about what would happen if you combined these activities? Read in the article why this is worth considering.

What is SEO PR?

To be able to understand the intersection and impact of SEO and PR, it is necessary to know the scope of both disciplines.

SEO (Search Engine Optimisation) is all about improving the search engine position of a website for relevant key phrases. SEO can be divided into three main areas: technical optimisation of the website (technical SEO), link building and content optimisation.

PR (also known as social imagery or reputation management), on the other hand, is that activities that seek to build and maintain a positive image of a brand or company in public opinion. The focus of PR is therefore primarily on relationships, strategy, but also on content. It is this last element that is the link between SEO and PR.

So how should SEO PR be defined? It is positioning imagewhich consists of positioning PR material and simultaneously enhancing SEO with this content. By combining these two disciplines, the company's online visibility is improved and its credibility is enhanced. 

How does SEO support PR?

PR materials will not adequately support a brand (even in large numbers) if they are not tailored to the target audience and optimised. This is where SEO should support public relations. Press releases and PR materials appropriately saturated with keywords that are attractive to the audience is a way for readers to get to them via a search engine, and only via the site on which they are published. When taking care of the search engine visibility (search engine visibility) of PR material, one of the things to remember is the presence of selected key phrases in the headlines, meta description and SEO title.

However, this is not all that SEO can do for PR. It is also effective in brand reputation management. Imagine there is a negative review for your branded phrase in the TOP10 search results, which could damage the company's image. With a well-thought-out SEO strategy and appropriate linking, you can overtake these results with brand-friendly content.

And how can PR support SEO?

You already know why SEO is important for PR, but what does this collaboration look like from the other side, i.e. how can PR positively influence SEO? First and foremost, the focus of PR is the publication of content on the high quality opinion services with authority and a long history in Google search. One type of content published is press releases. Including links in them that lead to the company's website will look natural, while at the same time providing fuel to strengthen the position of the landing page. It is important that they have the attribute dofollow, which instructs web robots to visit the linked page.

It is worth mentioning at this point the concept of link juice, which means the power transmitted by the linking party. The importance of link juice is fundamental to SEO, because through the power it conveys, it lets the robots know that the linked page is valuable and makes it rank higher in Google! 

What tools should I use when carrying out SEO PR activities?

SEO PR consists of activities such as:

• content marketingcreation and promotion of positive, keyword-saturated brand content
• social media activity (profile maintenance, community building)
• content monitoringwhich appear in the search results when you enter the brand/product name or keyword phrases related to it

To make it easier to carry out the activities mentioned above, it is worth using the tools available. For example, in order to create content that is optimised for phrases, you should first carry out keyword research. For keyword analysis, tools such as Google Keyword Planner, Ubersuggest or Answer The Public (each of which is free).

Network monitoring can also be significantly improved by using, for example, the Polish Brand24. With its help track brand reviews and mentions. In this way, you can react quickly to possible unfavourable content and prevent image crises. Brand24 can also be used to find sites for link building activities.

SEO PR activities also involve the publication of content - preferably on high-quality external sites that are popular with your target audience. For publication, it is worthwhile to use special linkbuilding platforms and content marketing, such as WhitePress or Linkhousewhich bring publishers and advertisers together. Furthermore, WhitePress also offers a virtual press office service to automate the distribution of PR publications.

SEO PR - double the benefits and double the success of your business!

In order for marketing activities to produce the desired results, they should permeate and be complementary to each other. This is exactly the case with SEO PR. Thanks to this combination, the brand gains not only in the eyes of customers, but also in the eyes of... search engineswhose algorithms will appreciate the optimised content. Positioning image comes naturally, and when you consciously and systematically start combining PR and SEO activities, you will quickly see the expected results.