Public relations professionals can play a big role in driving and amplifying their clients’ digital marketing efforts. One area of opportunity is search engine optimization (SEO).
We all know that customers use search at the beginning of the information gathering and purchasing cycle, so it’s imperative for all brands and businesses to be found in natural (organic) and paid search. Since paid search can be costly for broad, general terms, it’s best to employ best practices to improve your clients’ exposure in organic, unpaid search.
Here’s a quick playbook for improving SEO with public relations.
- Determine the keywords and phrases your clients want to be known for in organic search, e.g., your client’s value proposition, brand or product names, and top three communication pillars or points.
- Measure where your client ranks for those keywords and phrases. There are a number of web and desktop applications that you can use for rank measurement including Rank Tracker, Bright Edge, and others. You’re looking for search volume (number of searches for these terms), competition (where competitors rank), and your client’s current rank.
- Create a plan to integrate the highest value and highest opportunity keywords into future communications. Map these words and terms to the most relevant pages on your client’s website. You want to match keywords to pages where high-value information and transactional goals are in place, e.g., a download, a lead capture form, etc. Or, create new landing pages that best serve your clients’ customers.
- Even if you’re measuring rank for 50-plus keywords, be sure to prioritize 5 – 10 keywords that will send viable leads or sales to your client’s website. This prioritization helps focus efforts across marketing channels and disciplines.
- Now it’s time to do the work:
- Update web page meta data (your page titles, keywords, and descriptions) to include the targeted keywords and phrases.
- Integrate keywords and phrases into your press releases and boilerplate, again mapping back to relevant pages on your client’s website.
- Run your links through your measurement package’s link tracking tool, e.g., this is the tool for Google Analytics.
- Create a process so that all internal stakeholders take these steps across all published materials.
- Measure natural search referrals and results weekly (or monthly, based on resources), using any additional learnings to fine tune your SEO efforts – carefully reviewing how visitors navigate through your client’s website.
- For keywords and phrases where there is too much competition and your client cannot rank highly in natural search, consider using paid search and social marketing to boost visibility.
This same methodology can be applied to all outgoing content-related efforts, including press releases, website content, white papers, and more. Any digital content that enables links to your client’s websites, microsites, and other digital presences, such as social media, can help reinforce brand messaging and pillars. If there are special targeting considerations such as geography, customer job roles, etc., be sure to incorporate those into your planning.
This type of optimization on-site (websites, microsites, social destinations) and in outbound communications ‘tells’ search engines that your client has content authority, thereby improving their search engine rank over time. Be patient however, ranking result improvements take 30 – 90 days to start materializing in organic search results.