How To Make SEO A Productive Part Of Your PR Strategy For 2020
SEO and PR are linked at many levels but not companies are able to understand this or benefit from this potential. While the goal of PR is to provide relevant information for users, SEO is the tool which helps spread the content afar. That’s why you need to work on both to a create meaningful and value-driven PR strategy.
You however also need to understand that SEO practices are dynamic as Google regularly alters the algorithms. And if you’re not ready to keep pace with the changes, you don’t stand a chance in the market. So, if you’re ready to utilize the best and latest practices of SEO, only then should you should great results.
Similarly, your focus should always be on creating and optimizing your quality content so that your message reaches to the target audience and influence their buying process. This is where both your marketing and PR team need to work together as only this can ensure higher rankings and value-driven content for the audience.
Here are some of steps to make SEO a productive part of your PR strategy for 2020 –
1. Collaborate on content
Collaboration on content is one of the ways in which you can make SEO a part of your PR strategy. Here, the target should be on running a campaign through a common base for PR and SEO – by including the optimization keywords into press releases to increase your brand recognition. Similarly, you can also think about creating press releases for top publications if you struggle with certain words and find it hard to rank them appropriately in search engines. This is how your site will find it easier to get credibility for their search and PR.
2. Get featured on third-party sites
We know how using links has been a key ranking factor for search engines. If you have links from a popular local site or magazine, this will improve your SEO performance notches up. Plus, search results give preference based on the recognizability of brands and that’s why you should look to feature on third-party sites. If getting links is a part of your PR strategy and if your site has more of third-party mentions, this can always have a great positive impact on your brand recognition. You can also use social media channels and use the mentions there to let people know of your digital imprints and brand value.
3. Address security issues
Security is a big factor for people when they look to buy from websites. If sites are not secure, it will not only have lower rankings in search engines but may also shoo away potential buyers. And yes, Google marks pages “Not Secure” as everyone can easily find out that your website pages are not secured. To avoid this problem, you must apply Secure Sockets Layer or SSL which is a security protocol used to ensure the encryption of links between a web server and browser. That’s’ why your SEO should look into security aspect before combining with PR to deliver value-driven content to users.
4. Fix broken links & pages
Without addressing crawlability issues, your site won’t be able to reach far into search engine result pages. When there are broken links and pages, the site is not deemed worthy of giving an ideal user experience. Worse still, the 404 errors can also jeopardize your site’s SEO prospects as Google won’t crawl them. With so many free tools to detect broken links and pages, it would be a surprise if you allowed your PR strategy to get ruined this way.
5. Eliminate Duplicate Content
Duplicate content is always bad for your site’s SEO health. Not only they leave a bad impression with readers but also confuse search engines, therefore having a negative effect on the rankings. If duplicate content is used or if two pages in your website have similar content, this will definitely downgrade your overall rankings. Similarly, you should also look to refresh the content of the site on a regular basis as this can have a positive impact with its rankings. And if you’re not sure how to find duplicate content, there are many popular tools out there which you can use and fix the problem easily.
6. Avoid Bad Backlinks
While backlinks are mostly good for your site’s SEO, you need to be way of the bad ones which have the potential to ruin not only the rankings but also the reputation of the site. And if the links are credible and have come from reputed sources, there is no problem whatsoever in having them. The real problem arises when the backlinks are not credible and in such cases, you should try to find them as soon as possible and then disavow them. Because, if your site’s SEO is affected, this can go on and have an effect on the PR strategy as well.
7. Improve your site’s loading time
Nothing puts people off more in a website than its slow loading. This irritates me so much they don’t wait and switch to other places. So, if your site is taking way too long to load, it means you are stopping your PR strategy from becoming effective. The focus should thus be on addressing site speed issues on a war footing and working on to decrease the loading time. If you can’t do that, forget about your press releases being read by your target audience who will then rather read someone else’s.
8. Always deliver quality content
When you’re pinning hope on the PR strategy, the key is always to deliver quality content. Quality means the content should be engaging, informational, and relevant and worth of adding value. It also means the content is able to address some pain points of user and deliver them some value. You can use texts, audio, videos, images, infographics etc to add more depth and meaning to your content. And yes, optimize the content for mobile user experience.
Clearly, you can easily trust a top digital marketing company India to combine SEO and PR and add value to your messages and search engine rankings.
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