You see whilst most search optimisation specialists think they make anything happen in the search engine ranking results (SERRs) just by link building (and even more worryingly using cheap links via article submissions and directories), the fact is brands succeed because they earn editorial coverage via their public relations campaigns. By earning coverage from orchestrated PR campaigns, brands generate links naturally (i.e. organically) – they do this by being written about by blogs and news media sites, being invited to write columns, invited to conduct interviews on TV and radio, and of course press releases.
Having such coverage means that not only brands have links that search engines trust but also specialists have additional resources to link to in addition to the client’s site pages. So for local businesses and SMEs to get on terms with brands and more established players, it’s going to take a lot more than budget SEO. Public relations is a good method in combination with organic search optimisation to make things happen:
1. Create campaigns
Creating campaigns related to your business creates hooks for the press to get interested in the things your business does. By creating campaigns, you now have the basis for a press release so that you PR team can start contacting sections of the media to motivate them to include your story. Whilst Press Releases on their own might be great for the search engines and Twitter, having a PR specialist chase up the media gets you further coverage which get’s your company name seen on websites or good old fashion magazines. You organic search team may not be able to link to an offline magazine sitting on the coffee table but they can link to sites featuring the coverage. Most importantly, people start searching on your brand name.
2. Providing Quotes
Of course your PR agent will be working hard to get you to quoted in the media. Again this is another opportunity to build relationships and the quicker you respond to journalists the more you will be seen as a company to be relied upon on a regular basis which may result in a mention. Again the mention might not be a link going directly to your website. And if the mention is behind a paywall such as the financial times website then the search engines won’t able to see it. No matter, search specialists can still link to the article stub and people who do have subscription rights may start Googling your brand name.
3. Writing columns
This is the more credible side of guest posting where you get to write a regular column for a magazine or newspaper. Such opportunities are wonderful for demonstrating your expertise and help people realise you actually know what you’re talking about. May be you will and maybe you won’t get a link for readers to click through to your website however they start to Google your company name.
4. Going multimedia
You create a series of videos, write white papers, go on Radio. Some but not all will create links and coverage opportunities previously not available by doing all of these things.
A common theme
If you haven’t got it already, PR helps you get links you wouldn’t have otherwise got as you have more materials to provide your clients followers and prospective readers to work with with. PR also gets people looking you up on the search engines. Although it’s unquantified and has not been successfully proven as to whether brands exert influence on the search engines, one thing is certain that it makes SEO so much easier. Afterall, if you’re doing more, there’s more to talk about.