The Importance of Public Relations for SEO

Having a PR skill set can provide immense value for any company or agency looking to enhance their SEO. The importance of Public Relations for SEO is of great importance.

When you’re an SEO specialist, there are many layers to the job (PR included). Most people don’t realize the numerous levels of expertise needed to master search engine optimization.

It’s laughable that in 2011, Forbes wrote an article that “PR is Dead.” This couldn’t be further from the truth for both Search Engine Optimization and Digital Marketing. 

Before we dive into the reason why PR is so important for SEO, below are some different areas of expertise within the SEO space: 

  • Local SEO
  • Backlink Building
  • Content Writing
  • Technical SEO
  • Algorithm Updates
  • Google My Business Spam
  • Reporting and Auditing

BLOG: 40 top SEO’s to follow on Twitter

WHY PR IS IMPORTANT FOR SEO

A strong writing ability is a common characteristic amongst PR experts. Quality content continues to be one of the most important ranking factors for Google.

When you have PR skills, not only do you have an uncanny ability to write, you can get other people talking about your brand, which is critical for SEO as it helps generate backlinks.

Google values strong, authoritative content now more than ever. Marie Haynes, an SEO expert alludes to this in her piece on E-A-T and SEO. E-A-T in SEO stands for Expertise, Authoritativeness and Trustworthiness. In order to showcase E-A-T, you must have someone like a PR specialist that can convey this message in written form on your website.

WHAT ARE BACKLINKS?

According to Moz, a backlink is a link created when one website links to another. Backlinks are important for a website because they establish credibility.

Backlinks have always been a core foundation to Google’s algorithm. It isn’t easy to generate backlinks and those that are good at PR can generate high quality links more naturally based on their ability to get others interested in the content being distributed.

If WebMed (See Website A – Example Below) publishes an article on the importance of sunscreen and quotes a dermatologist and links back to the practice of the dermatologist (See Website B – Example Below ), a layer of trust is now established to the dermatologists website. This is an example of the dermatology practice acquiring a strong external link from a reputable site in WebMD.

Google values high quality backlinks pointing towards your website. Long gone are the days of black hat tactics. When your website gets a mention on a highly authoritative website discussing your expertise, this will boost your overall page rank. Over time, if you obtain consistent high quality links, you’ll see your page rank improve.

In addition to external links, there are also internal links, which connect visitors of your website to various pages through a hyperlink. Internal links are not only used to connect your internal pages using relevant keywords as anchor text, but like receiving external links, it also helps to prioritize your pages, since the number of links pointing to a particular page determines its weight or value.

BLOG: Beginners Guide to Internal Linking

 

SEO SKILLS THAT A PR EXPERT HAS:

  • Blogging
    • This can be one of the best ways to drive traffic to your website. When you pick relevant topics that others are interested in and it’s written well, it has the ability to drive visitors interested in your subject manner. When you are providing great value with the content for each of your blogs, other sites will link to it as a resource, which will help generate backlinks.
  • Copyediting
    • Every business should have high quality content throughout their site. A PR expert can go through a site to make sure make sure blogs are well written and the content on your website is of high quality standards.
    • Good storytelling makes for a seamless user experience throughout a site and this is something a PR expert can assist with.
  • On-Site Optimization
    • Content on your website can always be further improved and better optimized. You can lengthen articles and pages to provide better information. You can find better external resources to link to. You can improve your internal linking process. This is all something a PR expert has the ability to do.
  • Identifying low quality content and further optimization
    • You’d be amazed at how many low pieces of content exist on a website. Identifying this low quality content and turning it into a valuable resource that others will be interested in will further improve your SEO.

Outreach 

  • Research
    • Making sure the websites that you are reaching out are high quality sites that are relevant to your business
  • Outreach
    • Reaching out to media outlets to get brand mentions for your company

Critical Thinking 

  • Creating a blog calendar
  • Coming up with clever ways to generate backlinks to website

Strong Communication 

  • Collaborate with key stakeholders within an organization
  • Report on key performance metrics
  • Interview industry experts for more authoritative content
  • Clearly articulate on strategy, goals and other key elements within a business

REAL LIFE EXAMPLES – HOW WE UTILIZE DIGITAL PR FOR SEO

We utilize digital PR for our clients, our in-house eCommerce brand, DermWarehouse and for our own website.

I’ll showcase the importance of Public Relations for SEO with an example from DermWarehouse, our in-house brand.

One of our most popular selling products for DermWarehouse is SkinMedica’s TNS Essential Serum. One of the most popular questions we receive is whether or not it’s worth the price, which is close to $300. Since we knew this was a popular question, we wrote a blog about the topic. Below you can see that this blog received a featured snippet, which populates towards the top of Google because of the quality and relevance of the piece. We’re able to also send this blog off to customers that ask this question, which proves how valuable of a resource it is.

Dr. Parks (who happens to be my dad) is an expert in the dermatology field because he is a board certified dermatologist. This is extremely important for SEO as it establishes Expertise, Authoritativeness and Trustworthiness. We’ve leveraged Dr. Parks over the years to get him quoted in the following:

  • Glamour
  • WebMed
  • Seventeen Magazine
  • Today Show

Below is an example of the Today Show quoting Dr. Parks and linking back to DermWarehouse’s website!

IN CLOSING

In the DermWarehouse example above, PR skills were required to do the outreach to the reporters and connect with the writer for the Today Show in order to generate the quote.

Knowledge of the business was needed to understand what questions customers were being asked by customers to write a great piece of content on whether SkinMedica TNS Essential Serum is worth the price.

With the internal blog and the external quote, it established credibility for DermWarehouse, which is important in the eyes of Google. This couldn’t have happened without PR skills, which showcases why PR is so important for SEO.