PR tips
and advice
for SMEs

PR tips
and advice for SMEs

Why SEO is important to Public Relations

Why SEO is important to Public Relations: Many are unaware of the benefits of implementing SEO into their media strategies. SEO has been used for many years and is a well established practice. According to Moz, “SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results”. 

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SEO is extremely beneficial for the PR industry as it increases content visibility through search engines. This increases the number of people exposed to your content and the message you want to send across to the public. This is very useful for generating a large audience for press releases. Understanding your target market will make maneuvering the world of SEO so much easier. Audience insight is critical for any marketing strategy, as it allows PR professionals to tailor their content to their target audience. Tracking your target audiences’ preferences, interests and location, will allow you to produce the best content for them. Placing importance on search intent can help you create content and SEO strategies that effectively fulfill searchers needs. 

Here a few SEO hacks that can help any PR professional boost content visibility:

  • You must ensure that your content is easy to read. Putting your content in bullet points makes it easier for the audience to read you content. This also ensures that readers will stay on your content/site for a significant amount of time, thus increasing your seo ranking. 
  • Dwell time should also be put into consideration when producing content. SEJ, describes dwell time as “…the length of time a person spends looking at a webpage after they’ve clicked a link on a search engine results page (SERP), but before clicking back to the SERP results”. Search engines incorporate dwell time in their algorithms. The amount of time users spend on web pages determine whether the content satisfied their needs. The more time users spend on your webpage, tells the search engine that your content is satisfactory thus boosting your seo ranking. 
  • Including keywords and phrases in your content is also extremely beneficial. It is important that you incorporate terms that are relevant to your brand. You can determine these keywords and phrases by establishing what describes your brand as well as terms or phrases used by your target audience when searching for the products. 
  • Image titles are also very important in boosting your SEO ranking. It is best to be as descriptive as possible in the file name of your image. It is advisable to incorporate hyphens in your image title rather than underscores. Search ENgines such as Google do not recognize underscores as word separators.Once the search engine knows more about the content of your image, it can then include it in image search.  This also helps search engines understand the content on your page, which will help your page show up higher on regular searches. 
  • Incorporating external links in your content is another hack that boosts your SEO ranking. Search engines determine content values by the number of external links included in the content.
  • When including external links in your content, it is especially that the text is descriptive. This is called descriptive anchor texts. Search engines focus on hyperlinked texts that lead to external content. It is advisable to be as descriptive as possible as opposed to a generic anchor text such “click here”. As mentioned previously, key words are extremely important in SEO so it is best to include those words in your anchor text. 
  • Descriptive text is extremely important in SEO and this extends to social media profiles as well. Including descriptive texts, appropriate links and maintaining activity on your social media platforms will increase engagement on your profile, thus increasing your profile’s SEO ranking. The more people engage with your social media content, the farther the content spreads. 

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