In the current climate, people have significantly reduced their consumption of traditional media and turned to online media. Consumers have become more connected to each other and to the information they are looking for. For this reason, many companies have added digital PR to their public relations strategy so that they can increase their brand awareness and boost the products or services that they offer.
To find today’s consumers, companies need to look online. This is because potential customers browse for necessary information about a product or service online without even making contact first.
In this article, we will look at:
- What is Digital PR and SEO?
- Why it should be part of a digital marketing strategy
- How to create a Digital PR and SEO strategy
What is Digital PR and SEO?
As mentioned previously, Digital PR is a way for businesses to increase their online presence. By networking with PR agencies, journalists, bloggers, and other media members, companies can gain high-quality backlinks, social media mentions and improve their search engine optimization (SEO). PR agencies like Pressfarm work with companies to create content for their strategy, connect with journalists, and increase their online visibility.
Digital PR helps a business reach their target customers by building social proof and earning high-quality links. It is related to SEO because a well-planned Digital PR strategy positively impacts a website’s search engine visibility and ranking.
The main focus for companies employing digital PR strategies is publishing quality articles and securing backlinks from relevant websites and blogs. In addition, these companies aim to attract press coverage with their stories. However, in order to earn mentions in the press, companies need to build relationships with journalists. Aside from this, companies have also used blogger outreach, influencer marketing, affiliate programs, etc., as part of their digital PR strategy.
Public relations has been around for a long time; it is an industry that is continually adapting to new technologies and trends so that it can stay relevant. The shift towards digital PR combines the possible limited shelf life of SEO with a longer-term PR approach. A company’s PR strategy should result in positive brand awareness, quality content, viral campaigns, memorable social media marketing, and partnerships with traditional media.
Why Digital PR and SEO should be part of an effective strategy
It is impossible to have digital PR without SEO and vice versa. Content marketing, SEO, social media, and digital PR work together to boost organic rankings, brand awareness, and website traffic. While content marketing has been an important part of PR for a long time, it has become even more essential recently. This is due to the need to optimize high-quality content with SEO and digital PR.
Companies can benefit greatly from digital PR and SEO. Ultimately, a good digital PR and SEO strategy helps companies to produce original content and be recognized as a trusted source of information in their industry. Let us look at some of the other ways digital PR can benefit your brand.
1) Earning recognition as a thought leader
When a company invests in creating high-quality, newsworthy content, more readers will be interested in what they have produced. If you produce content which many people are interested in, then other content creators are more likely to link back to your content. Some ways to earn quality backlinks include:
- Providing emotional content that a target audience can relate with.
- Sending personalized email pitches that show the company has done the proper research about the journalist.
- Writing an email pitch that concisely and summarizes the critical points of the content.
- Offering an exclusive story to the first people pitched.
2) Acquiring high authority links
Link building can earn a company a variety of links, but using a digital PR strategy gives companies the bonus of acquiring higher authority links. Since syndication networks tend to pick up stories from authoritative publishers, companies that use digital PR can earn impressive media placements without having to do extra work.
3) Earning more brand mentions
A good digital PR and SEO strategy increases awareness of your brand, which results in more people talking about you. People trust word of mouth recommendations more than they trust advertisements from brands. We are constantly seeking advice and having conversations about the latest trends.
If people are talking about your brand, then it means they’re hearing about you. Over time, higher brand awareness will generate higher sales.
4) Building long-term authority
Consistently producing great content allows companies to better position themselves as experts and thought leaders in their field. A good digital PR strategy can build a company’s domain authority, a logarithmic scale that predicts how well a website will rank on search engines.
Publishing content on high-authority websites and gaining quality backlinks helps to boost your domain authority. Since domain authority gives users a clear sign of whether a company is a credible brand, the higher you rank on the SERPs, the more traffic you will attract.
How to create a Digital and SEO PR strategy
Each company is different, so there is no magical strategy which will work for everyone. Even so, there are a few necessary steps that companies should follow to build an effective strategy.
1) Create an overall PR strategy
It’s not enough to simply go through a brainstorming and editing process, slap a disconnected plan on the table and declare that you have a PR strategy. In order to build an effective PR strategy, everyone on the team needs to understand why digital PR is essential from both a company and personal standpoint. If you can do this, then you will be able to create a strategy whose parts complement each other.
2) Have the right people
Having a good team that understands the world of digital PR gives companies a better chance to reach their goals. Companies can also work with PR agencies like Pressfarm, which use their expertise to help companies achieve media coverage and connect them with the appropriate media outlets.
3) Pitch to the media
Once you’ve created content to implement your PR strategy, it is time to make a media list. When your list is done, you should take time to build relationships with the journalists on your list before you even pitch a story.
Sending pitches to journalists who you have established relationships with gives you higher chances of gaining media coverage.
4) Keep track of content
When you start gaining coverage, it’s essential to keep track of the stories being written about you. This will help you understand what kind of stories resonate with the public. In order to evaluate these stories, you should also analyze the metrics for each piece of content including: unique viewers per month, domain rating, social shares, and publicity value.
Digital PR and SEO are both essential parts of any successful PR strategy in this day and age. They allow companies to reach a bigger audience and gain social proof. A comprehensive strategy should contain the essential elements, as well as a flair of creativity that sets your company apart from the competition.
A good digital PR and SEO strategy should keep changing to adapt to our ever-evolving digital landscape. While you can try to keep up with these digital trends yourself, hiring PR professionals to help you through the process can be useful.