Thursday, October 30, 2014

How Public Relations and Search Engine Optimization Work Together

Arlington-based marketers deem public relations (PR) and search engine optimization (SEO) as entirely different areas. A few years back, SEO and PR offer different opportunities, therefore also yielding various outcomes. However today, majority of digital marketers are realizing that these two landscapes are moving closer together. For example, they are both reaching the areas of social media, online advertisements, and developing marketing collateral in Arlington, Texas. Evidently, this is a strong evidence that these are beginning to fall under the same umbrella.

As usual, the SEO environment is ceaselessly evolving. Even so, if we look closely, both PR and SEO are now working together because these are essentially targeting the same goals.

SEO is not mainly about building links anymore. Gone are the days of SEO practitioners building links on submission sites and directories, adding exact anchor texts on footers, and concealing content in certain web pages. Alternatively, today’s SEO is chiefly about generating informative content for target audience, and earning votes of confidence (quality links) from other authoritative websites.

The Continuing Shift
Because of the aforementioned trend, majority of the undertakings of search engine optimization experts in Arlington today are geared towards earning links through building relationships with thought leaders, influencers, as well as key people in their niche. The “lone ranger” outlook is not effective anymore because relationship building and networking with others are now a necessity for survival. This is where PR enters the picture. With a strategic plan of establishing relationships, SEOs can now offer their clients with a gamut of opportunities for PR stunts that can be done online and offline.

How to Create PR and SEO Opportunities
Generally, there are four methods in creating and maximizing PR and SEO opportunities. The first is to create quality content. Quality by means of making the content engaging, interactive, and tailored to your target audience. Secondly, create an editorial calendar to avoid unnecessary confusions within your organization. In this manner, the entire content generation process would be streamlined.

The third way is by way of link reclamation. Your PR team can yield a list of possible customers, but this list can do its true purpose when shared with the SEO team. Finally, when creating PR stunts, make certain that your events should attract coverage from authoritative media outlets. Your SEO and PR team should work hand-in-hand in increasing the hype and spreading the word about the event.

To amplify your likelihood of succeeding, you should stay original, remain newsworthy, and never let a single social media networking trend slip past you.