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Blog Posted in avatar   RonnTorossian's Blog

Why SEO plays an important role in your PR strategy

By RonnTorossian
Posted Feb 14, 2013 in Internet
Many PR firms aim to enter the world of search engine optimization, social media and integrated PR. Whatever you would like to call it, there’s only a handful that understand that optimizing content for SEO purposes can help boost rankings and a firm’s online reputation.
The combination of employing both SEO and PR tactics can help bring traffic to your website and awareness to your brand. An SEO agency can aim to help drive more traffic to your website by identifying keywords and sources of traffic. And PR agencies aim to give you more media coverage which can help establish your presence online and offline. But the two working together can help build your reputation online quickly and can yield positive results.
But as Google will continue to update their algorithm on a regular basis, SEOs will continue to scramble to stay ahead of the SEO curve. Being penalized for bad SEO tactics should be avoided at all costs.
2013 brought some changes for SEO. This year the focus is about creating good, quality content that is shareable across social networks. Making content more shareable has been known to help increase organic search engine rankings - as confirmed by Google’s Head of Webspam, Matt Cutts.
Another big change is that Google is starting to ignore backlinks from low quality websites. There have been a number of brands and companies that have suffered major decreases in traffic because of this change. Some have reported a drop of 50% in their search traffic.
The first step in tackling this issue is that brands need to start getting quality links from high quality domains. For example, major news sites such as The Huffington Post have high link authority. To check to see if a website is a high quality domain, SEOmoz has a tool called Open Site Explorer which helps establish the domain and link authority from a website. It’s a free tool and a great resource. If you can get a link back from a major news source you are well on your way to building great quality links.
Press releases can also help increase search engine traffic. When distributing a press release, use keywords that you want your brand to rank highly for. By sending out a press release it will go to a number of news sources and if picked up, it can help build high quality links quickly.
The convergence with SEO and PR will only become more prevalent in the future and keeping up with the latest trends in SEO will become a priority. PR firms who start integrating SEO into their PR strategies will be the ones who will succeed in this ever-changing digital landscape.

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