Modern corporate image support requires coordinated action on many levels. It is doubtful that promotion limited to only one sphere: internet marketing, communication with the media or organising events, will bring the expected results. Much more will be achieved by combining these specialisations, a great example of which is the synergy between PR and SEO.
A versatile employee is valuable in any industry, and services related to broader promotion and image creation are no exception to this. Single-mindedness makes one dependent on the regular assistance of others and makes it difficult to make the most of the potential inherent in a particular activity. One of the PR specialist's objectives is to achieve as many publications as possible of material containing information about the client. This serves to put the promoted brand in a positive light in an objective context and, indirectly, to generate interest around the client's services. Thanks, among other things, to valuable factual content and good media relations, agencies gain publication in the largest, highly ranked websites. However, this does not necessarily translate into higher traffic on the client's website.
Meanwhile, website positioning The main purpose of SEO is to achieve the best possible results from a company's website or e-commerce site. An indispensable element of SEO activities is the placement of links that contain a specific anchor textIt is difficult to get a foothold on sites that boast high PageRank, high traffic statistics and regularly added, unique content. There is no doubt that it is difficult to get a foothold with SEO-oriented articles, which are mostly of low quality and written in a sloppy, "tape" fashion.
Press release optimisation
Given the greater chances of a press release appearing on a prestigious portal than a so-called 'pretzel', it is worth reconciling the two areas in order to achieve much better readership rates for such a publication. In order to do this, several issues need to be taken care of:
- The position in search engines is influenced by the page title - In the case of published articles, this is most often the title. In other words, the choice of a well-considered slogan can determine whether a publication will later jump out to Internet users searching for something. It's natural for PRs to try to put together creative titles to get journalists interested, but sometimes you can get more benefit from an SEO-oriented title, which will later translate into more reach for the publication.
- The key is content in titleIt is therefore advisable to include your key phrase in the headline, subtitle and first paragraph. The presence of press releases on the Internet can be ensured by means of services, which are widely available on the market and which allow the addition of texts manually. When using this solution, it is worth remembering to add a hyperlink leading to the client's website or simply include a link at the end of the article, e.g. "Material produced by www.zxc.pl", as it is always easier to click on a link than to type in the indicated address yourself.
- One of the factors determining the results of a Google search is the frequency of occurrence of the password entered (how often does the keyword, through which we want to guide Internet users to our publication, appear in the article) and its form (ideally, the phrase should not be punctuated, i.e. appear in the article unchanged). Already the double presence of a given phrase in an article is a strong signal for Google that this article may be a relevant result for it; however, the keyword density should not exceed 5% of content.
- It is effective practice to position articles with the help of comprehensive SEO efforts. In practice, this is no different to traditional SEO for any other website (apart from the likely inability to edit the content of the publication, so it is worth taking care of this at the information writing stage), but let's focus on the superficial issues for the purposes of ePR.
An objection that can arise when reconciling SEO and ePR is that the quality of the text is reduced due to the artificial weaving of unusual phrases into the article. Personally, however, I think it all depends on the editor's feeling - if something sounds unfortunate, it remains to choose a slogan that is not glaring. These procedures only make sense after first ensuring that the password in question is actually typed by someone. The www.adwords.google.pl tool, available to any Gmail owner, is used for this purpose.
After logging in to Google AdwordsClick on Tools & Analysis, then Keyword Suggestion Tool and type in what is on your mind. Even a few dozen or a few hundred entries in Google can represent a valuable group of potential customers for our client.
For example, the slogan "ways to deal with pigeons" enters 320 people per month.
Google presents them with results, 4/6 of which are either direct links to the promoted company's website, blog or articles where it acts as an expert.
Naturally, the effectiveness of this strategy also depends on the competitiveness of the keyword, but it is important to remember that dominating the results on the first page for a few simpler but nevertheless traffic-generating phrases is likely to translate not only into better traffic, but also an increase in enquiries that the client will credit the agency with. It should also be remembered that to a large extent, it is the TOP 10 results in Google that tell us the most about a company's image on the Internet.
For more information on SEO and ePR activities, please visit the agency's website. SeoFly.
