Digital PR and Search Engine Optimisation (SEO) can be difficult to understand if you haven’t had any prior experience in using both to achieve top results for your business. Digital PR helps boost your brand’s visibility, as well as helps to drive traffic to your website.
The combination of both digital PR and SEO has the chance to be powerful and effective. Read on to find out more information on how digital PR and SEO can be credible for your business and increase overall growth.
Tuesday Media occupies the sweet spot between both and can advise you on how to ramp up your digital PR presence. Our knowledge of what makes a great story, along with our established media relations and technical SEO skills allow us to take a multi-channel approach, making your bespoke content work as hard as possible for your business.
What Is Digital PR?
Digital PR involves implementing PR tactics to earn backlinks that help support your business’s SEO strategy.
Used by PR and marketing professionals to create an increase in a brand’s online presence, digital PR is a tangible strategy if you’re wanting to boost your overall engagement. Social media marketing, content marketing, analytics marketing and SEO are all popular styles of digital PR.
Your business can rank higher on the search engine results page if digital PR is implemented correctly. This is because when higher authority domains link to your website, this builds authority with the search engine.
The more high authority links that your website has, a search engine (eg Google) will trust your domain leading to higher rankings.
Digital PR can help to move the dial for SEO as Digital PR gives businesses the chance to increase their domain authority and online coverage which is beneficial for an SEO campaign.
With technology being more advanced than ever before, our generation relies on the internet for almost everything. With the pressure of more brands moving towards the internet to advertise themselves, you must manage your online visibility closely for increased business success.
Digital PR vs Traditional PR
Traditional PR focuses on offline media, usually through print and broadcast outlets such as newspapers, magazines, TV and radio relies on influencing editors and journalists to publish stories relevant to their publication’s audience. Engagement is measured in the total reach of each publication.
Digital PR presents more opportunities to measure engagement, and spans a multitude of online channels, including online media outlets like blogs and news sites. You may track web traffic from click-throughs, link-backs in online press coverage and boosts in google rankings.
Like traditional PR, digital PR campaigns can generate news, business profiling and thought leadership opportunities, however digital PR works harder in that it can not only contribute to your SEO by generating third party links on high authority websites, but it can direct traffic to your website through content marketing for lead generation.
Using traditional PR simply won’t help search rankings, but digital PR (if it’s done well) will drive performance improvement to your business’s digital authority.
With people spending the majority of their time online, whether that be on social media or search engines such as Google, digital PR is beginning to prove to be increasingly popular amongst many businesses. Though depending on your business objectives (or valuing time away from screens) the value of print media and radio can’t be underestimated.
Traditional PR still generates brand awareness, whether it’s hitting the business pages in The Times with some key research to influence stakeholders, or catching listeners with a spokesperson on local BBC breakfast radio discussing an important issue, offline awareness can still prompt people to find and search more about your business. That spike in web traffic during your appearance on Sky News? Traditional PR did that!
How PR Supports SEO
What exactly is PR in SEO? If you have an understanding of digital PR or SEO, then you’ll know that both go hand in hand. When both PR and SEO are combined with force, businesses can benefit on a high scale.
SEO and PR work together to create brand awareness which can drive traffic to your website, helping to reinforce an already existing web presence.
Content is important when it comes to both SEO and PR, as creating the right amount of relevant content can lead to increased links from external websites.
Link Building
PR link building is the process of using public relations techniques and is considered a crucial component of digital PR and SEO strategies.
As mentioned earlier, high authority backlinks are imperative to search engine rankings as they show search engines that your site has authority and is trusted by other websites.
Search engine algorithms play an important role when it comes to getting your website to rank above your competitors.
Two of the many factors that a search engine will look for when it comes to SERPs are URLs that contain relevant keywords and web authority.
Measuring Digital PR And SEO Success
If you’re unsure about how to measure your success when it comes to your business’s digital PR and SEO, we’re going to go through our top three useful, yet simple measurement metrics.
Traffic
Tracking organic traffic is one of the most accurate forms of measurement, the traffic increases from your website help determine whether your website is gaining organic traffic from search engines.
Google Analytics allows you to track clicks onto your website- we recommend every business implement this tool on their website so that you can see how many users are visiting your website.
Being able to see how many users you gain every month will help you conclude whether the campaign has been a success, if organic traffic has increased significantly over six months then it can be seen as certain that the campaign has been a success.
Session Duration
How much time are your visitors spending on your website? The key to making sure people who land on your site want to stay is by creating interesting, engaging content and supplying them with informative information to make them prolong their visit to your site.
Ideally, your website visitors should be persuaded to explore the rest of your site, not briefly spending a few minutes scanning through content that isn’t consuming enough – this will lead to the user then exiting your site.
Being able to track the duration of visitor sessions will help your business come up with a plan on how you’re going to prevent this from occurring.
Long visitor sessions can indicate that your audience is enjoying the content that is produced, as well as proving they have an interest in the services you have to offer.
Short visitor sessions conclude that something needs altered, perhaps a new content plan or adding engaging information throughout your site.
Content Performance
Similar to tracking the duration of visitor sessions, being able to keep on top of content performance is crucial.
Seeing which style of content works best in keeping your audience engaged for the longest time possible will help your business when it comes to planning or changing content.
Having high-quality content is an important asset. Content is a one-way ticket to capturing the attention of your site users and has the potential to compel them to then visit other web pages, which can lead them to act (eg: fill out a contact form).
Embracing blogging is a good way to entice your audience to keep visiting your site.
Reading an interesting piece of content can leave the reader with a positive impression of your business. This means that it’s key to get your content completed and include links to landing pages throughout to help drive visitors to the important pages.
Content should inspire, educate and convince – if your business is failing to fulfil any of these main purposes, content performance will undoubtedly drop each week, equalling less traffic.
Here at Tuesday Media, we can apply our dynamic mix of PR skills based on your requirements and make recommendations on the best approach, whether that’s to increase your visibility, moving the dial with your audiences or generate consumer action.
