Traditionally, achieving a piece of coverage in your client’s core media was considered a job well done by the PR agency. Although achieving great coverage remains an important task for us PROs, today, we have another job to do and that’s to ensure that a piece of coverage works hard for our client from an SEO perspective too.
While PR has evolved, it’s only in recent years that PR and SEO have appreciated each other’s skill sets and realised how the two disciplines can work together to be mutually beneficial for our clients. As a B2B PR agency, we work with many of our clients to help them make sure their PR stories work hard for them not only as a piece of content but also for SEO purposes.
Generating links from high quality websites back to your own is a key element to boosting SEO as Google analyses the links as an endorsement of a website. And this is where PR has an important role to play. The best way to generate an external link with a reputable website is to place a blog, byline article or other commentary piece with the online outlet, and ensuring that a link back to the client’s website is included in it.
We work with many of clients to generate links through online coverage. While it’s not a given that the media outlet will include a link, that’s purely at the discretion of the publication, but where possible, we ensure a link is included in our content.
There are many other ways that PROs can help create content that can help boost SEO and here on the Skout blog over the next few weeks we will be sharing some best practice from a couple of our partners.
Banc Media, an SEO and content marketing agency, will be writing a guest blog that will answer some of the most frequently asked questions about SEO. And, Shoga, a digital agency who specialises in responsive web design, SEO and email marketing, will also feature as a guest blogger, talking about how to write for SEO.
Finally, Skout MD, Rob Skinner will also be introducing us to the HALF (High Authority Link Friendly) concept, explaining how to build SEO link building targets within your PR strategy.
SEO was once considered a bit of a dark art, but hopefully our series of blogs will help show you some simple tactics that you can adopt as part of you strategy and your day to day tactical delivery to ensure your PR content works hard for its money.
