There’s a lot published in the SEO industry on the use of online public relations, and likewise in the PR industry, there’s a lot published on the topic of search engine optimization.
There seems to be some strange sort of courting ritual going on – could SEO and PR mate successfully and have viable offspring?
Or will one eliminate the other and emerge dominant in digital marketing?
My company Citation Labs decided to explore how their subscribers used PR.
The aim was to find out how often PR was used, the challenges that had to be overcome, and what future intentions would be.
Here are some highlights from the survey.
Media coverage is attractive because:
- Media outlets have ready-made and well-defined audiences thus helping to target messages
- Media coverage can result in powerful editorial links
- Positive media coverage increases trust in your brand and encourages others to link
- Aiming for media coverage means you have to focus on quality content
- The PR content created can repurposed to create other content
Online PR is more than just sending out press releases – it involves seeking out and building relationships with journalists and media outlets.
For the survey, we defined PR as…
“PR is the practice of encouraging news and business media to carry positive stories about your company, website, or products – and where possible carry a link to your site.”
The Use of PR in Search Engine Optimization
The survey confirmed that the use of PR was widespread. Seventy-one percent of respondents used PR last year and of those who have not, 79 percent intended to do so in the coming year.
Will Editorial Links Help Your SEO?