SEO has become an increasingly crucial part of PR strategies over the last few years and agencies offer different levels of service, leaving PR and Marketing Managers at varying levels of understanding. For each one who has climbed the ranks to offer digital as part and parcel of the work they do, there’s another for whom those three little letters prompt cries of “Doesn’t the web team do that?”
SEO insights and recommendations should be built into all PR and digital marketing campaigns on some level. Here are three quick and easy things you can do with SEO insights to bring your PR campaign up to date and make sure it’s relevant for today’s online consumer.
- Analyse keywords
What are the phrases or keywords customers are searching for online to find your products, services and content? And a more vital question, what are they searching for that is taking them to your competitors’ websites? Knowing this allows you to tailor your content to reach them at a critical point in their journey, research and consideration, by using the keywords in copy to ensure you rank higher in Google’s search results. You may not pick the fiercely competitive terms with the higher search volumes, but it can help you to find one which is a little more niche that your brand can really own.
- Find out which search terms we are currently ranking highest for
Finding out which search terms your website is currently ranking highly for on Google is helpful to you in two ways. On the one hand, it will suggest what products or services potential customers are looking for. It will lead them to your site, telling you the key focus areas you may want to put more manpower and investment behind to increase the sales of popular products even further. Alternatively, your company may have changed direction or have a new product range to promote, perhaps evolving away from the area you are ranking highly for. This shows that you need to switch the focus themes and topics you’re using in your PR and digital marketing strategy to build a voice in your new area.
- Check page errors
This tends to sit within the web developer’s remit, as it involves the back end of your website, however it pays to have a handle on which web pages need improvement. We’re all experienced in working with specific call-to-action web pages and ensuring our online coverage links to these, but if the page isn’t fully optimised when they get there, your hard work is going to waste. Your customer will lose interest as they’re unable to find what they’re looking for. While you’re unlikely to know this information day-to-day, be sure to have a conversation with your web team before agreeing to drive PR activity to a certain web page, so your best efforts don’t fall flat.
While us PR folk don’t necessarily need to be a technical genius in SEO practice, the tide is turning. Keep these elements in mind, speak to your digital teams regularly, and you’ll be able to ensure your PR strategies are always driven by insights, and ultimately your campaigns can be smartly executed.