In recent years, due to various Google algorithm updates, less value has been assigned to all kinds of worthless and cheap links. Currently, it has become more of a combination of relevant content and high Domain Authority links. Google is increasingly able to understand this content, ensuring that the internet searcher is presented with the most relevant result. This relevant content can also take the form of a PR message; SEO can help generate more traffic to this content and ensure the selection of the right topics.
In many areas, PR and SEO are well-suited together for a strategy. They combine seamlessly because both methods make proper use of content. When drafting press releases or media campaigns, we look at eye-catching text, images, and the relevance of the media and target audiences. Quality and relevance are paramount. The same principle applies to SEO: with SEO, we use the right keywords to optimize text, title tags, and meta descriptions.
For PR messages, too, the content must be of high quality and unique. By using SEO, it is possible to determine which keywords are important and which have a high search volume. Identifying the right keywords in advance can help your press release get many more views. Consider synonyms, for example: which ones should you use? To clarify with an example: a car dealer wants to write a press release stating that he will not only be selling new cars but also ‘second-hand’ cars or ‘occasions’. What is smart to use in this case? Google AdWords’ ‘Keyword Planner’ offers a solution. From this, it can be deduced that the monthly search volume for second-hand cars is 21,000 and for Occasion is 41,100. It therefore seems that ‘occasion’ is the keyword to use, as almost twice as many people search for it, and it likely appeals to people more.
Popular content
Buzzumo, Ahrefs, or Hootsuite can be used to generate ideas and to check whether competitors have interesting, widely read blogs and press releases. This software scans a given website and can thus determine which articles receive the most visitors.
Ready-made
Ensure that your press release is always written flawlessly and meets the requirements of a press release: informative and therefore not commercial. Other departments often want to include multiple backlinks in the press release or have specific keywords appear frequently. Journalists recognize this immediately, which significantly reduces the chance of your press release being published.
Social media
Social media can add significant value to the distribution of the press release and the overall reach. Ensure that your content is so good and unique that multiple major parties will share it on their social media channels. This can give your press release a major boost.
