In the first part, we discussed, what SEO is about and its importance. We will now list down briefly how both PR and SEO can work together for the overall objective of benefiting a company or business.
We need to create awareness of the impact that online media can have on SEO and keyword rankings, so educating PR professionals on the same is crucial. This can be done by explaining what they can get out of this collaboration.
This also applies to SEO professionals who need to educate their PR counterparts on the roles and jobs of SEO marketers.
The SEO team should assist the PR team in optimising links for all the earned media coverage such as the press release, features, interviews, and opinion pieces, to name a few. SEO can help to choose the right links that need a ranking boost.
It is also worth noting that links from paid media opportunities are not included to avoid any search engine penalties. So only organic ones should be included.
The SEO and PR teams should make sure they are aligned on the bigger key messages and timing to ensure that the brand is putting out the same theme of content and not mixing messages or promoting two different things at the same time. A content calendar that aligns with business priority might be a good option in this case.
Creating content is not an easy task given the fact that we need to make sure that our message is being delivered to the right audience and in the simplest way. It is recommended that a piece that was created by any of the teams (SEO or PR) can be republished as long as there’s a link back to the original source.
For example, a PR team can take that same piece and pitch it out to the media, which will result in more links for the search team and an easy content placement for the PR team.
In a nutshell, we should always meet with our counterparts to ensure each team is up to date on what the other is working on cause after all even when optimising for search engines, real readers should remain the target for our content.
Khaled Abu Hishme is Account Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me