{"id":18900,"date":"2021-07-08T08:51:17","date_gmt":"2021-07-08T08:51:17","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-uncategorised-5-reasons-why-digital-pr-seo-strategy\/"},"modified":"2023-10-24T13:15:56","modified_gmt":"2023-10-24T13:15:56","slug":"5-reasons-why-digital-pr-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/5-reasons-why-digital-pr-seo-strategy\/","title":{"rendered":"5 reasons why you need digital PR in your SEO Strategy"},"content":{"rendered":"

We\u2019ve all experienced those little eureka moments when you take two things and put them together, even though you may have thought they wouldn\u2019t work, but it just makes sense\u2026and once you try it, you\u2019d never go back. The same could be said for SEO and Digital PR.<\/strong><\/p>\n

Like peanut butter and jam (or \u201cjelly\u201d for our American friends), pineapple on pizza, or even socks and sliders \u2013 for a while now, a lot of marketers have been missing out on another fantastic killer-combo: SEO and Digital PR.<\/p>\n

Yes, I know it\u2019s an oversimplification, and yes, they\u2019re two different and well-respected disciplines, but when they work together – absolute magic can happen.<\/p>\n

There\u2019s been a lot of back and forth around this topic in the marketing community recently, especially around the view of digital PR being used as a pure link building strategy. Does it work? Yes. It does it better than anything else, but there\u2019s so<\/em> much more to it. Even the voice of Google himself, John Mu, agrees:<\/p>\n

\"John<\/a><\/p>\n

What is digital PR?<\/h2>\n

Digital PR is an online marketing discipline, used to generate publicity around a certain brand, topic or product by obtaining coverage in online media outlets and industry sources (to name a few).<\/p>\n

\u201cA great Digital PR campaign creates unique content, or maybe a creative asset, that is so good, that journalists can\u2019t help but cover it (and link to it!)\u201d<\/em><\/p>\n

\u2013 Gary Jenkins, Managing Director at No Brainer Agency<\/strong><\/p><\/blockquote>\n

When done well, great Digital PR strategies can:<\/p>\n

    \n
  • Achieve high-quality backlinks \u2013 helping increase a websites\u2019 authority\/rankings<\/a><\/li>\n
  • Grow your brand\u2019s credibility and trust with consumers<\/a><\/li>\n
  • Drive pre-qualified traffic and increase conversions<\/a><\/li>\n
  • Combat any negative search results showing for your brand name (also called ORM)<\/a><\/li>\n
  • Help brands stand out amongst very crowded marketplaces (making a boom or generating buzz)<\/a>.<\/li>\n<\/ul>\n

    And remember, those amazing results are there forever. <\/strong><\/p>\n

    Tactically, it\u2019s about:<\/p>\n

      \n
    • Earning coverage from online media outlets via news releases and content<\/li>\n
    • Creative content marketing campaigns and assets, and<\/li>\n
    • Having a relentless PR on your side fighting for your cause across channels \u2013 always with their eye on the ball.<\/li>\n<\/ul>\n

      With a good Digital PR agency<\/a>, it can go well beyond online too \u2013 ensuring traditional press is in the mix where relevant too.<\/p>\n

      Yep. All of that \u2013 pretty cool, eh?<\/p>\n

      What is SEO PR?<\/h4>\n

      Essentially, SEO PR is simply digital PR that has objectives which relate specifically to SEO. This will usually concern the aim of earning links from strong and relevant websites to specific URLs on your site through your PR activity.<\/p>\n

      Why is SEO important in PR?<\/h4>\n

      SEO is important for any business or organisation because most people use search engines as their first port of call when looking to buy something or find a service provider. PR can play a significant role in SEO and those not utilising it effectively could be missing out.<\/p>\n

      Not only can SEO drive relevant people with buying intent to your website, it can also be a real brand-booster, helping increase awareness and online visibility generally, amplifying the impact of your wider marketing activity. In digital PR, SEO enables you to maximise the benefit to your website from what you’re already doing to get coverage.<\/p>\n

      How does PR impact SEO?<\/h4>\n

      In addition to the links that we’ve already mentioned, which are a strong positive signal to search engines about your website, even brand mentions that don’t include links can be beneficial for SEO too.<\/p>\n

      You can see so many of the outputs of a solid Digital PR campaign will benefit your organic search performance \u2013 so why not incorporate it into your SEO strategy from the start?<\/p>\n

      \u00a0<\/strong>Here are five reasons why you need Digital PR in your SEO strategy (plus a bonus reason!)\u2026<\/strong><\/p>\n

      \u00a0<\/p>\n

      <\/a>1. Link building with Digital PR delivers better quality results<\/h2>\n

      \"Best<\/p>\n

      Optimising your website and content can only take you so far. At some point, you\u2019re going to need backlinks to help drive your website\u2019s authority, and the higher quality the better.<\/p>\n

      Backlinks are links to your website from third party websites. Search engines view these backlinks as \u201cvotes of confidence\u201d. The bigger, more established the brand or website that\u2019s vouching for you, the greater benefit on SERPs your website will receive – because Google will surmise your content must be quality for all these websites to vouch for you, and then surely it will be beneficial and relevant for users too \u2013 so they rank your website higher.<\/p>\n

      When we talk about \u201chigh quality\u201d links, what we really mean is high \u201cauthority\u201d (or Domain Rating \u2013 there\u2019s a lot of names for it!). A high authority website is an established and popular website you can usually spot because they outperform most others on search. For example, if Joe Bloggs created a blog on a topic which ranked well, but then the BBC created one on the same topic \u2013 the BBC would rank higher, because their website is highly authoritative, has a large backlink profile and is seen as a highly credible and expert source (see E-A-T in the next section).<\/p>\n

      Most SEOs incorporate some sort of link building into their strategy, and it\u2019s usually \u201calways-on\u201d \u2013 and it\u2019s incredibly tough going. In fact it\u2019s a bit of an artform! You need to obtain a decent number of quality backlinks every month to start seeing the benefit, but these aren\u2019t usually as high quality as say the BBC (scoring around 85\/100), they\u2019re between 35-65\/100.<\/p>\n

      Does it work? Yes! But it becomes more about quantity of those links whilst maintaining a good average authority.<\/p>\n

      This is the challenge most SEO\u2019s have to tackle daily.<\/p>\n

      BUT – that\u2019s where Digital PR<\/a> can help. A great Digital PR campaign delivers trend-worthy content or assets which are only available on your website, meaning if a journalist wants to cover it (and they probably will), they need to link to your website.<\/p>\n

      What is PR link building?<\/h4>\n

      PR link building is one name given to PR activity with the primary purpose of building links to your website via the coverage you achieve and the spreading of your story or news.<\/p>\n

      PR isn’t the only way to build links, but it’s a highly effective way to not only gain the coverage, brand awareness and influence that digital PR can deliver, it can also have a very real impact on your site’s SEO effectiveness.<\/p>\n

      Digital PR drives large volumes of incredibly high-quality, high authority links (70+) to your website, fast. <\/strong><\/p>\n

      So, it\u2019s a valuable strategy for SEOs to significantly move the needle on a website\u2019s performance.<\/p>\n

      \u00a0<\/p>\n

      2. It builds your credibility and trustworthiness (E-A-T benefits)<\/h2>\n

      \"E-A-T
      \n\u201cE-A-T\u201d stands for Expertise, Authoritativeness and Trustworthiness. <\/strong><\/p>\n

      Most SEO\u2019s will know what it means and its significance, but if it\u2019s new to you \u2013 it\u2019s a concept that\u2019s included in Google\u2019s Quality Raters Guidelines<\/a>. A document created for their (human) rating team who evaluate websites in Google search results.<\/p>\n

      Their mission is to understand how effective Google\u2019s search algorithm is at ranking websites that are high quality \u2013 ensuring the very best, most relevant content is presented to search users.<\/p>\n

      E-A-T helps guide the team to identify what is and isn\u2019t a \u201cgood\u201d website for a search query. So, it\u2019s important stuff for SEOs to take on-board and leverage as part of their strategy.<\/p>\n

      In 2018, Marie Haynes<\/a> (the E-A-T whisperer) did a fantastic talk at Brighton SEO which lays out everything you need to know to get started with E-A-T<\/a>:<\/p>\n