SEO and PR campaigns are usually treated as separate components within brand strategies. However, integrating them can yield numerous benefits in terms of both organic traffic acquisition and increased brand visibility in the Polish market. How can you achieve such integration between PR campaigns and SEO efforts?
Table of Contents
- How SEO Impacts PR Campaign Success and Vice Versa
- Internet Keywords in PR Materials
- Links in PR Content
- Unique Content in PR Releases
- Essential Technical Aspects
How SEO Impacts PR campaign success and vice versa
Implementing SEO strategies into PR campaigns, specifically in the press materials created for online portals, offers several key benefits:
Prolonged lifespan of publications
PR publications are typically ephemeral, quickly fading into obscurity in the online content deluge. However, this can change by optimising them for search engines. In other words, SEO strategies ensure that press materials remain visible in the depths of the Internet for longer than just a few days after publication.
Enhanced brand visibility on Google
The integration of SEO and PR includes the use of keywords and internal linking. As a result, PR content becomes visible in search results for keywords relevant to your brand. This means users have a higher chance of encountering content related to your brand not only through the hosting site but also through organic search results.
Managing reputation on search engines
Virtually every brand can be found on Google, and it’s the brand’s responsibility to curate the type of information available. Consistently publishing reputable online media content positively influences the brand’s image in search results. In simpler terms, it allows you to control what someone who Googles your brand name for the first time discovers. This is a primary objective of SEO-PR integration.
Reduced costs and enhanced naturalness of content
Creating articles on external websites purely to obtain links can be costly. In contrast, publishing press materials on the Internet usually comes at no cost. Furthermore, links in PR content appear more natural, a key factor in the context of SEO strategies in Poland (Google algorithms favour natural links).
Internet keywords in PR materials
Keywords are a fundamental element of SEO in Poland. Luckily, integrating them into PR is relatively straightforward. Here are a few guidelines:
Selecting appropriate keywords
The first step in implementing SEO principles into PR campaigns is selecting keywords relevant to your brand. Your main keyword should appear around four times in the text (in the title, lead, and subheadings).
Including additional keywords
Apart from the main keywords, it’s essential to include secondary keywords in your PR materials. These are words and phrases that frequently appear in the context of the topic, serving as additional signals for Google. Algorithms are becoming increasingly adept at identifying content context, even in languages as complex as Polish.
Tools for keyword selection
There are many tools available for identifying secondary keywords, such as Ahrefs or Senuto. It’s worthwhile to analyse your competition and compare PR content submitted by your competitors to the media. The Surfer tool is an excellent resource for integrating PR and SEO campaigns.
Links in PR content
Linking is another crucial element of SEO in the Polish market and must not be overlooked in PR publications. When sending PR materials to the media, ensure that they contain links to your brand’s website. The more valuable links leading to your site, the higher your site’s authority and search engine ranking.
Do follow and nofollow links
Links in online publications can have dofollow or nofollow attributes. When liaising with journalists, inquire whether the outgoing links in their press materials are labeled as dofollow.
When integrating SEO and PR, ensure that the links in PR materials use relevant keywords as anchor text. Anchor links are clickable text snippets that transfer users to a new page (in this case, your brand’s page). This form of linking increases the link’s value in SEO activities in Poland.
Unique content in PR releases
Effective integration of SEO and PR requires unique content. It’s important to understand that good PR content should focus on informative content rather than sales goals or keyword stuffing. Even the most SEO-optimised text will not be well-received by the media if it fails to captivate journalists.
Publishing unique content
Content uniqueness is a critical element of successful SEO and PR integration. Sending the same materials to various websites diminishes the value of the links. It’s more advantageous to publish different press releases on different platforms.
Understanding the target audience
A crucial element of effective PR and SEO campaigns is understanding your target audience. When selecting keywords, seek those used by your target audience when searching for information on Google.
Essential technical aspects
Technical SEO aspects are often overlooked by both brands and PR professionals. However, when sending PR materials to the media, ensure that basic technical aspects are in place, including:
Title and meta data
Articles should have an appropriate title that catches readers’ attention while incorporating keywords. Also, prepare a meta title and description for the article (the title and description displayed on Google under the link to the specific subpage).
Optimising images and graphics
Adding images to PR content enhances its appeal. From a SEO perspective, it’s crucial to optimise them. Large, heavy image files can slow down page loading times, so it’s best to reduce their size before sending them. Including alt text for graphical materials is also a best practice. Furthermore, files should be adequately named, incorporating keywords or the brand name.
Integrating SEO and PR in the Polish market can provide brands with numerous advantages. The SEO strategy should be considered during the planning phase of public relations campaigns. If you’re seeking support from an agency that can handle the entire process from start to finish, please don’t hesitate to get in touch with us!