Not so long ago, SEO (i.e. Search Engine Optimisation) and Public Relations in Poland were like colleagues from other departments at work – they seemed to know about each other’s existence, but never spoke to each other. For several years, however, the trend has been quite the opposite. SEO and PR not only talk to each other, but even cooperate. And with the right strategy – they work quite effectively. The marketing industry has developed a completely new area – SEO PR. How to do it in Poland in order to beat the competition and kill two birds with one stone: good corporate image and great results in search engines?
Table of contents:
I. Is it worth starting SEO PR in Poland?
- Brand awareness
- Social proof
- Number of potential customers
II. Where to start with SEO PR in Poland
- UX analysis of the website
- New content for the website
- Content creation and distribution plan
- Avoidance of artificial actions
III. Useful SEO PR techniques and tools
- Analysis of key phrases
- Natural acquisition of backlinks
- Real time marketing
- Company reviews
- Whisper marketing
Is it worth starting SEO PR in Poland?
Is SEO in public relations a game worth the candle at all? It is still rarely talked about in Poland – so perhaps it won’t work on this market? On the contrary! The lack of awareness of how SEO and PR activities can be combined among other companies on the Polish market may be your advantage. However, we must warn you – these activities will be labour- time-consuming. Fortunately, there are many Polish PR agencies that specialise in this field.
Higher brand awareness
It is simple – the higher a company is in the search engine results and the more keywords it positions in the first search results, the higher the number of hits on the website. And the higher the number of hits, the higher the brand awareness, which is one of the primary public relations goals. Good SEO works here like additional publications in newspapers or websites. The added value is that the customer only moves within the scope of your own media (i.e. website, YouTube channel or company blog), and you have full control over exactly what they find out about your company.
For most Poles, a high position in the Google ranking is a sign that they are not dealing with a gimmick company, but a strong player on the market. But that’s not all – SEO is also about positioning your Google My Company profile. Therefore, it is worth taking care of a large number of positive (but true!) opinions about the company in advance. Opinions on Google Moja Firma are not only a practical use of the principle of social proof of rightness, but also one of the rankings positioning your business card (e.g. for keywords such as: “hairdresser Warsaw”, “Chinese restaurant Krakow”, or “natural cosmetics Wroclaw”).
More potential customers
SEO PR activities influence the generation of leads. This can be looked at from two aspects – a well positioned brand with positive reviews and a trustworthy image simply attracts Polish customers (who are a distrustful type of customer!). On the other hand, part of SEO activities is gaining backlinks from trusted websites and media (e.g. thanks to sponsored articles). This is also another step towards increasing the number of customers.
Where to start with SEO PR in Poland?
Now that you’re convinced that you want to take on SEO PR work in Poland, you need to start with a few things:
Analyse your website from a UX perspective
User Experience is one of the most important factors influencing the search engine position of a website. The look and user-friendliness of a website also have an impact on your PR. Hardly any Pole will be attracted by an uncomfortable shop interface, glaring colours or a website that is not adjusted to mobile requirements. And this is just the tip of the iceberg. A good first step is to consult your website with a UX expert, who will immediately point out elements for improvement.
Write new content for the website
It is the content that influences which phrases and keywords the website is positioned for. Therefore, you should make sure that both the home page and the “about us” or “brand philosophy” tabs are filled with well positioned content in Polish. However, remember that texts cannot be artificially stuffed with keywords (remember about user experience!). Write texts in Polish – with the help of a professional Polish copywriter or a Polish proofreader who knows the principles of SEO copywriting. Google algorithms lower the position in the search engine of pages with language errors.
Create a plan for content creation and distribution
If your Polish website is ready, it’s time to continue filling it with content. This is where Polish PR and SEO come into contact with content marketing – and this is how you should look at these activities. An interesting, systematically maintained blog with long articles and relevant phrases should build your position as an expert in the industry. Don’t forget about a solid content distribution plan on other platforms (e.g. newsletter, ads in popular Polish social media, etc.).
Beware of artificial actions
Always follow Google’s current recommendations and keep up to date with algorithm updates. Absolutely avoid artificial actions that boost your site temporarily, but have lamentable long-term effects. Beware of SEO agencies that suggest building back-up sites or creating low-quality content. When choosing a Polish SEO agency, always ask about their experience in SEO PR on the Polish market.
Useful SEO PR techniques and tools
Now that you’ve built a solid foundation, it’s time to get down to specifics. Here are some techniques (along with ready-to-use tools) that help you plan and implement your SEO PR strategy on a daily basis.
Analysis of key phrases
After all, you need to know which keywords and keyword phrases to position – both in the content on your own website and in the PR material you send to the media. This is where the Keyword Planner from Google comes in handy, but also many other applications: Senuto, SEMSTORM, Keyword Surfer, Ubbersuggest or even Answer the Public (great for creating blog content built around a single topic). However, it is worth looking at the results with a pinch of salt, as these types of tools sometimes do not work as well in Polish as they do in English.
Natural acquisition of backlinks
Link building helps to increase domain authority, which not only influences higher search engine results, but also the expert image of a company. In simple terms: the more links pointing to your website from other high authority websites, the higher your position in Google. How to do it? A well-thought-out strategy of PR publications in national (e.g. WP, Onet) and trade media can help. Each such article or mention should link the reader to your company website (with a follow link).
Real time marketing
In Polish SEO PR, getting in touch with trending topics and having a good sense of timing are of great importance. Keep track of what is happening in the industry and make statements about it, e.g. on a blog, on social media or in a newsletter. The easiest tool to analyse trends is Google Trends. Just select the “Poland” filter and phrases related to your industry.
Opinions about the company
As we mentioned earlier, company reviews are an important part of your PR efforts, which can either positively or negatively affect your SEO as well. Build up a database of positive brand reviews in various places: on your Google business card, Facebook, review sites, price comparison sites or blogs. Encourage customers to write longer comments than just ‘recommend’. It’s also a good idea to keep track of online mentions of your business and respond accordingly. This is where a number of web monitoring tools come in handy, such as Google Alerts or Brand24 and Unamo.
Internet forums are still a great way to spread positive information about a company in Poland. Just remember to do it with taste (commission these activities to professionals). Opinions should be factual and as long as possible. It is also important that links to the company’s website are woven into the content in a natural way.
SEO PR in Poland is an activity that not only should be implemented in the company’s communication strategy – they just naturally go hand in hand. If you are looking for a Polish PR agency that has a pool of experienced SEO experts in Poland, contact us. We will help you plan and then implement coherent communication that will build your image and increase the number of clients.