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For people outside the profession, PR often only relates to a press release in their mind. I think ‘reputation management’ is a better term that has more clarity. Awards recognition, lobbying, public comment, speaking at events, reporting and media exposure are all part of PR.
People spend twice as much time online as they used to 12 yrs ago. So this means that the way people research, shop and buy has really changed, and marketing has had to evolve alongside this change. Lines are being blurred between disciplines and these two are no exception.
The way Google’s algorithm works increasingly favours PR’s core competencies.
Adding to the knowledge graph through social media, structured data, authoritative links and content.
Then if we look at the pillars of search intent – Informational, navigational, transactional and in addition to the do, go, know, know simple.
Compare to the foundations of a press story, there are great similarities.
And then at events including MozCon, Brighton SEO and the PR Week conferences, you’ll find traditional PRs, marketers and copywriters up on the stage talking about content, link generation and working with the latest technologies.
Explaining what can be achieved from PR efforts to the CEO can be difficult, but the measurable results that SEO provides make this explanation easier. There are commercial outputs when PR and technical SEO are working together.
So how do you keep them both satisified?
Create content for upcoming trends. Look for story angles that work with current news headlines, trending products, people or places for example. All kinds – images, videos, graphics, articles and so on.
It’s a winner because… you’re providing hot topic content, for high volume searches and subjects media outlets are looking for new stories on. If your content solves a problem, or even better a search query, then even better!
Great for user experience, SEO. How are they good for PR? Here are 5 reasons:
Deeping the message – extra info, images, comment, as I mentioned earlier Shareability – making it easily shareable Resource for reporters – particularly good for large elements like video, full survey data etc SEO – making the content essentially live forever Measurability – tracking and behaviour
Survey run by Inc.com
BrightLocal also found the next step that online shoppers take is changing. In 2016 the most taken action was to visit that company’s website and in 2017 this had decreased and an increasing number of shoppers said that after reading a good review they look for another good review.
In Local SEO results, searchers can filter by ‘top-rated’ so reviews matter there and they add to website’s credibility.
Social media is super popular because, albeit to differing levels, humans are narcissistic.
May have seen posts like this from companies you follow on Facebook for example. Rather than just posting photos of new reg car arrivals, they post with customers… if the customer is willing to be tagged, there’s an amazing opportunity. They see it, like it, share it, friends comment, friends of friends see it and the PR is done for you. Happy customers and a happy social media manager as engagement increases and the activity adds to the authority of the local brand online.
Other examples would be brands at events encouraging selfies in some way, companies sharing their latest media exposure; we sure do. Shout about yourselves!
Key thing for local SEO is to build local relationships.
And this is the part that David mentioned earlier about bringing offline online. If you are sponsoring your child’s football team, ask for a digital link as well as having a printed ad in the match programme and logo on the shirt.
Utilise Google posts to get a low-level extra impact on rankings and promote your events at the same time. Previous events of ours. Search engine land conducted a study on the SEO benefit of Google Posts and whilst the impact was low, it was positive and the rankings maintained themselves for a much longer period than posts from social platforms such as Google Plus did.
Why PR & SEO really do love each other - Worthing Digital 10.04.18
Why PR & SEO really do love each
The PR and SEO crossover
Custom landing pages
PR is what, exactly?
Public Relations is the discipline which
looks after reputation, with the aim of
earning understanding and support and
influencing opinion and behaviour.
It is the planned and sustained effort to
establish and maintain goodwill and
mutual understanding between an
organisation and its publics.
Where the love story begins
Adding to the knowledge graph
Attracting visitors and serving them
Conducting online activities to
increase the visibility of a brand and
its products/services in SERPs
Getting inclusions and links from
high-value media and influencer
Generating and seeding engaging
Raising a brand’s profile on and
Reviews influence buying activity
Choose and focus
Implement a strategy
See negative reviews as an opportunity
84% of PeopleTrust Online
ReviewsAs Much As Friends’
Citations – local directories, local review sites,
Local partnerships – sponsorships,
Competitions/Giveaways – could lead to blogger
mentions and brand links
Events/charity fundraisers – local media like
good news and people stories
Remember to think ‘local’
Make your content right for your audience
Mentions and citations on credible websites benefits SEO
Two contextual links per web page is enough
Don’t be afraid to ask for links
Take the time to build dedicated landing pages
Don’t spread those precious customer reviews too thinly
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