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PR for SEO: How to build your brand presence online

PR for SEO: How to build your brand presence online

Get ahead of the digital hustle   

Acquiring the attention of your audience is one thing but generating interest from Google and other search engines is another game altogether.  

The rise of social media and the way we consume our news and information has disrupted the media landscape and, although the game is fast-paced, it is possible for online-savvy brands to keep up in the digital world.  

Your website is your most important tool for communicating to your audience and, in turn, achieving your business goals. But how do you ensure your target markets are finding your website? Success in Search Engine Optimisation (SEO) is no longer just about scattering keywords in copy and hoping they will be picked by Google’s spiders. In this crowded space, investing in digital PR – or PR for SEO – gives your brand a competitive edge and helps build your brand presence online.

What is PR for SEO? 

PR for SEO is about creating quality content and communications that are designed to meet the needs and interests of your audiences, whether people are in “search mode” (ie, when they’re specifically looking for your product or service) or “browse mode” (scrolling through social). 

It’s strategic. Put simply, we use data and insights from various online tools to pinpoint exactly what your target markets are searching for, then we tailor high-value, quality content to engage them and ultimately lead them to your website.  

The ‘why’ 

Why is digital PR so important in today’s climate? One word: Google.  

Google is now the largest media property in the world and, when it comes to making a decision, taking action or making a purchase on almost anything, 80-90% of the global population will pre-research online first.  

So, if someone in the above category researches your product or service and your brand is one of the first to come up in the results, pat yourself on the back. If you’re number six or more down the list, there’s work to be done as 67% of all clicks are on the first five organic results. 

As 80% of Google users only click on the organic results – and not the paid adverts at the top – investing in Google Adwords won’t help. Why? Because your audience prefers compelling, trusted content over advertising (even Google itself favours this type of authentic content!). 

The test 

One way to check if your online presence is up to scratch is by finding your website’s Domain Authority. Domain Authority is a search engine ranking score that predicts how well a website will rank on search engine result pages. Visit www.moz.com to try yours – the higher the number (between 1-100), the greater the ability to rank. 

The ‘how

As we mentioned, this isn’t something that happens organically. The key to success in the digital PR space is a detailed strategy that considers your brand and your goals at the highest level.  

At Scope Media we use a range of PR for SEO techniques to ensure the right content reaches the right audience at the right time. We create and activate quality, optimised content in various forms across an integrated mix of channels in order to create an online omnipresence for your brand. 

The channels  

  • Owned: Website and other brand-owned channels 
  • Earned: Media, affiliates, thought leaders, influencers (backlinks from this category are worth their weight in gold and earn massive brownie points with Google) 
  • Shared: Social media channels (if people engage with and share your content, Google sees that you are an authority on the topic in your coverage) 
  • Amplified: Social media, sponsored posts and sponsored stories  

All of these channels ideally lead to a customised “content hub” on your website to engage and assist your audiences while simultaneously increasing your Domain Authority.  

The result  

The best part of PR for SEO is that you can measure the success of a campaign – we use tools such as Google Analytics, Domain Authority, backlinks and shares (not likes) to measure marketing and public relations activity, as well as the online behaviours of your audiences. 

This modern, all-inclusive approach to PR is something we’re really excited about at Scope Media and we can’t wait to share our expertise with you. Get in touch to find out how we can help ramp up your organisation’s online reputation and visibility.  

Rebecca Williamson
Written by Rebecca Williamson
An accomplished writer and editor, Rebecca has worked for NZ’s top-selling magazines and publications, and honed her PR communications skills in Melbourne. She brings extensive insider knowledge of NZ and international media, knows how to craft compelling copy, and can get your story or organisation noticed.