Online public relations have enormous potential regarding SEO, know the aspects that you should consider when starting a strategy that generates valuable mentions and backlinks for your website.
Today it is easy to pay for social media advertising to gain visibility. If you have enough budget, this is a good strategy for people to know the service or product that your business offers and get leads, but are you paying enough attention to Digital PR and SEO?
Digital public relationships can offer your company what paid advertising campaigns are not able to guarantee:
- Third-party guarantees
- Organic search results
Also, the budget to start a Digital PR strategy is usually less than the money you could spend on paid advertising, a good reason for you to start taking advantage of this tool in your SEO planning.
What is Digital PR?
Before moving on, you need to be clear about what the concept of Digital Public Relationships refers to.
In a few words, it is about getting mentioned in interesting articles published in digital media (such as newspapers or blogs). It could be said that it is the evolution of the traditional press, but with some differences.
For example, digital public relations directly influence SEO. This is because so much of digital PR relies on building links from high-quality, highly targeted, and important publications. This improves search engine rankings, traffic, and sales.
In fact, 51% of marketers say they notice the positive effects of link building within one to three months.
Good practices of Digital PR and SEO
Now, does this mean that all mentions in digital media are good for SEO? Not really. The effectiveness of your Digital PR plan will depend on aspects such as quality, naturalness, and specificity.
Here are some best practices to get you started in the world of digital public relations on the right foot.
Create valuable content
To get the best publishing deals, you need to offer valuable content to the media. But what factors determine what is “valuable” and what is not?
Reviewing the Google guidelines, you will find some important points that the search algorithm associates with quality and relevance, such as:
- The good use of keywords and synonyms.
- The validity of the content (when was it last updated or is it still useful to the end-user).
- The expertise, authority, and reliability of the content.
For your consideration, “Why”, “What”, and Infographics posts receive 25.8% more links compared to “How To” posts and videos.
Also, long texts get on average 77.2% more links than short articles.
Look for relevant links
Link relevance is very important to Google. The total number of links does not matter for the search algorithm, on the contrary, a single relevant link can have more impact than millions of low-quality links.
So part of ensuring a good strategy is making sure the posts you target offer links that are relevant to your brand and topical focus. Here are some tips to help you choose the best option:
- Investigate journalists, editors, or the editor in charge.
- Read previous articles and analyze the orientation of the medium.
- If you find a story that fits perfectly with your brand goals, look into making an agreement to include links to this already published content.
Choose the landing page well
Based on the ranking goals you have defined for your website, you need to assess whether it makes sense to generate links to a main or underlying page, always considering the content that the reader/prospect will see.
For example, there may be a specific set of products that you want to sell more of, perhaps based on:
- profit margins
- availability in stock
Whatever the case, the final destination must be consistent with the published note. If the user considers that the final destination does not add value, you will have wasted a link that could have been the first point of contact to close a sale.
Use precise anchor–texts
Anchor texts or anchor texts are an important part of link building in Digital PR. Pay special attention to naturalness and be honest with the readers. To simplify, here are a couple of tips:
- When adding links, make sure they fit in with the rest of the text. If you’re having a hard time including a link in a paragraph, the reference probably doesn’t belong there. It is better to put it somewhere else and avoid making the final text unnatural.
- Use anchor text responsibly and don’t try to fool people. For example, if the anchor text says “legal services”, it would be bad practice for that link to take the reader to a travel agency website.
In conclusion, digital public relations is an excellent opportunity to improve positioning with low investment, but you will need to base your strategy on good practices to achieve positive results. If content generation is an issue, you can always delegate this phase so you can focus on closing publishing deals.