When we think about SEO 10 or even 5 years ago, it was completely different from what we have today. Most of the businesses have come to recognition of the importance of SEO. Everyone these days wants to be seen in the first positions of the first page in Google search as it not only helps to generate leads but also plays a massive part in brand building as well as generating leads and sells.
Recognising the importance of SEO strategy, many are willing to spend a large part of their budget on improving search engine rankings, and they frequently look to digital marketing agencies to deliver this. But without a thorough grasp of the processes, they can end up ploughing money into ineffective and costly campaigns.
Perhaps the biggest drawback to a purely SEO-driven approach lies in the fact that it rarely produces the high-calibre content needed to push a website up the rankings, and this is where PR can be a major asset.
The great thing about people from PR companies – they know what people want to read, what’s on trend at the moment and what style or tone to use in order to write an amazing and well optimized SEO content, while still being interesting for the reader. Another great asset, they create engaging content for brands on a daily basis and can spend years cultivating relationships with media contacts, to ensure coverage for their clients. By securing content on high domain authority websites, particularly if it includes a backlink, they are almost accidentally helping to improve a brand’s online visibility and ranking on Google.
It’s not a secret, that acquiring backlinks from high authority domains – is not an easy challenge, however, many marketers these days will take a different approach and will collect links from poor quality websites.
More often than not, today’s best digital marketing campaigns involve a blend of PR and SEO practices. Good content, and the ability to pitch to journalists, comes from the PR side, but SEO provides a more strategic approach to link building. This includes understanding the website’s authority, creating anchor text and knowing whether a publication is likely to use follow links. Where content is concerned, SEO experts can suggest relevant keywords and how to structure a piece to generate the maximum organic traffic.
Despite these changes, businesses of all sizes will always strive for online exposure, and now more are beginning to see the benefits PR can bring in securing those prized organic links.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.