We all know that we need to keep the Google search spiders active.
To do this we have to continuously create and post fresh content, use our key words in all of our copy and of course, obtain backlinks from other websites.
But what does SEO have to do with publicity?
Well, I’m glad you asked, because the answer isn’t that obvious….until you stop to think about it, and then it seems as obvious as a sledgehammer in the face!
Think about it; the world has gone mad for digital. Which means that everything we could possibly need can be found online. And I mean everything.
Once upon a time in the PR world, print was king and reigned supreme for many, many years.
Every brand under the sun wanted to be seen in a glossy magazine or a daily newspaper.
Not only would they be seen by their ideal clients and customers, but they had something to hang on the walls, taking pride of place in the office, be it on the walls of reception or as part of a glossy book on the coffee table or in the boardroom.
It was shamelessly placed so that visitors would spend their time looking at the walls or flicking thorough the book while waiting for a meeting to start. What better time to demonstrate how brilliant your business is?
If you’ve been featured in the press then you must be a business to look up to and admire.
Being featured in the press has always been seen as a badge of honour. It’s something to celebrate and show off and be immensely proud of.
I remember quite vividly…..before I became a personal PR consultant and self-confessed pitch bitch, I was working at a PR agency in London and our biggest client was so averse to online coverage. He very much saw online as the poor relation to print.
Online coverage wasn’t something you could show off in the boardroom to visitors, shareholders and suppliers.
You couldn’t physically pick it up, flick through the pages and experience coverage in all its glory.
No. Online wasn’t good enough!
But boy have the tables turned!
Because online coverage:
- lasts forever
- can be shared in a number of different ways via social media channels and your email list
- should include key words that will activate the Google spiders
- can include backlinks to your website
Print coverage doesn’t have the ability to do that.
So, while print coverage can be very sexy and shiny, you can’t really make it work harder for you in a digital world.
Unless of course you’re really lucky and your PR coverage in print is also featured online, but that’s never guaranteed as most publications have a separate editorial team for print and online these days.
If you run an online business and you’re used to being part of that online world, then you’ll understand how important it is to maximise what you’re sharing online.
But you’ll also appreciate how ‘noisy’ it is these days. Especially since Covid-19 hit as the world seems to have pivoted to create an online version of their business.
And it makes total sense.
The online world isn’t going anywhere any time soon.
Having an online business opens you up to more opportunities because you’re no longer restricted by the location that you’re in.
When you have an online business, you really can work with anyone, anywhere in the world.
And that’s pretty fricking exciting!
The business world has certainly changed since I started my first PR role back in 2004. I mean, I don’t think Facebook was even a thing back then! That’s mind blowing and makes me feel really old!!
However….as with everything, there is no magic pill, no magic wand or magic bullet to do everything for you.
I’d love to tell you that securing publicity for your brand and being featured in the press is the answer to all your SEO prayers.
But it’s not.
You still need to be strategic with the content that you’re sharing.
If you’re writing guest blogs then your key words need to be used within those blogs.
If you’re contributing articles then your key words need to be used within those articles.
And if you’re being interviewed by a journalist so that they can share your expertise? All you can do is use your key words as often as you can, but there’s no guarantee that they’ll make the final edit.
Sadly, for us, journalists don’t write features and articles with our key words in mind, they write them in a way that will appeal to their readers.
But all is not lost, because there IS a way that you can repurpose coverage that doesn’t necessarily focus on your key words.
Here are my top 3 tips on making your press coverage work harder for you:
- 1. Write a blog post about your experience of being interviewed/featured in the press.
- 2. Write an article on LinkedIn about your experience, OR, go deeper into the subject you were interviewed on to really cement yourself as the expert
- 3. Send a newsletter to your email list to share your wins, but also to give them a reason to book a call or a session with you
SEO can be a minefield and getting publicity can be a minefield, which is why I’d also suggest outsourcing this work to someone who is bloody awesome in these areas, OR, someone who can teach you how to do it yourself.
And yes, you could totally Google it, but who really has the time to sift through all the different links and then actually follow the instructions to get the job done?
I’d much rather pay someone to help me get straight to the point and take action that will help drive me forward.
But that’s just me.
If you’re happy to Google the answers all the time then go for it, just remember that links that pop up will do so based on SEO, or because a company has paid for ads.
Anyway, SEO really isn’t my area of expertise, hence why I use an incredible digital marketer and SEO badass for all my SEO needs. I do however have you covered on the publicity front!
If SEO floats your boat and you do want to learn more about the relationship between SEO and publicity, then this article on The Role of Traditional PR in SEO is a pretty awesome place to start.