Why combine PR and SEO Strategies?

The SEO and PR marriage: Not as troubled as you think

So, how did PR and SEO meet?

Once upon a time, young and troubled SEO was introduced to confident, shining PR. SEO was a little overwhelmed at the meeting, but its parents pressured it into the match. The two were married with little fanfare.

At first, SEO was content to allow PR to go about its ways with no interaction. SEO would work on its websites, devising digital marketing plans, and PR would do the same, neither bothering to ask the other whether they could help. Needless to say, it wasn't the happiest situation.

The change in this fairy tale didn't come quickly. It evolved over time. With the passing of years, SEO and PR realised what they meant to each other. It's about time you realised, too.

Where the problem lies

How can PR help SEO? That's the main question in this story. PR concentrates on getting a company's name out there, but doesn't bother with any of the more tangible returns that are necessary in SEO. PR doesn't worry about links or technical details. The two don't seem to fit together easily. However, you should combine PR and SEO.

The realities

The fit of SEO and PR becomes smoother when a broader view is taken. SEO is becoming less and less about technicalities and more about the gentle tweaking of internet social patterns for beneficial effect. Coincidentally, PR is also about tweaking social patterns.

Here are some solid ways PR can help with SEO efforts:

The trickle-down effect:

When it comes to online PR, a lot of effort is put into getting content published about the company. These pieces may not always include a direct link back to the company webpage**, which renders the piece less useful for SEO, but there is a trickle-down effect. Over time, as pieces are commented on and shared, they sew the seeds of SEO. Another aspect of such pieces is that they open up new avenues of communication, and these can be used for SEO. If a publication is willing to publish a piece on your company, they may be willing to publish your guest post as well, with your website link in your author bio.

Bringing freshness:

One thing that has become more important in SEO in recent years is the concept of 'freshness'. Google is always after the newest results. Happily, PR tends to turn a company's focus to the new as well, simply because it concentrates on turning fresh events into newsworthy ideas. This means that online PR tends to keep SEO focussed on what's new.

Finally - enriching communities:

PR concentrates on community-building, increasing awareness of a company throughout the communities on the net. As time goes by, Google is becoming more interested in this aspect of web presence as well. Websites are being judged not only by the number of links they have or the keywords they feature, but the way they engage internet users.

A good SEO plan these days has to be long-term and far-reaching. PR methods will help with that. It is a bad idea to discount PR theory altogether.

** It is worth requesting links back to your page because not only is it a traffic driver, but google will also consider it a genuine link which is beneficial to your site in more ways than one!