At first glance, PR and SEO may seem like two disparate areas of marketing with little to no overlap. And that may have been true a decade ago. But in 2017, you could easily make the argument that your PR campaign directly contributes to the success of your search rankings. Let’s discuss why this is so and how to properly integrate SEO with PR for maximum impact.
PR Creates Links
Let’s say that your law firm is featured in a major publication, receives mention on a local news outlet, is featured on a top legal blog, etc. Besides the positive press and surge in brand equity, it’s going to mean valuable links pointing back to your website.
This is important because backlinks have been and continue to be one of the top ranking factors in Google’s algorithm. Backlinks are the primary type of currency that Google uses to determine which websites offer the most value and deserve to climb the rankings.
The more links you have from a variety of high-quality, relevant resources, the better your rankings should be. So when you think of it like this, it’s easy to see how a strong PR campaign directly influences SEO.
Aligning PR and SEO
In order to take advantage of this phenomenon, your PR and SEO must align. But how do you accomplish this?
It all starts with establishing a list of keywords that you want to be associated with your law firm. By focusing on a handful of highly targeted keywords, they become synonymous with your legal brand and help your firm get found in SERPs.
You will want to use these keywords across all of the outlets you use in your PR strategy. For instance, you might use them:
- In press releases
- During interviews
- In guest blog posts
- In publications
By doing this, reporters and any other media outlets will use these keywords to describe your legal brand. In turn, this helps your establish a sense of consistency that strengthens your brand.
Seeking Relevant Outlets
The other main aspect of properly aligned PR and SEO is having your law firm mentioned in the right outlets and ensuring that you maintain a consistent voice at all times. In order to do this, you’ll need to identify the ideal outlets in which to reach your target audience.
From there, you’ll need to brief your marketing team on what type of brand image you’re looking to achieve and any specific points they should cover. In other words, you want to ensure that everyone is on the same page. This will prevent confusion for the public and solidify your legal brand as a distinguishable entity.
There’s no denying the correlation between PR and SEO. Understanding this correlation and following the right steps should have a “trickle-down” effect, which will lead to quality backlinks pointing to your law firm’s site as well as an improved brand image. When you put this altogether, it will ultimately boost your search rankings so that you can outrank competitors for critical keywords.
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