If you’re doing search engine optimization (SEO) effectively today, a significant portion of your efforts will overlap with traditional public relations (PR).
This is because, over the last few years, search engines have reduced the influence of easily manipulated ranking signals and refined their algorithms to better reflect user experience. In essence, websites that satisfy their users tend to rank better than those that do not.
Inbound links remain a critical element of any SEO campaign, but the straightforward link-building tactics of the past have been largely eliminated, thanks in part to search engine updates. This includes buying links, large-scale guest blogging, embedding links in plugins or themes, and more.
The only type of link that remains valuable and effective over the long term is the elusive Holy Grail of link building: natural editorial links from high-traffic, authoritative websites.
And therein lies the challenge: How do we earn these coveted editorial links? Well, it’s a two-part equation.
The first part is creating amazing content. While the importance of high-quality content may seem overemphasized, the fact remains that without exceptional content, no one will link to your site.
The second part involves traditional public relations, as all that great content is useless if no one knows it exists. Despite frequent claims, your content won’t automatically earn links simply by existing and being amazing.
Effective link building requires outreach, and that involves understanding what motivates people — contributors and editors in this case. You need to introduce yourself, craft your pitch, and demonstrate how you can make their job easier, all within a concise format.
That’s no simple task, which is why many do it poorly. However, once you master this skill, it greatly amplifies your link-building efforts. Being featured in major publications can get you noticed by contributors at other outlets, making it easier to pitch to them as well.
Increased exposure generally attracts more media interest, leading to greater exposure and links. It creates a powerful cycle.
This operates on the principle of social proof, where people view you as trustworthy and authoritative because they perceive others they trust also see you that way.
The evolution of search algorithms has made link building and public relations very similar. In the past, link building was about amassing links, regardless of their source. Now, the focus is on quality, user intent, and user experience over sheer link volume.
Public relations comes into play here, focusing on getting real people at credible, authoritative publications genuinely interested in your story. It’s about adding real value, which tends to generate quality inbound links, as opposed to low-value links on sites no one visits.
Part of the beauty of this strategy is that since your links are relationship-based, they are harder for competitors to replicate, giving you a more dominant market position.
It may seem like a lot of work, and it is. But it’s worth the investment in time and effort.
### Making PR Work for You
So, how do we get people talking about us?
The first step is finding a newsworthy angle for your story. To do this, you need to adopt an outsider’s perspective because, frankly, people don’t care about you yet.
Contributors often juggle multiple deadlines while engaging with their audience and keeping up with industry content — meaning your self-serving pitch may be ignored alongside countless others.
For instance, claiming you’re “the premier real estate agent in Tampa Bay” isn’t newsworthy. Instead, examples of newsworthy angles could include:
– Proposing to share insights on affordable home improvements that increase sale prices, especially if prices in the area are dropping.
– Offering expertise on buying homes for veterans if you specialize in that niche.
– Providing tips on engaging millennials in housing, if they’re a growing demographic in your area.
Cheryl Snapp Conner, CEO of SnappConner PR, emphasizes the importance of adding meaningful value. She advises offering information and angles that meet the writer’s objectives, ensuring any links you receive are associated with high-value content relevant to your expertise.
With considerable experience as both a PR executive and a contributor to high-profile publications, Conner advises being proactive in engaging with writers long before needing coverage.
Compile a list of contributors in your niche whose content resonates with your market. Follow their work, share it, and link to it when relevant. This engagement can eventually lead to them welcoming your pitches if they provide value.
When engaging with contributors, both warm and cold, your approach should involve a brief introduction, a value proposition, some relevant story information, and an offer to share additional data while providing your contact information.
After a story is published, continue the relationship by sharing it on social media, linking to it from relevant sites you own, and continually engaging with the contributor’s new content.
Today, link building closely resembles traditional PR, focusing on quality publications, people, and exposure over link quantity. Adopting this mindset and committing to the effort not only generates results that exceed common aspirations but also provides competitive advantages.
