Link building has long been a cornerstone of SEO strategies, with the idea that more links from authoritative sites would boost search rankings. However, SEO has evolved, and Google’s algorithms are now much more sophisticated.
To improve search rankings today, you need a comprehensive digital PR strategy that cultivates expertise, targets key touchpoints in the buyer’s journey, creates compelling data stories, and garners influence through reputation and recognition.
Key insights:
- Digital PR for SEO is not just link building but can be seen as an alternative to it.
- Integrated SEO and PR. Google’s AI evaluates reputation, making digital PR and SEO closely interconnected.
- Digital PR for SEO involves more than links and brand mentions; it’s about the overall online reputation of a company’s products or services.
- Data campaigns that align with media trends can enhance a company’s reputation through media coverage.
The past year has revealed much about the capabilities of generative AI and large language models (LLMs). These models can understand a website, content, or individual’s reputation within a specific area of expertise. For example, asking ChatGPT Plus about a figure like "Barry Schwartz from Search Engine Roundtable" demonstrates this understanding.
Rather than focusing solely on backlinks, today’s SEO is more about reputation. Google’s Search Quality Evaluator Guidelines detail how to assess a site’s and content creator’s reputation, reflecting how Google wants its search engine to act.
Reputation Insights:
- Research should be specific to the topic of the page.
- A site might be a trusted source for one type of content but not another.
This shift in focus requires new strategies in SEO, emphasizing the cultivation of reputation for sites, content, products, and individuals/entities, going beyond link building.
Integrating PR and SEO:
Public Relations (PR) manages reputation across various platforms, aiming to shape public perception effectively. Applying PR to SEO involves targeting not only search engines but also your audience to build the reputation of your organization and its offerings.
What Digital PR Isn’t:
Digital PR for SEO is not synonymous with traditional link building. It’s not just about:
- Link profiles.
- Brand mentions.
- Manipulating rankings.
- Link inserts or guest posting.
- Selecting sites based solely on link numbers or Domain Ratings.
Instead, links should result from a well-executed program integral to user experience, not just for improved rankings.
So, What Is Digital PR?
Digital PR for SEO is about optimizing for search engines and audiences by building the reputation of the product/service, site, content, and individuals associated with it.
Traits of Digital PR for SEO:
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Topical Field of Expertise:
- Individual Expertise: Deep knowledge and experience in a specific field.
- Organizational Expertise: Specialized capabilities within an organization.
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Proof of Expertise:
- Unique research that aids the audience.
- Customer stories showcasing real-world application.
- Expert commentary simplifying and explaining actions.
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Data-Driven Storylines:
- Create studies or research aligned with media trends.
- Use various PR tactics like reactive PR, bylines, and podcasts to disseminate data.
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Influence and Recognition:
- Actions like sharing links, mentioning your brand, or endorsing your product.
- Recognition from diverse sources including journalists, bloggers, and customers.
- Relevancy to an Audience:
- Target specific audience segments and personas.
- Engage journalists and editors to create content valuable for their audience.
The Buyer’s Journey:
Understanding the buyer’s journey is crucial, encompassing:
- Awareness: Identifying the problem and initial search for solutions.
- Identify: Evaluating all potential solutions.
- Consideration: Narrowing down to specific solutions.
- Further Considerations: Deep dive into chosen solutions.
- Decisions: Making the final purchase decision.
Research touchpoints such as search engines, podcasts, blogs, press, newsletters, and social media to create integrated SEO and PR funnels.
Conclusion:
Digital PR for SEO transcends traditional link building by developing a comprehensive strategy focused on reputation, audience engagement, expertise, and data-driven narratives. This approach integrates various elements to optimize for both search engines and target audiences, significantly differing from standard link-building practices.
