PR and SEO: A Match?These days, tips on integrating PR and SEO are everywhere.

Even here!

If you’ve been reading Spin Sucks for a while, you know we talk a lot about how to earn links, best practices for news release, content approaches, and more.

We believe so strongly in optimized content that we created an entire course focused on it—The Modern Blogging Masterclass.

But what if you’re a beginner and don’t know where to start or with what?

With so many tips out there, you might feel overwhelmed.

And, if scrolling through Spin Sucks posts seems daunting, don’t worry.

This article is exactly what you need to get started with PR and SEO.

The Beginning

The first #PRStudChat in 2018, which took place last week, focused entirely on PR and SEO and why PR professionals must acquire this skill.

Special guest and co-host, Natasa Djukanovic, sales and marketing director of Domain.ME, led an informative session for students, educators, and PR pros to better understand and embrace the importance of SEO and to enlighten the community on best practices.

It all starts with understanding what SEO is.

According to Moz:

SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Pretty simple, right?

But not easy.

However, it’s a starting point. Now that you know the definition, let’s dig into why PR pros must learn PR and SEO.

How Important is it for PR Professionals to Learn about PR and SEO?

If you’re in PR, you need to know SEO is not someone else’s job. It’s your job, period.

You are the content wizard for your company; you’re the one managing all external communications, from media relations to social media to influencer relations.

You must know how to optimize your content to show up on the first page of Google, how to drive more traffic to your company’s website and blog, and how to increase your website domain authority.

Long gone are the days when this was the job of a tech guy (or gal). You are the storyteller. Your content tells a story about your brand.

There is no such a thing as “build it and they’ll come.” These days it’s more like “if you build it and don’t optimize it, it will be buried.”

The saying “the best place to hide a dead body is page two of Google search results,” has never been more true.

So, you see it’s more than part of your job as a PR professional. PR and SEO can make the difference between succeeding with content or failing miserably.

After all, you are not doing your job if no one finds and reads your content.

Keep Learning

Digital media keeps evolving day-after-day, year-after-year.

Yesterday’s best practice is obsolete today. Just look at the latest Facebook news.

Constantly learning and educating yourself is the best shot at always being on top of your game.

In terms of SEO, pay attention to:

  • Keywords you want your content to rank for
  • External links to your website
  • Internal linking in your content
  • Your website domain authority
  • How your content is structured to name a few factors

Keep up with the latest trends in the industry.

Follow Moz, Google, SEMRush, Kissmetrics, SearchEngineLand, SEOJournal, courses on LinkedIn Learning, and Yoast.

I know, it’s a lot to read, especially when there are many things on your plate. Here is a trick to help you stay on top of SEO news and avoid being overwhelmed.

Create a folder in your Feedly or Pocket account and add these sites.

Every morning, while drinking your coffee take a look at the Feedly or Pocket summary and see if something gets your attention.

It shouldn’t be different than keeping up with the latest news in our industry or your clients’ industries.

And if you want to take your PR and SEO education to the next level, start your own blog and begin writing.

It’s the perfect occasion to learn by doing, to test different tactics, and then recommend them.

Moreover, as you grow your blog, you will gain credibility and position yourself as an expert, which is great for you and the company you’re working for.

Dos and Don’ts for PR and SEO

Now let’s talk about what you should and shouldn’t be doing in terms of PR and SEO.

Let me start by saying the PR industry has a bad reputation as it is (“spin doctors”), don’t add to that by using shady techniques to save time or get instant results.

The eyes of Google are everywhere, and they constantly improve their algorithm to fight shady link building techniques.

Keep in mind this is a long game, and you build it step-by-step.

There is no “lose fat fast diet” to get on the first page of Google results and gain thousands in traffic and leads.

So, don’t do that!

Let’s talk about dos.

  • Create relevant content for your client’s audience.
  • Find relevant keywords they can rank for on Google first page results.
  • Once published, amplify your content and share it. No one will know about it if you don’t share it with your email list and on social media.
  • Keep an eye on your website analytics. Get proficient with Google Analytics and track your content performance.
  • Optimize your content based on what analytics tell you.

SEO is an ongoing game. Don’t miss this fantastic opportunity to get your content in front of your target audience.

Catch up on the January #PRStudChat with this summary.

Next on #PRStudChat

We started the year talking about SEO and why PR professionals absolutely must learn it.

In February, we continue the conversation with a chat on how to create engaging content to help you boost your career.

Special guest is Julia McCoy, CEO of Express Writers, author of Practical Content Strategy and Marketing, and content marketing educator.

Join us on February 15 for another exciting learning opportunity on all things content.

Corina Manea

Corina Manea is the chief community officer at Arment Dietrich, an integrated marketing communications firm. She works directly with Spin Sucks students and writes for the award-winning PR blog. She also is the founder of NutsPR. Join the Spin Sucks  community!

View all posts by Corina Manea