How PR Drives SEO Results
Public Relations is the most powerful tool of all for increasing domain authority
It’s no secret that when it comes to your website’s relationship with Google, you’d like to be at the top of the page looking down at your competition.
How do you get to the top of the Google search engine results page?
Getting to the top of the Google search engine results page depends on two key elements – what’s on your website and how many other sites link back to it.
By now, almost everyone has heard of Search Engine Optimization (SEO). This is the process by which you increase your position within a search engine’s unpaid results— often called natural, organic or earned results. Everyone’s goal should be to appear on the first page, usually this would be within the top ten, and there are two paths that can help you achieve this.
The first is understanding what is on your site – the content, the user experience/interface (UX/UI) and the code hidden within – and how search engines rank your page based off this information. The focus here is on optimizing your site so that the information can be easily found and indexed by a search engine. Keywords and key phrases are a critical part of this, but there is a lot more to it.
The biggest issue with this path is that search engines are very secretive about what you really need to do to manipulate this to your benefit. It’s more of a guessing game that some have been able to figure out over time – although Google is well known for making changes to its algorithm without notice.
While fixing what is on your website is incredibly important, it can only take you so far.
The second pathway to increase your search engine results is understanding how a search engine looks at all the information that is not on your site. Metaphorically speaking, you can think of this like a school cafeteria. You can be dressed in all the trendy clothes and look cool, but if you are sitting all alone then you are not seen as one of the popular kids.
This is where backlinks, or how many other sites are linking to your website, becomes incredibly important.
How do backlinks help SEO?
Search engines use backlinks as a tool to determine how relevant your site is. If a lot of other sites are pointing to your website as a source of noteworthy information, then search engines like Google rank your site higher.
While optimizing what is on your website is relatively easy, it is much more difficult and time consuming to generate quality backlinks. This need for valuable link building is where implementing public relations becomes critical for success.
How do you create quality backlinks?
The power of PR lies in its ability to secure placements in prestigious online publications that also include a backlink to your site. As more and more content gets published online, these backlinks begin to add up; e.g. the more kids are coming to sit at your table. This provides the needed credibility for Google – hence, moving your site higher up the page.
However, not all links are created equal. High-authority website backlinks register as exponentially better. A high-authority domain website is simply one that Google already knows and trusts, as opposed to some guy blogging in his basement on a low traffic site. One link on a high-authority website can “equal” 100 or even 1,000 backlinks from other low-authority sites.
Trade publications are almost always high-authority publications.
Does black hat SEO work?
Most companies who specialize in optimizing your search engine results want nothing to do with generating links on high-authority sites. They love it when they get them, because it makes their job of moving you up the page that much easier. However, in almost every case these SEO firms do not have the established relationships with editors to get stories posted on high-authority websites.
So, what some SEO firms will do is try to buy links from link farms or build fake web pages that are designed only to include backlinks to your site. These tricks are often referred to as ‘black hat’ SEO, and if Google discovers someone trying to deceive its algorithm, you run the risk of getting blacklisted – where you won’t appear at all within their search results. You may as well not even exist.
Furthermore, those phony PR sites that promise they can “send out your press release and you’ll dominate search engines like Yahoo!, Google, and Bing” are not going to work either. Google knows about these sites and they generate no SEO value.
Are press releases good for SEO?
Furthermore, those PR sites that promise they can “send out your press release and you’ll dominate search engines like Yahoo!, Google, and Bing” are not going to work either. Google knows about these sites and they generate little to no SEO value.
What is the best link building technique?
With PR, you are able to reach your target audience with powerful messaging that can build brand awareness and credibility, shorten sales cycles and generate qualified leads, but you also got those very valuable backlinks on high-authority websites.
This is why companies that are looking to drive organic SEO results are increasingly turning to public relations agencies that have a history of link building. In doing so, you get the value of great PR, and a big boost towards your goal of landing that coveted, top spot on Google.