3 ways PR pros can win with SEO and analytics

If you think search engine optimization isn’t for PR pros, think again.

Especially during COVID-19, SEO is increasing in importance, as organizations seek to reach their target consumers and stand out in a noisy and cluttered digital media landscape.

“SEO is extremely adaptable based on the situation, goal or need,” says Jason White, director of SEO for Texas-based digital marketing agency PMG. “Depending on the approach to generating press, SEO can help identify the opportunity, guide content development and be a catalyst for success for how a piece is optimized.”

Whether you’re looking to get the most out of your next press release or aiming to take advantage of growing digital trends, such as online shopping, consider these keys to success:

1. Collaborate to create strategies and best practices.

Just as you shouldn’t execute your efforts or campaigns without a plan, SEO initiatives require a thoughtful and strategic approach.

“Planning allows communicators to maximize the impact of every action through deep analysis of strategy and discovery of cross-channel opportunities,” White says. “Without it, brands would struggle with disparate messaging.”