If you invest in PR or SEO for your agency or organization, it’s important to understand how the two work together, how they overlap and how they differ.
Here are four reasons the two efforts should come together:
1. External link-building is SEO 101.
Search engine optimization improves your website’s ranking on search engines. Think of SEO as a video game. Points determine your rank. An effective way to increase your ranking is to host links back to your site.
The value of a link is based on the linked site’s popularity, importance and trustworthiness. A blog that ranks the best hotdogs in a 10-mile radius from your city center is worth a few points. A link from Forbes gets many more points.
PR gets others to say good things about your company, brand or product. The wonderful things people say about you usually include a link to your website. If not, someone should ask that they do.
PR pros use many tactics to get clients coverage: guest blogging, contributed content, expert opinions and insight on breaking news, pitching story ideas, hosting media events and more. This qualifies them to judge what your brand can offer reporters, who wants to hear it and how to contact the gatekeeper who publishes your content and what makes for a good story.