Why PR should be talking to SEO

News coverage means better search results, and vice versa. More than ever, public relations and search engine optimization must work together.

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Rankings—brand name, long-tail search terms. How have these moved? • Site traffic—has there been an increase in unique visitors? • Inbound links—are there clickable links back to relevant content on your website? • Average time on site—the longer people spend on a site, the more engaging and relevant to your audience the content is. This is also a significant part of Google’s algorithm. • Social media referrals—how many people have reached your site through social media? • Social media mentions—how many uses of a hashtag or your brand name have there been? • Audience reach—how many people could have seen your message? • Inquiries/sales—the bottom line, are you making more money following your campaign? • Domain authority of coverage—the higher the number, the more authoritative the website. • Page authority of any resource on site you are linking to—has it increased? • Brand mentions—how many times is the brand referred to?

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