Public Relations and SEO are two very different practices with very different methods and tactics, but when used together will deliver results that can’t be beat.
On the surface, public relations and SEO are very different. PR’s are hustlers, wordsmiths, and master communicators. SEO’s are technicians, tinkerers, and problem solvers. In the past, I’ve written about the convergence of SEO and social media and in this post I’m going to delve into the integration of PR and SEO, which is becoming increasingly useful and more common.
Link Building Without Even Knowing It
Ask anyone in your PR department what link building is, and you’re sure to get varied responses (this is no slight to PR people, ask an SEO what a long lead is they will probably give you the same puzzled look). In general terms, link building is the act of generating good links back to your site. This can be done in a number of ways, but some of the more common ways include adding a site to link registries, social bookmarking on Digg, StumbleUpon, Reddit, and even reaching out to site owners and asking for links. When a PR pro is pitching a story, product, or event, they are, in a roundabout way, asking the organization they are pitching for a link by publishing a story. When a PR scores a big media hit in a widely read publication, it’s not only a win for the product, service, or event, it’s a win for the website of the products, service, or event. The story will generate a link back to the client’s website and has the potential to generate many links via social media sharing. That my friends, is quality link building. PR pros – add that skill to your LinkedIn profile!
Leader of All The Thoughts
Thought leadership is all the rage right now. Thought leadership is especially useful for any of your B2B clients and campaigns. Thought leaders are defined as “the informed opinion leaders and the go-to people in their field of expertise.” Employing thought leadership as a part of your content marketing strategy is extremely useful and cannot be done without solid teamwork between a PR and SEO team. SEO’s draft and optimize content relevant to an industry or executive, and PR’s pitch this content to their network of journalists, bloggers, and other media contacts. A well-executed thought leadership program can help bring your B2B client to new heights and give SEO and opportunity to learn a bit about PR, and vice versa.
Help Me Help Myself
It’s no secret that seasoned PR professionals are some of the most well spoken and skilled communicators in the professional world, and it will serve any SEO well to take notes. One of the most valuable things an SEO can learn from the PR department is how to handle all kinds of situations, and how to play an angle. It’s becoming more common for SEO’s to be taking on expanding roles within their organizations, and this may often include client facing responsibilities or communicating with others outside of their respective organization. PR practitioners handle adverse situations with clear, concise, and smart communications. This is a skill that could benefit everyone, and should be noted!
In the case of many integrated agencies, like lotus823, PR and SEO working is essential to achieving the goals set forth for each client. An agency is working at its best when all areas of practice are functioning in unison, at a high level. When a team understands how PR and SEO work together, results are easy to come by.
Do you work at an integrated agency like lotus823? What is the teamwork dynamic between the different departments of your agency?