Digital PR and SEO: The Iconic Duo of Modern SEO
Lawrence Hitches
Let's Chat SEO ?? | General Manager @ StudioHawk | Award-Winning SEO Strategist | Semrush Young Search Professional
Introduction to Digital PR and SEO
Once upon a time, SEO experts relied heavily on techniques to get backlinks, such as guest posting, link insertions into existing content, and citations, in an effort to boost their site's visibility.
However, as Google has new systems and algorithms and has become "smarter," it can be heavily debated that these traditional link-building methods don't pack the same punch as they used to.
I doubt that backlinks, that is external websites linking to your domain, so long as they have the right parameters and are very effective in helping organic SEO efforts.
Recently at a conference full of the top SEOs, I found 70% of the conversations came down to, "How do you get your links?"
Google representatives have thrown more confusion out there by saying they're not a factor in the top 3 or that "Links still matter." They're just "not as important."
Enter Digital PR combined with SEO.
This is a sleek and sophisticated strategy that goes beyond these basics of backlinks.
It's all about crafting compelling content that top-tier publications can't help but link back to.
This shift isn't just about keeping up with Google's changes; it's a new approach that values the quality of links over quantity, merging the best of traditional methods with the power of impactful, authoritative, and link-worthy content.
Look, if you're too lazy to read, here's the video guide:
What is Digital PR and Why It Matters
Digital PR is the highest tier of link strategies, blending content marketing with the principles of traditional public relations to improve your search engine rankings.
It's not just about getting any links; it's about earning high-quality ones from publications that are household names too.
This strategy boosts your brand's credibility and drives referral traffic, which, in turn, improves your SEO, and positions in the search engines result pages (SERPs)
It tells search engines, "Hey, this brand is trustworthy and authoritative, here's why" by leveraging the art of storytelling and top-notch content.
Digital PR vs. Traditional PR
While both aim to promote your brand, digital PR is a major weapon: it's laser-focused on enhancing your SEO.
It's all about strategic targeting and content creation that appeals to human audiences and search engines, offering measurable outcomes like traffic boosts and better keyword rankings.
Traditional PR might aim for broad exposure, but digital PR focuses on what moves the needle in SEO, that is keyword rankings and organic traffic.
Digital PR Tactics
To nail digital PR, you need creativity, strategic thinking, and a keen eye for trends.
Connecting with journalists through HARO
At its core, HARO connects journalists seeking expert insights for their articles with professionals who have those insights.
This connection enriches the journalists' stories and provides professionals with authoritative backlinks.
These backlinks can be SEO gold, potentially leading to better search engine rankings, more organic traffic, and increased brand authority.
It's a win-win: journalists get quality responses, and experts gain valuable exposure.
Journalists however are hit with waves of generic pitches, you have to write something that stands out from the crowd.
Creating Interactive Content
This kind of content is creative, linkable, and engaging.
An example of this is an engaging interactive map ranking the best cities for young adults.
Here is a fantastic example of how this was executed.
Creating compelling interactive content starts with knowing your audience inside out.
What catches their eye?
What information do they seek?
Dive into researching who your audience is and their likes, dislikes, and habits online to ensure your content hits the mark.
The backbone of interactive content is solid, reliable data, something people will find helpful and likely to share this insight with friends.
Then, ensuring your design works flawlessly on all devices ensures nobody misses out on the experience.
Once it's completed, take this content to publishers and promote it on channels; if it hits a nerve, it'll start gaining links quickly!
"Newsjacking"
Newsjacking is a strategy where brands use viral news to market themselves, often seen on social media by influencers and major brands to grow their audience.
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It's about creatively attaching your brand to a news story to boost visibility with minimal effort.
This approach can quickly trend a brand, but it must be done wisely to avoid negative attention.
To leverage breaking news, start by identifying trending stories relevant to your brand using tools like Google Trends.
Offer a unique perspective to stand out, then tailor your campaigns to resonate with your target audience and choose the proper channels for promotion.
Timing is crucial; act fast but thoughtfully to remain relevant.
Keyword Intent Creation or 'Coining Terms'
Lastly, there's creating new keyword intents.
Imagine inventing a term and being the objective originatior the conversation around it.
In the video, I use the example of "Rizz."
If you were the originator of that word, which is now a keyword with 20,000~ searches per month in Australia, your brand or personal name would forever be synonymous.
If you had a page of content used as the original source for the term "Rizz."
Right now, Vox and Wikipedia claims that spot, so forever now, people will source that when creating content about the term "Rizz."
This is difficult to execute and requires impeccable content strategy and luck; it's not impossible.
Digital PR Case Study for Fitness Brand
Here's a quick breakdown of the approach we took in the fitness niche:
We kept an eye on what was buzzing on TikTok, especially in the fitness world.
I noticed people were really into things like "75 hard," cozy workouts at home, and even treadmills that fit under a desk.
Next, we put together engaging content that matched these trends.
Then, it was time to reach out to the media with a list of journalists and publications on fitness trends and pitch their content as something worth discussing.
These efforts led to features in major publications like news.com.au and Vanity Fair, boosting the brand's visibility and credibility.
These mentions and backlinks from respected sources were a big deal for their SEO, signalling to search engines that they are a trusted name in fitness.
The cherry on top?
A specific blog post about the best small treadmills got a massive boost in search rankings, climbing to the top for related keywords such as "smallest treadmill."
You can read the entire digital PR case study on our website, and you can contact us if you want us to boost your brand through links like these.
Challenges with Digital PR
Let's talk about the flip side of digital PR.
While it's a powerful strategy for reaching your audience, it has hiccups:
Information Overload
Every day, billions of new pieces of content make it challenging for any brand to make its voice heard.
Therefore, the groundwork required to create something that can battle through these waves requires resources and an expert in digital PR to execute efficiently.
Not All Brands Can Do Digital PR
Digital PR requires the proper fit of the brand, business, or niche to get results.
Smaller brands in traditional industries will have more difficulty creating the right pitch / story to break through the noise.
Ideally, you have an emerging brand, an innovative product, and a compelling story behind why you started for a quicker uptake in interest in your pitches.
Final Word
The evolution from traditional link-building to digital PR marks a significant shift in SEO strategy, focusing on quality and relevance over quantity.
Digital PR is your ticket to surviving and thriving in the ever-changing SEO landscape, offering a unique blend of brand promotion and tangible SEO benefits.
If you're interested in learning more about digital PR and how it can elevate your brand, get in touch with us at StudioHawk
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