How to apply PR strategies to improve your company’s SEO
Public relations and SEO have always been destined to converge.
PR is about building relationships with media professionals and key influencers to help increase a company or individual’s visibility and profile; SEO is an iteration of that relationship. The only difference is that we operate in the digital sphere, and we measure these relationships through links, social signals, and other trust indicators. In the past, many SEO strategists focused on building a high volume of low quality relationships to get their company’s names out to the Web. Times have changed.
As Google’s ability to distinguish the quality, intent, and relevance of a link improves, SEO strategists need to start thinking more like PR professionals. Rather than “manufacturing” and “building” links, the SEO process should be more about the cultivation of key human relationships, and reacting effectively to real-time PR opportunities.