10 SEO Techniques for PR

Implementing search engine optimization (SEO) techniques can have a positive impact on public relations (PR). SEO is an essential process for improving a website's visibility on search engines such as Google and Microsoft Bing.  

Although PR teams typically focus on public perception and in-depth research, SEO can also improve PR performance through website optimization. A website with high visibility can generate more audience, which is one of the goals of PR.          

10 SEO Techniques for PR   

To improve PR performance through the website, use these powerful SEO techniques: 

1. Review Competitors' Pages and Ranked Keywords 

Guessing what content will perform best is the worst way to optimize your site. Instead, find out what worked on competitors' sites and create a better one. 

This will help you determine the best type of content to publish:

- What keywords and categories drive the most traffic?      

- How long should the content be?

- Do you need a lot of visual assets? 

- And much more. 

The answers will help you create a content strategy. In short, you can create similar content in a better way. 

While doing this, you can also find the keyword gap, i.e. the keywords that are not yet ranked on your website but are ranked ON your competitors’. Use these keywords to create content and fill the gap. 

2. Write Title Tags and Meta Descriptions 

The title tag is a part that defines the document, whether it is an image or a video. A meta description is a summary of the content that will appear on the search engine snippet view.   

The title tag is usually less than 70 characters and the meta description is usually 140-150 characters long. Write solid title tags and meta descriptions by adding keywords. Remember to also use words that define the image or video.        

3. Video  

Website traffic is one of the search engine ranking factors. To increase traffic, publish a useful and engaging video as it can emphasize the value of the product or service. Therefore, it can keep the audience on your website longer and even end up making a purchase.   

4. Steal Your Competitors' Broken Backlinks   

Next, find and steal your competitors' broken backlinks. When a backlink is broken, it is your chance to replace it with your link. Make sure you choose the "follow" website and contact them to suggest your link. 

5. Do Newsjacking  

Newsjacking is basically sharing your thoughts on breaking news. This may seem complicated because your team has to monitor the media to find real-time trending topics and write about them immediately, as they will be irrelevant the next day.  

By doing this, you are using top headlines to drive traffic to your site. The audience may also go to your page when you mention that headline.    

6. Make a Creative Digital Campaign 

Creative campaigns will always win the hearts of the audience. It can resonate with audiences far beyond your target and increase your brand awareness. 

Some examples of successful creative digital campaigns include:

- Dove's ‘Real Beauty’,

- American Express' ‘Open Forum’,,

- Airbnb's ‘Made Possible by Hosts’.   

7. Work with Bloggers  

To make sure you get quality backlinks, contact some bloggers to write articles about your product and/or service. Ask them to include a link or two back to your site.       

8. Manage your Backlinks 

There are some toxic backlinks that can negatively affect your rankings and traffic. Find and remove these backlinks with a trusted SEO tool. These are some examples, such as: 

- Links from low-quality directories,

- Paid links,  

- Links from automated programs,   

- Over-optimized links in online forums.   

You can also turn brand mentions into backlinks. Use a media monitoring tool to find your unlinked brand mentions. Then contact the owners of these sites and ask them to link these mentions to your pages.  

9. Leverage Internal Links 

You can also take advantage of internal links, which are links from any page on your site to another page. This can help search engines follow the hierarchy of your site and help visitors navigate your site. This will eventually improve the rankings of your pages. 

10. Be Consistent

Last but not least, be consistent. You may not be able to post content every day, but you must be consistent. If you can only post 3 articles and 1 video a week, do it every week. 

Use these SEO techniques to optimize and improve your website's search engine rankings. You can use SEO tools like Ahrefs or SemRush to help you with backlinks and competitor data.