When you think of public relations, are you always drawn to long newspaper roundups or thematic articles spread over a double page spread? While traditional PR is always good for your brand, newspapers are falling into the hands of fewer and fewer people. Back in 2005, printed newspapers were worth around £ 7.2bn, as we move quickly to 2019, and that figure drops to £ 2.7bn. This illustrates that (right now) it’s all about getting your name known online. But how? The Internet is full of news, a lot of real but also a lot of “fake news” that would never have appeared in the newspapers at the time.
If you’re new to SEO PR, also known as Digital PR, the good news is that the premise is the same as traditional PR – give journalists something exciting or new, or something that will interest you. . But what matters when it comes to SEO, PR isn’t just about getting into the post itself, but using that visibility to improve your business’s Google rankings. And here’s what you’ll need to watch out for …
Domain Authority (DA) is a number between 1 and 100 that is assigned to your website. The number indicates the likelihood that your website will rank on search engine results pages; the higher the number, the better the performance of your website. Your domain authority can be improved, so don’t worry if your site is currently scoring low, but it’s also important to remember that it takes time (like most other SEOs) and you will never reach. 100. Examples of exceptionally high domain authority sites include the BBC (96), Wikipedia (98) and LinkedIn (99). Only the likes of Google, Apple, and YouTube make the 100 mark, and their number of linking root domains is, well, insane! So it’s a good idea to have achievable AD goals. If you start at the lower end of the spectrum, you may be able to increase your DA relatively quickly, but the higher you go, the more it takes to improve.
So now we know what domain authority is, you guessed it, it is a very important factor for SEO PR. The object of the game is to improve your score and in doing so you will help move up your Google rankings. But how exactly do you improve the DA of your site? There are a lot of factors that influence your score, it’s not just about SEO PR; content and technical SEO also play an important role. But, being that we’re talking about PR, the way it feeds is mostly through backlinks, links, and other links.
Get links for your website (follow / no follow)
It is true that unfortunately not all links are worth the same. Links from top domain authority sites are worth more for your efforts, but you guessed it, they are much harder to acquire. Depending on where you currently stand on the number front, this can help you decide what type of links to look for. For example, a smaller startup site may want to prioritize getting links to business directories because they’re easier to get, but it’s a tedious process that involves adding your business details. to as many directories as you can find.
You might want to prepare and feature stories about your business or other hot topics in industry-relevant publications – this idea is more creative and fun, but if you don’t get any coverage it can be. quite deflating.
You might also want to contribute your own articles to professional publications or relevant educational sites – this is where you put together an idea, pitch it, and see if you feel like writing an article for them.
Whichever route you choose with SEO PR, the goal remains the same: get that link!
And, of course, once you’ve secured a link (yay!), There’s something else you need to consider. Just to start another curve for you, some links are set to « follow » (what you want), and others are set to « no follow » (what you want to avoid if possible). but what does that mean?
Follow the links
“Tracked” links mean that Google is able to pass authority from the referring domain (the site that is linked to yours) to your domain. Basically it’s a vote from the first site saying they trust them enough to link to it. In this case, the higher the authority of the site linking to yours, the more you get out of it. This is where you might want to consider getting links from quality, authoritative sites because if you are successful it is worth it.
No tracking link
Links set to « nofollow » mean that the referring domain has much less authority. While the coverage you received will still help promote your brand’s overall visibility, it won’t generate as much SEO value as a follow-up link. Sometimes the links are set to ‘nofollow’ because they have been paid or act as an incentive for something.
How to check if a link is set to ‘nofollow’
It’s as easy as three quick steps:
- Go to the page where your web link is located and right click on « View page source ».
- Find the link to your page in the HTML code.
- Check if there is an attribute that says rel = « nofollow ». If so, it’s a « nofollow » link. If it doesn’t contain this piece of code, the link conveys authority to your site as a « dofollow » link.
Use evergreen content
One of the benefits of SEO PR is that you don’t always have to have a “hot” type story that’s only relevant for a short time. SEO PR can also be used to promote quality evergreen content, which over time generates its own links. Find an interesting and relevant topic for more publications and websites, collect quality and well thought out content and present it. You can continue to present for a longer period of time and if your content hits the target it will also garner links due to being useful and interesting.
For more information on how digital PR can be used for SEO purposes, read our beginner’s guide to backlinks.