Digital PR and SEO need to work together

Edited by the Marketingservicestalk editorial team Jan 30, 2008

In order for SEO to be implemented effectively, brands need to bridge gaps between their departments and agencies so that all parties understand how their activities and campaigns impact search.

Recent reports have indicated that investment in SEO will continue to rise across the UK (E-Consultancy 2007).

More and more companies are now integrating SEO into their overall marketing strategies to ensure that their brand is performing well in natural search rankings.

In order for SEO to be implemented effectively, brands need to bridge gaps between their departments and agencies so that all parties understand how their activities and campaigns impact search.

Digital PR in particular is the perfect vehicle for building natural search positions.

By engaging with online sources, brands can offer relevant subject matter with the potential to gain both coverage and a link.

Natural, relevant and contextual links back into a website are the ultimate food for Google's search engine spiders.

The more naturally sourced links a site builds, the more trust Google places on a site and the higher it will begin to rank.

SEO and PR working together is not about spamming individuals with press releases and blanket emails, it is about: intelligently scoping out a relevant online target audience with which to engage; producing copy that is optimised for search; developing online press centres that are accessible to search engines as well as fresh and informative.

Netrank can provide the following.

How-to tips (including 10 top tips to identify).

Case studies.

Advice on implementing a digital PR campaign.

Supporting data: 74 per cent of online customers research products and services online before buying; 77 per cent of people use the top 5 natural results; 71 per cent of people say search engines are their most trusted source of information.

As a result of using the internet: 42 per cent of online consumers have changed their mind about a brand they were going to buy and switched to a different brand; 43 per cent of online consumers decided not to purchase a certain brand.