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What is Digital PR in SEO? 3 Useful Tips

If you are interested in Search Engine Optimization, you might have read terms such as Digital PR and Link Building thrown around in various articles. This article will explain the differences between these two activities, the way they complement each other and why you might want to implement them in your own SEO strategy.

What is Digital PR?

Digital PR (or online PR), which focuses on applying the principles of PR to a digital context, should not be confused with SEO strategies. SEO is a ballgame of its own, digital public relations is important to support the overall marketing goals. Digital PR is all about using PR tactics to earn backlinks to support an Search Engine Optimisation strategy.

The main side of this activity is creating linkable assets (sometimes known as link bait) and promoting these to relevant journalists and publications to encourage them to write about your content and link to it. However, digital PR success is all about having great ideas that journalists want to cover while creating engaging assets that get linked to as a way to add editorial value to an article.


What is Digital PR in SEO?

Digital PR is closely connected to Digital Marketing activities and is considered to be a promotional tactic implemented by marketers to increase a brand’s online presence. The main aspects of a Digital PR campaign are driving brand awareness, directing website traffic, building links to increase organic rankings and improving relationships across various online channels. These include social media platforms, blogs, articles and others.

In this article, we will be focusing on the benefits of implementing Digital PR strategies with SEO activities such as Link Building. Digital PR success comes from complementing SEO efforts by improving the expertise, authoritativeness, and trustworthiness (E-A-T) of a brand as well as creating high-quality and authoritative backlinks.


Why is Digital PR Important for SEO?

Digital PR has a large number of benefits in addition to improving brand awareness, including boosting organic traffic, leads, and sales and promoting social media engagement. Digital PR is often confused with Link Building which is a crucial part of SEO activities. Digital PR should be done alongside SEO.


Digital PR vs Traditional PR: Differences Explained

First of all, let’s describe the main differences between Digital PR and Traditional PR.

Traditional PR involves getting a company’s message across to a broad audience using means such as Radio, Physical Newspapers, Magazines, and Television which can be considered standard media coverage. While using Traditional PR does not give a precise way to track how many people a brand has reached, Digital PR includes a variety of ways to do so.

A Digital PR agency focuses on utilising digital versions of traditional media such as digital newspapers, and digital magazines but also social media, blogs and influencer marketing tactics.


Benefits of Digital PR in your SEO Strategy

  1. Improve SEO Rankings: Publishing on high-authority web pages and gaining links to your website will increase your brand’s rankings on Google’s search results for the keywords you are targeting the most. The higher your Google search rankings will lead to better online visibility which will then bring more organic traffic to your website.
  2. Enhance Website Traffic: An increase in the number of people reading about your brand and sharing your content on social media will automatically skyrocket the number of website visitors.
  3. Establish Brand Trust: A digital PR strategy will help you achieve brand loyalty by making sure that people see only positive information about you when typing certain keywords in search engines such as Google. Useful and qualitative SEO-proof articles will show the search engines that your website is a credible source of information. Moreover, having your products and services reviewed by quality bloggers will definitely increase trust in your website.
  4. Generate Leads: A successful Digital PR agency should implement a strategy which would connect a relevant and interested audience to its products or services. The higher the number of people reading about these products and clicking through a brand’s website, the more leads it will automatically generate.
  5. Promote Sales: A digital PR campaign’s effort should lead to a positive ROI when increasing sales for a brand. A PR campaign should generate leads and quality content on your website. These leads will then be channelled and turned into paying customers.
  6. Improved Sentiment & Industry Standing: Appearing on high-authority online media outlets, forums and industry sites lead to a higher likelihood of appearing as a trustworthy brand. With increased visibility across high-traffic resources and events, your brand has the chance of reaching more people and achieving the relevance needed to grow its awareness.


Digital PR vs Link Building: Do they Complement Each Other?

Link Building is a great way to improve your website’s organic search traffic. When mixed with Digital PR, extreme benefits can be noticed. These are the main reasons why it is beneficial:

  1. Relevant Links are a Ranking Factor: Google has stated that links are an important ranking factor. Furthermore, recent studies have demonstrated that the number of links pointing to your website is still one of the top factors affecting ranking.
  2. Links Signal Trust to Search Engines: Google also states that links are a trust signal as well. If a website is linked to by others, it should be trustworthy to a certain degree. This is the reason why links are so important in Search Engine Optimization.
  3. Links Indicate Quality Information: Google also stated that links indicate the quality of websites. Simply put, if a website is linked to high-quality websites, it might be a quality website as well.
  4. PR can Increase the Chance of Getting Links: Digital PR can increase the likelihood of getting quality links to your website. For instance, the number of backlinks can increase if your brand ends up being mentioned in the news or high-quality websites through online pr.


How to Connect Link Building & Digital PR

  1. Links from Digital PR Campaigns: The secret to effectively connecting Link Building and digital PR is identifying relevant and newsworthy content and implementing it into a brand’s website. Since SEO focuses on keywords and researching audiences which can be facilitated by using tools such as Ahrefs and Google Analytics. Brands can then focus on increasing authority when their content ranks for relevant keywords. Furthermore, this strategy ends up helping the brands reach out to their target audience. This also facilitates news platforms to link back to the brand’s website page. Finally, this will help build the brand’s authority and make its website rank higher in search engines such as Google.
  2. Paid Links: Paid links are considered to be a risky way to build a website’s authority but still, there are many sites that offer this service. Paying for backlinks is a well-known tactic, but it is considered to be unethical by many. It could end up causing harm to the brand when search engines such as Google would start penalising their website for unethical behaviour.
  3. Reclaiming Links: Reclaiming links is considered to be an effective strategy by PR specialists when focusing on increasing link equity. When a digital newspaper platform or blog mentions a brand without linking to its website, PR specialists can decide to contact them and ask to do so to gain authority. This is usually tracked by using specific tools.


How to Create a Digital PR Strategy for SEO

  1. Set your Objective: Setting a feasible goal is at the core of a Digital PR strategy. It is important to ask, what is it that I am trying to achieve with PR work? Let’s be honest, the end goal will always be to increase revenue but, mapping back to the goals your content needs to achieve in order to reach that goal is crucial. These are some examples of goals you could focus on:
    • Increase traffic to a product/service or your homepage
    • Driving traffic to a new offer
    • Growing your email marketing list
    • Increase domain authority to improve your website’s ranking
  2. Identify your Target Audience: Having a clear idea of who you are targeting when setting up your Digital PR strategy is critical. Make sure to target the right audience and do not forget to identify any needs that could help make the content more relevant for them. Your ultimate goal must be to focus on your target audience while creating relevant content.
  3. Come up with Ideas & focus on Research: Take your time when thinking about ideas for your content. We advise you to get together with your colleagues and brainstorm together. Create a list of any ideas you come up with and prioritise them based on which ones feel the most relevant to your target audience. After that, focus on researching further and do not forget that you may end up running your own data study.
  4. Find relevant Publications: Ask yourself, who will be interested in publishing this type of content. Plus, who has the right audience that would include my target customers within their followers? Is my idea going to provide something appealing that would attract journalists or influencers? If not, you should go back to the content ideation process.
  5. Create the Strategy: Digital PR strategies focus on publishing articles and securing backlinks from relevant websites and blogs around your content. Plus, it also involves creating healthy relationships with journalists to get mentioned in the press. However, there are different ways to implement these tasks and these are some examples:
    • Publishing articles online to gain backlinks
    • Networking with journalists and editors to gain backlinks
    • Publishing press releases to earn press features
    • Publishing a content piece such as an online tool or interactive webpage
    • Blogger outreach to gain backlinks
    • Influencer marketing to gain mentions on social media accounts
    • Offline press events or blogger events
    • Reclaiming links as mentioned before in this article
  6. Content Creation: Once you feel confident with your idea and the Digital PR strategy, you can start creating relevant content. This is where you focus on details, draft and redraft to get the tone and headlines on point and make sure the quality of the content of your final piece is perfect.
  7. Focus on Outreach: Gaining coverage is the core of an effective Digital PR strategy. You must be consistent and focus on reaching out to website owners, publishers, journalists, bloggers and influencers to get the coverage you need. Writing the right piece of content will increase the odds of getting there.


How to Measure Digital PR Success

Measuring Digital PR success is done in various ways and it depends on the goals of your campaign. For instance, some companies might focus on tracking just brand awareness, while others might focus on measuring consumer behaviour. This article will focus on the most important Digital PR metrics you should monitor.

  1. Total Inbound Links: Keeping track of the backlink profile of a campaign is important for two main reasons. First, tracking the total number of links gives you the opportunity to give a hard number to the general success and reach of the campaign. Second, you have the chance to track the added metric of the SEO of each link. Backlinks from low-authority websites will not signal quality to search engines like Google. When you focus on metrics like the type and authority of earned links, you will be able to gauge the depth of your link-building efforts better.
  2. Referral Traffic: Referral traffic to your website shows users who clicked through and reached your webpage via an outside link. Whether it is a hyperlink to a brand mentioned in a news article or an internal citation when someone clicks on an external link they become “referral traffic” to the host site.
  3. Leads and Conversions: When you drive traffic to your website, the aim is always to convert. This does not always happen because of blog content or social media posts, but it can. Google Analytics is a useful tool that helps with tracking future leads and conversions from people that interact with your digital PR campaigns. By tracking their movements, you can gauge the success of your digital strategy.
  4. Keyword Rankings: One of the main reasons to pursue linking inbound media coverage is of the SEO ramifications of link-building digital PR campaigns. A good backlink profile can cause a website’s rankings to skyrocket. That is why relevant links are one of the most important ranking factors. When a website ranks for specific keywords, the site will automatically rank higher in organic results which leads to attracting more relevant traffic.
  5. Social Media Engagement: Social media can be a perfect way to attract consumer sentiment about a certain brand. The social media metrics you are looking to track should reflect where your target audience lies. For some brands it may be Instagram, for others, their engagement may come from Twitter or Linkedin. Each social media platform has its own analytics tools that can help you track impressions, engagement, clicks, likes and comments.


Digital PR Campaign Example: O9 Solutions Case

O9 Solutions is a software technology company focused on Supply Chain Management which provides an AI-powered platform for driving digital transformations of integrated planning and operations capabilities. Whether it is driving demand, aligning demand and supply, or managing P&L, their software makes everything faster and smarter.

O9 Solutions asked us to help with increasing their high-quality online traffic performance so, as an SEO Agency, we gathered and created a strategy that reflected all elements of a mix between Search Engine Optimization and Digital PR.

We integrated Digital PR into their sales process by publishing content about new O9 Solutions partnerships on their website. For example, we focused on their partnership with Microsoft which was also published on their website. Plus, by scraping through different data sources we started recruiting journalists that wrote relevant content about O9 Solutions.