Power of Public Relations Firms that Know SEO with Rebecca Lieb and Sally Falkow

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Search engine optimization is part of public relations, Rebecca Lieb analyst and author of The Truth About Search Engine Optimization, tells PR agency leader and guest host Sally Falkow in this special episode about the complementary aspects of public relations and SEO, recorded at the Public Relations Society of America International Conference in DC.  

SEO Consulting Skills PR Firms Need

PR agency professionals need to know keyword research, on-page and off-page SEO, technical SEO expertise, content strategy development, analytics proficiency, local SEO knowledge, keep abreast of algorithm updates, conduct competitive analysis, effective communication, have a basic understanding of HTML/CSS, be familiar with content management systems, possess ethical link-building capabilities, conversion rate optimization skills, integration of social media into SEO strategies, content marketing proficiency, utilization of SEO tools, mobile SEO best practices, have the ability to create and deliver comprehensive SEO reports and be able to defend against a negative SEO attack.

When a website ranks on the first page of Search Engine Page Results (SERP) for relevant keywords, it gains higher visibility. This increased visibility positively impacts how the website is perceived, as users often associate top-ranking results with credibility and trustworthiness. Effective reputation management ensures that the information consumers learn about a brand or individual online is positive and accurate. Ranking well in SERPs contributes to a positive online reputation. That;’s wny SEO is part of PR, according to Lieb.

Press Release SEO

Press releases are now a key component to reliable SEO strategies. In the evolution of press releases, they were once confidential exchanges solely between media outlets and public relations professionals, transmitted via fax or traditional mail. Restricted to their intended recipients, press releases remained discreet.

However, today, press releases are disseminated through wire services, instantly appearing on prominent platforms like Yahoo, Google, Bing, and various news feeds. This transformation has revolutionized the landscape of news distribution and search engine optimization. It has also blurred the line between public relations practitioners acting as storytellers and journalists. The ubiquity of online press releases presents both opportunities and challenges.

A more personalized, exclusive pitch is now imperative to captivate the attention of online journalists and bloggers. Simply recycling information no longer holds the appeal it once did. It’s a new era in press release dissemination, demanding a more strategic and refined approach.

Media Relations vs. Influencer Outreach

In comparing mainstream news media relations to grassroots communications, it becomes evident that the two spheres require distinct approaches. Before venturing into these channels, individuals must immerse themselves in the environment, adapt to its nuances, and master the appropriate tone and language to engage a different audience effectively. This audience is not necessarily professional journalists but individuals who converse on their own terms. Consequently, tailoring one’s communication strategies becomes paramount. For instance, in a recent conversation, a communication professional mentioned a nutraceutical project, withholding specific details due to client confidentiality. However, they shared insights into their pursuit of various online communities centered around discussions about different health conditions. This anecdote underscores the importance of understanding and engaging with grassroots communities on their terms, a departure from the structured realm of mainstream news media relations.

These competencies form the foundation for a successful PR agency with SEO consulting expertise, contributing to improved search engine rankings, increased organic traffic, and achieving business objectives.

Dangers of Hiring a PR Firm Without SEO Expertise

The potential pitfalls of enlisting a PR firm without in-house SEO consulting expertise loom large. While public relations agencies have been somewhat tardy in learning the intricacies of technical SEO, the consequences of their hesitance are clear.

The landscape of social media engagement has witnessed the convergence of various players, from advertising agencies to digital marketing companies and search engine optimization experts. This unfolding scenario resembles a competitive turf war, with each contender vying for dominance and recognition.

To underscore the situation’s urgency is not to be alarmist but a reflection of the reality. The intersection of public relations and digital channels demands an understanding of SEO, data mining, analytics, and creative content marketing. Emerging PR practitioners must equip themselves with these skills to remain competitive. Fortunately, this transition does not necessitate starting from scratch; rather, it involves adapting existing knowledge to new communication channels. While the essence of PR remains intact, the digital channels through which it operates have undeniably evolved.

Earned Media vs. Advertising Opportunites

In the digital age, earned media versus paid media presents PR agency professionals with a unique and evolving landscape. The traditional model heavily relied on purchasing airtime and print space to convey messages, with public relations specialists aiming to influence the editorial content and narratives surrounding those advertisements.

However, online news media outlets have ushered in a paradigm shift away from conventional advertising purchases. The focus now gravitates toward creating one’s owned media platforms, such as websites and shared media presences on Facebook pages, blogs, podcasts, videocasts, and YouTube channels to extend the reach of those owned media assets in a sort of homeland embassy public relations strategy.

To maintain the vitality of these owned media assetsd, a consistent stream of engaging content becomes paramount. PR agency professionals are well-versed in the art of storytelling, so they find themselves at the center of this transformation.

PR firms possess the expertise to craft and narrate compelling stories for journalists and the broader public audience. Additionally, a noteworthy shift involves collaborative efforts between public relations agency practitioners and journalists, adapting their skills to online storytelling and branded content.

In her book, search engine optimization consulting expert Rebecca Lieb brings together more than 50 crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement.

The Truth About Search Engine Optimization doesn’t deliver abstract theory: it provides quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can use, no matter what kind of sites you’re running or what your goals and objectives are.  

Rebecca Lieb’s perspective foreshadows the concept of cause-related SEO, which puts the message before the technical aspects of search engine optimization. Her book is a good read if you want to get into SEO consulting.

Photo by Evgeni Tcherkasski on Unsplash