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Why Your Business Can’t Survive Without PR and SEO

This is a guest post by Chelsi Stenger, search media networker at Relevance.

Historically, PR and SEO have worked in parallel as two separate practices. Now, the walls are coming down and each serves as one important piece of a larger digital marketing puzzle. With the common goal of reaching targeted audiences in a highly relevant way, SEO and PR professionals are learning the value of working together, implementing new tools and practices to exceed previous goals and expectations.

Survival of the fittest: marketing edition

If Darwin’s Theory is demonstrated anywhere, it’s in the world of communications. With the increasing importance of digital marketing, businesses have already had to adapt their marketing strategies to cater to a more online audience in order to remain relevant to their markets. PR is no exception—but how can PR adapt to continue its significance for businesses? To answer that, you must start with a certain digital marketing staple: Search Engine Optimization (SEO).

With the rise of the search engines in the mid-90s, businesses began to demand website optimization in order to increase relevance to search engines. The word “optimization” can be defined differently from the early days to now, but one thing always remains constant: SEO is essential to any digital marketing plan, and therefore, to any PR strategy. Without optimization, a website would inevitably fall further down search engine results pages and ultimately be ignored.

When two marketing vehicles become one

When websites can engage both the power of relevance along with a strong voice, the sky is the limit. But how can two previously different practices, PR and SEO, effectively work together for the success of a website?

There’s a new case study reflecting the trials of Rackspace, a B2B cloud computing company, when it was faced with building its own organic traffic and increasing brand authority. By incorporating the benefits of both SEO and PR, Relevance and Rackspace were able to work together to build a campaign that was successful beyond the usual metrics of just one practice or the other.

SEO and PR food pyramid

When building organic traffic, research is necessary to understand which keywords are most effective—or nutritious—for a brand. One serving of SEO is rich in keyword research, focusing on competitors and frequent search queries that lead to a healthy list of targeted keywords. In Rackspace’s case, these keywords were non-branded.

Additionally, a serving of PR that’s hearty in media and social outreach builds strong, relevant relationships with topic authorities, such as experts in cloud computing. Servings of PR and SEO are also great sources of quality content – rich in targeted keywords – that maintain those relationships. The targeted keywords provide quality links back to the originator of this content, Rackspace, for readers to use and for search engines to determine relevancy – ultimately driving larger quantities of the targeted audience back to the Rackspace website.

With a healthy diet of PR and SEO, Rackspace saw amazing results to their non-branded organic traffic. This is just one example, and this sort of effort can be incorporated with just about any business, and should be a part of every digital marketing campaign.

Want more SEO? Be sure to join Laurie Mahoney of Cision and Chad Pollitt of Relevance for a complimentary webinar on Content Marketing and the Evolution of Search Engine Optimization (SEO), at 2 p.m. Eastern on Thursday, September 19.

About Cision Contributor

This post was written by a guest Cision contributor.

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