Content marketing and SEO have become must-have concepts in the world of digital marketing and, more recently, PR. It consists of engaging key audiences with the help of authoritative content that captures their attention and calls them to action (SEO PR); the latter involves a series of strategies to improve the organic positioning of content in search results and increase quality traffic to a website.

Improve content visibility and discoverability: Keywords

Creating relevant content requires keywords and the best option to find them is based on the frequent questions searches of your key audiences. Put yourself in the mind of your target customer and think about the questions you would need to answer and their search intent during their buying journey. Answering them with your content will establish you as an expert in your industry and the keywords will help you ascend search engine page results.

Place your keyword within the content, either in the title, subtitles, first and last paragraphs, as well as throughout the text, as part of off-page SEO optimization for PR. So, when creating a press release or a collaborative article, focus not only on the story «hook», but also on writing it in a way that is compatible with search engine requirements.

Attract potential customers and encourage loyalty from current customers

Specialized blogs, as well as major media websites, tend to have high domain authority. Domain authority is a score, on a 100-point scale, that predicts how well a website will rank in search engines, therefore, will have quality traffic andincrease audience engagement.

As you deploy your marketing and public relations,  you should consider the domain authority of your communication channels.  Focusing your PR efforts on earned media will have the greatest positive impact on your brand, attracting more qualified readers to your content.

Build quality links

Getting a media outlet to publish valuable content about your company not only creates awareness and visibility to your target audiences, but links help drive traffic to your website. This practice is known as link building and is another off-page SEO strategy you can practice. In addition to developing links through expert content for other sites, digital PR also helps generate quality links with media, journalists, bloggers, and organic influencers who share content on social media mentions.

Traditional and digital public relations is the ultimate channel for building SEO authority by gaining high quality backlinks for a brand to move up in search algorithms.

Finally, having a good hashtag strategy will help you build relations with organic influencers in your niche markets. Social interactions have become an increasingly important positioning factor and working with the right organic influencers can have a significant impact on your content marketing strategy.

Indeed, according to Cision, SEO growth is considered by 61% of companies to be their top priority, and 74% of B2B marketers have successfully built brand awareness through their content strategies, according to the Content Marketing Institute.

There is no doubt, that traditional and digital PR offer multiple benefits to amplify high quality content, answering key questions during the buying journey, to  earn brand space in media with high domain authority, gain quality links, increase organic traffic volume and at the end of the day to have a tremendous impact your marketing efforts. Keep in mind this quote from Michael Jordan: «Talent wins games, but teamwork and intelligence win championships.»