Why Businesses Should Integrate Their SEO & PR Functions
There are many SEO ranking factors. However, they broadly can be categorized into three main categories. The first one is the technical component. This is everything that happens under the hood of your website. The second one is on-page optimisation. This is how well optimise your own page copy, and the user experiences our website provides concerning what the users were searching for.
And the third category of SEO ranking factors is what the rest of the internet says about your website. In other words, it is how well respected and recognized is your website based on how many other websites are linking to it. As you can probably imagine, this is an area where the objectives of SEO and the objectives of PR converge.
PR is all about gaining exposure for your brand and being able to control the narrative and tell a story, with the help of authoritative, third-party media outlets and sources, or in this case, websites. And whether it is your SEO agency or your in-house SEO team working on your link building, they will essentially have the same objective of gaining mentions on quality third-party websites.
Here are some of the top reasons why businesses should integrate their SEO and PR functions
Top Quality Backlinks
This element of SEO evolved from Google’s introduction of what is called the ‘Page Rank’ algorithm, which depends on third-party backlinks pointing to your website with contextual anchor text, which essentially says what your website is or should be known for. Of course, this is an element of SEO that has been abused and manipulated over the years. However, Google has evolved its algorithm to become much smarter at picking up real quality backlinks to your website.
Where PR teams are looking to get the top quality publications talking about them or their clients, an SEO agency will be looking to acquire top quality backlinks from the same sort of sources.
Efficiency is another clear benefit to come out of integrating your SEO and PR functions. When both teams are trying to make contact with the same sort of outlets, it makes sense that they have a central contact database so that they can maintain relationships with these third party publications without doubling up on the work. Also, PR teams can sometimes have access to top-quality publications and journalists that may otherwise be out of reach for SEO teams.
Google’s Evolving Algorithm (E-A-T)
Another key reason why the SEO and PR functions of a business need to be integrated is that to rank better in Google search results, you need to be able to demonstrate a lot of authority and expertise in your content. This has specifically been integrated into Google’s algorithm.
Google refers to what it calls ‘E-A-T’, which stands for ‘Expertise-Authority-Trustworthiness’. As we mentioned earlier, SEO’s have in the past gamed Google’s algorithm by producing content that isn’t of very high quality. And therefore Google is trying to associate any content online with actual humans and actual authors.
When PR teams try to produce content, they will usually have an expert authoring the work, and gather quotes from other experts in the field. This gives credibility to a PR piece and is also good from an SEO perspective.
When you place links on third-party websites, it not only helps your SEO but also allows you to drive traffic to your website directly via those links. With PR and SEO. Working together there are going to be a lot more links being generated on presumably authoritative and relevant websites where the audience will be interested in what you are talking about, which means they will be that much more likely to click on links and visit your website via those links.
It is a trait of behavioral psychology that humans look for proof of how other humans have behaved to find cues as to how to behave themselves. If your audience sees that your work has been published in quality, reputable third-party publications (thanks to PR), they will be much more likely to trust you and ultimately take the action that you want them to take on your website (via SEO).
In summary, there are many benefits to integrating the SEO and PR functions within your business. They range from pure SEO benefits, such as acquiring top-quality backlinks and improving your organic search rankings, to both PR and SEO benefits such as acquiring the trust of your users and also acquiring visibility on reputable, third-party publications.
The efficiencies generated by integrating these two functions should not be underestimated. Even if they continue to operate as separate functions within your business, it is a good idea to have clear communication lines between the two teams as the benefits of integration are manifold.