Mistake #6 -- SEO and PR aren't connected
As mentioned previously, press releases and article creation are a great way to both create content for a website as well as increase brand awareness. Incorporating and integrating PR efforts with SEO efforts does require a high level of resource allocation to get proper coordination between both areas.
The primary goal in the creation of content is to create value for potential readers. This can be accomplished while increasing the SEO value to a website with just a little extra work. By including keywords in headlines, hot linking, and using anchor link text in keywords, press release, articles, etc., your PR efforts are now integrated with your SEO efforts, driving exposure and increasing online visibility as well as attaining valuable links to your site.
Additionally, if the content is well-written and original, it can rapidly become viral and could be picked up by news sources and highly ranked pages. This strengthens the off-the-page SEO benefits for any site referenced and linked within the content. Remember, any content, including articles, whitepapers, case studies, press releases, etc., should only be written and distributed if there is a genuine topic or newsworthy content to share with readers. Bad or untimely content is not likely to get picked up and can negatively impact your brand.
Summary
SEO is not an exact science, but there are basic principles that are considered best practices. Many of the tactics can be easily mismanaged, improperly implemented, or just overlooked. By carefully following SEO best practices in combination with the simple suggestions in this article, you can easily increase the visibility of your site on search engines.
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Brian Easter is the CEO of NeboWeb.
