Digital PR is a powerful tool in the Search Engine Optimization arsenal. It can help businesses boost their online presence, reputation, and visibility by gaining media coverage and building a robust backlink profile. When top-tier outlets cite your website, Google sees that as evidence that your site is authoritative; that being said, there’s more to digital PR than link building. Without attention to optimizing your content for SEO, even the most informative and engaging content may fail to attract the attention it deserves over time, long after active media outreach has ended.
SEO, in a nutshell, is the practice of optimizing a website to improve its visibility to Google and ranking in search engine results pages (SERPs). While traditional SEO is more focused on the nuts-and-bolts content of a website, digital PR takes a slightly different approach that, when partnered with traditional SEO, can take a website even higher on the SERP than before.
How do digital PR pros optimize their content for SEO? Here are 5 ways to take digital PR content to the next level and reap the long-term benefits of optimization.
Title tags are one of the most important on-page elements of SEO content optimization. They tell search engines and users what the content of a page is about in a relatively short phrase. In the context of digital PR strategy, title tags can play a crucial role in driving traffic to your content and generating interest in your brand.
To optimize title tags for digital PR content, you should:
For example, if you are writing a press release about a new product launch, your title tag might look something like this: “New Product Launch: Digital Third Coast Unveils How-Tos for Digital PR Pros.”
Headings (H1s, H2s, H3s, etc.) are important for both SEO and user experience. They help to break up content into smaller, more digestible sections, making it easier for readers to scan and understand. In the context of digital PR, headings can also help to highlight key points and make your content more engaging. Not only that, but Google will look to the H1 first when crawling a website to determine its content.
The H1 is the main heading on the page, and therefore usually the title of the content campaign you’d like the public to see.
To optimize H1s for digital PR content, you should:
For example, if you are writing a blog post about the benefits of your product, your H1 might look something like this: “5 Surprising Ways Digital PR Can Transform Your Online Business.”
H2s are subheadings that are used to break up blocks of content into smaller sections. The most frequently used header type on a content page, H2s add to user experience and provide opportunities for further SEO content strategy optimization.
In the context of digital PR, H2s can also help to more clearly break down study findings by section and make your digital PR campaigns and content more scannable for journalists.
To optimize H2s for digital PR content, you should:
For example, if you are writing a content campaign about dogs, your H2s might look something like this:
Keyword research is the process of identifying the keywords and phrases that people are searching for in relation to your business or industry. By incorporating these keywords into your digital PR content, you can improve its visibility and ranking in search results.
This is a win-win because by increasing your digital visibility, journalists searching for a subject similar to your content are more likely to find your content- and that’s how some of our campaigns are earning links four (!!!) years later despite no active outreach.
To conduct keyword research for your digital PR content, you should:
For example, if you are writing a blog post about the benefits of dogs, some relevant keywords might include:
You’ve got your keywords, your images, and your data spaced neatly and optimized across the page. What else can you do? Take a second look at the images- you can add alt-text to them to optimize even more.
Alt-text, in SEO terms, are the small captions affiliated with images; they provide a very brief description of what’s on the graphic and its source. As such, add alt text like: “Top Dog Breeds in the US by State – dogbreeds.com” (if that is, indeed, the source website). This allows Google’s bot army to crawl and index the images as well- increasing visibility and search for you. Think of it as a win-win for accessibility: not only do you make your content that much more accessible to all your viewers, but you also give Google many more keywords to work with from your content. It may feel like an afterthought, but it can definitely be a game-changer for your audiences.
When thinking about content optimization for SEO, internal linking (linking to another part of your website from a different page) is something to consider.
By linking to other parts of your website, you spread the wealth of link equity and make it that much easier for Google to index and crawl the rest of your site, not to mention make navigation a snap.
By linking to relevant parts of your site, you showcase an easy-to-navigate site and reinforce the relevancy of the content of your page. Think about the most important parts of your website as well as those that could use a bit of a ranking boost, and how they can be relevant to the content page you’re working on: a few internal links can go a long way to share page authority and help your site perform that much better in the eyes of Google.
SEO optimization is not a one-time task – it requires ongoing effort and attention to detail. Google is constantly tweaking its algorithm to prioritize different things for optimal SERP, so SEOs and digital PR pros alike should take time to periodically review old content and make updates as needed- you never know when a journalist could stumble across a page!
As you can see, the long-term benefits of optimization can be significant. By optimizing your digital PR content for SEO, you can:
Digital PR and SEO go hand in hand. Optimizing your content for SEO can help you achieve short-term success without losing sight of long-term benefits. By following these 5 tips, you can improve the visibility, engagement, and impact of your digital PR content, rank higher in SERPs, and establish your brand as a thought leader in your industry and to journalists.