Leading SEO software provider, Ahrefs last year indicated that almost 97% of search results on Google don’t generate any search traffic. Whilst the number one organic search result on Google is 10x times more likely to get a click than the number 10 result.
For businesses that rely heavily on their organic inbound marketing strategy for sales, ranking well for key terms is of the upmost importance.
Whilst it can be relatively easy for a business to rank highly for their own branded keywords, if you’re competing in a sector that is heavily saturated with big name players, how can you ensure that your target audiences are not only aware of your business offering but are regularly engaging with your site on a daily, weekly or quarterly basis?
Across both B2B and B2C markets the need for businesses to rank highly for non-branded keywords is critical. Non-branded keywords can be defined as keywords that relate to your products or services, but crucially don’t include your company’s name.
Ultimately the more non-branded terms a brand or business can rank for in relation to a service or product, it will result in an uplift in website traffic, encouraging more prospects to move further down the funnel towards initiating action.
By blending our SEO and PR expert’s specialist qualities we are able to deliver Digital PR campaigns for clients that can deliver brand awareness online whilst also increasing a brand’s non-branded keyword landscape and overall site visibility.
How SEO and Digital PR work in tandem
As an integrated agency, our PR experts utilise the SEO insights and analysis uncovered by our in-house Digital team, to help inform the Digital PR strategy and identify objectives and specific KPIs.
These findings aid us in creating and optimising press materials and content to support keyword targets and drive relevant traffic.
Ahead of any pitching commences, we deliver a four-point check that covers the below areas.
Once we have completed this initial four-point check, our PR team begin with our always-on strategy with the ultimately goal of amplifying the SEO strategy and driving quality backlinks.
When it comes to Digital PR campaigns, we typically break it into three clear sections;
Insights & Ideation
Our first steps are to delve into SEO insights and keyword opportunities to identify areas of focus for Digital PR activity. Paired with our understanding of broader audience, cultural and brand insights, this will help to inform our strategy. At this stage, the focus is on identifying themes that will resonate with your target audience, which will also provide newsworthy content for the media.
Activation
We will then own the creation, management and delivery of the entire strategy, ensuring all content is SEO enriched, digitally optimised, also factoring changing trends and tailoring our strategy to get ahead of competitors. Relative to the tactics to be executed, we will also liaise with relevant internal and external stakeholders where required, ensuring an efficient process that does not create work for you.
Reporting & Analytics
We ensure that we prepare and present in-depth analysis showcasing the success of our work, as well as providing key learnings and recommended next steps.
These learnings can then be built on into the future, ensuring that we are working collaboratively with you to optimise return on investment.
To read more about an example of where we have delivered growth for a business through a Digital PR & SEO campaign, check out our work with newly launched sportswear brand, SUDU.