How PR can Improve your Search Ranking
If you type in “PR Help” in Google, you will see a link to this website at the top of the first page. That high profile search engine ranking didn’t happen by accident. It was a choreographed PR strategy that took a little less than 3-months to achieve.
Every business owner wants to be on the first page of Google, especially if they are selling a product or service. There are many ways to push your website up in rank – key word optimization, Internet marketing, promoting your website through back links – but one of the most cost-effective ways to increase your search ranking is via public relations. For those not familiar, this is called Search Engine Optimization or SEO for short.
So how does PR help your search engine ranking?
Nearly every PR story helps with your website ranking because the search engines (Google, Yahoo, Bing) identify these websites as quality links. In other words, Google believes if the New York Times links to your website, it must have value. More often than not, that analysis is true.
In December 2012, my PR agency, MaciasPR, got our client high profile media placements with CBSNews.com, Entrepreneur.com, VentureBeat.com, CNN.com and other influential industry blogs. All of these news outlets put a link to the company on their website. These so-called “backlinks” or “inbound” links helped promote our client not just to business readers, but it also quietly helped their ranking with Google. And as we continue to get this new client more media placements, Google, Yahoo and other search engine websites will recognize these backlinks by placing a larger emphasis on their website.
Here’s another way PR can help your website get a higher ranking with the search engines. Smaller blogs frequently run stories or snippets from the larger media outlets. If you are able to get a large story in a major newspaper, there is a good chance that you can get other, smaller websites to also do a story promoting your business, which can help your SEO. In the case with that client on CBSNews.com, we used that prominent media placement to land media placements with smaller industry blogs.
So if you want new clients or customers to find your website via search engines, consider looking to public relations as an alternative. If your sales depend on traffic, you should consider devoting a portion of your online marketing budget to PR. Unlike online ads, which expire with your budget, with PR your stories and promotions keep working long after the publicity campaign is over.
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If you are in need of publicity, MaciasPR.com can help. We’ve gotten our clients media placements with the New York Times, Good Morning America, CNN, Fox News and others. The owner, Mark Macias, is a former Executive Producer with WNBC and author of the book, Beat the Press: Your Guide to Managing the Media. You can learn more about our media strategy at MaciasPR.com.