When you think about PR, are you still attracted to long round newspapers or focus pieces divided into double pages? While traditional PR is still good for your brand, fewer and fewer people get their hands on newspapers. Back in 2005 printed newspapers were worth about £ 7.2 billion, while moving fast into 2019 and that figure will fall to £ 2.7 billion. This illustrates that (at this time) everything is related to the distribution of your name on the web. But how? The Internet is packed with news, a lot of real, but also a lot of “fake news” that would never have been on paper that day.
If you are a new user of SEO PR (also known as digital PR), the good news is that the premise is the same as in traditional public relations – give journalists something exciting or new or something you know their readers are interested in. But what counts for SEO is not just getting PR to the publication, but using that visibility to improve your company’s own Google rankings. And here’s what you need to pay attention to …
Domain Authority (DA) is a number between 1 and 100 that is assigned to your website. The number indicates how likely your website is to be placed on search engine results pages; the higher the number, the better your website is likely to perform. Your domain credentials can be improved, so don’t worry if your site is performing poorly right now, but it’s also important to remember that it will take time (like most other SEOs) and you’ll never reach 100. Authoritative sites with exceptionally high domains include the BBC (96), Wikipedia (98) and LinkedIn (99). Only people like Google, Apple and YouTube make 100 characters and the number of their linking root domains is very crazy! So, with DA, it is good if you have achievable goals. If you start at the lower end of the spectrum, you can increase your DA relatively quickly, but the higher you go, the more you need to improve it.
Now that we know what a domain agency is, you guessed it, this is a seriously important factor for SEO PR. The goal of the game is to improve your score, and by doing so, you will help advance your way to the Google leaderboard. But how exactly can you improve the DA of your site? There are many factors that affect your score, not just SEO PR; also content and technical SEO play a big part. But when we talk about PR, it is mainly through links, backlinks and other links.
Get website links (track / don’t track)
It is true to say that unfortunately not all links are worth the same. Links from sites on higher domain agencies are worth more of your effort, but you thought they would be much harder to acquire. Depending on where you are currently sitting in front of the number, this can help you decide which links to follow. For example, a smaller, start-up site may want to prioritize getting business directory links because they’re easier to get, but it’s a time-consuming process that involves adding your business details to as many directories as you can find.
You could go to relevant publications through the preparation and delivery of stories on your business or other current topics – this idea is more creative and fun, but if you don’t get a reflection, it can be quite exhausting.
You can also write your own articles for perhaps relevant trade publications or educational sites – here you prepare an idea, present it and see if you have any tips for writing it.
No matter which route you choose with SEO PR, the goal remains the same – get that link!
And of course, once you’ve secured the link (yeah!), You need to consider something else. Just to throw you another curve, some links are set to ‘watch’ (what you want) and others are set to ‘do not follow’ (which you want to avoid if possible). But what does that mean?
Follow the links
Tracking links means that Google is able to pass authority to the domain being transferred (the site that linked to your site) to your domain. Basically, it’s the first site vote that says he trusts it enough to link. In this case, the higher the authority of the site linking to your site, the more you will benefit. Here, you might want to consider getting links from quality and authoritative sites, as if to succeed, it’s totally worth it.
Follow no links
Links set to “nofollow” mean that far fewer rights are granted from the redirect domain. While the coverage you get will still help boost your brand’s overall visibility, it won’t create as much SEO value as a tracking link. Sometimes links are set to “nofollow” because they have been paid for or are an incentive for something.
How to check if the link is set to “nofollow”
It’s as simple as three quick steps:
- Go to the page where your web link is located and right-click on the ‘Show page source’ button.
- Find the link to your page in the HTML code.
- Check for an attribute that says rel = “nofollow”. If so, this link is nofollow. If it does not have a code snippet, the link will pass your authority as a “dofollow” link.
Using evergreen content
One of the great things about SEO PR is that it doesn’t always have to be a “press hot” story that is only relevant for a short time. SEO PR can also be used to promote evergreen quality quality that can discover your links over time. Find a topic that is interesting and relevant to more publications and websites, put together great and thoughtful content, and embed it. You can keep calling for a longer period of time, and when your content arrives, it also collects links through the fact that it is useful and interesting.
To learn more about how digital PR can be used for SEO purposes, read our page backlinks guide.