Those seeking media coverage may adopt a less-than-clean-handed approach.In one example, in July a freelance journalist clearly A well-known London-based telecommunications agency offered him a financial reward for introducing the companies he represented in his articles.
The story questioned (and outraged) the relationship between writers and agency personnel, especially those who cut corners and use deceptive earned media tactics.
So let’s spotlight how communicators can legally pursue earned media placements. Backlinks, SEO, and Brain Engine Optimization (BEO) (more on that below) allow you to publish articles without “paying” journalists.
PR and SEO: Harmonious Links
Studies show that organic searches account for more than half of web traffic. Thus, the importance of his SEO in B2B PR is clear. In fact, 60% of his communicators affirm that PR and digital marketing need to work better together.
SEO should start at the content generation stage. Look out for keywords in all forms, including press releases, articles, blogs, and tweets. However, this does not mean overdoing your keywords or adding words that dilute your content.
Instead, you’ll get better results with carefully crafted copy that connects your B2B organization to keywords with key industry and market themed links. Having your content rank highly with SEO and consistently appear on trusted third-party domains can help your company demonstrate industry leadership.
Power Your Search Engine – Brains
As the digital world advances, we forget it Man Drive B2B sales. His 68% of online experiences begin with search engines, but searches begin with her B2B customer individuals searching their memories. Then check online.
Our brain likes the familiar. Therefore, memorable brands can benefit, earn trust and get positive results as well. PR professionals can use this BEO knowledge to increase brand awareness online.
If you agree that BEO can help you link your memory recall to Google Search, how can communicators use backlinks (where one website links to another website with anchor text) to drive traffic? can I direct them to my site?
Importance of backlinks
Major search engines take into account backlink votes and quality content indicators for pages. Google uses reliable backlinks as content ranking signals, making them an important part of its SEO tactics.
Dominating search results is important, but securing click-throughs to a company’s website is a key goal for any SEO-driven PR campaign. Click-throughs from organic content backlinks can be tracked through UTM code, marketing platforms, or website analytics tools.
This will take you back to the first content, the content. Interesting and original content earns credible backlinks and helps your organization maintain high rankings on Google.
SEO, BEO, backlinks
Therefore, successful SEO requires extra effort to build backlinks from good sources. This means directly engaging journalists with the goal of getting their content published in publications that your prospects read.
Embed backlinks in placed content to provide a clear route to your website and help you get visits from relevant audiences. Adding compelling gated content to your landing page, such as an in-depth white paper or informative webinar, can lead to highly targeted leads.
The evolution of online media outlets has opened the door for B2B organizations to improve their online lead generation powered by SEO and backlinks. B2B PR professionals must use efficient tactics to make the most of our “computer” brains to create and build a striking and memorable B2B brand.
Jamie Kitley Head of Client Services at IBA International
