Boost online visibility and improve search engine rankings by integrating public relations and SEO strategies.
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Key Takeaways
- Digital technology has transformed how brands connect with their audiences.
- To connect successfully, brands need to take an integrated approach.
- Combining the strengths of PR and SEO is one aspect that delivers benefits across a brand's entire marketing strategy.
When talking about how digital technology transformed brands and marketing, most marketers are quick to point out the arrival of new digital marketing channels and the influence of social media. But what about public relations (PR) and search engine optimization (SEO)?
Traditionally, most brand teams would have considered PR and SEO separately or even left SEO to their website teams. As the two disciplines come closer together, brands are starting to see the benefits of integrating PR and SEO.
Related: 5 High-Profile Reputation Nightmares Your Brand Can Learn from
Understanding the relationship of PR and SEO in digital marketing
The Public Relations Society of America defines PR as a "strategic communications process that builds mutually beneficial relationships between organizations and their publics." Just a few decades ago, PR professionals relied mainly on newspapers, magazines and broadcast outlets to spread their messages. Today, they have a far wider choice of channels, most of them digital.
SEO, on the other hand, is firmly linked to the digital age. The term...
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Published by: Book Club