How to integrate your SEO efforts with PR activity to benefit the performance of both channels... and don't get in each other's way.

1. SEO PR
Integration
April 2014
@arthurjach

2. (Old school) SEO is dead…
In the past you could cheat the system
…and get away with it!

3. It has evolved in recent years
These days it’s more dynamic, fluid and content driven
Google release new algorithm update every few days

4. White vs. Black Hat SEO
White: adhere to Google quality guidelines and add value.
Black: trying to trick search engines to artificially boost results.

5. So... are you adding
value to my life?

6. White hat offsite SEO techniques
Quality
Outreach
“Link bait”, e.g.
Infographics
Working with
PR
Existing
business
partnerships
Content
Syndication
Optimising
existing links
Social Media
profile links
Turn brand
mentions into
links
Leverage
Media
relationships
Reputation
management

7. There are many different ways and models to work together in
order to benefit both PR exposure and SEO links/rankings.
• PR team writes the
release and sends it to
SEO to optimise
Writing press
release
• SEO team optimises
the release with
tracked changes and
sends it back
Optimising
press release • PR team issues the
release, publishes and
distributes it
Publishing
press release
• SEO team reuses the
release and re-
distributes it once PR
team has completed
their distribution. How
quickly?
Re-distributing
press release
WS3: High
quality links
from PR
activity
WS2:
Reusing
press
releases for
SEO
WS1: Teams
sharing the
learnings.
Cross-over
mitigation.
Easy, but low impact
More complicated,
noticeable impact Difficult, high impact
• PR team let SEO
team know about
upcoming features to
be published online
Proactive
info sharing
• SEO team to advise
on the ideal links
and pages to link to,
taking into
consideration UX as
well as SEO
Optimising • PR team to carry out
the activity and
share the results and
coverage
PR activity
• SEO team to monitor
brand mentions and
identify further
opportunities
Monitoring