How can I use SEO to create a cohesive brand presence?
The emphasis of search engine optimisation (SEO) has now shifted to ‘earned links’, which are links to a website from credible sources. The best way to gain such links is to coordinate your SEO efforts with a focused PR campaign.
A number of shared SEO PR offerings are available, and this kind of service is focused on the ‘credible’, places for brands to be seen online, and the ‘genuine’, organic activity such as positive online conversations about a company.
Rebecca Scully, managing director at communication consultancy Smarts, says the process works by creating content that users want.
She adds: “Generating links to your site across social media and the wider web drives brand presence. Without it, brands risk becoming obsolete online.” In addition to improving search results, SEO PR can also benefit a brand’s online reputation through user engagement.
Alex Wares, managing director of SEO company Mediarun, says: “Linking PR efforts with SEO strategy is about far more than incorporating keywords into press releases and features. It is about building a brand both on and offline.”
This means there has to be an engaging online destination that builds a specific story or theme, allowing potential customers to continue interacting.
Wares explains: “Brands should have more than a simple website. Constructing separate microsites or utilising social media platforms are just two ways to engage interest in a specific issue and convert sales.”
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