SEO, PR and communications — why should they go hand in hand?

Intro

SEO and PR are linked, and website promotion should now be handled not only by technical specialists, but also by the communications department.

SEO stands for search engine optimisation. It is necessary to ensure that search engines such as Google and Bing display your website as high as possible in response to a user's query. The better it is optimised, the higher it will be displayed. Ideally, you want to be in the top 10 results, or at least in the top 30. Almost no one scrolls further down.

In the past, SEO optimisation was more technical — specialists inserted a bunch of keywords, bought links on exchanges and brought websites to the top. That's why it was so difficult to find anything useful in the search results.

Now search engine algorithms have become better and more complex. The top results are websites created for people — convenient, fast, with reliable and useful information provided by industry experts in simple language. Against this backdrop, content has become an important part of SEO. That's why now, not only technical specialists but also a communications team with PR specialists should be working on website promotion. Together with experts, they prepare materials that reflect the company's expertise.

And what does PR and communications have to do with it?

SEO specialists will take care of the technical part. For the rest, you will need a communications department. After all, it is not enough to just start a company blog; it must work and reflect the company's expertise. Let's figure out why and how we combine SEO, PR, copywriters, SMM and other experts working with content into one team. The communications department consists of three blocks: content creation, distribution, and PR itself.

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How to create a blog that will work:

Develop a strategy — look at successful blogs in the same or related industries: how they are designed and what they write about. It is also worth interviewing company experts: find out everything you can from them about products, new features and technologies that you can tell customers about in your blog.

Draw up a content plan — for successful SEO promotion, your content plan should include five live articles and one optimised for search engines — with a certain number of keywords and queries. It is best to look for topics for it among the users themselves — on forums, social networks, or in your own sales department, based on the most common questions from buyers. It is important to take into account the recommendations on keywords that an SEO specialist will give, because it is by these that people will find the company and buy from it.

Find people who will create content — ideally, editors and writers. This will give you more control over what is happening and increase efficiency.

Think about distribution — it's not enough to just publish articles on the website, they need to be promoted on external platforms, as well as reposted on social media and other channels, such as email newsletters. It's not enough to just write the material, you need to make sure that it is seen and read by those who will find it useful and interesting.

A unit of content on a blog is an article. But a blog is not just a collection of articles, even if they have good, useful content. You need online media that can meet all of your brand's promotional needs — increase awareness, talk about products and how to use them, and at the same time attract potential customers. At the same time, a piece of content on a blog becomes the basis for the work of the entire communications team:

SMM specialists turn articles into posts on social media;

Email marketing includes articles in newsletters;

PR specialists help set up distribution.

Conclusion

It is not easy to create a good blog and team that will truly solve business problems. You need to choose the right topic for the blog and articles, write material that is useful for users, and promote it so that as many people from the target audience as possible learn about it.

Our observations show that this works and people appreciate it. They come, stay, and return to those who make an effort for their audience. And often this is much more cost-effective than appearing somewhere else on other platforms that cannot fully reveal the project, values, and benefits of the company. This is much more useful than dry press releases and one-off publications in the media.