An organic search strategy ultimately aims to increase the visibility and authority of websites. These strategies have three core components, tech, (how the site operates) content (what the site says and ranks for) and authority (unpaid links to your website through Digital PR from websites with a high domain authority).
Digital PR is a core element of any successful organic search strategy and is capable of raising both brand awareness and driving traffic, earning trust from users and Google.
How does Digital PR Aid Organic Search Strategy?
Keeps your Brand Current
Digital PR works through capitalising on relevancy which can be achieved by a) newsjacking, attaching your brand to an already relevant topic or b) creating relevance through planned campaigns that make noise in the media. Either way, it is a great way to keep your brand consistently in the media, at the top of those search results and at the forefront of users’ minds.
Supports SEO
If done strategically, in tandem with a wider SEO strategy your Digital PR activity, campaign ideas and wider activity can be leveraged to drive impact from an organic search perspective.
Naturally, PR teams create newsworthy content that journalists want to cover and readers want to consume. If research is hosted on your website, you can pitch out relevant stories from that research to press, with the journalist linking back to your original research to offer readers more value. This acts as a vote from a news site to your site, improving your website’s authority. The more authority, the better your well-optimised content will perform from a ranking point-of-view.
Builds Brand Awareness
Digital PR is not just about driving traffic to your website. Much like traditional PR, it also aims to build brand awareness, creating conversation around your brand that enhances its presence across organic channels and encourages engagement among users/audiences.
Trust from Google = Trust from Users
With the average person conducting between three and four Google searches each day (according to SEO.AI), it is clear that ranking within the top search results for selected keywords is vital to getting your brand seen by the right users.
To meet what Google is looking for, your content should adhere to and encompass four key factors: Experience, Expertise, Authoritative and Trustworthiness, or the E-E-A-T, model. Digital PR focuses on satiating Google’s appetite for E-E-A-T, with the creation of experience and expertise from curated content and authority and trust built from referrals achieved in reputable media outlets.
Through demonstrating that your brand is trustworthy to Google through E-E-A-T it, in turn, will vouch for your trustworthiness to its users.
Get Links in the Right Places
It’s no good getting links that no one will see or click on. Digital PR works to get links in the right places via the publications read by your target audience with content that demands to be clicked, driving authority and traffic to your website and improving your website’s authority.
