Google’s constant algorithm updates, people's increasing addiction to social media and the ever increasing number of businesses with an online home has made digital marketing much more competitive. The digital landscape is becoming increasingly complex and businesses are continuously looking for new innovative ways to cut through the noise.
Most business owners tend to understand the basic concept of SEO and why it is important, but digital PR and link building – what does that entail? Here I answer some of our most frequently asked questions on the topic:
What is digital PR and link building?
Digital PR combined with link building efforts drive online visibility and authority, which in turn, helps your business to grow. By getting your content out on the web via popular channels and connecting directly with consumers at different touch points during the customer buying cycle, we can offer information deemed useful to them at that point in time. Not only does this aid the user’s journey in obtaining the information they need, but it also increases your brand visibility and awareness. When placing content online, sometimes we include links to other pieces of content or sources that may be beneficial to the reader. When linking to other sources, you are telling Google that the particular source is relevant and useful – almost like a vote of confidence. As such, websites with lots of quality backlinks or ‘votes’ can be seen as useful sources by search engines.
How is digital PR different to traditional PR?
Unlike traditional PR, digital PR can be measured more accurately with additional traffic (and subsequent sales) being traced right back to individual campaigns. This makes calculating your ROI much easier. Unlike traditional methods, digital PR will help increase brand awareness whilst also influencing organic SEO and search visibility within your target markets as well.
What content should I write for outreach?
There are various ways in which we can satisfy a potential customer’s intent online and capture their interest but it’s not an easy task! Each campaign will need tailoring and continually refining to ensure you are targeting through the most effective channels and actually satisfying a need from your target customer base. Social listening, keyword research, monitoring trending topics, traffic volumes and visitor behaviour will all help understand what is and isn’t popular within your niche and your strategy can be revised accordingly.
How do I get my content published?
Each link building or digital PR campaign will involve a specific group(s) of target customers and to define these, we complete personas or user profiles in advance. Having built up an image of who we are trying to target, it makes writing valuable industry related content much easier.
Networking and building relationships with industry influencers is an important part of digital PR too which makes outreach easier and more effective. Once we have identified our target personas we would then get in touch with our relevant contacts and pitch the new article opportunity.
How does SEO help with digital PR and link building?
Combining your link building and digital PR activity as part of a larger SEO campaign will supercharge your efforts and often result in an increase in online visibility and growth. SEO is important in making sure your content is indexed and ranked well in Google and as such, various tasks are completed to identify trends in search techniques, popular keywords and phrases people are searching for. All these tasks assist with content creation and targeting the right people in the right places.
We would love to hear from you if you have any questions about digital PR and link building, or if you are interested in attending one of our related training courses. Just contact one of our friendly team or drop us a Tweet!