PR is good for both increasing awareness of your brand and garnering links from popular websites to your own. These links not only generate traffic as users discover your website through them, but are one of the primary factors in the algorithms used by search engines to determine if you are a relevant website for a user’s search query. It is therefore more important than ever that you understand how to conduct an effective PR campaign.
PR has changed over recent years, to get the attention of journalists these days you need to have a firm grasp of social media, shareworthy content and a great hook. Journalists and popular blogs can get overrun with content they are asked to publish. The goal of a great outreach campaign is to create interesting content that grabs the attention of a publisher.
This course will provide you with a comprehensive understanding of the importance of PR, the impact on your website of good and bad quality links, and the tools you’ll need to improve your success at gaining high quality backlinks.
This course is a for business owners, marketing executives and anyone with the responsibility for increasing brand awareness and driving visitors to a website. Due to the hands-on, bespoke nature of our courses we are able to tailor the content to meet the exact needs of our participants. This makes it relevant and accessible to anyone who is looking to get a better understanding of the changes to PR practices over recent years. You are guaranteed to gain valuable tips and tricks to creating and disseminating quality, shareable content.
How will it help me?
This training course is designed to give you a comprehensive understanding of the fundamentals of PR & link-building techniques, by the end of it you will have:
An in-depth understanding of the role of PR and link-building in SEO campaigns and the importance of operating within search engine guidelines
Knowledge of how to create link-worthy content and a wealth of ideas specific to your business
Strategies for identifying good outreach, PR and link opportunities and how to effectively approach prospective websites.
Armed with the knowledge of appropriate methods of engaging in link building and PR, you will be confident in carrying out successful PR campaigns that sit within the strict guidelines of the search engines.
What will I learn?
The importance of links in search engine optimisation
The history of links in the search algorithms
The possible penalties that come from misuse of backlinks
Auditing your links
Tools and methods for identifying the websites that are linking to yours
How to identify good and bad backlinks
What to do with toxic backlinks
Writing for social media and publishers
Making content shareable
What is link juice and how does it flow through a website
Gaining links to pages other than your homepage
The importance of anchor text and how to optimise it
How to outreach content
Identifying the right websites for your content
Methods of contacting publishers
Tips on making your contact engaging
If you would like to take a deeper dive into generating creative ideas for PR and link-building for your industry we offer an additional half day workshop with our expert trainers.