SEO, Backlinks, and BEO: Three Pillars for Stronger PR and Brand Awareness

SEO — Wed., May. 3, 2023

Digital strategies are increasingly dictating PR campaign tactics: two-thirds of communication industry experts believe digital marketing and PR tactics must be used more collaboratively. However, successful PR campaigns rely on a mix of both digital and analog strategies to boost brand awareness. Fake earned media strategies are rare, but still exist, which shows the need to use successful SEO tactics to gain coverage without risking reputation or credibility.

Most B2B marketing teams recognize the importance of SEO: organic search accounts for over half of overall website traffic. PR strategy should include focusing on keywords for all content formats, as it can demonstrate industry leadership and help organizations stand out. Additionally, PR professionals can use mental cues to build brand recognition and reputation through "brain engine optimization" (BEO).

Finally, embedded backlinks are an essential part of any SEO-driven PR campaign, tying PR placements and digital marketing together. Backlinks direct online traffic from one website to another and help organizations keep a good ranking on sites such as Google. High-quality content is also needed for backlinks, and PR professionals should engage with journalists to place earned media to ensure backlinks provide a route to the organization's website.

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