It has been increasingly obvious for the past number of years just how much PR and SEO have merged.
A prime way of driving strong SEO for tech firms has always been to use online press coverage, press releases and other PR activities, which would then spread out across the relevant parts of the internet like so many concentric rings in a pool. What is still surprising though is how quickly even a start-up can use some simple and classic PR techniques to build a very authentic digital footprint – often within just 6 months of starting.
Issuing press releases is a great way to generate your digital footprint. Choose your subject matter with reasonable care: be ‘authentic’, ie only to issue real press releases around real company milestones – new products, key hires, funding announcements etc. Why? Simply because these releases will form the content of your digital background. Remember that ‘the internet is forever’, and bogus announcements or outlandish claims will follow you and your company name for years to come.
The key is to be authentic. All tech firms are generating positive industry news all the time – new products, new customers, key hires, strategic partnerships, funding announcements. These topics are genuine industry news, and should be treated as such, forming the subject matter for regular press releases – say 2 to 3 per year would be usual.
A press release released through a reputable wire service like MarketWired or PR Newswire can often generate up to 2/300 links, as well as triggering Google Alerts for the appropriate terms. Your headline and the opening lines of the release are what will provide the highest search engine traction, so it is important to choose your keywords carefully, frame your message properly and make it compelling.
Of course, as well as generating syndicated links in wire services across the internet, your release may also generate actual coverage in your targeted media. Reputable titles rank highly with search engines, so being covered in these will immediately boost your ranking. And gaining coverage in your target media is also extremely valuable social media content – studies have shown that on b2b social media like LinkedIn, postings considered ‘news’ rank among the highest posts in terms of social engagement. So make sure to post links to any coverage on all your social channels.
The real beauty of this strategy is its authenticity. If your company generates say 2/3 press releases based on real company milestones per year, you can see how quickly you can start to create an authentic digital footprint. And remember that this footprint - which will grow over time - will begin to tell the story of your firm online, one which will eventually form part of any due diligence that investors, customers or potential key employees will undertake on your firm before proceeding.
If you wish to put a pr programme such as the one outlined above together for your firm, please feel free to contact me here, and we can get the process underway, and you should be seeing positive results within months.
(Pic: Victoria Plum)