In the realm of digital marketing, SEO (Search Engine Optimization) is often regarded as a stand-alone entity, existing separately from other components of a comprehensive marketing strategy. At 321 Web Marketing, we’ve discovered that this view can limit the holistic growth potential of a business’s online presence. Reflecting on our experiences over the years, we’ve identified the valuable synergy between PR, sales teams, and SEO.
The Evolution of SEO and Brand Recognition
Flashback to SEO in 2013: Google’s algorithms were seemingly in favor of brands that had already established their footprints in their respective industries. For a brand-new startup or a fresh player in the market, getting content ranked was a herculean task compared to brands with heritage. At first, this puzzled us. Why such favoritism?
Over time, a pattern emerged. Established brands with dedicated sales teams and marketing managers performing simple PR activities naturally had a multi-faceted online presence. These teams were actively:
- Applying for awards in their industry.
- Regularly sharing their brand’s content on platforms such as LinkedIn.
- Featuring prominently across professional organization directories.
Google’s crawlers, ever on the prowl, were picking up these digital traces. What we once saw as brand favoritism was, in fact, Google’s algorithms rewarding authenticity. In essence, Google was differentiating between businesses genuinely invested in their fields and transient players.
How to Integrate Sales and PR Activities into Your SEO Strategy
In my experience, here’s how to integrate your Sales teams and PR activities into the fold to improve your SEO results:
Empower Your Sales Team: Educate them about the value of content sharing. Encourage them to share, like, and comment on the company’s blogs and content. This not only boosts the visibility of your content but also establishes personal branding for the sales team. If you’re keen on guidance for this integration, our team at 321 Web Marketing is developing a comprehensive manual – drop us an email to get a sneak peek!
Harness the Power of Awards: Industry awards are not just shiny accolades. They’re a testament to your dedication and professionalism. Applying (and winning) adds to your brand’s credibility and garners attention – both from human audiences and search engines.
Community Engagement: The proverb, “Actions speak louder than words,” holds true. If your company is engaged in community events, it’s important to showcase this. An “In the Community” page on your website can serve as a vibrant testament to your company’s commitment to societal well-being for prospects, clients and search engines.
Press Releases are Gold: Won an award? Organized a community event? Don’t stop at just internal celebrations. Write press releases and distribute them. They can act as valuable backlinks to your website, enhancing your SEO game. Need help crafting the perfect release? We’re here to assist!
SEO isn’t just about keywords, backlinks, or on-site optimization. It’s an amalgamation of various elements that define your online brand persona. PR and Sales are two such integral elements. By incorporating them into your SEO strategy, you not only enhance visibility but also solidify your brand’s authentic online presence.