PR and SEO are no longer two different entities—they go together. Whether you want your website to rank high on the SERPs or gain attention through PR campaigns, integrating SEO into your PR strategies will help you increase website traffic and improve brand awareness. By having a better understanding of SEO, PR professionals can develop stronger PR strategies and ensure better results for their clients. In this session, I shared how PR professional can proactively integrate SEO into their PR strategies, and how they can deliver value, traffic, and brand awareness to their company or clients.

1. INCORPORATING
SEO with PR
An SEO’s Guide to
Delivering Value, Traffic &
Increasing Brand Awareness
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Pratik Dholakiya

2. SEO is a constantly changing
process..
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3. AND
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4. the20media.com @DholakiyaPratik
Understanding how Google
works and how it is changing is
an important part of the SEO
industry

5. the20media.com @DholakiyaPratik
SEO always evolves

6. the20media.com @DholakiyaPratik
1. Quality of content
2. Quantity of links
3. Focus is on users instead of search
engines
4. The technology being used by search
engines has improved

7. Similarities Between
SEO and PR
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8. Content. Social. Press. Outreach.
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9. Content. Outreach.
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10. o How-to's
o Content Curation
o Case Studies
o Charts/Graphs
o Ebooks
o Email Newsletters/Autoresponders
o Cartoons/Illustrations
o Book Summaries
o Tool Reviews
o Giveaways
o FAQs
Types of Content Formats
o Helpful Application/Tool
o Opinion Post
o White Papers
o Vlog
o Videos
o Templates
o Surveys
o Slideshares
o Resources
o Quotes
o Quizzes
o Webinar
o Guides
o Dictionary
o "Day in the Life of" Post
o Infographics
o Interview
o Lists
o Mind Maps
o Meme
o Online Game
o Podcasts
o Pinboards
o Photo Collage
o Original Research
o Press releases
o Photos
o Predictions
o User Generated Content
o Company News
o Timelines
the20media.com Source: HubSpot

11. Must Follow
SEO EXPERT
Contribute to
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12. It’s important for both the SEO and PR
teams to stay on the same page for
greater results
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13. SEOs focus on keywords, website traffic,
backlinks, etc.
AND
PR pros focus on communication, stories and
establishing relationships with reporters,
journalists and influencers.
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14. How can both the teams work together to
reach the same business goal?
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15. By EDUCATING each other
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16. Your SEO Cheat Sheet
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17. 1. Work with your client(s) to get their On-
Page & Technical SEO right.
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18. 1. Title & Meta Description
2. Content Optimization
3. Internal Linking
4. Website Loading Time
5. Crawlability / Indexability
A few essential things to have taken care of:
6. Mobile Friendly Optimization [Responsive]
7. Google Analytics & Search Console
8. Website Security (HTTPS)
9. SEO-Friendly URL Structure
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19. 2. Plan your content strategy that
incorporates appropriate keywords.
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20. 1. Google Trends
2. Google Keyword Planner
3. Moz’s Keywords Explorer
4. Ahrefs Keywords Explorer
5. SEMrush’s Keywords Research
Tools to use to search keywords:
6. KeywordTool.io
7. Ubersuggest
8. SERPStat Keyword Research Tool
9. AnswerThePublic
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21. 1. Google Trends
2. Google Keyword Planner
3. Moz’s Keywords Explorer
4. Ahrefs Keywords Explorer
5. SEMrush’s Keywords Research
Tools to use to search keywords:
6. KeywordTool.io
7. Ubersuggest
8. SERPStat Keyword Research Tool
9. AnswerThePublic
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22. 3. Incorporate relevant link(s) in the content
you create
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23. 4. All the earned media mentions should
have at least one link pointing back to your
client’s website
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24. 5. The backlink should be either on the
brand name or on appropriate (long-tail)
keyword
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25. 6. Optimize press release content for SEO
gains.
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26. 7. Sponsored or promotional content should
include ‘nofollow’ attribute in the links
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27. the20media.com Source: Google

28. the20media.com Source: Wordstream

29. 8. Acquire links from high domain authority /
domain rating sites
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30. the20media.com Source: Moz.com

31. the20media.com Source: Ahrefs.com

32. 9. Share and amplify published content
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33. 1. Promote it through social media organic & paid campaigns
2. Email to blog/website subscribers
3. Use platforms like Outbrain and Taboola
4. Outreach to relevant bloggers
5. Repurpose your content
Content sharing / amplifying strategies:
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34. 10. Make sure to not have same press
release / content published in multiple
publications
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35. 11. Types of PR content that can be
optimized
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36. 1. Interviews (Email / Podcast)
2. Product Launches
3. New Announcements
4. Press Releases
5. Thought Leadership
6. Influencer Content Campaigns
7. Whitepapers / eBooks
8. Client Stories
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37. How To Measure SEO + PR Success
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38. 1. Track content performance through
Google Analytics
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39. 1. Referral traffic from the publications that have linked (SS – 1)
2. Increase in organic traffic within the duration of campaign (SS – 2)
3. Increased amount of organic, referral and direct leads
4. Additional searches of ‘Branded’ keywords (Search Console)
5. Organic and referral traffic on the landing pages being linked to (SS – 3)
What to look for in Google Analytics:
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40. Referral traffic from the publications that have linked:

41. Increase in organic traffic within the duration of campaign:

42. Organic and referral traffic on the landing pages being linked to:

43. 2. Track keywords ranking to evaluate
campaign performance
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44. 1. Advanced Web Ranking
2. Moz’s Rank Tracker
3. Rank Tracker by Ahrefs
4. SEMrush Position Tracking
5. Woorank Keyword Tool
Tools to track keyword ranking:
6. AuthorityLabs
7. RankWatch
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45. To Recap!
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46. 1. Correct On-site / Technical SEO
2. Quality & Optimized Content
3. Use of Appropriate Keywords
4. Authoritative Links
5. Earned Media Mentions
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47. Leads to..
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48. 1. Well-Optimized Website that Performs
2. Improvement in Keywords Ranking
3. Increased Organic & Referral Traffic
4. Boost in Brand Visibility
5. Qualified Leads & Conversion
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49. Subscribe to –
The20Media.com/Blog
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50. Thank YOU J
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51. Thank You… &
Keep In Touch!
Twitter
LinkedIn
Email
@dholakiyapratik
linkedin.com/in/pratikdholakiya
pratik@the20media.com
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Pratik Dholakiya
Founder, The 20 Media