SEO Evaluation for PR managers

SEO overview with PR publications

The objective would be to provide the most appropriate content to the targeted audience of that media type at the right time of placement.
So that search engines can identify new relevant content from these media channels and provide further useful information to the user regarding the search query and user’s intent.

The publication should influence the user with the correct message and help them take further action or fulfill their need.
The author of the publication / article should also have authority in the industry and therefor and introduction with the name, position, expertise and brand or company they are writing on behalf of would be beneficial. Knowing this the media channel should also appreciate your awareness and therefore be more open to collaborating with you.

These publications / articles should serve both the media channel by providing useful content to their audience
and the brand providing the content by placing themselves as experts in the industry relevant to the topic.

The importance of public relation managers understanding SEO is increasing becoming more beneficial as it helps them avoid common pitfalls of link building bad practices and helps them focus on collaborating with a few well selected relevant and authoritative media channels, distinguishing the good from the bad.

This will strategically give you an upper hand amongst other PR practitioners by optimising your efforts in selecting and creating valuable content assets to promote in the right place at the right time and getting the maximum value out of it whether or not there is a link placed within the article or not.

All articles should be place in relevant media channels to the brand

_____________

Types of links in PR articles

The more relevant the industry of media channel is to the site the valuable the link will be for the user and to search engines.

The link in the PR article pointing to the site connects the two resources.

Links should be placed sparsely in the well-structured articles and should not be abused 2 links in the article should be sufficient.

The anchor text is the linking word or image example: “XYZ Brand” or “https://www.domain.com/”   or “Read more”.

In the article this should usually should be the brand name or the url so that it’s not triggered by search engines as spammy links.

  1. There are 2 types of links which media channels may use being the:
    1. follow link type:     This acts as a count of confidence to the site which help boost a site’s domain authority
    example <a href=”https://www.domain.com“>https://www.domain.com</a>
  2. nofollow type: This does not count of confidence to the site and passes no SEO value – domain authority to the site.
    example <a rel=”nofollow” href=”https://www.domain.com“>https://www.domain.com</a>

In the follow link type authority is passed to the site otherwise known as link juice.

So if the link has the nofollow tag it means google does not count the link as a vote of confidence, and therefore no SEO value is pass to the site.
However even if the link is a nofollow it still may provide value to the company in terms of driving high converting leads and brand exposure on the media channel

_____________

Identifying the authority and other key metrics of a domain

Identifying the authority of a domain, the quantity and quality of traffic to it are the important factors to consider when selecting   domain to collaborate with Key metrics

These can be obtained with freely available tools online


https://analytics.moz.com/pro/link-explorer/overview                     Requires you to register for an account

Domain Authority               Predicts a root domain’s ranking potential relative to the domains in our index. Use this score to compare your likelihood to rank above that of your competitors.
Linking Domains                  Number of unique external linking domains. Two or more links from the same website are counted as one linking domain.
Inbound Links                       Number of unique pages linking to a target. Two or more links from the same page on a website are counted as one link.
Ranking Keywords              Number of keywords for which this site ranks within the top 50 positions on Google US.

moz DA

searchmetrics
https://suite.searchmetrics.com/en/research                       Requires you to register for an account

With searchmertics it provides a series of influencing factors to identify the domain name’s visibility over time and most importantly the current popularity and visibility of how is ranks in the search engines based on a country of choice which will clarify the site’s ranking in the specific country of choice Other sections shown are the:

Overview         |          Geography      |          Rankings          |          Market Analysis          |          Industries            |          Links    |          Social   |          Ranks| Mobile |          Content

 

The Geography shows other countries the site is popular in especially useful to identify the market reach in certain countries.
The Market Analysis can also help you identify other similar caliber media channels which you could also collaborate with provided they too are good.
The Rankings displays to top ranking organic keywords
The industry section clarifies the primary and secondary industries it is in to insure its similar or the same as your site.

 


 


https://majestic.com/reports/site-explorer                           Requires you to register for an account

TRUST FLOW                           Trust Flow is one of the Majestic Flow Metrics, which is weighted by the number of clicks from a seed set of trusted sites to a given URL, or Domain

CITATION FLOW                   Citation Flow is one of the Majestic Flow Metrics, which is weighted by the number citations to a given URL, or Domain.

 

There are other paid tools which can help you identify keywords and other key metrics on their media channels such as SEMRush

 

Search operators
site:       site:https://www.domain.com                  displays the links indexed in google for the domain           [About 271 results]

Other Advanced Google Search Operators here https://www.searchenginejournal.com/google-search-operators-commands/215331/

_____________

You should compare these key metrics to your own site and identify how relevant they are to your site.
If the media channel has a
higher domain authority and Trust flow than your site
and it is in the same industry as your site
and the keywords which they rank for are similar to your target audience

All these are positive signals and certainly worth forming partnerships with.

Based on these findings you can clearly identify if the media channel is relevant to your site and if it is worthwhile collaborating with them
and clarifying the quality and quantity of resources which should be dedicated to them.

Creating a well-structured article with headings and supporting text and keywords placement within the article with also be of great value to use when presenting the article to the media channel.

_____________

I hope you found this useful and clarified the important elements of SEO when choosing a media channel to collaborate with, for further information regarding structuring articles do not hesitate to contact me.