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How to Make Public Relations Drive SEO

by Brian Bennett  |  
April 28, 2016

Integrated marketing relies on being able to capitalize across channels and disciplines that were once, and often still are, perceived as unique "silos" in the marcom universe: Each discipline can do great work, yet typically mainly serves the goals of that department.

PR and social media are about creating and spreading fame. Driving awareness and positive impressions relies on being top of mind, being present, and being found. And, as each day passes, the importance of ongoing SEO becomes even more critical.

To achieve the greatest publicity—being found and heard from, both online and offline—we have to transition away from the way we think about marketing in general. Having all functions of marketing, from PR to SEO/SEM to social media, working on a planar level increases the power of the keyword strategy.

Here's how marketing used to look:

Strong marketing performance requires coordinating across platforms at a high level:

Why is PR important to SEO, and vice versa?

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Brian Bennett is owner and president of STIR Advertising and Integrated Messaging, a national advertising and marketing firm based in Milwaukee, Wisconsin.

LinkedIn: Brian Bennett

Twitter: @stirologist

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  • by Andrew Thu Apr 28, 2016 via web

    Great strategy for integrating PR and SEO but where is "offline" in your new model, are you inferring it's dead or was this an oversight? Can't SEO influence offline as well?

  • by Neil Mahoney Thu Apr 28, 2016 via web

    Amen. This is exactly the message I deliver in "Social Media Rules." However, I broaden the scope to all areas of MarComm.

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