Why bridging the gap between PR and SEO is the only way forward for PR Professionals - Isa Lavahun
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The document discusses the necessity for public relations (PR) professionals to integrate search engine optimization (SEO) into their strategies, emphasizing the shift from traditional media to online platforms for brand awareness. It outlines the importance of data-driven insights to understand audience behavior and create relevant content, citing statistics that reveal the changing landscape of media consumption. Additionally, it provides actionable steps for PR professionals to leverage search insights and content gaps to enhance their impact and visibility in an increasingly competitive digital space.
Why bridging the gap between PR and SEO is the only way forward for PR Professionals - Isa Lavahun
- 1. Why bridging the gap between PR and SEO is the only way forward for PR Professionals Isa Lavahun | Search Strategist and Trainer The Future of PR LINKEDIN.COM/IN/ILAVAHUN HTTP://WWW.DIGIPRCOMMS.COM @IsaLavs_
- 3. PR's core strength lies in its ability to influence. It can shape perceptions, drive awareness, build brand reputation and have a profound impact on audiences.
- 4. The digital age has democratised influence. It’s shifting power from traditional media gatekeepers to online communities and content creators.
- 5. 71% of 16-24 year olds get their news from social media (Ofcom, 2024) Over two thirds of UK adults (68%) consume news via online sources (Ofcom, 2023) 61% of consumers bought a product based on an influencer’s recommendation or promotion (EY Index) 74% of consumers rely on social media to inform their purchasing decisions (Ogilvy) Circulation for the biggest national titles is down by between 8% and 23% (Digital News Report 2023) A few stats…
- 6. Traditional media reach is Declining Traditional Media Reach is in Decline
- 7. Cutting through the noise has never been harder
- 8. So if PR wants to continue being an influential force, it needs to evolve … fast!
- 9. How? ● Learn how to leverage online behaviour ● Understand audiences and their emotional drivers ● Align data-led insights with creative strategy ● Craft compelling stories that resonate ● Meet audience’s needs in real-time
- 10. SEO STRATEGY PR Enter… A match made in heaven
- 11. Why do PR Pros need SEO?
- 12. 1. Audience Led Search Insights
- 13. With 8.5 billion daily Google searches, search engines have become the new gateway for information. They are now the primary battleground for brand awareness.
- 14. Understanding search intent – the ‘why’ behind user queries – is no longer a luxury for PR strategy, it's crucial for success.
- 15. Search-led insight is crucial to your PR strategy because it aligns with the way people actively seek information and engage with topics of interest online. .
- 16. How do we leverage search insights for PR?
- 17. #brightonSEO Example … Say you work for a brand/client that sells patio chairs. They need a big push for the summer season
- 18. Let’s explore how search and social insights can help with PR strategy for ‘Patio Chairs’
- 19. Patio Chairs
- 20. Google Trends
- 21. Google Trends (+ Glimpse)e
- 22. Keyword Insight
- 23. Long Tail Queries e
- 25. Existing Content
- 27. Reddit and Quora
- 28. Emerging Trends
- 29. Key Themes/Findings ● May is peak month for patio chairs and garden furniture. Demand is up 175% in the last quarter ● Upcycling, price , DIY, durability, and sizing are the most popular themes ● Patio chairs for wider/bigger/taller people was a surprising recurring query ● There’s higher search demand for ‘garden chairs’ but products are similar/the same as ‘patio chairs’
- 30. #brightonSEO @ISALAVS_ #BRIGHTONSEO Idea! And then comes the search data-led PR Idea!
- 31. Inclusive Comfort: Why Brands Need to Embrace Size-Inclusive Furniture Concept: Conduct a nationwide survey to uncover the emotional and physical discomfort experienced by individuals with larger body types when using furniture that is too small, especially outdoor furniture. Content Asset: A survey of 2,000 participants will reveal the spectrum of experiences and emotions tied to size-inappropriate furniture. From feelings of embarrassment to physical discomfort, the "Inclusive Comfort" campaign will highlight the urgent need for brands to embrace size-inclusive designs, featuring stories of personal struggles and triumphs. Headline Examples: ● 75% of Larger Individuals Report Embarrassment from Falling Off Chairs Too Small for Their Size ● Survey Reveals Over 60% of Brits with Larger Body Types Feel Uncomfortable in Standard Outdoor Furniture ● Size Matters: How Furniture Design is Failing to Cater to Larger Body Types
- 32. Why put Search led insight at the core of your PR strategy? Data-led Audience-led Personalised Trend-led Builds Trust
- 33. 2. Finding the content gaps!
- 34. WHY SEARCH ? Why Search? We’ve all done the 3 am Googling right? WHY ?
- 35. #brightonSEO Keyword insight gives us popular, unknown (sometimes secret) queries audiences want answers to!
- 36. #brightonSEO ✔ Therapist ✔ Symptom checker ✔ Fact checker ✔ Embarrassing queries is the.. Because ✔ Therapist ✔ Embarrassing query checker ✔ Financial advisor ✔ Translator ✔ Symptom checker is the..
- 37. #brightonSEO It allows us to Find the Gaps What’s the REAL problem? How can we SOLVE them ? What haven’t your COMPETITORS done YET or done WELL?
- 38. #brightonSEO For example: Let’s talk dogs!!
- 39. Pos. 1 Pos. 2 Pos. 3 Pos. 4 Pos. 14 Page 2 @ISALAVS_ What’s the gap between you and the top 3/4 ranking pages
- 40. Keyword gap analysis WHAT DOG SHOULD I GET QUIZ?
- 41. #brightonSEO Problem solving insights Google trends growth: Dog Mum Dog Dad Dog Parents
- 42. #brightonSEO Can I afford to be a dog parent? IDEA!
- 43. #brightonSEO Example content….. Can I afford to own a dog? Quiz based on.. Lifestyle Living Situation Disposable income Dog breed
- 44. #brightonSEO …And link building asset Can you afford to own a dog?: Vets calculator reveals affordability based on annual salary, lifestyle and dog breed Thinking about owning a dog? Can you actually afford to get one? Take this quiz to find out
- 45. 3. Gaining invaluable competitor Insight
- 46. #brightonSEO For example … Let’s say you work for a beauty brand/client that sells eyelash kits they want to promote
- 47. Lash Kit Let’s randomly go for ‘London Lash Pro’ as it’s currently ranking no 4 on the first search results page
- 48. The Competitor Backlink Gap
- 49. Outreach Opportunities: Risk Management Software Outreach Opportunities for Lash Kit
- 50. What’s Getting Competitors Coverage? Seasonal Trends Podcasts Expert Tips Listicles Influencer Collab Company Profiling
- 51. 4. Creating content that people want and search engines can find
- 55. 5. Showing the value of your work
- 56. #brightonSEO If you’re a PR/media relations professional, by default, you’re a link builder! The hard work that PR pros do has impact on SEO results
- 57. PR tactics = Quality Content Surveys/Reports Case Studies Expert Commentary Feature Pitches Product/Service Launch Exclusive Data Events Trends/Newsjacking
- 58. The media coverage, backlinks and brand stories PR professionals secure are gold. They directly impact a brand's SEO and online visibility but, the critical contribution from PR often goes unreported. This is a missed opportunity! .
- 60. Coverage Organic Search Uplift #brightonSEO Campaign Impact Backlinks Social media engagement Traffic Peak Keyword Visibility Traffic Uplift SALES ! CAMPAIGN LAUNCH BETWEEN 3 TO 18 MONTHS What happens here?
- 62. Traffic DA Uplift 30 50 Search Demand Campaign Page Performance Time spent on Site Search-Led Campaign Traffic Peak #brightonSEO @ISALAVS_ Page Views Keyword Visibility
- 63. Social Media Engagement Brand Sentiment/Reputation Brand-Led Reviews Journalist Feedback Campaign Reach Share of Voice Brand Mentions Branded Traffic #brightonSEO @ISALAVS_
- 64. Conversion-Led Assisted conversions Referral Traffic Short Term Spikes #brightonSEO @ISALAVS_ Lead Generation Downloads Email Sign ups Sales Attendance/ Footfall
- 66. CJR : How Press Worthy Are You?
- 68. #brightonSEO TRAFFIC UPLIFT Campaign Launch Source: Website SEO Checker DA UPLIFT Source: Semrush @ISALAVS_
- 69. SEARCH DEMAND Source: Google Trends CAMPAIGN PAGE PERFORMANCE Source: Similarweb @ISALAVS_
- 72. 1. Craft compelling stories that resonate using audience led insights. 2. Use keyword insight to create stories that meet audiences needs in real time. 3. Find content caps for a competitive edge. Identify and fill content gaps to attract untapped audiences. 4. Ensure your content is designed for both people and search engines to increase visibility and reach. 5. Use SEO tools (e.g. backlink gap analysis) to understand your competitors' strategies and improve your own. 6. Track results using SEO metrics. Prove the impact of your PR efforts and secure more budget! Key Takeaways
- 73. Isa Lavahun LAVLY LTD Search Strategist| Digital PR | Influencer Marketing Brand Consultancy | Trainer Thank You @isalavs_ info@isalavsmarketing.com http:/ /www.digiprcomms.com