Can digital PR help my business? Before answering this, and lots of other, burning digital PR questions, let’s firstly look at what digital PR is. Digital PR encompasses traditional PR, SEO, online marketing and content creation, tacitly working together to improve google rankings and ultimately drive sales.
If this sounds different to what you might have thought digital PR was, that’s because the landscape is very different now to when digital PR first came into play. And, it is always changing. Generally speaking, Google is getting ‘stricter’ with SEO rankings and keyword matching. But don’t worry, we’re here to explain everything you need to know about Digital PR and how it can help your business to thrive.
Are some links better than others?
A good quality link is hosted on an authoritative site with a high relevance to the brand and the copy or content. Google had a content algorithm update recently, prioritizing educational, relevant content that builds expertise and trust. So, to put it into real world examples, securing a link on a high DA website is great, but securing a link on any website, that is within your sector, or very specifically talks about the content you are sharing, can be more beneficial in terms of rankings.
What’s the difference between an SEO agency and Digital PR agency?
You might feel slightly confused between a technical seo agency, and digital PR. Aren’t they both about link building? The key difference is where the links are being placed. Technical SEO agencies work hand in hand with PR, but generally don’t have the PR training and skills to build quality links in high authority publications, where brand visibility and awareness is huge. These titles are of course news websites so anything from BBC and Mail Online to Gardeners World and Running Magazine.
What is a follow VS no follow link?
A no follow link simply put means the website isn't passing on any authority to your brand. They're often considered to be weaker than followed links, but this is in fact not always the case. While it doesn’t provide the colloquially known ‘google juice’, it does still add to brand visibility and will increase traffic to the website via the referral link.
Can't you just ask them for a link?
Yes, but we need a reason. Journalists and news sites are becoming increasingly savvy to why brands and agencies are asking for links. A link back to a homepage for no reason other than you want it, is difficult. So, the key is to make sure that there is a genuine reason to link back to a page that is beneficial for the reader. Content needs to meet audience objectives and third party website regulations. For example, host data on your website, create interesting assets or infographics, launch a new quiz or poll, build an online tool or calculator - do anything you can to ensure that the linking part of the activity is unavoidable.
When will I see the benefits from Digital PR?
Generally speaking PR is not about an instant win. Building a brand's reputation amongst a target demographic and creating trust is a longer game. So naturally, the same is said for Digital PR. Just because you have secured 10 links in the last month, doesn’t mean google will trust you. Just like a consumer wouldn’t instantly buy a product after seeing one advert, social media post or piece of coverage. The value of Digital PR is often only calculated by Google after six months following an ongoing campaign of quality link building and ranking for non branded keywords. Compared to paid avenues it is slower, but it is strong so patience is key. A digital campaign cannot be run in three months. Brands that get the best returns will execute “always on” day to day digital PR.
As a small business, how can I compete against big brands for SEO rankings?
Carve out a relevant niche. Really understand your biggest competitors and find what makes your brand different to them. Or, your Digital PR team can find out which keywords you’re ranking for and build a campaign that makes sure your ranking for your own terms, not competing for someone else's.
And if you think Digital PR could benefit your business, get in touch hello@fullvolumepr.co.uk
