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Public relations or editorial coverage increases trust in a brand. Journalists and the media outlets they write or produce content for are generally perceived as third parties that do not automatically take content supplied by a company at face value. Instead, they examine and question what has been supplied and look for verification from other sources before considering publication.
To put it simpler, while brands can easily populate their own media channels with company messages, these messages have to stand up to scrutiny if they are to be published in a magazine or on a highly regarded online platform.
As part of an optimized marketing strategy, PR supports a brand's search engine optimization strategy in several ways, including:
Furniture retailer IKEA's award-winning 'Cook this Page' campaign is an example of how PR can benefit SEO. The campaign featured recipes printed on parchment that made it easy to measure ingredients and left users with an easy-to-clean kitchen.
Media outlets like Adweek, Fast Company and Huff Post picked up on the campaign and linked to the retailer's website. Not only did those stories drive direct website traffic to the campaign, but they also generated high-quality, third-party-endorsed backlinks.
Using the power of PR to improve search engine rankings works best when both aspects of marketing are integrated from the very beginning of a campaign or project.
Consider optimizing your brand's PR campaign content for the keywords the business wants to rank for. Remember, search engine algorithms have become very adept at identifying keyword stuffing and unnatural-sounding content. However, well-crafted press releases and other materials can easily contain important keywords without sounding artificial.
Remember that the strength of the story, its relevance, and newsworthiness remain the most important criteria for a media outlet. But none of those requirements prevent PR professionals from writing with SEO in mind. As publications pick up on a brand's story, PR can increase the number, quality, and variety of backlinks generated for the brand.
Especially web-based publications are generally happy to include links to a relevant product website in their content. The brand benefits from the link and growing credibility, thanks to a third party's endorsement.
To make the most of combining SEO and PR, digital marketers need to approach their campaigns with both aspects in mind right from the beginning. Integration is the key to successful execution.
Here are some of the most promising best practices:
Both PR and SEO are essential to improving a brand's online visibility. Considering them as equals during message, pitch, and campaign development sets the scene for outstanding coverage and strong backlinks.
Backlinks alone no longer determine the ranking of a website on search engines like Google. Search engine algorithms look for current, consistent, and relevant content that aligns with a user's search query. Integrating the results of keyword research with PR pitches to journalists, social media posts, and other content all support SEO rankings.
Each of these tools and tactics plays an important role in determining search engine rankings and increasing brand visibility and credibility. To maximize a brand's commercial and media-related opportunities, marketers need to blend as many tools as possible into compelling stories that resonate with journalists and consumers alike. As the conversation around those stories builds, it will naturally improve online visibility.
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