{"id":607572,"date":"2024-02-06T17:00:00","date_gmt":"2024-02-06T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/what-is-digital-pr-for-seo\/"},"modified":"2024-02-06T17:00:00","modified_gmt":"2024-02-06T14:00:00","slug":"what-is-digital-pr-for-seo","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/","title":{"rendered":"#What is digital PR for SEO?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e540d89ca0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e540d89ca0\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Learn_how_to_leverage_digital_PR_techniques_like_cultivating_expertise_crafting_stories_and_garnering_influence_to_boost_your_SEO\" >Learn how to leverage digital PR techniques like cultivating expertise, crafting stories, and garnering influence to boost your SEO.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#How_generative_AI_and_search_engines_understand_topics\" >How generative AI and search engines understand topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_about_reputation\" >It\u2019s about reputation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Integrating_PR_and_SEO\" >Integrating PR and SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#What_digital_PR_isnt\" >What digital PR isn\u2019t<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#So_what_is_Digital_PR\" >So, what is Digital PR?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_a_topical_field_of_expertise\" >It\u2019s a topical field of expertise<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_proof_of_expertise\" >It\u2019s proof of expertise<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_data-driven_storylines\" >It\u2019s data-driven storylines<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_influence_and_recognition_in_the_field\" >It\u2019s influence and recognition in the field<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_relevancy_to_an_audience\" >It\u2019s relevancy to an audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Its_the_buyers_journey\" >It\u2019s the buyer\u2019s journey<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/what-is-digital-pr-for-seo\/#Another_way_to_look_at_it\" >Another way to look at it<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_how_to_leverage_digital_PR_techniques_like_cultivating_expertise_crafting_stories_and_garnering_influence_to_boost_your_SEO\"><\/span>Learn how to leverage digital PR techniques like cultivating expertise, crafting stories, and garnering influence to boost your SEO.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nLink building has been considered one of the most important SEO strategies for a long time. The more links you could acquire, especially from authoritative sites, the better your search rankings were supposed to be. <\/p>\n<p>But SEO has evolved. Google\u2019s algorithms are now much more sophisticated.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>To improve search rankings today, you need a comprehensive digital PR strategy that cultivates expertise, targets key touchpoints in the buyer\u2019s journey, creates compelling data stories, and garners influence through reputation and recognition.<\/p>\n<p><strong>Key insights:<\/strong><\/p>\n<ul>\n<li>Digital PR for SEO is not link building but an alternative to link building.<\/li>\n<li>Integrated SEO and PR. Google uses AI to act human-like to evaluate its reputation. This is why digital PR and SEO have become so integrated around reputation.<\/li>\n<li>Digital PR for SEO is not just links and brand mentions alone. Links and mentions are a part of reputation.<\/li>\n<li>Digital PR for SEO is about the online reputation of a company and its products\/services, customer journey touchpoints, and garnering share of the company\u2019s information across various platforms.<\/li>\n<li>Data campaigns that align with <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> trends garner media coverage to enhance a reputation.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"915\" alt=\"What is digital PR for SEO\" class=\"wp-image-437219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO.jpeg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-591x338.jpeg.webp 591w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-800x458.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-198x113.jpeg.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-768x439.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-1536x878.jpeg 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO.jpeg.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"915\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO.jpeg.webp\" alt=\"What is digital PR for SEO\" class=\"wp-image-437219\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO.jpeg.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-591x338.jpeg.webp 591w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-800x458.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-198x113.jpeg.webp 198w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-768x439.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/What-is-digital-PR-for-SEO-1536x878.jpeg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-how-generative-ai-and-search-engines-understand-topics\"><span class=\"ez-toc-section\" id=\"How_generative_AI_and_search_engines_understand_topics\"><\/span>How generative AI and search engines understand topics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The last year has been eye-opening about the current capabilities of generative AI and large language models (LLMs).<\/p>\n<p>What\u2019s most interesting is how these models can understand a website, content or individual\u2019s reputation around a specific area of expertise. And it\u2019s just getting better.<\/p>\n<p>To see proof of this, ask ChatGPT Plus who someone is and what they specialize in.<\/p>\n<p>For example, I asked, \u201cwho is Barry Schwartz from search engine roundtable?\u201d and ChatGPT returned:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"914\" alt=\"who is barry schwartz - chatgpt\" class=\"wp-image-437221\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt.png.webp 1420w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-525x338.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-800x515.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-176x113.png.webp 176w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-768x494.png.webp 768w\" data-lazy-sizes=\"(max-width: 1420px) 100vw, 1420px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"914\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt.png.webp\" alt=\"who is barry schwartz - chatgpt\" class=\"wp-image-437221\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt.png.webp 1420w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-525x338.png.webp 525w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-800x515.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-176x113.png.webp 176w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/who-is-barry-schwartz-chatgpt-768x494.png.webp 768w\" sizes=\"auto, (max-width: 1420px) 100vw, 1420px\"><\/noscript><\/figure>\n<\/div>\n<p>Whether it\u2019s ChatGPT or Google, understanding this type of information doesn\u2019t just come from backlinks.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-it-s-about-reputation\"><span class=\"ez-toc-section\" id=\"Its_about_reputation\"><\/span>It\u2019s about reputation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google isn\u2019t limited to analyzing link profiles; it deeply understands online reputation.<\/p>\n<p>Google\u2019s Search Quality Evaluator Guidelines explicitly point out how to evaluate a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/static.googleusercontent.com\/media\/guidelines.raterhub.com\/en\/searchqualityevaluatorguidelines.pdf\">site and content creator\u2019s reputation<\/a>. And these guidelines are supposed to represent how they want the search engine to act.<\/p>\n<p>The guidelines have this to say about a reputation:<\/p>\n<blockquote class=\"wp-block-quote\"><p>\n\u201cReputation research should be performed according to the topic of the page. For example, if the page contains medical information, research the reputation of the website and content creator for providing medical information. It\u2019s possible for a website to be a go-to source for one type of content (e.g., humorous videos), but an untrustworthy source for a different type of content (e.g., financial information).\u201d\n<\/p><\/blockquote>\n<p>This requires a paradigm shift in how we plan goals, measures and tactics in SEO strategy: it\u2019s not just about building links anymore, but rather about cultivating the reputation for a site, content, product, and individuals\/entities.<\/p>\n<p>We must start thinking more broadly about a site\u2019s reputation beyond the number of links with a high DR\/DA.<\/p>\n<p><strong><em>Dig deeper. The case against Domain Authority<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-integrating-pr-and-seo\"><span class=\"ez-toc-section\" id=\"Integrating_PR_and_SEO\"><\/span>Integrating PR and SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PR has been a method of managing reputation for a long time. The Public Relations Society of America (PRSA) <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.prsa.org\/about\/all-about-pr\">defines PR<\/a> as:<\/p>\n<blockquote class=\"wp-block-quote\"><p>\n\u201cPublic relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.\u201d\n<\/p><\/blockquote>\n<p><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>lying PR to SEO is about the reputation of your individuals, entity and content with the target audience, not just the search engines. This perspective will keep your strategies, tactics, and measures focused on the signals Google is looking at to improve ranking.<\/p>\n<p>Thus, reputation with Google results from focusing on your reputation with the target audience.<\/p>\n<p>But let\u2019s start with what digital PR for SEO isn\u2019t.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-digital-pr-isn-t\"><span class=\"ez-toc-section\" id=\"What_digital_PR_isnt\"><\/span>What digital PR isn\u2019t<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Digital PR for SEO isn\u2019t link building. \u201cLink building\u201d doesn\u2019t represent the complexity of how AI impacts the ranking algorithm.<\/p>\n<p>Links are a significant part of the overall ranking factors, but links are not the only factor.<\/p>\n<p>I\u2019m one of the biggest skeptics about Google representatives\u2019 recommendations about link building. However, given that Google\u2019s algorithm uses AI to identify factors and evaluate an entity, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=4iizNFnrRWk&amp;t=786s\">this statement by John Mueller<\/a> makes sense.<\/p>\n<blockquote class=\"wp-block-quote\"><p>\n\u201cWell, it\u2019s something where I imagine, over time, the weight on the links, at some point, will drop off a little bit as we can\u2019t figure out a little bit better how the content fits in within the context of the whole web. And to some extent, links will always be something that we care about because we have to find pages somehow. It\u2019s like how do you find a page on the web without some reference to it? <\/p>\n<p>But my guess is over time, it won\u2019t be such a big factor as sometimes it is today. I think already, that\u2019s something that\u2019s been changing quite a bit.\u201d\n<\/p><\/blockquote>\n<p>Links are just one part of the overall ranking algorithm,<\/p>\n<p>Digital PR for SEO isn\u2019t:<\/p>\n<ul>\n<li>Just links profiles.<\/li>\n<li>Just brand mentions.<\/li>\n<li>About manipulating ranking.<\/li>\n<li>Link inserts or guest posting.<\/li>\n<li>Selecting prospective sites by number of links, Domain Rating (DR), or count of articles with keywords.<\/li>\n<\/ul>\n<p>Links result from a well-run program that is part of a user experience and not just to improve ranking.<\/p>\n<p><strong><em>Dig deeper: How to use digital PR to drive backlinks and business growth<\/em><\/strong><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-so-what-is-digital-pr\"><span class=\"ez-toc-section\" id=\"So_what_is_Digital_PR\"><\/span>So, what is Digital PR?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Digital PR for SEO is about optimizing for search engines and the audience. It focuses on building the reputation of the product\/service, site, content and individual behind it.<\/p>\n<p><strong>Digital PR is an optimized reputation.<\/strong><\/p>\n<p>Below are key traits of digital PR for SEO.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-a-topical-field-of-expertise\"><span class=\"ez-toc-section\" id=\"Its_a_topical_field_of_expertise\"><\/span>It\u2019s a topical field of expertise<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A topical field of expertise is a specific domain where an individual or organization has significant knowledge and skills.<\/p>\n<p>Types of expertise can include:<\/p>\n<ul>\n<li><strong>Individual expertise:<\/strong> Does an individual have expert-level knowledge and experience in a specific field? This should be related to the product or service.<\/li>\n<li><strong>Organizational expertise:<\/strong> Does the organization have a culture, industry, niche, or product\/service that they are exceptional at? This can be derived from the company\u2019s positioning and people\u2019s culture, process or unique <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> experience.<\/li>\n<\/ul>\n<p>I look at three areas when evaluating expertise:<\/p>\n<ul>\n<li><strong>Depth of knowledge:<\/strong> Expertise is about deep knowledge in an area and a broad understanding of a field.<\/li>\n<li><strong>Experience and practice:<\/strong> Hands-on application of the knowledge in various situations over time.<\/li>\n<li><strong>Demonstrated skills:<\/strong> Real-world examples that show the expertise in action.<\/li>\n<\/ul>\n<p>Messaging is a facet of expertise and is a part of what influences the behavior of others.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-proof-of-expertise\"><span class=\"ez-toc-section\" id=\"Its_proof_of_expertise\"><\/span>It\u2019s proof of expertise<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Proof of expertise means to show and don\u2019t tell. Provide real-world examples of your individual or organizational expertise. This can be the product\/services or related knowledge.<\/p>\n<p>Proving expertise can take many forms, but some fundamentals are easy to execute.<\/p>\n<ul>\n<li><strong>Unique research:<\/strong> Perform unique research in the specific field of expertise to be helpful to the audience.<\/li>\n<li><strong>Customer\/client stories:<\/strong> Show your customers using the product or research to solve their pains or make gains in specific tasks or workflows.<\/li>\n<li><strong>Expert commentary:<\/strong> Use your experience to simplify, frame or explain how to take action.<\/li>\n<\/ul>\n<p>The proof of expertise should influence others to take action.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-data-driven-storylines\"><span class=\"ez-toc-section\" id=\"Its_data-driven_storylines\"><\/span>It\u2019s data-driven storylines<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In contrast to link building, digital PR for SEO requires pitching journalists and publishers a storyline. Journalists are strapped for time and actively searching for experts and data to create a compelling story.<\/p>\n<p>Creating unique studies or research has become an important part of product and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> marketing to communicate solutions to customers. However, customer research alone doesn\u2019t always fit into the data-driven storylines that journalists often create.<\/p>\n<p>I first perform a media trend analysis to identify potential research topics, then create research that uncovers or supports a trend.<\/p>\n<p>Once the data-drive storyline is created, then the media coverage becomes\u00a0<\/p>\n<ul>\n<li><strong>Reactive PR:<\/strong> Monitor trends related to the data and share insights and expert commentary with journalists covering the stories.<\/li>\n<li><strong>Passive PR:<\/strong> Monitor journalist requests for information related to the data.<\/li>\n<li><strong>Bylines\/Op-eds:<\/strong> Share the data with an audience through thought leadership with guest posts, op-eds, and other bylines.<\/li>\n<li><strong>Inbound PR:<\/strong> Optimize the article to be found by journalists who are actively searching for research around a specific topic.<\/li>\n<li><strong>Podcasts: <\/strong>Share the research on podcasts the audience listens to.\u00a0<\/li>\n<\/ul>\n<p><strong>Tip: <\/strong>Try to predict trends, and don\u2019t just ride the upcoming trends. Uncover pain points that people have that the media hasn\u2019t covered. People are interested in learning more about severe pain points.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-influence-and-recognition-in-the-field\"><span class=\"ez-toc-section\" id=\"Its_influence_and_recognition_in_the_field\"><\/span>It\u2019s influence and recognition in the field<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Influence and recognition are how your expertise changes the behavior of others to take some action.<\/p>\n<p>Actions can take the form of:<\/p>\n<ul>\n<li>Sharing a link to your research, content, product\/services, brand or individuals.<\/li>\n<li>Mentioning your brand, research, products, customer stories, etc.<\/li>\n<li>Buying and talking about a product\/service.<\/li>\n<\/ul>\n<p>Typically, these shares can come from these seven areas:<\/p>\n<ul>\n<li>Journalists<\/li>\n<li>Podcast hosts<\/li>\n<li>Bloggers<\/li>\n<li>Influencers<\/li>\n<li>Content marketers<\/li>\n<li>Customers<\/li>\n<li>Awards<\/li>\n<\/ul>\n<p>The influence and recognition should be within a specific and relevant audience.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-relevancy-to-an-audience\"><span class=\"ez-toc-section\" id=\"Its_relevancy_to_an_audience\"><\/span>It\u2019s relevancy to an audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Digital PR should target a specific audience to which your expertise is most relevant.<\/p>\n<ul>\n<li>What is the specific audience segment?<\/li>\n<li>In that segment, what are the personas?<\/li>\n<li>What are the archetypes of these personas?<\/li>\n<\/ul>\n<p>Journalists, editors and content creators constantly try to create something helpful for their audience.<\/p>\n<p>These audiences have specific touchpoints where they learn about their problems and the solutions. The audience takes a buyer\u2019s journey.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-it-s-the-buyer-s-journey\"><span class=\"ez-toc-section\" id=\"Its_the_buyers_journey\"><\/span>It\u2019s the buyer\u2019s journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A buyer\u2019s journey map by any other name is still a buyer\u2019s journey map. Some call it a customer journey map, some call it an influence map, and some call it an experience map.<\/p>\n<p>The buyer\u2019s journey map is a visual map of a person\u2019s workflow or actions when buying from or engaging with a company. <\/p>\n<p>A typical journey has three stages: awareness, consideration, and decision. However, in digital PR for SEO, I\u2019ve found it helpful to<\/p>\n<ul>\n<li><strong>Awareness:<\/strong> Understand the problem exists and the internal trigger to find a solution. This is the unique value proposition.<\/li>\n<li><strong>Identify:<\/strong> Identify all possible solutions to the problem, which may even be in-direct competitors, like just sticking with the status quo.<\/li>\n<li><strong>Consideration:<\/strong> Consider solutions to the problem that are similar to yours.<\/li>\n<li><strong>Further considerations:<\/strong> Consider your solutions and research about it.<\/li>\n<li><strong>Decisions:<\/strong> Making a decision to buy your solutions<\/li>\n<\/ul>\n<p>As a customer meanders through these stages in their own way, they have different touchpoints in their research. A person can acquire information passively or actively seek out.<\/p>\n<p>I use six categories to research the specific touchpoints from an audience:<\/p>\n<ul>\n<li><strong>Search engines:<\/strong> What keywords and intent does a person have when actively searching in Google or Bing?<\/li>\n<li><strong>Podcasts:<\/strong> What podcasts or hosts is the audience listening to?<\/li>\n<li><strong>Blogs:<\/strong> What blogs rank in Google or have an active readership discussing the problems and solutions?<\/li>\n<li><strong>Press:<\/strong> What journalists or outlets does the audience read?<\/li>\n<li><strong><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">News<\/a>letters:<\/strong> What newsletters are relevant to the audience or discuss your competitors?<\/li>\n<li><strong>Social:<\/strong> Does the audience or competitor focus on a specific social media like LinkedIn, Reddit, X, or any new ones?<\/li>\n<\/ul>\n<p>Using these touchpoints with the customer journey creates integrated SEO and PR funnels. Search the touchpoints for audiences engaging with a competitor\u2019s brand name.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-another-way-to-look-at-it\"><span class=\"ez-toc-section\" id=\"Another_way_to_look_at_it\"><\/span>Another way to look at it<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To wrap this piece up, this graphic will give you another way to frame digital PR for SEO. <\/p>\n<p>The explanation above can be simply put into four buckets: <\/p>\n<ul>\n<li>What you\u2019re creating.<\/li>\n<li>How to select sites.<\/li>\n<li>Techniques to reach sites.<\/li>\n<li>The type of media.<\/li>\n<\/ul>\n<p>Digital PR is very different from, and a strong alternative to, link building.<\/p>\n<div class=\"wp-block-image\">\n<figure data-wp-context=\"{ \" core false image data-wp-interactive class=\"aligncenter size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1083\" height=\"1600\" data-wp-effect--setstylesonresize=\"effects.core.image.setStylesOnResize\" data-wp-effect=\"effects.core.image.setButtonStyles\" data-wp-init=\"effects.core.image.initOriginImage\" data-wp-on--click=\"actions.core.image.showLightbox\" data-wp-on--load=\"actions.core.image.handleLoad\" alt=\"Digital PR for SEO - What it is and is not\" class=\"wp-image-437222\" style=\"width:760px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not.jpeg.webp 1083w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not-229x338.jpeg.webp 229w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not-406x600.jpeg.webp 406w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not-76x113.jpeg.webp 76w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not-768x1135.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not-1040x1536.jpeg 1040w\" data-lazy-sizes=\"(max-width: 1083px) 100vw, 1083px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not.jpeg.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1083\" height=\"1600\" data-wp-effect--setstylesonresize=\"effects.core.image.setStylesOnResize\" data-wp-effect=\"effects.core.image.setButtonStyles\" data-wp-init=\"effects.core.image.initOriginImage\" data-wp-on--click=\"actions.core.image.showLightbox\" data-wp-on--load=\"actions.core.image.handleLoad\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO-What-it-is-and-is-not.jpeg.webp\" alt=\"Digital PR for SEO - 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What it is and is not\" data-wp-on--click=\"actions.core.image.showLightbox\" data-wp-style--right=\"context.core.image.imageButtonRight\" data-wp-style--top=\"context.core.image.imageButtonTop\"><br \/>\n            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\"><path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\"><\/path><\/svg><\/button>        <\/p>\n<div data-wp-body=\"\" class=\"wp-lightbox-overlay zoom\" data-wp-bind--role=\"selectors.core.image.roleAttribute\" data-wp-bind--aria-label=\"selectors.core.image.dialogLabel\" data-wp-class--initialized=\"context.core.image.initialized\" data-wp-class--active=\"context.core.image.lightboxEnabled\" data-wp-class--hideanimationenabled=\"context.core.image.hideAnimationEnabled\" data-wp-bind--aria-modal=\"selectors.core.image.ariaModal\" data-wp-effect=\"effects.core.image.initLightbox\" data-wp-on--keydown=\"actions.core.image.handleKeydown\" data-wp-on--touchstart=\"actions.core.image.handleTouchStart\" data-wp-on--touchmove=\"actions.core.image.handleTouchMove\" data-wp-on--touchend=\"actions.core.image.handleTouchEnd\" data-wp-on--click=\"actions.core.image.hideLightbox\" tabindex=\"-1\">\n                <button type=\"button\" aria-label=\"Close\" style=\"fill: #000\" class=\"close-button\" data-wp-on--click=\"actions.core.image.hideLightbox\"><br \/>\n                    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\" width=\"20\" height=\"20\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M13 11.8l6.1-6.3-1-1-6.1 6.2-6.1-6.2-1 1 6.1 6.3-6.5 6.7 1 1 6.5-6.6 6.5 6.6 1-1z\"><\/path><\/svg><\/button><\/p>\n<div class=\"lightbox-image-container\">\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized responsive-image\"><img decoding=\"async\" data-wp-bind--src=\"https:\/\/searchengineland.com\/context.core.image.imageCurrentSrc\" data-wp-style--object-fit=\"selectors.core.image.lightboxObjectFit\" src=\"\" alt=\"Digital PR for SEO - What it is and is not\" class=\"wp-image-437222\" style=\"width:760px;height:auto\"><\/figure>\n<\/div>\n<\/div>\n<div class=\"lightbox-image-container\">\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized enlarged-image\"><img decoding=\"async\" data-wp-bind--src=\"https:\/\/searchengineland.com\/selectors.core.image.enlargedImgSrc\" data-wp-style--object-fit=\"selectors.core.image.lightboxObjectFit\" src=\"\" alt=\"Digital PR for SEO - What it is and is not\" class=\"wp-image-437222\" style=\"width:760px;height:auto\"><\/figure>\n<\/div>\n<\/div>\n<div class=\"scrim\" style=\"background-color: #fff\" aria-hidden=\"true\"><\/div>\n<\/p><\/div>\n<\/figure>\n<\/div>\n<p><em><strong>Dig deeper: How SEO and digital PR can drive maximum brand visibility<\/strong><\/em>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Kevin Rowe\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Kevin-Rowe.jpeg.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/Kevin-Rowe.jpeg.webp\" alt=\"Kevin Rowe\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Kevin Rowe<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=_kevinrowe&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/kevin-rowe\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <strong>Kevin<\/strong> is the Head of Strategic Influence at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.purelinq.com\/\">PureLinq<\/a>, an Influential Asset Marketing (IAM) provider in Florida.<\/p>\n<p>After graduating with a degree in Integrated Marketing Communications from the Roy Park School of Communication at Journalism at Ithaca College, he was a researcher and editor for post-doctorate researchers from Cornell University, performing field research in Chile.<br \/>\nStarting in 2010, he began designing and executing search marketing (SEO, PPC, and analytics) initiatives. As time passed, he found himself consulting for digital, social, and communications firms in New York, and beyond. This experience included consulting for global powerhouses like Tenao Holdings, Coka-Cola, Novartis and Siemens.<br \/>\nThis was a path to building multiple agencies that won enterprise clients like Hyatt Hotels, Kaplan University, Groupon, VMware, and so much more.<br \/>\nHe found this experience invaluable, which made sense to share in contributions to publications like Search Engine Journal, Fast Company, Forbes, Huffington Post, and Search Engine Land.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/what-is-digital-pr-seo-437216\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to leverage digital PR techniques like cultivating expertise, crafting stories, and garnering influence to boost your SEO. Link building has been considered one of the most important SEO strategies for a long time. The more links you could acquire, especially from authoritative sites, the better your search rankings were supposed to be. But&#8230;<\/p>\n","protected":false},"author":1,"featured_media":607573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/Digital-PR-for-SEO.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[129436,78070],"class_list":["post-607572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-link-building","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607572","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=607572"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/607572\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/607573"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=607572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=607572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=607572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}