Event Promotion

Leveraging Media Relations for SEO


In the digital age, there are only a few three letter acronyms more important than SEO. It’s become the holy grail of all things digital marketing. Without it, your organization can’t be found, making it harder to reach audiences who don’t necessarily know you exist. If you’re not a super savvy SEO guru or your site isn’t a major player like a Buzzfeed, good news, you can still beef up your SEO game.  

During Content Marketing World, Arment Dietrich founder and CEO Gini Dietrich explained to attendees how to increase their search engine footprint during her Media Relations + Content = SEO session.

Check out Gini’s tips below.

1.  Pick Your Expertise

Decide what you want to be known for and pick a topic. Whether it’s travel tips during the holidays, how to attract millennials to your organization or making an epic ice cream sundae on a budget, pick something and have that be your anchor for your content going forward. Use Google Adword’s Keyword Planner to determine search volume and competition of your selected topic.

2.  Research the Search Landscape

Next, do an actual Google search of your term to see your competition. Gini recommends using Moz to compare your domain authority to those that show up on the first page of the search results. From there, you’ll know if you can compete or not. For example, if Moz gives you a domain authority of 18 and someone else writing about your desired topic has a domain authority of 42, you may want to keep your topic but switch up your keywords, because you can’t really compete against them. So if you selected “social media measurement” and you discover it has too much competition, switch to “social media success” and see how that fairs. Don’t worry if you’re not number one, Gini shared a great trick for moving up in search results.

3.  Establish Your Authority

Once you’ve selected your exact phrase, write about it on your organization’s blog. Next, write about the topic again 30 days later. You’re not going to write the same exact post, rather expound on your first post or find a new angle.

Now that you have a little track record with your topic, pitch it to another publication with a higher domain authority. Make sure to research publications thoroughly. Having your article appear in a big name publication may look good to execs, but if those reading the article aren’t your audience, what’s the point? If you none of the publication’s traffic comes to your site, that audience may not be a fit. (This is why you need to be bffs with Google Analytics.) Gini explained how researching helps you to understand the publication better, helping you create winning pitch ideas. 

Keep in mind, you’re not going to pitch the same blog post on your site, you’re going to create new content with a timely hook. See what content they already have and think about what you can create to complement their publication’s content. Who can resist free content that fits with their brand?

Tip: Try and tie your content to a holiday, season or current event.

4) Get a Linkback

When search engines see quality websites linking to your site, your organization’s authority rises. By doing media relations and pitching your content, you can ensure your organization’s content ranks, even if your domain authority is low. Gini suggested supplying a link back to your site within your article along with the anchor text of your selected term. That way you can see how much traffic the publication drives to your site and get your topic ranking in search.

What if the publication doesn’t link to you? Gini advised attendees to follow up and ask. Most publications are more than willing to do that even if you don’t have a relationship them. 

What are you waiting for? It’s time for people to discover your content.

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