- November 22nd 2019
- Guest post
Why Media Publicity Is Great For Your SEO Strategy
Google may not boost your website’s ranking based on the number of times you appear on television, get a mention on the radio or feature on a podcast, but traditional media publicity still has a part to play in SEO strategy.
You may prefer to put your time and budget into more sophisticated digital marketing strategies for your brand, but there’s no reason getting yourself out there in the traditional sense and modern SEO techniques can’t play together.
Use Appearances To Promote Specific Pages
If part of your SEO strategy is lacking, then media publicity is an opportunity to rectify that. You can be as subtle or obvious about it as you like, the most important thing is getting the name and content out their clearly. Boost traffic to and interest in a page from a well-timed name-drop. Appearing on a podcast? By making it a key point of the episode you may get the host to include the page covering the topic as a further reading page in the description.
Blog About The Experience
Don’t leave the potential to create follow up content to someone else. If you’re making a media appearance why not blog about the experience, both before and after. First time on a podcast? That warrants a quick blog about the experience.
Blogs are the most common and easiest way to build SEO friendly content. Finding someone to guest write about your experience for would be even better.
Producing Follow Up Content
Just because the publicity slot is over, doesn’t mean your promotion campaign is over. This is where the SEO kicks in. If all goes well it’s time to put on your networking hat and establish some link building opportunities.
Wherever you’ve made an appearance or been promoted, they’re guaranteed to have a website of some kind, and will almost certainly have a blog. Few mediums have such well-established online presence as podcasts. If you’re invited on, ask to write a follow-up piece to your appearance, explaining some of the topics discussed in-depth or your experience of going on a podcast for the first time.
Many guest-focused podcasts such as Orion’s Method provide full transcriptions of their episodes and a checklist of actions to follow, offering an opportunity to include a direct link from a well-established site ingrained in quality content. While shows such as Masters of Scale offer downloads of their transcripts, they also include a direct link to your website. Whether getting the link requires any effort on your part or comes as part of the appearance, it’s a priceless opportunity.
People Will Search For Your Website
Getting your name, face and vision out in the media in whatever format can only be good for your brand. As the old saying goes, any publicity is good publicity. The same thing can be said in regards to how mentions in traditional media improve your SEO. Any mention of you and your brand is going to lead to io lead to some level of search and increased interest and drive traffic, in turn leading to improved click-through rates.
This can also lead to shares on social media platforms. Traditional media generally attracts an older audience who still value word of mouth recommendations and promotion from figures they trust. Over 65’s are the primary growing age group in terms of social media users, and they are generally more engaged with the platform in terms of sharing news and recommendations.
On-Site Content Opportunities
Don’t wait for someone else to promote you. Take the opportunity to do it yourself. A media appearance is a perfect opportunity to say you’re available for collaboration. Let the world of website and business owners know you’re here and available to produce content, in exchange for a link of course.
Self-promotion isn’t limited to what you do during your short appearance. Follow it up with an email newsletter alerting your existing audience of it in case they missed it. It might catch the attention of the right person sitting in your customer base who wants to work with you following on from it.
News, podcast, and radio show websites are generally well ranking with high trust levels, so they’re valuable places to build a connection with.
Social Media Content
Social media is dominated by re-used traditional media content, from talk-show clips to short radio snippets gone viral. We’re not suggesting you’re getting that level of media publicity, but the team behind your appearance will have a social media manager desperate for content to use on their platforms.
This isn’t just another opportunity to get your name out there or to re-emphasise a message with repeat viewing or listening, it’s a chance to boost your SEO. Try and gain an idea about how the content will be re-used across their social platforms and request a link back to your website included in the posts. This is the natural marriage of traditional PR and SEO.
Some SEO strategists will downplay the importance of modern media publicity, but as you can see there is potential to transfer elements of it into your SEO campaigns. Don’t turn down traditional or new media appearances and highlights because you’re not a natural, they’ll be doing more work in the background for you than you’d expect.
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