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Why modern SEO link building is a PR job
There’s a flaw in the B2B marketing matrix, which means there’s a chance for companies to fix it.
Securing quality backlinks is one of the two most important SEO factors for ranking on page one of the search results.
Unfortunately, most companies fail because of this Link building. Why? Now, do you hire a dentist to do your taxes?
Then why on earth would you hire a marketing expert to pitch stories to the media? Last time I checked, that’s what PR professionals do.
How the madness began
In 2016, Google publicly stated that backlinks were crucial to achieving higher rankings.
Marketing and SEO agencies began “acquiring” backlinks by any means necessary. This included black hat tactics such as inorganic link stuffing and paid posts.
At first it worked…until Google joined the plan and shut it down.
The Google algorithm is smarter than us
The Google algorithm knows when a link is natural and organic – or not.
When a real reporter from a top media outlet writes a story that links to your website, Google rewards your site handsomely! It’s pure gold.
However, companies that use black hat tactics face severe penalties. Ask anyone who has been penalized by Google. It’s hard to ever get back on your feet.
SEO link building has completely turned into a PR job
Getting quality backlinks from DA 90+ sites like USA Today and CNBC can be difficult for even the best PR professionals in the world – you know, the people who do this for a living.
Unfortunately, when most PR people hear the term “domain authority,” they think you speak French.
This is why marketers should hire a digital PR agency that knows how to secure Backlinks to boost SEO.
Six reasons to hire a digital PR agency for SEO link building
1. Relationships with reporters
The old saying “It’s not what you know, but who you know” applies to SEO link building.
Reporters receive hundreds of suggestions every day, so a personal relationship with them is invaluable. Lifelong PR professionals have worked with — and wined and dined — reporters for decades. This gives them a significant advantage over someone who tries cold outreach.
Even if a PR professional’s long-standing contacts at USA Today say they’re not the right person for a story, they may refer you to a better reporter. On the other hand, if the reporters don’t know you, they probably won’t respond at all.
2. 90% of content doesn’t get traffic
Unfortunately, 90.6% of content receives no trafficaccording to Ahrefs. This is because SEO writing and PR pitching are two completely different topics.
PR people know how to create timely content for a reporter audience that maximizes backlinks. SEO writers have a different goal: to cram keywords into the content. This is fine in most blog posts, but not when it comes to content presented to the media, as it sounds dull and unprofessional – and ends up in the trash.
3. Understand what is current
Another growing trend in B2B content marketing and SEO circles is to create “evergreen” content that the media can consume at any time, so that links flow passively throughout the year. Even if they are good in theory, PR professionals know that the most current pitches are current.
Accounting firms should advertise around Tax Day, diamond ring companies around Valentine’s Day, and green companies around Earth Day. In the 24-hour news cycle, the key is to strike while the iron is hot and create an annual content calendar that keeps everything fresh.
4. Avoid Google Penalties
Beware of SEO experts who offer a “menu” of sites with prices for “purchasing” backlinks. The Google algorithm is no fool and will penalize “acquiring” links in this way in 2024. Once Google penalizes a website for black hat SEO, the website may never recover.
Links from a trusted digital PR agency are written by real reporters from top media companies. These are not paid posts or guest posts; They are of the highest quality and beyond any doubt. This ensures that your search engine rankings skyrocket without having to worry about penalties related to manipulative link acquisition.
5. Media training for managers
Great content gets picked up by the media as is, but often a reporter wants to interview an executive. If the content contains a lot of third-party data, the executive who didn’t write the content and doesn’t have the data might want to downvote, which would cause you to lose the backlink.
A PR person can train the manager to skillfully conduct interviews to ensure connection. And in the end, you get an added benefit: positive traditional PR coverage for the executive and the brand.
6. Newsjacking
A smart way to get national media links is to capitalize on breaking news stories. If your company operates as a management consulting firm and the Bureau of Labor Statistics releases a report that the five-year survival rate for entrepreneurs has reached an all-time high, this is a huge opportunity for DA 90+ backlinks.
A PR pitch offering an interview with an executive should be published immediately to explain why entrepreneurs are more successful than ever before. In such cases, time is of the essence and running around will make you miss the boat.
PR staff are trained to monitor the news and intervene immediately when news breaks.
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Getting on page one of Google can make or break your business. Getting backlinks from high authority sites is the fuel on top of your SEO fire to achieve this.
All too often, SEO link building is still left to digital marketers, when in fact times have changed and that is no longer appropriate.
In 2024, SEO link building is 100% a job for a digital PR agency. If you want to wave to your competitors as you move past them in the Google rankings, you’ll be one step ahead of the competition. It is the best kept secret in search engine optimization.
More link building resources
How to use a quality backlink strategy to boost your SEO and lead generation
Effective link building for B2B marketers
Underrated Link Building Tactics That Work Surprisingly Well (Infographic)
The Future of Link Building: Linkless Mentions for SEO