SEO Training for PRs:
Step 1: Understanding How the PR Team Functions/Teaching PRs Basic SEO
Objective: Educate PRs on the basics of SEO and gain insight into their daily workflow.
Questions for the PR team:
What does the PR team already know about SEO?
What does their day-to-day activity involve?
How do they measure
https://transcriberry.com and report PR activity? What metrics do they care about?
This will provide insights into the PRs’ current workflow process. The overall intent is NOT to increase the workload of the PR team, but to understand their goals and see what elements of SEO can be integrated into that process.
During this stage, conduct a brief overview of SEO – what is search and why is it important (see diagram below), how search engines determine rankings, etc…Remember, keep this aspect of the training as basic as possible. We want to ensure we’re not overwhelming the PRs with more knowledge than they need or can handle.
Step 2: Why Should PRs Care About SEO?
Objective: Have automatic transcription software team understand how they could benefit from SEO.
This is a crucial step because if PRs aren’t sold on SEO and how it would benefit them, they’re less likely to implement it into their workflow. To make this step as effective as possible, you need to first understand the PR team’s current pain points. Then directly address these issues by explaining how SEO can solve some of these pains.
Some examples of benefits could include:
Ranking highly for certain keywords leads to more organic traffic and/or opportunities to increase conversions (see diagram below)
SEO can provide PRs with maximum visibility online, which increases the likelihood of PRs receiving coverage for content.
In our case, the client’s PR team told us that they had difficulty determining which metrics to report upon. Identifying their pain points was crucial because it justified why the PR team needed to invest in SEO. Our client’s specific pain point helped segue our PR training onto step
Step 3: Demonstrating the Value of SEO Tools (SEOMoz’s Mozbar)
Objective: Have PRs start using SEO metrics. This will help them determine which sites to reach out to, as well as which metrics to report on.
Explain to the PR team that different links have different values – a link from the NY Times is more valuable than a link from a directory. In this case, to distinguish between the “trusthworthiness” of different sites, we had the PR team and compare DA metrics across domains. This way we weren’t just telling them what they can do, but also showing them how they can conduct this process on their own.
SEOs should also explain to PRs the distinction between different types of links- like dofollow and nofollow links and how they could use the youtube transcription tool to help them determine whether a site allows external dofollow links.
Finally, emphasize that any link is better than no link or a nofollowed link. If this means getting an image link, tell PRs that they should accept it, but have them understand that an image link is less valuable than a text-based, dofollow link. However, please be clear that ultimately, PRs should NEVER sacrifice coverage for links.
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Rachal / Blog
SEO Training for PRs:
SEO Training for PRs: Step 1: Understanding How the PR Team Functions/Teaching PRs Basic SEO
Objective: Educate PRs on the basics of SEO and gain insight into their daily workflow.
Questions for the PR team:
What does the PR team already know about SEO? What does their day-to-day activity involve? How do they measure https://transcriberry.com and report PR activity? What metrics do they care about?This will provide insights into the PRs’ current workflow process. The overall intent is NOT to increase the workload of the PR team, but to understand their goals and see what elements of SEO can be integrated into that process.
During this stage, conduct a brief overview of SEO – what is search and why is it important (see diagram below), how search engines determine rankings, etc…Remember, keep this aspect of the training as basic as possible. We want to ensure we’re not overwhelming the PRs with more knowledge than they need or can handle.
Step 2: Why Should PRs Care About SEO?Objective: Have automatic transcription software team understand how they could benefit from SEO.
This is a crucial step because if PRs aren’t sold on SEO and how it would benefit them, they’re less likely to implement it into their workflow. To make this step as effective as possible, you need to first understand the PR team’s current pain points. Then directly address these issues by explaining how SEO can solve some of these pains.
Some examples of benefits could include:
Ranking highly for certain keywords leads to more organic traffic and/or opportunities to increase conversions (see diagram below) SEO can provide PRs with maximum visibility online, which increases the likelihood of PRs receiving coverage for content.In our case, the client’s PR team told us that they had difficulty determining which metrics to report upon. Identifying their pain points was crucial because it justified why the PR team needed to invest in SEO. Our client’s specific pain point helped segue our PR training onto step
Step 3: Demonstrating the Value of SEO Tools (SEOMoz’s Mozbar)Objective: Have PRs start using SEO metrics. This will help them determine which sites to reach out to, as well as which metrics to report on.
Explain to the PR team that different links have different values – a link from the NY Times is more valuable than a link from a directory. In this case, to distinguish between the “trusthworthiness” of different sites, we had the PR team and compare DA metrics across domains. This way we weren’t just telling them what they can do, but also showing them how they can conduct this process on their own.
SEOs should also explain to PRs the distinction between different types of links- like dofollow and nofollow links and how they could use the youtube transcription tool to help them determine whether a site allows external dofollow links.
Finally, emphasize that any link is better than no link or a nofollowed link. If this means getting an image link, tell PRs that they should accept it, but have them understand that an image link is less valuable than a text-based, dofollow link. However, please be clear that ultimately, PRs should NEVER sacrifice coverage for links.
Reply