- Welcome to The Journey.
Today, we're gonna talk about what is digital PR.
With the rapid shift to online presence this year,
many companies are having to explore digital options now,
in fact, more than ever,
and one business function quickly making the move
to digital is public relations, PR,
and if you own a business,
you might be asking yourself,
what is digital PR
and how can I make it work for my company?
Well, good news!
We've got you covered.
Let's take a look at what it is
and how you can make digital PR work for you
and your business.
- Well, digital PR is a marketing strategy
that shapes the online image of a company.
The objective of a digital PR campaign
is to really improve organic search results
and customer views via digital content
to really build a company's brand
and to fully grasp digital PR,
there are a few key terms with online marketing
to become familiar with.
First up, we have backlinks.
These are links from other websites
that point to your website.
I like to call these little upvotes for your site.
Referring domains are the unique domains
linking to your website,
domain rating, the strength of a website's backlink profile.
UR rating the strength of a page's backlinks profile
and user-generated content, Emma's favorite,
reviews, text, images, and videos
that are created by individual and identified people.
- So, how does a small business
improve organic search results?
Well studies show that SEO rankings
correlate with backlink metrics
and this isn't a big surprise,
given that Google was founded as a
hyper-textual search engine
that produced search results
based on the structure presence in hypertext.
So, if backlinks are the strongest correlation
to improving organic search results,
you should be asking yourself,
how do small businesses build backlinks?
- Well, I'm glad you asked, Emma,
and one way is through reverse engineering.
So reverse engineering is a digital PR strategy
that examines the backlink profiles of multiple competitors
and identifies the referring domains
that they have in common.
In other words,
what websites are linking to all of your competitors,
but not to your website?
If you can figure out how each of your competitors
generate a backlink on a domain,
then chances are your website can take a similar approach
to secure a backlink.
- And not all PR strategies are external.
There's internal linking,
which is a tactic that seeks to use
existing pages on your website
to boost the authority of a target page
that you would like to promote.
So for example, websites commonly use
menus and navigation bars to list priority pages,
such as home, about, contact and services,
and internal linking strategy takes this concept
a step further by including links to target pages
in places like a footer or a sidebar
within the texts of blog posts and landing pages
and your site can more clearly communicate to search engines
about which page or pages
are most important to your site through internal links.
- Yeah, it's definitely super important.
Google also determines local ranking
based on relevance, distance and prominence.
Prominence, which digital PR aims to influence,
is based on information such as links,
and online mentions that Google monitors about a business.
One other major factor Google uses
to determine prominence is customer reviews.
Google says that review count and review score
factor into local search engine rankings.
So the more reviews and positive ratings
can improve your businesses local rankings.
In other words, increasing customer reviews
on relevant directories and Google My Business Profile
is one digital PR tactic that may help local rankings,
while also shaping customer perceptions.
- So try out our tactics.
If something doesn't fit for your business,
hey, move on to a different tactic
that may have more potential.
- But wait, your journey is not over.
You learned a ton about digital PR,
but we have over 200 videos to help your business thrive.
Make sure to like comment and subscribe.
This is The Journey.
I'll see you in the next video.