Digital PR is an essential component of modern marketing, blending traditional public relations with SEO strategies. This article will delve into the realm of local digital PR and its pivotal role in boosting the online presence of small and local businesses.
What Is Digital PR?
Digital PR is a fusion of traditional PR and SEO, with the primary objective of enhancing a brand’s online visibility. It focuses on acquiring relevant media coverage and backlinks to improve a website’s ranking on search engine result pages (SERPs). This approach is adopted by businesses of all sizes and has evolved from being solely link-oriented to a comprehensive strategy that enhances brand perception and visibility.
Why Does Digital PR Matter?
A successful digital PR campaign secures topical links from relevant publications, thereby elevating the website’s ranking positions and enhancing its Expertise, Authoritativeness, and Trustworthiness (E-A-T).
The Uniqueness of Local Digital PR
Local digital PR differs from its broader counterpart in that it concentrates on specific geographic areas where a business operates. This localized approach results in more meaningful awareness, often translating directly into valuable leads for local businesses. The emphasis here is on gaining links from local publications, boosting SERP rankings, and dominating local keyword searches.
Building an Effective Digital PR Strategy:
- Identifying Target Publications: The quality of links matters more than quantity, and links from locally relevant websites hold immense significance. Digital PR campaigns are fine-tuned to reach the right audience through specific outlets.
- Deciding on Your Target Pages: While homepage links are easier to secure, deeper page links are more valuable for SEO. They contribute to better crawling by search engines and are more likely to rank for niche searches.
- Consider Your Target Anchor Text: Anchor text plays a crucial role in SEO and digital PR. Using keywords as anchor text not only informs users about the linked page’s content but also aids search engines in categorizing it. A mix of anchor texts is often recommended.
Crafting Content Ideas:
Before launching a digital PR campaign, one must brainstorm ideas that resonate with target publications and align with the client’s niche. It’s essential to prioritize the story over the format and consider what will engage the audience.
Data-Driven Campaigns:
Data can be a game-changer for digital PR campaigns. Internal data unique to the client, commissioned reports, or third-party data sets can provide valuable insights and linking opportunities. The choice of data type should align with the campaign’s goals, considering factors like cost and lead time.
Visual Aids:
Graphics and visuals are indispensable in presenting data effectively. They simplify complex information and can significantly impact the likelihood of gaining quality links. Cleverly designed visuals can make a difference in securing media coverage.
Perfecting Press Releases and Outreach Emails:
Press releases are still relevant, but shorter and punchier outreach emails are gaining popularity. The choice depends on the preferences of target publications.
Executing Outreach:
Even the most brilliant campaign needs the right journalists to see it. Digital PR experts curate contact lists during campaign development, ensuring prompt and relevant outreach. Tailoring stories for individual publications or niches can maximize SEO and awareness benefits.
Types of Local Digital PR Campaigns:
- Expert Comment: Expert opinions from industry leaders enhance credibility and can be featured in relevant articles.
- Reactive and Newsjacking: Capitalizing on current events or news to create timely campaigns can boost visibility.
- Product PR: Submitting products or experiences for consideration in review lists and gift guides can secure valuable links.
- Data-Led Campaigns and Reports: Leveraging data for campaigns provides factual insights and can boost the authority of your client’s website.
