Press Relation is one of the most efficient strategies to positively influence the audience of your site and the visibility of your brand. Its impact is fast, measurable and sustainable. Do you plan to set up a PR campaign? You have certainly delegated this task to a specialist or PR agency. It is a good choice to save time, money and above all to quickly reach your goal. Press Relations require the proper execution of a long chain of tasks to achieve the desired result. The specialized press relations agency Soumettre.fr gives us a series of advice and verification points that make the success of well conducted PR campaigns.
Why opt for an RP campaign?
The objectives are multiple and cumulative:
Act on the popularity
The popularity of a brand or site is not limited to its ranking in a search engine. By communicating on media with a high audience, for a perfectly targeted readership, the service or brand is gaining popularity: we talk about it elsewhere, we quote the name, it is exchanged by word of mouth and by all types of channels. Communication. It is the attendance of the support that will directly affect the popularity of the advertiser site.
Maintain notoriety (e-reputation)
Why wait until bloggers or journalists give their opinion on your activity, even though you can precede them? On the other hand, how to counterbalance the negative opinions issued against you? In both cases, PR is a formidable efficiency, because you control the content and therefore the content of the messages.
Key performance indicators, for a number, operate according to a mechanism of communicating vessels. Take for example the Domain Autorithy of MOZ. A simple link from a site with a strong DA increases this indicator on its own site. This type of indicator is usually part of the panel of KPIs that serve as a screen for the selection of sites to publish.
Promote a page / product / category
PRs are regularly used by large companies to promote a particular product, an e-commerce category or a landing page. This type of campaign confers the double advantage of the direct sale and the durability of the link and the article. This same technique can also be used to promote social networking pages.
Reinforcing a semantic cocoon
With PR, semantic optimization and especially the structure of editorial content, are among the most prominent current strategies. Their efficiency is demonstrated and the inclusion of strong external links in a semantic cocoon is an excellent lever to "push" the entire cocoon. These advanced strategies are still little (well) employed and confer a clear advantage to those who master them. To better understand the interest you can consult the reference site on semantic cocoon training.
Some industries use PR as a lead generation vector The use of a tracking pixel or other web analytics techniques allows them to evaluate the ROI of their advertising investment. For these campaigns, the quality of the content is crucial. For this type of task a good copywriter is much more efficient than a classic copywriter.
Getting the most out of a Press Relations campaign, checkpoints
The length of the content, its literary quality and the variety of the lexical field have a significant impact on the ability of an article to rank effectively in the search engines, to be read in full and shared by readers. Correctly structured in paragraphs titled with the appropriate html tags, the article must be formatted according to the good uses of the web edition. A bad article on a good support decreases the potential of the publication in terms of SEO and communication. The opposite is equally true. Editorial quality is therefore the number one priority after choosing a good publication medium.
Choosing anchors links is one of the most interesting aspects in a sponsored article. One can thus balance its percentage of exact anchors and place, according to the quality of the support, specific anchors which will directly influence the position of the keywords of the advertiser site in the search engines. It is also possible to place other links than those linking the advertiser's site. These links serve to reinforce the contextualization of other links and to make it more difficult to identify the sponsor of the article.
The URL of the link
The ability to link the cover page or a deep page is a big plus. Keep in mind that a link is made to be clicked and that when the user reaches the landing page, he must find the expected information. A justified link ends up on a page optimized for users. This is verified with the classic indicators of web analytics (consultation time, bounce rate, click on objectives …)
Mention "article sponso" or not?
Some publishers impose the presence of a "sponsored article" or equivalent. Others do not. Google recommends including only "nofollow links" in articles subject to a mention. In fact some sites do it but it is far from systematic. The choice of advertisers is often made on sites "without mention" but sites "with honors" may also have great potential. This is particularly the case for some press sites, among others.
Dofollow vs Nofollow
"Nofollow" links are generally less relevant to SEOs than "dofollow" links. But when you click on a link, do you look at the source code to know the exact nature? A dofollow link on Tatie Josette's blog is it more interesting than a nofollow link on the site of a big media of the PQR? Your strategic choices will always be better if they are informed by common sense.
Engines and readers are waiting for an illustration, so you have to put at least one. This is usually one of the last actions taken before publication and its importance is too often underestimated. The image must be properly integrated, but an intelligently selected image will influence readers' curiosity and encourage them to view the article. Several illustrations can in some cases usefully complement editorial content, for example if you publish an article in the field of fashion. A good computer graphics can also be relayed via various social networks.
The IP address of the advertiser site makes it possible to identify its location and also reveals the networks of some publishers who have not bothered to diversify their IP addresses. A site network can have great potential, but if all the sites are on the same range of IPs then it is advisable to arbitrate avoiding to accumulate backlinks from identical IPs or too close. Receiving several links from the same IP network represents a strong signal of artificial linking. IP addressing can also be judiciously taken into account to support local SEO.
Social networks are now fully part of the visibility channels to be taken into account. Some publishers include a relay of articles on their social networks in their basic form. In others it is an additional benefit. If this aspect is important for your industry and your communication, it is important to check the quality of the publisher's social networks. In the same spirit, the inclusion of a relay in a newsletter can bring a real plus in terms of visibility.
The domain age
Good sites, like good wine, age well. On the other hand, many sites are propelled during a few months before disappearing. To avoid investing in a new site that could disappear, it is interesting to check the age of the domain. To ensure that it has not changed content in time, the simplest and check its history in the Web Archive.
The duration of publication
"Lifetime", a month, a year? The formulas are varied and some advertisers limit the time of publication of their ordered articles. At maturity the article is deleted or in some cases it is simply the link that is removed. This factor is to be taken into account, knowing that Google takes into account the ghost links.
Frequency of publication of the welcoming site
A site posting regularly is more regularly visited by search engines. It thus benefits from a better indexation. Over time, for lack of new content or updates to the old, the site loses visibility in queries. It is therefore generally advisable to choose sites with a publication frequency of at least weekly.
The better the contextualization, the better the result. This is one of the basic rules of netlinking in general. This is equally valid for RP publications, especially since the advertiser can choose precisely the sites on which he publishes. By publishing on sites specialized in the industry of the advertiser site, one reinforces the authority and the credibility of the site of which one is promoted. Logically, it is also an excellent signal from a pure SEO point of view.
The dynamics of the site
Is site use increasing, decreasing or even stopping due to a penalty? To avoid investing in a "bad site" and choose those with good evolution potential or already well-established traffic, the easiest way is to check their historical audience curve using a reliable analysis tool such as than Semrush.