SEO PR TIPS

Web traffic can be improved in many different ways, depending on your needs and budget. Through PR there are several options to use:

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A colleague was asking me for some statistics on PR campaigns we have been doing for a client yesterday. I mentioned that we had been doing a lot of E-Shots (email flyers) for them recently and he replied:

“No link juice with E-Shots is there though?”

This got me thinking (Carrie Bradshaw-style) and so I wondered, can you generate link juice from email marketing campaigns?

Firstly, link juice is never going to be the prime mover in email marketing. As with other online PR strategies, the priorities are building brand awareness, relationship management and generating immediate site visits.

However, there are ways to exploit email campaigns and gain SEO benefits.
1. Host your email newsletters on a stand-alone domain. Optimise this site so it ranks – identifying it as a news site. This is an effective way to increase top level search engine visibility for your brand, products and services. (Part of the Ring of Fire)

2. Use your site CMS to build content pages for your e-newsletters and e-shots, the back pages, rather than the front page which appear in your readers’ inboxes. This is all good, relevant content that can be indexed by the search engines.

3. Do you send out messages with a strong visual impact? If you have designs that are genuinely interesting, it might be worth putting them on FlickR and other image directories.

4. Make a feature of the newsletter sign-up function on your website and make sure it is also included on any corporate blogs and forums. If you produce a well-rounded newsletter that isn’t just a list of points-of-sale, there is the opportunity to promote this as feature of your company / website in a PR campaign – thus, generating links!

I’m sure there are lots of other things, I’ll add them when I think of them. Have you got any tips to add?