Importance of PR for Search Engine Optimisation

As many will already be aware, whether or not your website is listed on page 1 of a search engine’s results list, rather than way down on page 4 or 5, is up to the will of Google and those who understand how the beast works. Thanks must go to SEO Moz who endeavour to try and test updated theories in order to enlighten the rest of us, it is possible to optimise your website and boost your position in the search results list. But beware – Google are forever changing the goal posts and you need to keep on top of the changes to keep your listings doing well.

One of the most recent updates Google made is adding an extra requirement to the existing list of requirements, such as current and updated on site content, growing your network of organic back links and optimising each page on your website for your keywords. This latest update requires websites to have links to them from not only high domain authority sites, but from impartial, informative, news or other authority sites.

An example of how Lilac James overcame this need for one of their SEO clients, Citystay Self-Catering Cambridge, was by creating a Press Release suitable to be sent out to local news desks and local area guides. By coming up with a Facebook competition, where participants simply had to ‘like and share’ the article in order to enter the competition, Citystay offered a prize of a night’s accommodation in luxury serviced apartments for Valentine’s Day in Cambridge. The competition was listed in a high ranking local area site, and in a local newspaper (print and online), providing authoritative links back to Citystay’s website. Not only that, the link to their Facebook page was also included in the article, and as the competition was hosted on Facebook, the company’s social media following grew during the promotional period as people ‘liked’ their page, and ‘shared’ it with their own friends.

This type of promotion is not only good for acquiring those essential authority back links, but as Citystay’s business is primarily short term lets in Cambridge, the posting in local news and forums is extremely beneficial. Additionally community sharing on social media really suits their business, as they have now successfully targeted local people, whilst at the same time working towards boosting their search engine results listings for anyone who is looking for accommodation from farther afield.