Don’t let media placement be its own—and your only—reward. Follow these steps to get an SEO and sales bump for every media hit you score.
Media coverage can do more than build awareness and credibility—it can also help you increase your domain authority, SEO and sales if you follow these four steps:
- Determine your domain authority and where you can compete. “You can’t track the impact media coverage has on your SEO without first knowing your domain authority,” says Gini Dietrich, CEO of integrated marketing firm Arment Dietrich.
To determine your domain authority, go to Open Site Explorer and enter your URL. It will give you two numbers: your domain authority and page authority.
“You want the domain authority,” says Dietrich. “This tells you how influential your site is compared with every other website in the world.”
The domain authority of The New York Times is 100 and PR Daily is 72. To compete with the former, your domain authority needs to be 80 or higher. To compete with the latter, it needs to be 60 or higher.
Watch PR Daily’s PR University webinar “Turn Media Into Money: How to Use Media Relations to Increase SEO and Leads” to boost domain authority—and sales.
- Create content around a priority keyword. Now that you have a domain authority baseline, it’s time to pick a priority keyword.
For instance, one of Dietrich’s clients is in the voiceover IP business. One of their priority keywords is “connectivity.”
If you visit the Google Keyword Planner, you’ll find “connectivity” has 5,400 searches per month and the competition for this keyword is low. If you then search for “connectivity” in your browser, you’ll find your competitors’ domain- authority scores range between 77 and 100.
“My client’s domain authority is 42, which means they can’t compete for that keyword and they have to go back to the drawing board,” says Dietrich. “That said, with a little more elbow grease, they’ll be able to compete for ‘connectivity’ later this year.”
Once you have your competitive keywords, build them into all of your corporate content, pitches, media messaging and press releases. This will eventually increase your SEO and domain authority—as you’ll see below.
- Build a customized media list—and pitch it. The next step: pitch and place stories that include your competitive keywords. To do that, target only those outlets who have covered your handpicked keywords in the past.
“I’m not talking about using Cision to pull up every journalist and blogger who has ever thought about business Internet—though that’s certainly a great starting point for other media relations projects,” says Dietrich. “I’m talking about creating a list of those who will be happy to share their readers with you.”
Returning to the “connectivity” example above and the Google search Dietrich conducted to see if the client could compete for that word, we see that the Microsoft blog covers the topic.
“Because Microsoft is a vendor for this company, it makes sense they’d be on our media list,” says Dietrich. “Go into pages two, three and four to find other sites that have already covered your topic keyword and add them to your list.”
- Track effectiveness—and leads generated. Open Google Analytics for your company’s website once you secure coverage on any of your media targets.
“Then enter the dates in the upper right-hand corner. The beginning date should be the date that you had an article run. The end date should be today’s date,” says Dietrich. “Then, on the left-hand side, click on’ Acquisition > All Traffic > Referrals.’ Underneath the pretty blue chart, you’ll see a small search bar. In there, enter the URL of the media outlet.”
For instance, if you were to look up a story you wrote for PR Daily, you’d enter “PR Daily” in the search bar.
“This tells you how many visitors that placed story got,” says Dietrich. “Then you can begin to dig into what those people did from there—whether or not they became customers.”
Voilà! Real PR results.
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Gini Dietrich, founder and CEO of integrated marketing firm Arment Dietrich, will share more tips in this PR University webinar, “Turn Media Into Money: How to Use Media Relations to Increase SEO and Leads.”