Press Relation is one of the most efficient strategies to positively influence the audience of its site and the visibility of its brand. Its impact is rapid, measurable and lasting. Are you planning to set up a PR campaign? You have certainly delegated this task to a specialist or a PR agency. It is a good choice to save time, money and above all to quickly reach your goal. Press Relations indeed requires the proper execution of a long chain of tasks to achieve the expected result. The specialized press relations agency Soumettre.fr provides us with a series of advice and verification points that make successful PR campaigns well carried out.
Why choose a PR campaign?
The objectives are multiple and cumulative:
Act on popularity
The popularity of a brand or a site is not limited to its ranking in a search engine. By communicating on media with a large audience, for a perfectly targeted readership, the service or the brand is gaining popularity: we talk about it elsewhere, we quote the name, it is exchanged by word of mouth and through all types of channels. Communication. It is the frequentation of the medium that will directly influence the popularity of the advertiser site.
Maintain notoriety (e-reputation)
Why wait for bloggers or journalists to give their opinion on your activity, even when you can precede them? Conversely, how to counterbalance the negative opinions expressed against you? In both cases, PR is extremely effective, because you control the content and therefore the content of the messages.
The key performance indicators, for a certain number, function according to a mechanism of communicating vessels. Take for example the MOZ Domain Autorithy. A simple link from a site with a high DA can increase this indicator on its own site. This type of indicator is generally part of the panel of KPIs which serve as a screen for the selection of sites on which to publish.
Promote a page / product / category
PR is regularly used by large companies to promote a specific product, e-commerce category or landing page. This type of campaign provides the double benefit of direct selling and the sustainability of the link and the article. This same technique can also be used to promote social media pages.
Reinforce a semantic cocoon
With PR, semantic optimization, particularly in terms of the structure of editorial content, is one of the most prominent current strategies. Their efficiency has been 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) used and confer an obvious advantage to those who master them. To better understand its value, you can consult the reference site on semantic cocoon training.
Some industries use PR as a lead generation vehicle The use of a tracking pixel or other web analytics techniques allows them to assess the ROI of their advertising investment. The quality of the content is decisive for these campaigns. For this type of task a good copywriter turns out to be much more efficient than a traditional copywriter.
Getting the most out of a PR 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 search engines, to be read in full and shared by readers. Correctly structured in titled paragraphs with the appropriate html tags, the article must be formatted according to good practices in web publishing. A bad article on a good medium also diminishes the potential of the publication in terms of SEO and communication. The reverse is just as true. Editorial quality is therefore the number one priority after choosing a good publication medium.
Choosing anchor links is one of the most interesting aspects of a sponsored article. We can thus balance its percentage of exact anchors and place, depending on the quality of the support, specific anchors which will directly influence the position of the keywords of the advertiser site in search engines. It is also possible to place links other than the one or those linking the advertiser’s site. The purpose of these links is to strengthen the contextualization of the other links and to make it more difficult to identify the sponsor of the article.
URL of the link
The ability to link the cover page or a deep page is a big asset. Keep in mind that a link is made to be clicked and that when the user arrives at the landing page, he must find the expected information there. A justified link thus ends up on a page optimized for users. This can be verified with classic web analytics indicators (consultation time, bounce rate, click on objectives, etc.)
Mention “sponsorship article” or not?
Some publishers require a “sponsored article” or equivalent. Others do not. Google recommends that only “nofollow links” be included in articles subject to mention. In fact some sites do it but it is far from being systematic. The choice of advertisers is often made on sites “without mention” but sites “with mention” can also have excellent potential. This is particularly the case for certain press sites, among others.
Dofollow vs Nofollow
“Nofollow” links are generally of less interest to SEOs than “dofollow” links. But when you click on a link, do you look at the source code to know its exact nature? Is a dofollow link on Tatie Josette’s blog more interesting than a nofollow link on the site of a large PQR media? Your strategic choices will always be better if they are informed by common sense.
Engines and readers expect an illustration, so at least one must be placed. It is usually one of the last actions taken before publication and its importance is too often underestimated. The image must be correctly integrated, but an intelligently selected image will influence the curiosity of readers and encourage them to consult the article. Several illustrations can in some cases usefully supplement editorial content, for example if you publish an article in the field of fashion. A good infographic can also be relayed via various social networks.
The IP address of the advertiser site identifies its location and also reveals the networks of certain publishers who have not taken the trouble to diversify their IP addresses. A site network can have great potential, but if all the sites are on the same range of IPs, it is therefore necessary to arbitrate while avoiding accumulating backlinks from identical or too close IPs. Receiving multiple links from the same network of IPs is indeed a strong signal of artificial linking. IP addressing can also be judiciously taken into account to support local referencing.
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 formula. In others it is an additional service. If this is important for your industry and your communication, you should 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 advantage in terms of visibility.
The domain age
Good sites, like good wine, age well. However, many sites are propelled for a few months before disappearing. To avoid investing in a new site that could disappear, it is worth checking the age of the domain. The easiest way to make sure it hasn’t changed over time is to check its history in the Web Archive.
Duration of publication
“Lifetime”, a month, a year? The formulas are varied and certain advertisers limit the time of publication of their ordered articles. When the article expires, the article is deleted or in some cases it is simply the link that is removed. This factor should be taken into account, knowing that Google takes into account ghost links.
The frequency of publication of the welcoming site
A regularly publishing site is more regularly visited by search engines. It therefore benefits from better indexing. Over time, due to a 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 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 PR publications, especially as the advertiser can choose precisely the sites on which he publishes. By posting on sites specializing in the advertiser site industry, you are strengthening the authority and credibility of the site being promoted. Logically, this is also an excellent signal from a purely SEO point of view.
Is the frequentation of the site increasing, decreasing, or even stopping following a penalty? To avoid investing in a “bad site” and to choose those that have good development potential or already well-established traffic, the easiest way is to check their audience history curve using a reliable analysis tool such as than Semrush.