{"id":44648,"date":"2022-09-15T08:00:49","date_gmt":"2022-09-15T12:00:49","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=44648"},"modified":"2022-09-15T10:12:43","modified_gmt":"2022-09-15T14:12:43","slug":"7-digital-pr-and-earned-media-strategies-that-give-your-seo-a-boost","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/7-digital-pr-and-earned-media-strategies-that-give-your-seo-a-boost","title":{"rendered":"7 Digital PR and Earned Media Strategies that Give Your SEO a Boost"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The pandemic struck. Shutdown orders were issued. We all had to work from home.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And just like that, all firms conducted their business online. Now you need to make it easy for remote buyers to find you. Our research has shown, again and again, that implementing search engine optimization (SEO) is one of the most effective ways to draw website visitors and build an audience. Yet it\u2019s also the least understood, most underutilized, and most abused of all digital marketing techniques.<\/span><\/p>\n<div>This article will explain digital PR&#8217;s link to more and better digital leads while answering the most frequently asked questions:<\/div>\n<ul>\n<li>What is SEO?<\/li>\n<li>What are the two parts of SEO?<\/li>\n<li>What is earned media?<\/li>\n<li>What is digital PR?<\/li>\n<li>Why are digital PR and earned media crucial to SEO?<\/li>\n<li>What earned media strategies will give your search engine rankings a boost?<\/li>\n<\/ul>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-3rd-edition\" target=\"_blank\" rel=\"noopener\">Download the SEO Guide for Professional Services<\/a><\/p>\n<\/div>\n<h2><strong>What is SEO?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">SEO is the practice of drawing more visitors to your website by moving up the search engine results pages (SERPs). This means when your target audience does a web search on Google, Bing, Duckduckgo, or any other search engine, your webpage will be listed at or near the top of the search results. For example, if you\u2019re an expert in operationalizing diversity, equity, and inclusion, an effective SEO strategy will help you appear on the first, if not one of the first few, results pages each time your target audience searches on \u201chow to implement diversity, equity, and inclusion,\u201d \u201cbest practices in DEI,\u201d or \u201chow to promote DEI in the workplace.\u201d\u00a0<\/span><\/p>\n<p><cite class=\"blockquoteCitation\">I love some of the things I see from digital pr, it&#8217;s a shame it often gets bucketed with the spammy kind of link building. It&#8217;s just as critical as tech SEO, probably more so in many cases.&#8221; &#8212; John Mueller, Google<\/cite><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>SEO consists of two parts: on-page SEO and off-page SEO.<\/strong>\u00a0<\/span><\/h2>\n<h4><span style=\"font-weight: 400;\">What is on-page SEO?<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">On-page SEO refers to creating content and optimizing web pages so that search engines will associate your content with your target audience\u2019s search phrases and rank it as one of the most relevant. Most people associate SEO with on-page SEO. While important, you also need third-party websites and platforms to corroborate your <\/span><a href=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\"><span style=\"font-weight: 400;\">expertise, authority, and trustworthiness<\/span><\/a><span style=\"font-weight: 400;\"> (EAT). This is where off-page SEO comes in.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">What is off-page SEO?<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Off-page SEO are the range of tactics to ratchet up your website\u2019s SEO rankings through the endorsement, expressed or implied, of third parties. Also known as \u201coff-site SEO,\u201d these tactics are implemented online and off. Online, they focus on obtaining backlinks to your website and mentions of your brand on external websites and platforms. Offline they involve, but aren\u2019t exclusive to, mentions of your brand in print, on the radio, and through word of mouth. Online mentions and backlinks signal your authority to search engines. Greater authority translates to higher SEO rankings. Whether online or offline, obtaining this type of third-party credibility is known as earned media.\u00a0<\/span><\/p>\n<div class=\"cta-link\"><div class=\"inlineWidget yes_borders\"><a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-3rd-edition\" class=\"widgetLink\" ><img decoding=\"async\" src=\"https:\/\/hingemarketing.com\/wp-content\/uploads\/2021\/07\/SEO-guide-3rd-200x200.png\" alt=\"\" \/><\/a><div class=\"inlineWidgetText\"><h6>Free Resource<\/h6><p>The Free SEO Guide for Professional Services Firms<\/p>\n<a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-3rd-edition\" >Download Now<\/a><\/div><\/div><\/div>\n<h2><strong>What is earned media?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Earned media is attention you garner from the public and the media that you haven\u2019t paid for. Before the world wide web, earned media meant unpaid publicity on print, TV, or radio, as well as word of mouth. Since the web\u2019s invention and predominance, the term has included online mentions you haven\u2019t paid for, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media mentions or shares of your content (which some call \u201cshared media\u201d)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Articles you\u2019ve written for online publications\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Articles featuring you, your business, your analysis, opinions, links to your website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Online\/offline reviews and recommendations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search engine results pages (SERPs) where you show up&#8211;yes, that\u2019s earned media<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">&#8230;and more<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Earned media is no longer just about giving people and firms third-party credibility. With its expansion to the web, it also validates websites.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can generate earned media through digital PR.\u00a0<\/span><\/p>\n<h2><strong>What is Digital PR?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Digital PR is a strategy using digital techniques for obtaining mentions and placements in external websites and platforms to grow your online presence and authority. Far more than link-building in professional services, it\u2019s geared to raise an expert\u2019s profile as a thought leader by tying their brand to the news, trends, and developments in their field. Referred to in some circles as thought leadership PR, it can include pitching your analysis, opinions, and insights to editors looking for guest contributors, journalists needing quotes and soundbites for their stories, research and ranking organizations helping buyers make informed decisions, and podcast hosts on the hunt for guest experts. Reading further you\u2019ll learn that your key relationships in thought leadership PR aren\u2019t limited to those with editors, journalists, and bloggers. They include other thought leaders.<\/span><\/p>\n<div class=\"see-also-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the-visible-expert-how-ordinary-professionals-become-thought-leaders\" target=\"_blank\" rel=\"noopener\">See also: The Visible Expert\u00ae: How Ordinary Professionals Become Thought Leaders<\/a><\/p>\n<h4>What are examples of Digital PR?<\/h4>\n<p><span style=\"font-weight: 400;\">Referred to in some circles as thought leadership PR, it can include pitching your analysis, opinions, and insights to editors looking for guest contributors, journalists needing quotes and soundbites for their stories, research and ranking organizations helping buyers make informed decisions, and podcast hosts on the hunt for guest experts. Reading further you\u2019ll learn that your key relationships in thought leadership PR aren\u2019t limited to those with editors, journalists, and bloggers. They include other thought leaders.<\/span><\/p>\n<\/div>\n<h2><strong>Why are Digital PR and Earned Media Crucial for SEO?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Off-page SEO as a search engine ranking factor is more important than most people think. Google\u2019s <\/span><a href=\"https:\/\/twitter.com\/JohnMu\/status\/1352967238442229762?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1352967238442229762%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.searchenginejournal.com%2Fdigital-pr%2F393464%2F\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">John Mueller<\/span><\/a><span style=\"font-weight: 400;\"> recently said, \u201cI love some of the things I see from digital pr, it&#8217;s a shame it often gets bucketed with the spammy kind of link building. It&#8217;s just as critical as tech SEO, probably more so in many cases.\u201d Moz\u2019s Search Engine Ranking Factors study corroborates digital PR\u2019s importance: \u201cOff-site SEO-related factors likely <\/span><a href=\"https:\/\/moz.com\/learn\/seo\/off-site-seo\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">carry more than 50%<\/span><\/a><span style=\"font-weight: 400;\"> of the [Google] ranking factor weight.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When online reviews, articles, and social media shares mention you, link back to your site, or both, they can signal to search engines a vote of confidence in your EAT, prompting the virtuous cycle of pushing you up the SERPs, channeling even more traffic to your website, which raises you higher up the SERPs. Note that even linkless <\/span><a href=\"https:\/\/www.link-assistant.com\/news\/smx-west-2016-recap.html?utm_source=searchengineland&amp;utm_medium=linkless-mentions&amp;utm_campaign=searchengineland&amp;utm_content=blog-smx-recap#part-5\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">positive brand mentions<\/span><\/a><span style=\"font-weight: 400;\">&#8211;also known as \u201c<\/span><a href=\"https:\/\/searchengineland.com\/use-brand-mentions-seo-linkless-future-link-building-290344\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">implied links<\/span><\/a><span style=\"font-weight: 400;\">\u201d&#8211; count towards EAT.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If appearances in other websites and social media platforms can establish your thought leadership, why not beef up your LinkedIn profile rather than invest time and resources in a website? You can\u2019t build authority without first establishing relevance online. Journalists, bloggers, and event producers look up an expert\u2019s thought leadership trail and audience reach. Having a website where you regularly blog and share your ideas and insights is the perfect place to establish that trail and grow an audience. This is how owned media becomes the engine that drives earned media.<\/span><\/p>\n<div class=\"see-also-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the-power-of-integrated-marketing-how-owned-earned-paid-and-shared-media-can-drive-visibility-in-a-zero-click-world\" target=\"_blank\" rel=\"noopener\">See also: The Power of Integrated Marketing: How Owned, Earned, Paid, and Shared Media Can Drive Visibility in a Zero-Click World<\/a><\/p>\n<\/div>\n<h2><strong>7 effective earned media strategies to boost SEO rankings<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There are quite a few earned media strategies businesses can use to boost their rankings. But, for the purpose of building credibility as a thought leader through third parties, the following are the most effective.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Strategy #1: Bolster your website with good content<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Helpful, keyword-enriched content that dives into the what\u2019s, why\u2019s and how\u2019s of topics enjoy more views, shares, and links. They also draw the attention of journalists and editors. <\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Example of earned media through owned media:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">When\u00a0<\/span><a href=\"https:\/\/eheinc.com\/blog\/pandemic-building-commissioning-a-case-specific-strategy-for-reducing-infectious-risks\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Environmental Health &amp; Engineering, Inc.<\/span><\/a><span style=\"font-weight: 400;\"> (EH&amp;E) published an insightful, optimized blog article on pandemic commissioning, it drew many views, including that of the editor of a global industry association, who requested that the authors contribute a guest article on the same topic.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Strategy #2: Share your insights with the media<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">More often than not, the media won\u2019t come to you. You\u2019ll need to reach out and convince them you\u2019re a worthy source or contributor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to share your insights is through guest blogging.<\/span><\/p>\n<h5><b>What is guest blogging?<\/b><\/h5>\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/a-10-step-guest-blogging-strategy-to-improve-seo\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Guest blogging<\/span><\/a><span style=\"font-weight: 400;\"> is the practice of writing one or more guest articles for an online publication or another organization\u2019s website. Also known as guest posting, it shows search engines and your audience that you\u2019ve won the confidence of your industry\u2019s trusted sources of information. You can learn more about getting media placements in the article on <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/a-10-step-guest-blogging-strategy-to-improve-seo\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">strategies for improving your SEO with guest blogging<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, guest blogging can help you rank higher for very competitive keywords if you contribute to an article for a publication with a higher domain authority than your own website.\u00a0<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Example of earned media through guest blogging:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/hingemarketing.com\/about-hinge\/team\/team-member\/lee_frederiksen\" target=\"_blank\" rel=\"noopener\">Lee Frederiksen<\/a> is a regular contributor to Accounting Today and AccountingWeb. <a href=\"https:\/\/hingemarketing.com\/about-hinge\/team\/team-member\/karl-feldman\" target=\"_blank\" rel=\"noopener\">Karl Feldman<\/a> often contributes to Construction Executive and <a href=\"https:\/\/hingemarketing.com\/about-hinge\/team\/team-member\/elizabeth_harr\" target=\"_blank\" rel=\"noopener\">Elizabeth Harr<\/a> to Washington Technology. These publications have long histories and large audiences. By writing articles for high-profile industry publications like these, Hinge\u2019s <a href=\"https:\/\/hingemarketing.com\/programs-services\/visible-expert\" target=\"_blank\" rel=\"noopener\">visible experts<\/a> are able target higher volume, extremely competitive keywords, and reach into a more expansive audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not everyone has time to write an article, least of all experts who frequently blog. The less time-consuming option is to send journalists timely, insightful soundbites they can include in articles they\u2019re already working on or plan to. We call this technique \u201cnewsjacking.\u201d<\/span><\/p>\n<h5><b>What is newsjacking?\u00a0<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">The term <\/span><a href=\"https:\/\/www.davidmeermanscott.com\/blog\/oxford-dictionaries-shortlists-newsjacking-as-word-of-the-year-for-2017?__hstc=59485362.cd781c86374f795649edfd643aafcd04.1623708440636.1623708440636.1623708440636.1&amp;__hssc=59485362.1.1623708440637&amp;__hsfp=2543577374&amp;hsCtaTracking=63946f81-47fc-4b86-8107-ced91a388f07%7C45f08a73-9e29-46f4-89e7-332004658c4a\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">newsjacking<\/span><\/a><span style=\"font-weight: 400;\"> describes the process of commenting on breaking news for publicity. Newsjacking can be particularly efficient, as it offers the chance for multiple journalists to pick up your comment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Newsjacking is simple, but requires some prep work to get started.<\/span><\/p>\n<h5><b>How to newsjack<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">There are four steps to newsjacking. First, set up an alert for breaking news related to your area of expertise. If you\u2019re an expert in infection control, you\u2019ll want to set up an alert for infection control. Alerts will serve two purposes: notify you when news on your topic hits the headlines, and help you track which journalists are writing about it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Second, write out your key messages ahead of time. Questions to ask yourself are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s my angle on this topic?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why is it newsworthy?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How is my angle different and better than what they\u2019ll likely receive from someone else?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What soundbites can I use to make my point?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What stats, infographics, and images can I share to make my point?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Third, edit your comments down to 200 words or less. And fourth, when the news breaks, send your comments to the journalists you\u2019ve been tracking.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Example of earned media through newsjacking:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">A cybersecurity firm\u2019s website traffic soared when its experts ramped up delivering comments to journalists whose beat covered cybersecurity and journalists who were looking for cybersecurity sources to answer their questions for a story they were writing. By proactively sending comments to both groups of journalists the firms experts increased their media pickups to an average of three per week, leading to more online brand mentions and backlinks, which in turn ushered more traffic to their website.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-3rd-edition\" target=\"_blank\" rel=\"noopener\">Download the SEO Guide for Professional Services<\/a><\/p>\n<\/div>\n<h4><span style=\"font-weight: 400;\">Strategy #3: Speaking engagements<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Our <a href=\"https:\/\/hingemarketing.com\/library\/article\/the-visible-expert-study-research-summary\" target=\"_blank\" rel=\"noopener\">study on Visible Experts<sup>\u00ae<\/sup><\/a> (VEs) shows that <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-get-booked-for-speaking-engagements\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">speaking engagements<\/span><\/a><span style=\"font-weight: 400;\"> are the best way to grow an expert\u2019s reputation, because events are one of the channels buyers frequently use to find the experts they need.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how speaking engagements impact your SEO. First, submissions require a URL of your organization (another reason why you need a website) and content that shows proof of your expertise (a boon for your blog and external publications). Every time event producers review your submission, they visit your site, review your content, and browse any externally published work. Second, once you\u2019ve been picked as a speaker, the event promotions will mention your name and firm, perhaps link back to your site, and provide a topic description that reinforces your EAT. Third, at the event itself and afterwards, those who\u2019ve attended, -or couldn\u2019t make it to -your session, will likely visit your website and read your blog and resources. Fourth, those same people will probably talk about you and trigger even more website visits. Fifth, journalists you\u2019ve engaged at the event might include you in an article, which they and their readers will share on social media. These are just a few of the many ways events can expand your audience reach.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Example of earned media through speaking engagements:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">A\/E\/C firm <a href=\"https:\/\/hingemarketing.com\/portfolio\/schnackel-engineers\" target=\"_blank\" rel=\"noopener\">Schnackel Engineers<\/a> improved brand awareness and website traffic by pitching their experts to various podcasts and events. They were featured in the BD+C podcast The Weekly and were accepted to speak at the AGC IT Conference and the ENR Conference. In addition to these speaking engagements, they published articles in FMJ and Facilities.net.<\/span><\/p>\n<div class=\"see-also-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-get-booked-for-speaking-engagements\" target=\"_blank\" rel=\"noopener\">See also: How to Get Booked for Speaking Engagements<\/a><\/p>\n<\/div>\n<h4><span style=\"font-weight: 400;\">Strategy #4: Social media mentions<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When people like your content, they\u2019ll share it with their networks. Besides links to articles, people like to share infographics and intriguing statistics accompanied with a concise, easy-to-absorb explanation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there&#8217;s more to social media as a multi-use phenomenon&#8211;it\u2019s another channel for commenting meaningfully on your topics. <\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Examples of earned media through social media mentions:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Remember that list of journalists you\u2019re tracking for newsjacking? If you follow them on social media, you can share their article along with your expert commentary. On LinkedIn, you can tag them and their networks will gain visibility of your expert comments, which readers will share if your posts help them feel like they\u2019re \u201cin the know\u201d of something valuable.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Strategy #5: Referrals and recommendations<\/span><\/h4>\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-keep-the-referrals-you-get-video\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Referrals<\/span><\/a><span style=\"font-weight: 400;\"> and recommendations, the most popular marketing techniques used by VEs, are considered the third most impactful, after writing books and speaking engagements. Although these referrals and recommendations aren\u2019t always online, they invariably result in more website traffic.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Strategy #6: Work with influencers<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Who are the recognized individuals and organizations in your industry? What relationships have you built with them? Our <a href=\"https:\/\/hingemarketing.com\/library\/article\/the-visible-expert-study-research-summary\" target=\"_blank\" rel=\"noopener\">research on VEs<\/a> underscore the importance of nurturing those relationships. Almost one in five experts (17.2%) report that other VEs bring them new business opportunities, help advance their reputations (16.2%), and provide introductions to other VEs (also 16.2%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They can also share their audience with you. Many VEs are regular bloggers, and a growing number <a href=\"https:\/\/hingemarketing.com\/library\/format\/podcasts\" target=\"_blank\" rel=\"noopener\">host their own podcast<\/a>. And no matter how they keep their audience engaged, you can always fill gaps in their content. A guest appearance or a guest article can give your reputation and your website\u2019s reputation with search engines a nice bump.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Example of earned media through work with influencers:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Hinge has published a book titled <a href=\"https:\/\/hingemarketing.com\/library\/article\/the-visible-expert\" target=\"_blank\" rel=\"noopener\">The Visible Expert<\/a>. The book details the careers and techniques of thought leaders within the professional services. By engaging in mutually beneficial book promotions with these industry experts, Hinge helps expand the experts\u2019 audience reach as much as they\u2019re able to expand Hinge\u2019s.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Strategy #7: Partnership marketing<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Partnership marketing is the practice of collaborating with another firm that targets your audience but offers services that complement or minimally overlap with yours. Think of it as a way to close any gaps in your content while building visibility and profitability. Any time you collaborate on, say, a book on a signature topic, co-host a webinar, conduct research, or exchange blogs, yours and your partner\u2019s promotions will generate publicity and shepherd more visitors to your site. This is the reason partnerships are one of the top five digital strategies of high growth firms.\u00a0<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Examples of earned media through partnership marketing:<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Writing articles for your partner\u2019s site while publishing your partner\u2019s articles on your website is one of the quickest ways to satisfy your partner\u2019s and your need for more and better content while reaching each other\u2019s audience. The key is to develop original content that is distinct from any you\u2019ve written for your own website. Otherwise, your guest article could undermine your onsite SEO strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another example is to co-present at a webinar or in-person event. By drawing on the expertise of two firms rather than just one, collaborative presentations are a great way to develop distinct, original, and more impactful content. By bridging at least two areas of expertise, both firms are able to address issues in unique ways.<\/span><\/p>\n<div class=\"see-also-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/how-to-create-a-partnership-marketing-plan-that-drives-growth\" target=\"_blank\" rel=\"noopener\">See also: How to Create a Partnership Marketing Plan that Drives Growth<\/a><\/p>\n<\/div>\n<h2><span style=\"font-weight: 400;\">The impact of off-page SEO<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">COVID has turned your buyers into remote buyers, and your website into the most important tool for engaging them. SEO has become one of the most important strategies for firms to survive or thrive in a largely digital marketplace. But as businesses of all stripes flex their SEO muscles, you\u2019ll need to level up by combining robust on-page with off-page SEO strategies. The digital PR and earned media strategies we\u2019ve outlined will help you build on, and complement, the achievements of technical SEO tactics, generate more leads, and win more business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re still not convinced of the impact of off-page SEO, consider this: When EH&amp;E began to receive more media attention, their website traffic grew <\/span><b>four times<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is how relationships that build reputations drive results.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pandemic struck. Shutdown orders were issued. We all had to work from home.\u00a0 And just like that, all firms conducted their business online. Now you need to make it easy for remote buyers to find you. Our research has shown, again and again, that implementing search engine optimization (SEO) is one of the most&#8230;<\/p>\n","protected":false},"author":158,"featured_media":44664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[395,445],"class_list":["post-44648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-digital-marketing","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Digital PR and Earned Media Strategies that Give Your SEO a Boost - Hinge Marketing<\/title>\n<meta name=\"description\" content=\"These digital PR and earned media strategies will help you build on the achievements of technical SEO tactics, generate more leads, and win more business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hingemarketing.com\/blog\/story\/7-digital-pr-and-earned-media-strategies-that-give-your-seo-a-boost\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Digital PR and Earned Media Strategies that Give Your SEO a Boost - 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