PR and SEO: 5 tips on how to enhance your PR strategy for voice search16/06/2020
When it comes to mastering and creating a powerful PR strategy, aligning PR and SEO is often overlooked. Yet, by incorporating good SEO principles, businesses can supercharge their PR, driving significant value from their communications efforts.
Yet, whilst many clients and agencies are still grappling with how to align PR and SEO, the world of search has moved on and the rise of voice search is set to transform how we create and communicate content. This simple addition can instantly enhance and optimise your PR strategy.
What is voice search?
From Cortona, Google Home, Alexa, to Siri, the ever growing rise of voice search is set to transform not just our searching habits, but also the way we access PR material.
It is thought that by 2020, over 50% of our searches will be conducted through voice search, while 40% of adults use voice search once a day. Optimising your PR strategy for voice search should not be an afterthought, but a priority.
How does voice search work? When we use our mobile phones, tablets or desktops to search a query into Google, the search engine along with bringing up related SERPs, will also present featured snippets at the top of the page.
When using your device to conduct a voice search, it is these featured snippets that are read out to the searcher. Not just important for the search results, winning position zero can ensure that your content is discovered during the rise of voice search. Whether you are optimising your content for voice search for SEO or for PR, by making sure that you can put a strong protocol in place, you can ensure all your work is found by your target audience.
How to optimise your PR strategy?
We have covered the rise of voice search and the importance of making sure that your content is featured within position zero, but how can you begin optimising your PR strategy for voice search?
1 – Choose Keywords Carefully
To be seen by the correct people and to optimise PR for voice search, it’s important to be choosy with your keywords.
Take the time to select the right keywords for the content at hand. Consider looking at long-tail keywords with medium-high traffic and low competition. By doing so, you can get your content to the top of the search results and into the golden featured snippets box, which is essential for voice search.
2 – Review Your Content Thoroughly
Regardless of your target keywords or the message you are attempting to get in front of the audience, it is the addition of content that can make or break your strategy. The creation of useful and educational content is most favoured by search engines. Make sure that all content created has a purpose and is conversational, instead of a sales pitch. Along with making sure that your content is SEO optimised, be sure not to forget to optimise it for the benefit of the reader.
3 – Consider Your Local Audience
Times are changing and Google is more likely to prioritise local content to the searcher and the query that they are asking. This rise in local searches and the users shift in interest can be seen with roughly 22% of voice search queries including the phrase “near me”. If you are creating PR content for a client, make sure to keep it local while focusing on a local news outlet to send the content to.
4 – Consider Using Schema
The addition of schema to your pages can help tell search engines about the role of the content. If you’re creating a blog on how to make the perfect pizza, adding a recipe Schema will allow Google to know that it is a recipe and display it accordingly in the search results. By finding a Schema best suited to your needs, whether for local business, events or to show that the article is a news piece, you can help give your content that extra push in the right direction.
5 – Don’t Forget Off-site Features
Lastly, don’t forget about off-site features. From the need to link build, local businesses should consider taking the time to obtain reviews of their products or services. The addition of a FAQ page to their site could also help their position in the search rankings and ensure that they are found through voice search.
The creation of voice search is altering the way that we search and access information and keeping this fact in the back of your mind can make sure that your PR strategy remains optimised.
By following our five top tips for optimising your content, you can take that step closer to better optimising your PR strategy.