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The B2B marketing matrix is flawed, and there is an opportunity for companies that fix it.
Having high-quality backlinks is one of the two most important SEO factors for ranking on page 1 of search results.
Unfortunately, most businesses fail at link building. why? Do you hire a dentist to pay your taxes?
So why on earth would you hire a marketing professional to pitch stories to the media? Last time I checked, this is the job of a PR professional.
The beginning of madness
In 2016, Google publicly stated that backlinks are the most important factor in achieving high rankings.
Marketing and SEO agencies began to “acquire” backlinks by any means necessary. This included blackhat tactics such as inorganic link stuffing and paid posts.
It worked at first, until Google got on board with the plan and shut it down.
Google's algorithm is smarter than us
Google's algorithm recognizes whether a link is natural and organic.
Google rewards your website handsomely when a real reporter from a top media writes an article that links to your website. It's pure gold.
On the other hand, companies that use black hat strategies face severe penalties. Just ask anyone who has been penalized by Google. Getting back on your feet is never easy.
SEO link building has completely transformed into a PR job
Obtaining high-quality backlinks from DA 90+ websites like USA Today and CNBC can be difficult even for the world's best PR professionals – those who do this for a living.
Unfortunately, when most PR professionals hear the term “domain authority,” they think they're speaking French.
Therefore, marketers should consider hiring a digital PR agency that knows how to secure backlinks to boost SEO.
6 Reasons to Hire a Digital PR Agency for SEO Link Building
1. Relationship with reporters
The old adage “It's not what you know, it's who you know” applies to SEO link building as well.
Journalists receive hundreds of pitches every day, so having a personal relationship with them is invaluable. The lifelong PR expert has been working with, wining and dining reporters for decades. This gives you a huge advantage over opponents who try to respond ruthlessly.
Even if a PR professional you've been in touch with over the years at USA Today tells you you're not a good fit for the story, they might be able to recommend you to a better reporter. On the other hand, if the reporter doesn't know you, they probably won't respond at all.
2. 90% of content gets zero traffic
Unfortunately, according to Ahrefs, 90.6% of content gets zero traffic. That’s because SEO writing and PR pitching are two very different propositions.
PR professionals know how to create newsworthy content for an audience of reporters that maximizes backlinks. SEO writers have another purpose. It's all about stuffing your content with keywords. It's fine to do this for most blog posts, but not for content pitched to the media. It sounds repetitive and unprofessional and will end up in the trash.
3. Understand what is newsworthy
Another growing trend in the B2B content marketing and SEO world is creating “evergreen” content that media can use at any time, allowing links to flow in passively throughout the year. While that's all good in theory, PR professionals know that the most newsworthy pitches are the ones that are timely.
Accounting firms should advertise before and after Tax Day, diamond ring companies should advertise before and after Valentine's Day, and environmentally conscious companies should advertise before and after Earth Day. In a 24-hour news cycle, it's important to strike while the iron is hot and create a yearly calendar of content that keeps everything timely.
4. Avoid Google penalties
Please note that SEO experts provide a “menu” of sites that includes prices for “buying” backlinks. Google's algorithms are no fools, and in 2024 you'll be penalized for “obtaining” links in this way. Once Google imposes a blackhat SEO penalty on a website, it may never recover.
Links from trusted digital PR agencies are written by real reporters from top media outlets. These are not paid posts or guest posts. They are of the highest quality and beyond reproach. This will ensure that your search engine rankings increase without worrying about the penalties associated with manipulative link acquisition.
5. Media training for executives
Great content gets picked up by the media, but reporters often want to interview executives. If your content includes a large amount of third-party data, an executive who didn't write the content and isn't familiar with the data may want to decline, which could mean losing your backlinks. Become.
PR professionals can train executives to skillfully handle interviews to secure connections. And ultimately, you get the added benefit of positive traditional PR coverage for executives and brands.
6. Newsjacking
A smart way to get links from national broadcasters is to capitalize on big breaking news stories. If your company does business consulting and the Bureau of Labor Statistics releases a report stating that the five-year survival rate for entrepreneurs has reached an all-time high, that's a huge opportunity for backlinks with a DA of 90 or higher.
A PR pitch proposing an interview with an executive should immediately explain why entrepreneurs are more successful than ever. In these cases, time is of the essence, and if you meander, you will miss the boat.
PR professionals are trained to monitor the news and take action as soon as it comes out.
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Being on page 1 of Google can make or break your business. Getting backlinks from high authority sites is the fuel for your SEO efforts.
SEO link building is still very often outsourced to digital marketers, when in fact times have changed and it is no longer relevant.
In 2024, SEO link building will be 100% the job of digital PR agencies. Get ahead of the curve if you want to jump ahead of your competitors in Google rankings. That's the biggest secret in SEO.
More links building resources
How to boost your SEO and lead generation with a high-quality backlink strategy
Effective link building for B2B marketers
Underrated link building strategies that work surprisingly well [Infographic]
The Future of Link Building: Linkless Mentions for SEO