Using SEO For Public Relations: Interview With James Crawford

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In an interview conducted at Pubcon 2013 in Las Vegas, James Crawford of PR Agency One discusses how to use SEO for public relations.

There is a lot of overlap between SEO and public relations. As Google develops improvements to their algorithm there is a clear preference given to quality content, storytelling, and news.

James explains how he works with his clients in a public relations capacity to get the most SEO benefit from the content they put out on the web.

Hear what James has to say in the video below:

Here are some key takeaways from the video:

  • Most people working in public relations don’t realize that in 20% of coverage there is usually a link somewhere that has been acquired naturally.
  • James says if you deliberately try to acquire links with your content you can bring that number up to 40%.
  • Acquiring links through press coverage starts with having a good public relations campaign tied to the client’s specific objectives.
  • Types of content to include in a public relations campaign that are great for acquiring links are research pieces, studies, and videos.
  • James explains that with these types of campaigns he has seen branded search go up as well as non-branded keyword traffic going up as well.
  • The basics of any great story, James says, includes pertinent details such as who, what, where, when and why. Fitting all of this into the first paragraph is the starting point for a great piece of content.

If you have any questions after watching the video, for either myself or James, ask them in the comments section and we will do our best to respond to everyone! Please visit SEJ’s YouTube page for more video interviews from Pubcon 2013.

Murray Newlands

Murray Newlands

Murray founded The Mail in 2013, an angel-funded startup publication covering performance marketing and mobile marketing. Murray is an advisor to a number of bay area startups including VigLink. In 2011 Wiley published his book Online Marketing: A User's Manual. Born in England, Murray moved to the USA in 2011 being recognized by the US government as "an alien of extraordinary ability". Murray co-authored Content Marketing Strategies for Professionals with Bruce Clay. Murray runs the agency Influence People based in San Francisco.
Murray Newlands
  • Jamie Izaks

    Great post, Murray! And yes, the importance of franchise PR is important for SEO purposes but it really does help to hire an SEO firm as well.