Digital Marketing

A Quick Tip SEO Guide for PR Pros

As an agency, it’s our job to keep up with the latest SEO guidelines to ensure our outreach complements and enhances our clients’ SEO strategies. Your PR goals should now exceed beyond placements, impressions and awareness-building, and into link-building as well.

We use a variety of measures to identify which blogs and sites we’d like to work with.

  1. Qualitative – First we simply look at the blog or site – a gut check. Is it aesthetically pleasing? Is the content engaging? Is it updated regularly? Do we think it would be a good fit for our client?
  2. Moz – Next, we consider the blog’s Moz Rankings.
    • MozRank – The MozRank is an SEO measurement of the blog’s “popularity score,” as measured by the number of other pages linking to them. Measured out of 10, an average MozRank of a normal page on the internet is around 3. We typically reach out to sites with a MozRank greater than 5.
    • Moz Domain Authority – The Domain Authority is an SEO measurement for how well a given domain is likely to rank in Google’s search results. This lets us know the quality of the site. Measured out of 100, we look for a Domain Authority larger than 50 when working with blogs.
  3. Unique monthly visitors (UMV) – We’re still often asked to measure our campaigns in impressions. To find a site’s UMV, we use data from, which is pulled into our databases – Vocus and GroupHigh.
  4. Social media influence – We also take a look at Twitter, Facebook, Instagram and YouTube followers. Depending on the nature of the campaign, these measures can be very important. For instance, if we’d like to have a video component as part of our campaign, number of YouTube subscribers would be important.

Also, if your client has an SEO agency, see if you can set up a meeting with them to align your efforts. If you don’t have a Moz subscription, odds are they do. They can a list of sites you’ve identified as targets and run analytics on them, helping you further prioritize and optimize your outreach efforts.

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About Rosalie Morton:

As an account supervisor, Rosalie leads Padilla clients’ traditional and social media relations initiatives and provides crisis counsel. She has successfully placed speakers at high-profile industry conferences, submitted winning award entries, planned events and media tours, managed social media campaigns, served as editor for client blogs and garnered placements in top-tier traditional and social media. She can often be seen on the third floor of the Richmond office, trying to find her dog, Petey, who has most likely snuck into someone else's office to beg for food.

4 Comments on “A Quick Tip SEO Guide for PR Pros

  1.  by  Lee Odden

    Good advice Rosalie. Modern or at least advanced agencies with heavy SEO expertise will have access to a suite of tools for evaluating domain and content authority, off site authority via social, links and media. Those types of agencies work perfectly with digital PR firms to achieve mutual goals for the client.

  2.  by  Rosalie Morton

    Thanks so much for your comment, Lee! I’ve always really respected the work you all do at TopRank and enjoyed hearing you speak when I’ve had the chance. Here’s to a more integrated future for communications and digital agencies. Let’s all hop on the bus!

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