A different approach: bridging the PR & SEO divide

Collaboration is the order of the day

On Thursday 2nd of November, Caliber gathered together leaders from the worlds of SEO and PR for a breakfast session. Here’s what we learnt.

by David Marshall

In digital, many organisations are united by one common goal — to communicate key messages to target audiences as effectively as possible. Yet today, a lot of organisations remain siloed into different departments, losing sight of the bigger picture and objectives that they all share. There’s a clear need for cross-discipline collaboration in the industry — especially between Digital PR and SEO teams.

Now is the time for a solution to this predicament, and above all, change.

Maybe PR gurus are baffled by metric-heavy graphs, while SEO techies fail to grasp the narrative of campaigns. This indifference can lead to two crucial functions of digital not wanting to work together, and that’s not going to get the industry anywhere, is it? At our ‘Future of Digital PR and SEO’ breakfast event, industry experts from both disciplines came together and agreed that now is the time for a solution to this predicament, and above all, change.

Teamwork makes the dreamwork

So, what’s the solution? One word — integration. While it’s natural for proposed changes to be met with varying levels of resistance, largely due to fear of the unknown, integration can be introduced and achieved through a particularly useful tool — education.

At the end of the day, we’re all working towards crafting engaging and compelling content which recognises consumers’ lifestyles and buying behaviours as they continuously evolve.

Digital PR and SEO teams who work towards the same business benefits need to adopt an integrated approach when ideating, operating and delivering campaigns. This needs to be apparent right from the start. Nick Wilsdon, an SEO Lead at Vodafone, spoke at our event and said that this could be accomplished “through collaborative planning and agreeing a collective set of KPIs.”

This allows departments, teams and individuals to put their own — and collective — goals on the table. Through a clear line of sight, alongside regular meetings and communication, organisations can work together as a well-oiled, cohesive unit.

At the end of the day, we’re all working towards crafting engaging and compelling content which recognises consumers’ lifestyles and buying behaviours as they continuously evolve.

Integration creates innovation…

That’s all well and said, but is there really a holistic way to do this? According to Virgin Trains’ Head of PR Daisy Hawker-Wallace, the holy grail would be a 360-degree approach whereby all functions, not least PR and SEO, adapt and embrace a unified approach. This lets teams individually express their specialisms and individual concerns while delivering key messages in an effective manner.

What role do agencies play in all this? Again, the answer lies in flexible integration. Modern digital agencies understand the roles and functions within teams — whether they’re PR, SEO, social media or content orientated. Whether it’s developing a framework for Digital PR and SEO collaboration, or simply providing technical departments with creative support for spinoff campaigns, agencies can draw on both experience and expertise to achieve coverage, results and ultimately maximise ROI.

At Caliber, we thrive on creating comprehensive solutions which span across disciplines. It inspires us to organise insightful and exciting events, just like last weeks’.

See you at the next one.