Why you need a PR agency for the human touch.
Google has a team of people whose job is to test that their algorithms are working. One of the tests is to check that the domain authority it assigns to a website is correct.
Domain authority is important because it’s one of the factors which affects how high your organisation appears in relevant searches, top of the first page, second page etc.
Scored out of 100, only websites such as the BBC will score 90 or higher. John Lewis has a site authority of 83, British airways 86 for example. A well-read blog or business website might achieve between 30 – 50.
One of these human tests, I am reliably informed by a Google Partner, is to search for media coverage of that organisation, and ask the question, ‘does the ranking we give the website match how important the organisation appears to be, based on the publicity it achieves?’
This sort of publicity – brand or product mentions as part of editorial or news features – is classic media relations, the most traditional of PR activities, now redefined and called “earned coverage”.
For organisations which don’t have the scale or heritage of the BBC, John Lewis or British Airways, well placed earned coverage can give the incremental, competitive edge or recognition they need.
This is why a PR agency can be such a valuable part of your marketing team. Don’t take my word for it, here’s what a digital disruptor, Manish Mehta from Mojo Mortgages has to say:
“PR these days is about creating meaningful and strategic stories that can really affect the bottom line of a business”.
You can read more from Manish and join the discussion about the role of the PR agency at PR Moment What modern public relations is – and what it isn’t!
