{"id":9300,"date":"2023-05-02T12:45:56","date_gmt":"2023-05-02T12:45:56","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/"},"modified":"2023-05-02T12:45:56","modified_gmt":"2023-05-02T12:45:56","slug":"4-performance-pr-secrets-to-boost-your-search-visibility","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/","title":{"rendered":"4 performance PR secrets to boost your search visibility"},"content":{"rendered":"<p>Most SEOs are familiar with the monumental challenge of achieving visibility for competitive keywords. <\/p>\n<p>Google\u2019s Page 1 is often dominated by content from major publishers in the form of bylines and listicles about the best offerings on the {keyword} market.\u00a0<\/p>\n<p>You can\u2019t expect to beat Conde Nast, Wirecutter, CNET, et al.\u00a0<\/p>\n<p>So how do you join them and leverage the power of those platforms to get your brand some high-powered visibility and third-party credibility?\u00a0<\/p>\n<p>This article tackles performance PR trade tips that can give you a hand in landing big placements and reaping discovery and revenue benefits.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/#1_Media_partners_love_competitive_keyword_intel\" >1. Media partners love competitive keyword intel\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/#2_Evergreen_content_is_most_of_the_performance_PR_game_%E2%80%93_except_for_hot_trends\" >2. Evergreen content is most of the performance PR game \u2013 except for hot trends\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/#3_More_ways_to_purchase_are_better_for_media_partners\" >3. More ways to purchase are better for media partners\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/#4_Placements_can_go_far_beyond_the_SERP\" >4. Placements can go (far) beyond the SERP\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/02\/4-performance-pr-secrets-to-boost-your-search-visibility\/#Using_performance_PR_to_drive_brand_discovery_and_visibility\" >Using performance PR to drive brand discovery and visibility<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Media_partners_love_competitive_keyword_intel\"><\/span>1. Media partners love competitive keyword intel\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you want to be a good partner to your media publisher network (which is a good idea for helping you get steady placement opportunities), don\u2019t be afraid to share data you see on trends.\u00a0\u00a0<\/p>\n<p>Our team does significant research to help surface emerging trends for our media partners that will also provide opportunities for our brands.\u00a0<\/p>\n<p>For instance, in the early days of COVID-19, we helped get a fitness brand some great placements by letting our media partners know we saw a spike in demand for \u201cat-home fitness equipment\u201d and related keywords.\u00a0\u00a0<\/p>\n<p>Every quarter, we work closely with our brands, our SEO team, and the aforementioned trend resources to develop a new list of keywords in focus.\u00a0<\/p>\n<p>We relay those to our top media partners and make suggestions for relevant product placements (and proactive commission structures). <\/p>\n<p>More often than not, those recommendations help us get our brands included.\u00a0<\/p>\n<p>Remember, media publishing is as competitive as any other industry, so you\u2019ll tend to reap the benefits of giving your partners intel that will give them a leg up.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Evergreen_content_is_most_of_the_performance_PR_game_%E2%80%93_except_for_hot_trends\"><\/span>2. Evergreen content is most of the performance PR game \u2013 except for hot trends\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While trend recognition represents a great opportunity for brands and publishers alike, it\u2019s not where you\u2019ll find the bulk of your results from performance PR.\u00a0<\/p>\n<p>Typically, our publisher partners will share six-month editorial calendars centered around <a href=\"https:\/\/searchengineland.com\/seasonal-content-marketing-guide-387771\" target=\"_blank\" rel=\"noopener\">seasonality<\/a> and key holidays (e.g., best Memorial Day grill specials, most romantic gifts for Valentine\u2019s Day).\u00a0<\/p>\n<p>Those articles are generally <a href=\"https:\/\/searchengineland.com\/evergreen-content-important-seo-395845\" target=\"_blank\" rel=\"noopener\">evergreen<\/a>, long-term SEO anchors, meaning the title and boilerplate copy remain the same. They\u2019re simply updated every year, often keeping the same brand list and refreshing the offers and products.\u00a0<\/p>\n<p>This makes the bar for inclusion extremely high. A successful placement could last for years.\u00a0<\/p>\n<p>When you pitch for inclusion here, ensure you\u2019re putting your best foot forward: top-selling, ultra-relevant SKUs and aggressive commission structures.\u00a0\u00a0\u00a0<\/p>\n<p>Along with the tried-and-true evergreen content, there can be room to integrate themes into holiday content. <\/p>\n<p>For instance, COVID-era Valentine\u2019s Day content played into the trends of the day, like home cooking and cocktails, which gave liquor brands and meal kits time in the sun.\u00a0\u00a0<\/p>\n<p>Outside the holiday mileposts, there\u2019s always room for other adjustments as trends emerge. <\/p>\n<p>Recently, we researched and found out that festival and concert outfits (for Coachella, Taylor Swift concerts, etc.) were trending. We dug into our brand catalogs and selected glittery, flashy, fun SKUs to fit that trend.\u00a0\u00a0<\/p>\n<p>Sure enough, the combination of trend data, relevant SKUs, and proactive commission structures led to placements on high-ranking listicles like the following (note the original Pinterest inspiration as well):\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_More_ways_to_purchase_are_better_for_media_partners\"><\/span>3. More ways to purchase are better for media partners\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brands and publishers do have some competing interests to be aware of.\u00a0<\/p>\n<p>One frequent sticking point is that brands would prefer publishers to point exclusively to their sites for purchasing options, while publishers almost always provide multiple options for purchase.\u00a0\u00a0<\/p>\n<p>No, it\u2019s not ideal for a brand\u2019s Amazon listing to be cited alongside their website. <\/p>\n<p>Still, we\u2019ve heard directly from publishers that Google tends to favor articles with multiple paths to purchase, so they favor the same setup.\u00a0<\/p>\n<p>If the choice is between multiple and no listings, we always recommend our brands go with the flow.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Placements_can_go_far_beyond_the_SERP\"><\/span>4. Placements can go (far) beyond the SERP\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s easy to think of SEO in a bit of a vacuum, but remember: consumers engage with media platforms outside of keyword searches.\u00a0<\/p>\n<p>Social media repurposing \u2013 featuring the brand in things like Reels and Stories \u2013 represents more incremental placements to access with performance PR. Your team should make sure to understand their placement options.\u00a0<\/p>\n<p>Of course, you\u2019ll still pay a commission for sales garnered through those listings.\u00a0But even the most standout SEO teams won\u2019t be able to deliver the organic impact of holistic performance PR campaigns.\u00a0\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Using_performance_PR_to_drive_brand_discovery_and_visibility\"><\/span>Using performance PR to drive brand discovery and visibility<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Combining volume, audience, and trusted third-party credibility creates a huge opportunity for brand\/product discovery and instant revenue.\u00a0<\/p>\n<p>Given a commission structure that works for your brand&#8217;s business model, performance PR represents a highly impactful option to help your brand reach aggressive growth goals \u2013 if you know how to build the relationships that open content doors.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/performance-pr-secrets-boost-search-visibility-404190\" target=\"_blank\" rel=\"noopener\">4 performance PR secrets to boost your search visibility<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Most SEOs are familiar with the monumental challenge of achieving visibility for competitive keywords. Google\u2019s Page 1 is often dominated by content from major publishers in the form of bylines and listicles about the best offerings on the {keyword} market.\u00a0 You can\u2019t expect to beat Conde Nast, Wirecutter, CNET, et al.\u00a0 So how do you join them and leverage the power of those platforms to get your brand some high-powered visibility and third-party credibility?\u00a0 This article tackles performance PR trade tips that can give you a [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-9300","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9300","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=9300"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9300\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}