Online Media Planning, Communication and Distribution Can Be A Part Of Search Engine Optimisation

Achieving online media placement for our search engine optimisation clients is one of the things that sets the Top Position experience apart from other digital marketing service providers. Since its inception four years ago, our SEO team has wielded its considerable journalistic and public relations expertise to secure brand presence in the most coveted of online column inches. In fact, we’re the only SEO agency to include a professional media communications and planning service with our organic search packages. That means you get the benefit of better search engine rankings and an enhanced media profile.

We use bespoke media tools to communicate directly with news reporters, freelance journalists and commissioning editors. That means we can create targeted distribution lists of relevant media contacts for every industry and niche interest in the world – from high-profile daily newspapers and monthly glossy magazines to regional and local TV and radio stations. While we focus on the online presence of each of these media outlets, we can also include offline editors and contacts, sending one article or news release to both online and offline recipients for maximum coverage. Each contact is confirmed as being the most appropriate recipient for the story – so if you are an IT company, we’ll send your news to the online IT or Tech editor or reporter at each publication first, followed by a second mail shot to their hard copy counterpart. This level of targeted communication ensures the news reaches the most interested party at each level, increasing pick up and publication rates each time.

How does media planning and distribution help with SEO?

Media planning, communication and distribution is a non-standard addition to organic search, so why do we include it? The answer is simple. Although it takes time and a very special skill set, consistent and positive media coverage in suitable outlets creates many of the same results as a well executed organic search campaign. National or even international exposure in a relevant newspaper, web site, radio station or TV programme is also an excellent added value bonus which will compliment SEO efforts – our experience shows that potential customers are just as likely to visit your web site and purchase from you after reading about you in a magazine they subscribe to as they are seeing your web site on Google.

As we target online versions of offline publications, this coverage is also an excellent way to build a network of high PageRank, high value inbound links.

Who can I expect my optimised online PR and articles to be sent to?

As a Top Position client, all press releases, articles and news pieces produced by your search engine optimisation account manager are sent to a base list of relevant regional and national press (local, daily and Sunday newspapers), industry magazines, ezines, radio stations, TV stations and journals. A core set of social media accounts are also set up for you and integrated with the distribution process.

Your targeted distribution list is then created using media and PR database software. This contains all of the web sites that are specific to your company, the industry you operate in, your products and services as well as your client interests. If for example you sell investment property, your base list of outlets identified to receive PR items and provide you with a relevant link back may include travel, property, money, finance and investment web sites and media titles.

Distribution of your Top Position press releases and articles is split in this way in order to provide the maximum benefit. See below for an example of a base list of press and social media sites we have used for one national client. In addition to this list, the client would also have their specific list of industry related titles and relevant social media sites.