PR for EEAT and Online Reputation
Digital Public Relations – PR are actions focused on managing communication and online reputation…
Toñi Rodriguez
2 years ago
Digital Public Relations – PR are actions that focus on managing the communication and online reputation of a brand through digital media, such as blogs, social networks, podcasts, forums…. with the aim of improving organic search results.
And the term EEAT is a set of criteria for evaluating the quality of a website's content.
Well, let's see in this article how to work on digital public relations PR with the aim of enhancing EEAT signals.
Let's go!
PR for EEAT and Online Reputation
How can digital public relations help brands demonstrate each of the EEAT criteria?
Easy, it’s about enhancing the experience, knowledge, authority, and credibility of the company and authors through digital public relations, that is, achieving a good online reputation for the brand.
For example, when we create high-quality content that reflects the authorship of the person writing.
Let's see how to work on the authorship of the PR person in each of the EEAT points (Experience, User Experience, Authority, and Trust).
Experience
Experience refers to brands demonstrating that they know what they are talking about.
The content demonstrates experience, such as a video of the actual use of a product, having visited a place and leaving a review, or communicating what the person who writes a text experienced.
For example, if you want to buy an anti-aging cream, you will feel more confident with the video on social media from someone who has already tried the product, external to the brand, than from the brand itself selling the cream.
There are situations where what you value most is content produced by someone who has real, firsthand experience on the subject in question.
In the image, you see how this girl is trying the product and on her social media (not on the brand's) she explains her experience of use.
PR to Enhance Experience
- Digital public relations are one of the most effective ways for brands in any sector to demonstrate their experience.
In this case of the previous example, through social media, a firsthand review or video of a product can be made, talking about the real experience after having used it.
- Moreover, being active on social media is a great PR action, as they are a fabulous channel to communicate with your audience, respond to comments, create valuable content that generates engagement (customer commitment to your brand), customer service… As long as the audience is well-segmented beforehand.
In fact, this point about social media could be included in the last point "trust" since working on these strategies increases the online reputation of your business.
- Another example would be communicating through influencers.
"How TikTok is courting influencers and content creators for its shopping program, which includes cash bonuses, private group chats, and other perks – 07/24/2023"
The influencer speaks for the brand to try to "influence" the purchase decision spontaneously. Usually through viral social networks like TikTok and non-paid media.
This is the difference between PR actions and advertising where the strategies carried out are indeed paid.
Expertise
Refers to the knowledge of a brand or expert on a specific topic.
That is, if your brand is dedicated to Marketing, the articles on your blog should talk about topics related to Marketing.
Digital Public Relations to Demonstrate Knowledge
Digital public relations are the perfect vehicle to demonstrate that you are an expert in your sector.
- This can be done through articles on the brand's own blog, where "expertise" on a particular topic is demonstrated.
- Also in other relevant industry blogs through guest posting. Guest posting involves participating as a guest on another blog different from yours. Writing guest posts not only serves to gain backlinks but also demonstrates the brand's knowledge on a specific topic. This generates impact as they will talk about you.
- Just as if you are invited to a podcast you should talk about your topic, this will help users see you as a reference in the sector and improve your brand's reputation.
This video podcast is a double example, as the guest Luis Villanueva highlights the knowledge he has about SEO audits (which in this case he doesn't need because the entire SEO sector knows him for his trajectory).
And the podcast itself is providing value with David Carrasco as the interviewer, highlighting that he has expertise (he knows what he is talking about, as he has over 10 years of experience in SEO) to conduct the interview.
- You can sponsor an event in your sector in exchange for visibility and brand recognition.
- Again, we can include social media in this point. Imagine a Twitter thread (now X) where experts on a topic are participating. If you express your opinion as an expert spokesperson, it shows that you know what you are talking about. When a user reads the thread, they will see that you have criteria on the topic and will follow you.
You should have your Twitter bio updated and the other social networks where your audience is present. And with complete data, photo, keywords of your niche, link to your website… so the reader can verify that you are a real profile.
Authority
Refers to the online reputation and authority of a website, and one way to achieve it is through links.
The goal remains to gain links in media but taking advantage of all the opportunities for digital public relations that arise. To enhance the digital presence of your brand.
Those sites that have links from other relevant and credible sites are considered by Google to have greater authority than those that do not; that’s why it is highly recommended to work on this point.
Digital Public Relations to Gain Authority
Google now values the naturalness and quality of links more than quantity. It looks at affinity and relevance criteria to “reward” a website.
In this sense, appearing in specialized digital media on topics related to your company is one of the best PR strategies.
Linkbuilding and Digital PR
Through our Link building platform Unancor you can appear in valuable media that will provide your website with the necessary authority, greater impact, and thus reach more users.
- It’s very simple, you just need to register and set up your project.
- Choose the most relevant media where you would like to appear from our database of relevant media from various countries and topics.
- Provide the details of the article and we take care of the rest.
This will improve your online reputation and brand recognition.
By implementing this PR strategy, signals are sent to Google that your brand is the “most authorized” to show in search results. Also favoring that they talk about you and your brand.
The authority of a website is one of the factors that Google values, so obtaining quality links from similar thematic sites is essential for SEO.
Gaining authority and becoming a relevant site is very beneficial for influencing the opinion of your potential audience.
A fundamental aspect is to work on the third-party social proof that will increase the digital reputation of your brand.
Trustworthiness
This last point refers to the trustworthiness and transparency of a website. Websites that are trustworthy and transparent in their content and operation are valued more by search engines.
Google now places trust at the center of its algorithm, along with experience, knowledge, and authority.
Following the previous section, if you manage to publish quality content on recognized pages, this will favor trust in you. That is, when they link to and reference your brand, people (and Google) perceive you as a reliable and credible source of information on a specific topic.
PR to Enhance Credibility
In the online world, there is a tendency to distrust something until evidence shows that the site is trustworthy.
Digital public relations actions generate trust and credibility.
Actions you can take within your website:
- Having an "About Me" page if you include an attractive "about us" or "about me" on your business website that reflects who you are and your value proposition is favoring positive talk about you.
- Working on the "author page" is very beneficial to know the authorship of a content, so that the reader can verify that it is not a robot and generate credibility.
- Google Business Profile: Complementary to the PR work on the web, you can ask your customers to leave you a review on your Google business profile. Through reviews, the user can verify those ratings that will provide trust in your company.
- As we saw in the previous point, PR campaigns based on publishing content with real data and statistics generate trust, as you are not only giving an opinion but providing information to support what you are saying.
This type of content is perfect not only for attracting relevant and high-quality backlinks but also generates greater brand awareness and therefore, votes of confidence from potential customers.
The audience will be more engaged and will spend more time on your website reading the content. Therefore, it is more likely that an engaged audience will end up buying your products or hiring your services, which demonstrates the value of digital public relations.
Need help with your Link Building strategy?
Our team of experts is ready to help you boost your project with personalized strategies
Contact us nowConclusions
Using digital PR actions is a safe bet to generate greater awareness of your brand and online reputation.
And an increase in organic traffic and SEO positioning.
This will provide a competitive advantage over brands that do not work on these digital PR strategies.
We hope this content has been valuable to you.
