Create and optimize PR SEO web content

Business benefits

Optimize your evergreen website content to provide resources for pitches, improve your link building, and tell a more consistent story.

Set up a press center to act as an information hub for media contacts.

Include company announcements, previous press coverage, and downloadable brand assets, like leadership headshots, product photos, and logos.

  • Company description – preferred wording; short and long version.
  • Social media links.
  • Product images.
  • Contact information for press enquiries.
  • Multiple brand logos: color, grayscale, 300dpi and 72dpi.
  • Specialist biographies.
  • Testimonies.
  • Top press coverage links.

Provide contact information in multiple channels so that journalists can make contact in the way they prefer.

For example, in tech industries, social media contact information, like a LinkedIn profile is increasingly essential. In other industries, journalists will still prefer phone numbers they can call for more information. Include as many potential and relevant contact channels as possible to ease the process for journalists.

Include short and long descriptions of your company that media contacts can easily use in their own publications.

Including a company description in your press center allows you to control the narrative in any press coverage you receive. Include a short descriptor – like the online marketing company Distilled – a sentence-long description, and a paragraph-long description to present clear options for anyone looking to write about your brand.

Include print-quality product images and information on how to credit the source for any press coverage.

Even when looking to gain largely digital coverage, print-quality images create flexibility for media looking to cover your brand and products. Be specific about how each of the images you include can be used, what captions should be used to credit the image back to your brand, and how to link back to your website when crediting the source.

Include biographies for your experts on your website so that journalists can link back to them. Include career histories and headshots.

Leadership biographies can signal expertise and increase consistency in your messaging across channels. Because journalists see them as non-commercial links, they also tend to include them in coverage of your brand or product, improving your link-building efforts and pitching speed.

Write an About Us page to promote the company story, values, and brand identity.

Write all content and select all images with the explicit purpose of creating trust, and build a strong place for links to high-value sites to reference. For example, Adidas Group’s About Us page builds a strong understanding of both the company’s values and driving factors behind its products in an engaging, visual way.

Include:

  • A brief company history with plenty of images and direct information about the company values and culture.
  • Descriptions of the team, with headshots to humanize the brand.
  • A small collection of short customer testimonials.
  • Contact information.

Index all of your core anchor content across your website, like insights, research, and earnings reports, that you might use in your PR SEO work.

Include all content that might become an asset for your PR SEO work as linkable content that journalists may reference. Include a short description of the page’s purpose and content, which makes them easy to include in pitches for more specific media coverage.

Prioritize development of anchor content by how long it will take, how many resources it will need, and the size of the impact it will make.

Create or highlight a range of spokesperson headshots for journalists to consider your pitch and include in stories.

When journalists consider what stories to feature, they tend to prioritize pitches with clean and professional visuals, like headshots. These headshots can be included alongside expert quotes, interviews, business features, and author bios for thought leadership articles.

Create headshots with white backgrounds that allow the person to stand out and the background to be easily removed. Capture a range of headshots, including both head and torso, full-body shots, profiles, and environmental images to adjust to different coverage types, as necessary. When outsourcing headshots, build a brief for the photographer that outlines exactly what you are looking for, including file size, resolution – both 300dpi for print and 72dpi for digital use – plus format and color.