How I got a PR agency to the top of Google’s search results

In January 2014 I started work at the financial and corporate PR agency, Hudson Sandler, as head of digital. One of the projects I worked on there was revamping the agency’s website, which was sorely out of date and failing to generate any inbound sales enquiries because it was not appearing in search engine results for any relevant terms.

I started work on this project in autumn of 2014 and by the time I left the agency in summer 2015, the website was on the front page of Google for many relevant search terms, and right at the top of the results for key terms such as ‘financial PR agency’ and ‘corporate PR agency’. During that period the monthly traffic increased exponentially and the site began generating lucrative sales leads for the agency.

My budget for this project was £0, and there are dozens of much larger UK agencies competing for those search terms.

So how did I do it?

The first step was to move the site from static HTML pages to a content management system that would make it easy for us to add and edit content, so we migrated the old site to WordPress with a modified off-the-peg template to match the agency’s branding. I also installed an SEO plugin which automatically generated sitemaps and allowed me to manually edit page titles and meta-descriptions.

Next I overhauled the site’s static content. PR agencies tend to favour fluffy, strategic sounding language which is absolutely no use for SEO purposes – search engine algorithms aren’t good at deciphering marketing doublespeak. So I rewrote as much of the content as possible with clear, descriptive copy about the agency and the services it offered. I also made sure that the site had plenty of internal links with descriptive anchor text.

In addition to the static content I introduced a blog to the site so we could regularly post updates about the agency and thought leadership pieces, this was central to the whole approach. Over several months we wrote a lot of blog posts that were tightly focused on our key subject areas of financial and corporate PR. This doesn’t mean churning out copy stuffed with keywords, but simply that the articles were all specifically about different aspects of the topic at hand.

This meant that when Google’s algorithm looked at our site, it would find lots of content and language that is highly relevant to that topic. It was also important that the blog posts were genuinely useful and interesting for the target audience for a couple of reasons:

  1. This would increase the chances of them being shared on social media and linked to from other sites, which is good for SEO
  2. If the articles are of poor quality visitors will not spend very long on the page, and this can have a damaging effect on the site’s performance in search engines

I also made a point of writing lengthy blog posts of around 1,000 words or more where possible, because most SEO experts believe that longer articles are better than 400/500 word blogspam. Writing a lot of good quality, on-topic, long-form blog posts is hard work, but there are no shortcuts here, your site’s search engine rankings depend on great content, so you need to put the effort in. The results we achieved prove the value of that.

Having fixed the site’s structure and greatly improved the quality of content, there was one final piece of the puzzle to solve; backlinks. Your site’s SEO is highly dependent on both the number and quality of links pointing to it from third party sites. In short, you need as many links as possible from high authority sites (i.e. websites belonging to established media, big corporations, government, academia and other respected sources) and this is very hard to achieve.

This is where we relied on good old fashioned PR skills to charm and persuade people to link to our site. We asked clients to link to us from their online press centres, we created stories which gave the trade media good reasons to write about us, and we came up with a few other creative ways of getting links from authoritative third party sites. As with the content, there are no shortcuts here any more; if you want good quality links to your site, doing the legwork is the only way to make it happen.

And that’s pretty much the long and short of it. Using Google Search Console we were able to track how our site was appearing in search results and we noticed an almost immediate improvement, but it took a couple of months before we started to see our site at the top of the results for relevant search terms. Over time, as we added more content and secured more links, the results got better and we began to inch out major competitors for our most important search terms.

If you take away anything from this story it should be this – everything I did was relatively simple. Sure, it’s hard work to create a pipeline of good content and to get lots of quality backlinks but there’s no dark art to any of it, you just have to put the hours in.

One Reply to “How I got a PR agency to the top of Google’s search results”

  1. Woot Woot! – Glad to find a first-hand ‘case study’ from a content writer in the trenches…tackling the outdated strictly outbound marketing mindset. I find that a big part of a successful ‘makeover’ – the job of turning the ship’s direction away from mostly outbound marketing – PR releases, mailers, updates about latests accolades or acquisitions – can demand a varying amount of education for my clients. And often, business owners can sometimes lack the humility required to admit that they might not currently understand what their business needs; it’s these kind of clients that I’ve learned to dodge. I ask 2 things of potential clients before we begin a working relationship: 1) I ask that they spend some (minimal) time reading up on content marketing (I supply the material and research) because we MUST be on the same page, or the work is simply not worth it. 2) I ask that a client will allow me to do what I do best, which is show off what he/she does best – my knowledge and instincts can be trusted, barring incompetence on my part, and that means that the actual strategy of the content is under my care, not just the creation of content that a client recommends.

    Once this relationship is built, I’ve had clients tell me that it’s really quite freeing to be able to concentrate on doing what they do best…once the benefits are tangible…clients and prospective clients come to view the business owner as an expert in his/her field and trusted, once it’s evident that the business owner’s primary motive is not a quick sell. If I’m in the market for, say, an attorney, the firm who regularly publishes info that makes me understand common legal issues, one that offers tips and advice – freely…this law firm will be the first I think of when I find myself in the market. Or perhaps an article on his blog persuaded me to seek some legal service that I’d otherwise never even considered.

    Patience is needed, just as you said! But growth is almost inevitable when a business becomes a trusted advisor. Thanks for the good post, Lance. 🙂

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