Australia Lags When It Comes To Digital PR - B&T

While search-led digital PR is not new, in Australia the practice remains in its infancy compared to other markets, writes Ed Raine (main photo), head of digital strategy at performance marketing agency Jaywing…

For many organisations across the globe, SEO is a core part of their digital marketing strategy, a channel which offers unparalleled ways to drive continuous traffic and reach users at all stages of their customer journeys. Even with Google’s continued attempts to prioritise clicks on paid listings, the top organic position is still one of the most sought after real estates in marketing, driving on average between 30-40% of all clicks according to Advanced Web Rankings data.

But despite this global awareness and investment in SEO as a whole, it is clear Australia is less developed when it comes to search-led digital PR initiatives. To put this into perspective, there are 877% more monthly searches on Google for ‘Digital PR’ in the UK compared to Australia, when population wise the UK is only two and a half times larger.

Digital PR vs. traditional PR

Traditional PR and digital PR are not to be confused – digital PR in most scenarios is a strategy for acquiring quality media coverage to assist with a website’s organic search (SEO) results. While the brand awareness from the media coverage certainly should not be sniffed at, the underlying goal is to build strong authority, brand mentions and quality backlinks to help improve website rankings.

Some traditional PR...

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