Earned media is another tool in your SEO box, but it’s a little harder to “earn.” Earned media is defined as material or content that is written about your business that you haven’t paid for or created yourself. In the olden days before the internet, we might have called earned media “publicity.” In today’s marketing atmosphere, it can be as simple as a review or tweet about one of your products. This benefits your SEO efforts and increases your authority online. Although technically, you don’t own or create earned media, you can boost the opportunities you have to receive it.
- Create a strategy that includes sharing content. You can’t just ask people to share content. You have to create content that is sharable.
- Invest in social media interactions with your customers. Set up an alert that monitors your brand. Look for message boards in your industry. Give input without selling your brand. Become an authority.
- Exceed your customers’ expectations. Ask for reviews on Facebook and Google. When you do your part to offer great customer service and a product that meets people’s needs, you can get those reviews that help you rank higher in search engines.
- Make opportunities for your brand to be publicized in your community. Give to non-profits that will link back to you. Get involved in your local chamber. Let your local newspaper know about your efforts to better the community.
- Create relationships within your circle who will promote your brand. Influencers that you pay aren’t earned media, but when customers talk about you on social media, that’s earned media. Ask your customers to post their experience and #hashtag you.
- Watch your results. When you do get reviews, tweets, and mentions that you don’t pay for, check your analytics to see how it worked. Learn what is working for you and what isn’t.