The Interplay of Earned Media and Search Everywhere Optimization

When it comes to digital marketing, we often hear about paid ads and the content we own, like our websites. But what about the buzz you don’t pay for? That’s called Earned Media, and it’s one of the most powerful tools for getting your business noticed. Think of it as digital word-of-mouth—mentions, shares, and reviews that you’ve earned through trust and a great reputation.

This matters now more than ever because of a big shift in how people find businesses online, moving from traditional “Search Engine Optimization” to “Search Everywhere Optimization.” At Earthman Marketing, we help break down how earned media is a game-changer for this new landscape. Furthermore, we’ll explore how it can be one of the most effective and affordable seo services for your small business.

Different Types of Earned Media 📊

Earned media comes in different variations, all of which play their own important role. These forms of earned media include the following:

Organic & Social Media Traffic

One form of earned media comes in the form of organic website traffic from SEO efforts and social media. SEO can be viewed as earned because it’s something that takes time and effort before its effect can be seen. Social media traffic can also be seen as viewed because it relies on a successful social media campaign.

Earned PR Opportunities

Earned PR opportunities come in a variety of forms and come from third-party sources. Some of these forms include appearing on a podcast as a guest, news articles, inclusions on a “best of” lists, etc.

Reviews & Testimonials

Receiving reviews, whether they are good or bad, is something that a business has earned from a customer. When a customer praises a brand, it carries more weight and credibility and provides social proof. Overall, reviews and testimonials provide unpaid, third-party validation that helps build trust and spread a brand’s message.

Word of Mouth

Word of Mouth is arguably the original and most authentic form of earned media. It is completely voluntary and free if an existing customer recommends your business to another person. The great experience that a business provided for that customer earned them a new potential customer.

Gaining Traction with External Recognition 🚀

This form of publicity can be gained through third-party endorsements such as:

Media Coverage

Media coverage is a highly recognizable form of earned media and can be viewed as the “holy grail” of PR. This is because media coverage of your business brings journalists and reputable publications, deeming your business newsworthy.

Blog Mentions

This is basically considered the “digital word-of-mouth”. If someone mentions and links back to your blog, this means they genuinely find the content relevant, valuable, or interesting. This earns your website a new backlink, further enhancing your domain authority score.

Social Media Share and Mentions

Shares and mentions of your business on social media act as unpaid amplification and validation of your brand. This is another form of social proof for your business that helps build credibility and trust with new customers. Shares and mentions on social media help to extend your online reach beyond your channel.

Positive Customer Reviews

A positive customer review is a potent and direct form of earned media. They are a testament to your product or service’s quality as well as your business’s reputation. A customer voluntarily takes the time to write and submit a review, signifying their experience was significant enough to warrant public praise.

Industry Awards

Winning an award specific to your industry carries significant weight. The prestigious recognition received from winning an award is often earned by being the best in your field. These awards carry powerful third-party validation of your business, not only from expert sources but also existing customers.

Why Earned Media is a Game Changer for a Small Business 💰

While paid and owned media are crucial, the power of earned media often gets overlooked. It has no specific set of instructions to obtain it, adding to its difficulty. Once acquired, though, it can provide excellent business opportunities and potential successes.

Credibility and Trust

Earned media is arguably the most credible form of publicity due to the fact that it comes from unbiased sources. Consumers continue to be skeptical of the abundance of advertising and branded content they are continuously exposed to. Earned media provides relief to that skepticism while showing genuine authenticity and transparency.

Cost-Effectiveness

While it requires time, effort, and strategy to build, earned media itself doesn’t involve a direct payment for placement. The return on investment (ROI) from earned media often exceeds the amount significantly when compared to traditional media paid advertising. Thus, it is an incredibly efficient way to gain exposure for your business.

The SEO Benefits

Earned media often earns the business and its website high-quality backlinks, a direct impact on its SEO. Links from reputable websites with a high domain authority score can have the following SEO effects:

• Boost your website’s search engine ranking.
• Expose your brand to new audiences not reached through owned or paid channels.
• Additional community reach further supports your local SEO.

Brand Validation

Positive earned media validates your brand’s value and resonates strongly with potential customers. It isn’t just about being noticed; it’s about being affirmed and endorsed by the opinions that carry significant weight.

Your Path to Enhanced Online Presence 💡

Earned media is all about building a brand that’s so good, people can’t help but talk about it. While it takes effort, getting that third-party validation is priceless for standing out in today’s “search everywhere” world.

If you’re ready to stop chasing the spotlight and start earning it, contact Earthman Marketing. We’ll create a strategy to build your reputation and get your business the positive attention it deserves.