What is Earned Media and How Does it Impact SEO?

Written by Nick Stamoulis

Earn Key Shows Earning Or Getting Work OnlineThere are two general ways that a business can get noticed. With paid media, banner ads, pay per click campaigns, and traditional offline advertising are used to generate this attention. Earned media, however, is publicity that has been generated by third party sources. This includes likes to your Facebook posts, repins on Pinterest, and reTweets on Twitter, third party links to your site, comments to your blog posts, and so forth. You could also call earned media user-generated content.

Viral content is considered the Holy Grail of earned media because even though you may have posted the original piece of content in the first place, other people noticed it and rewarded you with a surge in traffic. This is where hundreds, if not thousands of consumers share your content through various channels across the Internet. For instance, when someone sees a video they enjoy, their impulse is to share it with others. They share it on Facebook, email their friends, and write blog posts about this video to spread the word. Other people see the video and do the same. This is now a viral post because of how many people have shared it.

Basically, earned media is what happens when customers are reacting to the content that you create—taking your content marketing campaign to the next level. But how does earned media impact your SEO?

Earned Media is More Valuable

Road sign blue with word SEO

When a brand creates great content (owned media) on their company blog, those blog posts are much more likely to be shared by your readers, morphing into earned media. Any SEO professional could tell you that great content isn’t getting read and shared by the right audience, isn’t doing much for your SEO.

While the search engines love fresh content, they love content that is being shared even more. It’s no secret that social signals are impacting how well a piece of content does in the SERPs, so the more times your blog post is shared, Liked, retweeted and posted the more valuable it becomes. Without owned media becoming earned media, your content isn’t nearly as valuable for SEO as it could be.

Gain Positive Attention

What’s really great about earned media is that is carries that peer recommendation factor that is so important for long-term business success. For the most part, the attention you receive will be positive. When search engines see that your content is getting this attention, there is a greater chance that you’ll site will get a boost in the search engine rankings. Essentially, positive attention tells the search engines that visitors are endorsing your content in a positive way.

When someone shares your blog post on their Facebook wall, they are telling their social network that your content is interesting/funny/useful and that others should check it out. Even if they don’t explicitly say how great your content is, there is an unspoken endorsement every time your content is shared. Earned media introduces your brand in a positive light to a wider audience because it capitalizes on the power of word of mouth.

The tricky thing about earned media is that once it is in the hands of your audience, you are no longer completely in control of that content. People can slice and dice your messaging, take a few sentences from here and there, respond to only one of the three points you made and so forth. Much like social networking, earned media places the power of your brand in the hands of your consumers. Understandably so, some companies are hesitant about giving up so much control but it’s a step that you have to take if you want your content marketing, social media and SEO campaigns to be successful. However, this shouldn’t stop you. The benefits far outweigh the negatives.

Builds Your Social Media Channels

Content - Wordcloud Concept.Earned media not only helps give your SEO a boost, it also helps your social media. If you create a good piece of content, people will share it. People will engage more with your brand, which will bring in more traffic and leads. Over time, this helps grow your social channels.

Having a steady stream of good content builds your social media channels over time. However, it’s important to be consistent and post on a regular schedule. Once fans know that they love your content, they’ll continually visit your page to see what’s new. If nothing is new, they’ll stop checking. The most effective strategy is the most consistent one.

Essentially, earned media is your SEO campaign. Content drives social and social media, and increases engagement with your visitors.

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: