Do “In the Media” Pages Actually Help SEO?

If you’re in PR or content marketing, this Helpdesk episode is for you. We dig into the SEO impact of media coverage pages and whether they’re worth recommending to your clients. While these pages may not boost keyword rankings directly, they’re fantastic for building E-E-A-T – Expertise, Experience, Authority, and Trust. You’ll learn:

• Why “In the Media” pages can build credibility
• How they support Google’s E-E-A-T framework
• Why they’re great for conversions, even if not for keywords

Video Transcript

0:08 Today we got a question from Ben at Energy PR, one of our agency partners. Ben says, “Some of our clients have an ‘In The Media’ page on their website to showcase and link to all of their media placements. I’m trying to work out whether it’s worth creating one for my site and what our position should be on them for our clients. Do the ‘In The Media’ pages on websites have any SEO value beyond fresh content?”

0:30 They are incredibly valuable for building what Google calls E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

0:40 Now, E-E-A-T isn’t a direct ranking factor in the same sense as backlinks or keyword optimizations are, but it’s hugely important because Google uses it to evaluate the overall quality and trustworthiness of a website.

0:54 They actually instruct their human Quality Raters to look for these qualities when evaluating websites because Google wants to ensure that the search results that they provide are credible and reliable. They really want to steer users towards websites that they can trust.

1:06 Think about it: what makes you trust a business? Things like positive reviews, testimonials, and yes, even media placements. And showcasing this media coverage on your own website can be even more impactful.

1:18 It’s like saying, “Hey, look, these respected publications have recognized our skills and expertise.” This really helps to provide social proof and build confidence in your brand. When people can see that you’ve been mentioned in these publications, it instantly creates confidence in your business.

1:34 And sometimes these are the things that set you apart from the competition and are the deciding factor between when a customer chooses you or someone else.

1:43 So while these pages might not magically propel you to the first page of Google, they really do play a vital role in building trust and credibility for your brand. Honestly, I see no downside at all in including these pages on your client websites or even your own. I really see them as a valuable asset for an overall SEO and marketing strategy.

2:02 This video is part of an ongoing series where we answer help desk questions from members of our Partner Club. If you’re an agency and you have SEO questions like these, join our Partner Club today and get access to our 24/7 help desk.

2:13 In the meantime, stay tuned. Follow us on LinkedIn and YouTube as we’ll be posting more of these videos as questions come in.