lexi mills: the art and science of pr seo — #fullstack15

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Lexi Mills

The art and science of PR SEO

  @leximills

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Agenda  

1.  Key  PR  SEO  challenges  2.  Tac7cs  to  overcome  these  3.  Scale  and  risk  manage  PR  SEO      

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Media  is  not  as  impacBul  as  it  used  to  be  

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Media  are  linking  out  less  than  ever  before  

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What  do  you  do?  

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10  X  

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Target  Technology  and  Business  media  

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The  Exclusive  

  •  Exclusive  images  •  Interviews  •  Sounds  bites  •  Videos  •  1st  …2nd  Exclusive…print  exclusive  

•  Exclusive  images  •  72  dpi  and  300dpi  •  Interviews  •  Sounds  bites  •  Videos  •  1st  …2nd  

Exclusive…print  exclusive  

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PR  SEO  framework  linked  to  the  media  industries  challenges  

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-­‐27%  

-­‐25%  

-­‐23%  

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Embed  yourself  in  the  story  

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Help  media  overcome  their  challenges  

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Know your Search Volumes

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Know your Search Volumes

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Omnibus  Survey  

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Scaling  geographically  

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Tip:  Spread  the  net  wider..this  may  change-­‐  relevancy  may  get  turned  up  in  the  alogorythem,  but  for  now  I  think  this  is  good  Jp,  just  keep  the  balance  in  mind.    

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Help people gett laid twoo get lucky map

•  Twoo heat map

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Help people gett laid twoo get lucky map

•  Twoo heat map Circulation:

Twitter:

12,615 monthly unique users

6,643K followers

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Tip:  Spread  the  net  wider..this  may  change-­‐  relevancy  may  get  turned  up  in  the  alogorythem,  but  for  now  I  think  this  is  good  Jp,  just  keep  the  balance  in  mind.    

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Tip:  Spread  the  net  wider..this  may  change-­‐  relevancy  may  get  turned  up  in  the  alogorythem,  but  for  now  I  think  this  is  good  Jp,  just  keep  the  balance  in  mind.    

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Scaling  through  segmenta7on  

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Duck project

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Partnership  =  credibility  

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National Coverage •  Built web pages •  Job advert placed in print Monday 27th April. •  Metro Online coverage live on 30th April. •  Any entrants to be shared on social channels. Total Online press from Phase One: 16 Total Print pieces: 1 Total Links from Phase One: 9

Phase One Summary

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National Coverage •  Release duck testing photos and press release

finalised and launched •  Photos went out to Solent on the wire. •  Followed up with contacts from Phase One and as

well as further lifestyle outreach, including blogger competitions.

Total Online from Phase Two: 9 Total Links Phase Two: 10

Phase Two Summary

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Meet  Gemma  

and  Gilbert  

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Duck project

Total  Project  to  date    High  Links:  11    Medium  Links:  7    Total  online  coverage:  25  Total  Online  CirculaJon:  101,432,613    

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Don’t make them work for it- Provide all information in an email and in

Dropbox

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•  Segment  your  launches  •  Pre-­‐plan  everything  

•  Focus  on  working  with  not  against  the  media  

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Scalable   Frameworks  Tac7cs  

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Lexi Mills

Thank You   @leximills