semrushlive - finding the value of digital pr beyond the links
Post on 12-Apr-2017
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B3 @lauracrimmons #semrushlive
The Value of Digital PR (beyond links)
Laura Crimmons @lauracrimmons
#semrushlive
B3 @lauracrimmons #semrushlive
First things first, I understand the
importance of backlinks for SEO…
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
And a lot of what I do is devising strategies to acquire more links…
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Which sometimes feels like I’m doing this to journalists…
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HOWEVER
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Digital PRLinks
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Digital PR SEO
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Digital PR =
B3 @lauracrimmons #semrushliveBrand Awareness
B3 @lauracrimmons #semrushliveOpinion Change
B3 @lauracrimmons #semrushliveBehaviour Change
B3 @lauracrimmons #semrushlive Sales
B3 @lauracrimmons #semrushlive
But too many people are just reporting on it in
terms of links
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And I’d very much like that to change
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“So what other value is there for Digital PR?” I
hear you cry
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E.A.T
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(not this kind of EAT)
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B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
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B3 @lauracrimmons #semrushlive
“Sounds great Laura, but what does that look
like in practice?”
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B3 @lauracrimmons #semrushlive
https://www.branded3.com/annual-event-pr-calendar/
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B3 @lauracrimmons #semrushlive
Satisfies Google’s Search Quality Raters now
Should directly impact rankings in the future
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How can we measure brand awareness?
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How can we measure ‘good reputation’?
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SERP real estate
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According to Searchmetrics, the number of organic search results
has fallen to 8.5 from 10
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B3 @lauracrimmons #semrushlive
So we want to take up as much of those 8.5 as
possible right?!
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Our campaign
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Appear for long-tail keywords
Steal space from competitors
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How do we measure it?
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Positions 0 & 4
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B3 @lauracrimmons #semrushlive
How do we rank position 0?
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Write content for questions people are asking
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Remarketing campaign
traffic
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B3 @lauracrimmons #semrushlive
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Conversions / Sales
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B3 @lauracrimmons #semrushlive
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That’s a once a year purchase…
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But once last thing on links…
B3
B3 @lauracrimmons #semrushlive
Disavowed over half of link profile
Built 20 *good* links
B3 @lauracrimmons #semrushlive
So what’s the value?1. Improved brand awareness2. Increased brand affinity/loyalty3. Valuable citations4. Demonstration of E.A.T5. Featured snippets/ extra SERP real estate 6. Traffic ripe for remarketing 7. Direct and assisted conversions
B3 @lauracrimmons #semrushlive
ThanksLaura.Crimmons@branded3.com
@lauracrimmons
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