how to drive seo performance through earned media links
TRANSCRIPT
HELLO, WE’RE
17 11 2016
HOW TO DRIVE SEO PERFORMANCE THROUGH EARNED
MEDIA LINKS
TRADITIONAL INGREDIENTS OF PR
COMPETITIONS
RESEARCH
PRODUCT SEEDING
CASE STUDIES
INTERVIEWS
PROFILING
PRESS RELEASES
NEWS HIJACKING
VIDEO STORIES
EVENTS
STUNTS PICTURE STORIES
BRAND
MEDIA & INFLUENCER EARNED COVERAGE
PERSON PRODUCT EVENT BUSINE
SSINITIATI
VE
MEDIA CONSUMPTION IS MOVING ONLINE
SOURCE: OFFICE OF NATIONAL STATISTICS
17% of millennials read printed papers
72% of 25 to 34-year-olds likely to read or
download news online
Brits spend 7.37 hours every day
online
49% of 55 to 64-year-olds access news
online
Only 20% of adults used the internet to access news content
in 2007
55% of Brits have used the internet to
read or download news
MORE THAN HALF OF UK ADULTS ARE ACCESSING NEWS CONTENT ONLINE
SEO IN ITS TRADITIONAL FORM
• Traditional SEO was driven by technology gap
• Ranking factors were simplistic and SEO did not require other channels to achieve results
• Linkbuilding was an unnatural process, bypassing the intention of links
• Content length and keyword usage more important than quality and relevancy
Traditional SEO
Link Quanitty
Content QuantityKeywords
GOOGLE ALGORITHM UPDATES
A number of major algorithm updates created a major shift in SEO
Penguin, Panda, Hummingbird, Possum
Relevancy, usability and popularity more important than ever
Best links are natural links from PR coverage that is scalable and run a low risk of penalisation
SEO ranking factors are no longer all controlled by SEO alone, with brand search a key ingredient
SEO
Link Relevancy
Topics not keywords
Brand Search
DemandContent Quality
Speed & Experience
What we’ve found.Google wasn’t too happy with the fact people were focused on desperately gathering linksThere has been a considerable shift in recent times from manual link building towards more natural ‘link
earning’ through content marketing
Content marketing has been a core factor behind successful link earning campaigns and is an effective way to increase search engine rankings on a long term basis
How does it work?For UK news sites to effectively carry content, and naturally link back to a brand’s site in the process, the
content should be easy to understand and easily consumed by users
Media feel comfortable with sharing content with their readers that is newsworthy, informative, observational or challenging
LINK BUILDING LINK EARNING
Content Generatio
n
Media Tactics
Media Cut Through
Media Relations
LINKING TWO SETS OF EXPERTISE AND EXPERIENCE
Search Insight
Link Valuation
Tracking
Data & Structure
LIVE FOLLOW LINKS
MEDIA & INFLUENCER COVERAGE = LINK EARNING
REACH CTR SESSIONS BRAND AWARENESS
WHAT DOES SUCCESS USUALLY LOOK LIKE?
ADVERTISING VALUE EQUIVALENT(AVE)
REACH
COLUMN INCHES
SENTIMENT
BRAND MENTIONING
MEDIA & INFLUENCER EARNED COVERAGE
BRAND DEMAND
IMPLIED & LIVE FOLLOW LINKS
CLICK THROUGH RATE (CTR)
SESSIONS
TRAFFIC
NEWSWORTHY
RELEVANT
CURRENT
INFORMATIVE
BESPOKE
SHAREABLE
HUMOROUS
FACTUAL
ROADMAPPING THE PR & SEO APPROACH
SEO/PR CHECK LIST
1. Keywords, search trends and audience research
2. KPIs & Benchmarking
3. SEO valuation of target publications
4. Importance of co-occurrence between PR content and SEO themes
5. Content linking structure
KEYWORD TRENDS
BENCHMARKING & KPIS
• Essential to benchmark any PR campaign using keywords and search volume
• Keywords & UK position available through a number of tools
• Mobile & Desktop positioning now de-coupled
SEO VALUATION OF PLACEMENT TARGETS
CONTENT KEYWORD USAGE
• Search engines take into consideration not just links used but content from linking pages
• Ensuring that content reflects keywords and related topics is essential for improved organic rankings
CONTENT LINKING STRUCTURE
• Text used in links are less important, but still a ranking factor
• Follow links are acceptable on PR coverage as sites are not incentivised to place a link
If you’d like to see the rest of the presentation, please drop Jim Hawker an email
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