lexi mills: the art and science of pr seo — #fullstack15
TRANSCRIPT
1 | @leximills @leximills 1 |
Lexi Mills
The art and science of PR SEO
@leximills
2 | @leximills
3 | @leximills @leximills 3 |
4 | @leximills
Agenda
1. Key PR SEO challenges 2. Tac7cs to overcome these 3. Scale and risk manage PR SEO
5 | @leximills
6 | @leximills
7 | @leximills
8 | @leximills
Media is not as impacBul as it used to be
9 | @leximills
Media are linking out less than ever before
10 | @leximills
What do you do?
11 | @leximills
10 X
12 | @leximills @leximills 12 |
Target Technology and Business media
13 | @leximills 13
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
14 | @leximills
15 | @leximills
16 | @leximills
PR SEO framework linked to the media industries challenges
17 | @leximills
18 | @leximills
-‐27%
-‐25%
-‐23%
19 | @leximills
Embed yourself in the story
20 | @leximills
21 | @leximills
22 | @leximills
Help media overcome their challenges
23 | @leximills
24 | @leximills
Know your Search Volumes
25 | @leximills
Know your Search Volumes
26 | @leximills
27 | @leximills
28 | @leximills
29 | @leximills
30 | @leximills
31 | @leximills
32 | @leximills
33 | @leximills
Omnibus Survey
34 | @leximills
35 | @leximills
36 | @leximills
37 | @leximills
Scaling geographically
38 | @leximills
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.
39 | @leximills
Help people gett laid twoo get lucky map
• Twoo heat map
40 | @leximills
Help people gett laid twoo get lucky map
• Twoo heat map Circulation:
Twitter:
12,615 monthly unique users
6,643K followers
41 | @leximills
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.
42 | @leximills
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.
43 | @leximills
Scaling through segmenta7on
44 | @leximills @leximills 44 |
45 | @leximills
Duck project
46 | @leximills
47 | @leximills
48 | @leximills
49 | @leximills
50 | @leximills
Partnership = credibility
51 | @leximills
52 | @leximills 52 |
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
53 | @leximills
54 | @leximills 54 |
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
55 | @leximills
Meet Gemma
and Gilbert
56 | @leximills
Duck project
Total Project to date High Links: 11 Medium Links: 7 Total online coverage: 25 Total Online CirculaJon: 101,432,613
57 | @leximills
Don’t make them work for it- Provide all information in an email and in
Dropbox
58 | @leximills
• Segment your launches • Pre-‐plan everything
• Focus on working with not against the media
59 | @leximills
Scalable Frameworks Tac7cs
60 | @leximills @leximills 60 |
Lexi Mills
Thank You @leximills