Online PR for SEO: Beyond the Press Release… - Propellernet
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Propellernet’s Lucy Freeborn explains why SEO-PR is a bigger picture strategy than traditional online PR that can put you ahead of your competition. She demonstrates how Propellernet has achieved long lasting, creative, editorial links for their clients on authoritative sites like the telegraph.co.uk, bbc.co.uk and ivillage.co.uk.
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Online PR for SEO: Beyond the Press Release… - Propellernet
- 1. Online PRbeyond the press release… Lucy Freeborn – Creative Director
- 2. Once upon a time, in a galaxy far faraway... 21/04/2010
- 3. Today What Online PR can deliver What is Online PR? Popular misconceptions How we define it Some of the techniques we use Examples of Online PR in motion! 21/04/2010
- 4. Last month... Editorial links gained for our clients resulted in: 100% positional jumps Ahead on our traffic & positional targets for 80% of clients 21/04/2010
- 5. What do you think? 21/04/2010 What is your understanding of Online PR? Is it a part of your SEO strategy?
- 6. Top Ten popular misconceptions Online PR is all about writing a keyword stuffed press release and submitting through newswires SEO and Online PR are different disciplines that require different teams “Online PR is easy because websites are crying out for content!” “If you have contacts on a print publication, they’ll be able to stick your content up on the online version, no problem!” Online PR should use the same metrics as offline You can’t measure ROI from Online PR “Give away a prize and the media will go crazy for it!” “Online PR is just all about reciprocal linking, isn’t it?” Online PR people spam bloggers with irrelevant content “Oooh, it’s all smoke and mirrors!” 21/04/2010
- 7. Everything we do has an SEO objective SEO+PR = SEO-PR We like Michelle Goodall of the Econsultancy’s definition… “SEO PR is the use of genuine and ethical dialogue-driven PR strategies to improve a brand's organic search engine rankings." But in layman’s terms, for those who aren’t familiar with those traditional PR strategies... “The execution of editorial and creative content development techniques, to gain strategically relevant links” How we define ‘Online PR’ 21/04/2010
- 8. 21/04/2010
- 9. Blogger relations Monthly blogger outreach with Westfield London news, offers and content Treat each blogger with respect The better the content the better the link opportunities 68 links secured in March & April, mix of URLs and anchor text for key phrases Total number of known UU: 3,061,000 147+ posts on Twitter 21/04/2010
- 10. Product Placement 21/04/2010 A core part of an online press office, product placement enables links to be secured on sites that won’t take content you have created A great seasonal tactic for retail clients with products rather than services Links can be secured by supplying either hard product or great images
- 11. Exclusive features with national media 21/04/2010 Some of the hardest pieces of editorial to secure Development of an exclusive feature idea with a media partner Story has to be super relevant to readers, be of high interest and be exclusive to your media target The more exciting or exclusive the collateral you can offer, the better your chances are A holy grail for any traditional or SEO-PR team
- 12. Advocacy programmes Social search is the new SEO buzz word Undertaken honestly, you can develop long lasting, genuine two way relationships with your target audience: Enables the generation of content Grows trust and therefore valuable links Can be used longer term to support your overall digital brand strategy: Point PPC at advocate reviews / content 21/04/2010
- 13. So...questions to ask your SEO agency What are you paying for? What is the experience of your link development team? What was the last journalist or blogger they spoke to? What blend of SEO-PR techniques do they undertake for you? Key question: have they called your target media to see what newswires they subscribe too? 21/04/2010
- 14. We are the best in the universe at link building We have a strategic approach to our creative thinking Our culture is one of healthy innovation Customer led, underpinned by business case
- 15. We have broken free of silo thinking and are joining the dots for our clients – join us! www.propellernet.co.uk Twitter.com/propellernet Rocket@propellernet.co.uk Lucy-Freeborn
Notas del editor
- My name is Lucy FreebornI have more than 14 yrs experience in traditional PR, comms and marketingBefore I joined Pnet I was the head of consumer pr for Europe for Yahoo! And I have worked with brands such as Coca-Cola, Wrigley’s, BBC Worldwide and UnileverI joinedPnet under a year ago mainly because I was excited about the huge opportunity that exists in creative link developmentI spotted the opportunity that traditional PRs have been crying out for, for years – that of being able to demonstrate and prove clear ROI and benefit to a brands bottom lineWhat was also really exciting, was being able to add huge value to what the SEO team at Pnet had been developing and help shape our Online PR offering to make it much more creative, innovative and results driven
- Most important take out for you today is how a step change in your approach to link building translates to your bottom lineIt’s successful, it’s measureable and it delivers
- Everything we do has an SEO objectiveAnd is therefore:MAPS BACK DIRECTLY TO CLIENTS BUSINESS OBJECTIVESMEASUREABLESEO+PR = SEO-PRWe combine our SEO understanding with a traditional PR approach to perform SEO PR for our clientsWE have a dedicated team of SEO PR people in the UK - they’re not copy writers who place onThe execution of editorial and creative content development techniques, to gain strategically relevant links