The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Inte...SearchCon
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, technical SEO, user experience, creative marketing, social awareness, branding, and reporting. The importance of customer service, sales, public relations, and social media are also discussed.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It also emphasizes the importance of internal links, outbound links from trusted sources, and having a diverse but relevant link profile. Additional tips include using search term research, including relevant keywords on pages, creating fresh content, submitting sitemaps, and behaving like a trusted brand through authentic online profiles and offline marketing. The overall message is that SEO focuses on things rather than strings and understanding how search engines work.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on updates for online marketing for your firm.”
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Selling to seniors & web design for seniorsTom Wilson
The findings contained in this white paper are based 5 years of research and usability testing with boomer and senior customers of The CareGiver Partnership.
It also includes information from published articles where learning is based on quantified research rather than opinion.
Lastly, it includes an excerpt from Adriane Berg’s A Cane Miracle: A Parable on Selling To The Older Adult.
This white paper is focused on the following:
Web design and user interface for an ecommerce site (versus an information only site). A number of principles apply to either however. Designing an ecommerce site is orders of magnitude more challenging than an information only site.
A site targeted to the 50+ market - boomers and seniors. They possess the following differences versus younger individuals as it relates to eCommerce website design:
Less familiarity with the internet including how to navigate, jargon, pointers, browsers, hyperlinks, hover-overs, web search logic, etc.
Diminished eyesight
More skepticism of using a credit card on line, especially with a company they are not familiar with.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Inte...SearchCon
The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, technical SEO, user experience, creative marketing, social awareness, branding, and reporting. The importance of customer service, sales, public relations, and social media are also discussed.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It also emphasizes the importance of internal links, outbound links from trusted sources, and having a diverse but relevant link profile. Additional tips include using search term research, including relevant keywords on pages, creating fresh content, submitting sitemaps, and behaving like a trusted brand through authentic online profiles and offline marketing. The overall message is that SEO focuses on things rather than strings and understanding how search engines work.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on updates for online marketing for your firm.”
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Selling to seniors & web design for seniorsTom Wilson
The findings contained in this white paper are based 5 years of research and usability testing with boomer and senior customers of The CareGiver Partnership.
It also includes information from published articles where learning is based on quantified research rather than opinion.
Lastly, it includes an excerpt from Adriane Berg’s A Cane Miracle: A Parable on Selling To The Older Adult.
This white paper is focused on the following:
Web design and user interface for an ecommerce site (versus an information only site). A number of principles apply to either however. Designing an ecommerce site is orders of magnitude more challenging than an information only site.
A site targeted to the 50+ market - boomers and seniors. They possess the following differences versus younger individuals as it relates to eCommerce website design:
Less familiarity with the internet including how to navigate, jargon, pointers, browsers, hyperlinks, hover-overs, web search logic, etc.
Diminished eyesight
More skepticism of using a credit card on line, especially with a company they are not familiar with.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, accessible content that is highly relevant to the target keywords. It also emphasizes building trustworthy backlinks from a diverse set of websites and behaving like a trusted brand through real-world presence and involvement in online communities. The overall message is that SEO requires a holistic approach across content, technical setup, and social engagement, with the goal of providing great experiences for users rather than just rankings.
- Link building is critical for ranking in Google as links indicate relevance, but it must be done properly without paid or manipulated links.
- Researching competitors' backlinks can reveal potential sites to contact for natural links by finding where competitors are already linked to together or for specific keywords.
- Getting links requires an ongoing process of identifying relevant sites, contacting them, and nurturing relationships while avoiding tactics that could be seen as link manipulation.
7 Easy Steps to Turbocharge Your Online BrandElad Hogen
Know-how and tools that you’ll need to build and maintain a powerful and rewarding personal or business brand on the Internet:
- What is Online Brand Management?
- How to get super targeted traffic?
- What web properties you need to have online?
- Automate content creation like a pro.
- All you need to know about SEO for local branding.
Columbus Bar Association - Common Ethics Mistake Law Firms Make When Marketin...Get Noticed Get Found
GNGF's Legal Marketing Expert, Chris Homer, educates on how to properly and ethically set up a law firm's or individual attorney's web presence, including website, social media, directory listings, and reviews.
The document provides tips for creating content that search engines like in order to achieve search engine domination. It discusses what types of content are not accepted by search engines, including rewritten or spun content, content with severely broken English, over-stuffing of keywords, and too many backlinks from low-quality websites. The document emphasizes the importance of unique, frequently updated content and providing value to users in order to attract natural, high-quality backlinks.
This document provides tips and strategies for search engine optimization (SEO). It discusses how Google determines relevance and recommends focusing on quality, relevant content rather than keyword stuffing. It emphasizes building trustworthy, high-quality links from relevant websites and domains. The document also stresses the importance of technical SEO best practices like submitting sitemaps and verifying websites with search engines.
A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.
Law Firm Web Marketing - Michael CoganAnthony Roth
The document discusses law firm web marketing and managing expectations around online presence. It notes that a firm's website has replaced traditional marketing materials and is now the primary calling card. While websites aim to attract new clients through search engine optimization, the author observes expectations need recalibrating, as websites may only convert one new client per year despite marketing budgets. The document emphasizes that websites must effectively convey a firm's reputation, accomplishments and professionalism through design, photos, testimonials and other elements. It also stresses the importance of keeping websites current, responsive to all devices, and paired with social media strategies like LinkedIn to maintain a professional online presence.
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
Rand Fishkin discusses how SEO has evolved and which tactics marketers should embrace or leave behind. Key changes include more complex ranking algorithms using more user data signals, personalized search results, and less direct traffic data. Tactics to leave include building keyword-targeted pages with minimal unique content, acquiring links through directories and guest posting, and expecting social shares alone to boost rankings. Tactics to embrace include creating uniquely valuable and helpful content, earning links editorially, using social media to expose content, and measuring ROI through attribution models and search traffic to pages.
The document discusses Search Engine Land's updated 2021 Periodic Table of SEO, which provides an overview of the essential factors for SEO success. The Periodic Table is organized into elements grouped into categories like Content, Architecture, Links, and User Experience. It also includes a new Niches section focused on local, publishing, and ecommerce SEO. Each element is assigned a weight from +1 to +5 based on its importance, with negative weights for toxic practices. The updated Periodic Table aims to help both experienced and new SEOs understand best practices for achieving results across search engines.
This document provides a framework and methodology for quickly reviewing websites. It outlines key areas to examine such as user experience, conversion/stickiness, content, SEO, social, and provides specific recommendations for the example site Springest.co.uk. Reviews should analyze why the site exists, who its audience is, what motivates them, and address client concerns about user experience, content quality, SEO optimization, and social strategies. Example reviews are given for additional sites BathandUnwind.com and specific ideas to improve their content, SEO, and social presence.
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented at a For Rent Media Solutions event in Atlanta, GA on 11/11/2015.
This document provides an overview of inbound marketing strategies and how the company Squaredot approaches implementing them. It summarizes inbound marketing as a holistic approach that focuses on attracting and converting website visitors into customers and advocates through strategic content creation, lead nurturing, and continuous measurement and adaptation. The summary highlights how Squaredot employs tactics like search engine optimization, content marketing, and data analytics at each stage to empower buyers and grow businesses efficiently through the inbound process.
The document provides tips and best practices for website design and optimization. It discusses establishing a clear purpose and content outline, using calls to action and limiting content to 300 words. Proper planning, testing on mobile, and tracking metrics with Google Analytics and Search Console are also recommended. The importance of follow up with leads is emphasized as the most neglected marketing principle.
Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen -...Search Engine Journal
You’ve probably heard content marketing truisms like “quality over quantity.” Wondering what that actually means in practical terms? Master content marketer Mark Traphagen will share how to effectively build high-value content that is both SEO friendly and good for your brand.
Mike Perla is a director of conversion optimization with over 10 years of experience. He discusses how non-profits are in unassumingly competitive industries, as they are all asking individuals to donate portions of their disposable income. He emphasizes the importance of usability and conversion optimization for non-profits' websites, noting that visitors will form opinions about a site within seconds and leave quickly if not engaged.
This document contains the slides from a presentation by Jon Payne of Noisy Little Monkey on SEO and social media. The presentation covers how Google determines search relevance, the importance of links and authority, using social media to engage customers and generate leads. It emphasizes focusing content on things rather than keywords, listening to customers, and having strategies to deal with negative feedback on social media. The goal is to build brand awareness and trust through an integrated online presence to increase web traffic and long term Google rankings.
Practical Ways to Demonstrate E-E-A-T at the Content, Author & Brand LevelsJames Brockbank
Despite E-E-A-T signals being more important than ever in earning your right to rank on the SERPs, many sites are still barely getting the basics right when it comes to demonstrating these.
In some ways, E-E-A-T requires a mindset shift away from SEO and towards establishing subject matter experts and thought leaders -- and building a brand... but beneath this, there are stacks of tactical things you can work into your strategy.
This is true for demonstrating E-E-A-T at each of the content, author and brand levels, yet these signals too frequently get spoken about as one, rather than what’s effective at each of these.
Join James Brockbank, Managing Director & Founder at Digitaloft, to learn practical ways to demonstrate E-E-A-T that go beyond the basics, covering tactics you’re (probably) not yet using but should be.
After this session, you’ll be able to:
- Differentiate between what it takes to demonstrate E-E-A-T at the content, author and brand levels
- Understand practical ways of building signals that show these into your existing workflow
- Integrate your SEO, PR and social efforts around a common goal of stronger E-E-A-T signals
The ‘traditional approach’ to SEO is broken - how to prioritise your efforts ...James Brockbank
The document discusses prioritizing SEO efforts to drive rapid growth. It argues that the traditional audit-first approach is broken because recommendations are often not implemented. It recommends setting specific business goals and working backwards to prioritize tactics that can be completed in the short term to show quick results. An example roadmap prioritizes optimizations like improving page intent and existing content over technical tasks that have less immediate impact on rankings and traffic. The overall message is that prioritization based on goals and quick wins is needed to successfully implement SEO strategies.
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- Link building is critical for ranking in Google as links indicate relevance, but it must be done properly without paid or manipulated links.
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Rand Fishkin discusses how SEO has evolved and which tactics marketers should embrace or leave behind. Key changes include more complex ranking algorithms using more user data signals, personalized search results, and less direct traffic data. Tactics to leave include building keyword-targeted pages with minimal unique content, acquiring links through directories and guest posting, and expecting social shares alone to boost rankings. Tactics to embrace include creating uniquely valuable and helpful content, earning links editorially, using social media to expose content, and measuring ROI through attribution models and search traffic to pages.
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- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
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Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
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Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
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Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
4. Are You Playing to Play,
or Are You Playing to Win?
Make sure you’re playing the real game, not some more complicated game you’ve
made up for yourself.
- Lesley Sim
https://commoncog.com/playing-to-play-playing-to-win/
6. Relevancy is the hottest topic in digital
PR that no one can agree on.
7. LOTS OF QUESTIONS. LOTS OF OPINIONS.
DOES THE RELEVANCY OF LINKS REALLY
MATTER?
AT WHAT POINT DOES A STORY STOP
BEING RELEVANT?
DOES RELEVANCE MEAN THE SAME THING
IN EVERY INDUSTRY?
WILL LINKS THAT AREN’T REALLY
RELEVANT HARM A SITE’S RANKINGS?
CAN YOU BE SO RELEVANT THAT THERE ARE NOT
ENOUGH JOURNALISTS INTERESTED IN COVERING A
STORY?
IS THERE A SWEET SPOT BETWEEN RELEVANCY AND
REACH POTENTIAL?
RELEVANCY MEANS TOPICS THAT CLOSELY ALIGN WITH
WHAT THE BUSINESS SELLS OR OFFERS.
CREATE THE CONTENT YOUR AUDIENCE WANTS TO
CONSUME, EVEN IF THAT STEPS AWAY A BIT FROM
YOUR CORE OFFERING.
RELEVANCY MEANS USING YOUR BRAND’S
EXPERTS TO SPEAK ON TOPICS THAT
THEY’RE EXPERIENCED IN.
RELEVANCY IS ABOUT CREATING CONTENT
THAT PEOPLE WANT TO SHARE.
RELEVANCY IS ABOUT CREATING CONTENT
THAT’S RELEVANT TO NOW.
RELEVANCY IS ABOUT PUBLICATIONS IN
THE SAME COUNTRY AS THE BRAND.
10. RELEVANCE IN DIGITAL PR IS ABOUT TELLING STORIES THAT
ARE CLOSELY CONNECTED TO THE TOPICS IT MAKES SENSE
FOR YOUR BRAND TO TALK ABOUT.
TRAVEL BRAND
WHERE TO GO
WHERE TO STAY
WHAT TO DO
WHERE TO EAT
HOW TO TRAVEL
TRAVEL TRENDS
11. WORK HARDER TO INFLUENCE SEO
WE CAN PULL TO MAKE DIGITAL PR
RELEVANCE IS THE BIGGEST LEVER THAT
SUCCESS.
13. EXPERT COMMENTS FROM BOXT IN METRO’S ARTICLE
ABOUT 5 THINGS YOU MUST DO TO SAVE ON ENERGY BILLS
BEFORE YOU TURN YOUR HEATING ON.
14. DATA ON THE UK’S CHRISTMAS CRIME HOTSPOTS BY ADT IN
THE MAIL ONLINE ARTICLE ABOUT ‘EX-BURGLAR REVEALS
TOP TIPS TO STOP THIEVES FROM TARGETING YOUR HOME’.
15. RECOMMENDATIONS FROM SWIFT DIRECT BLINDS ON WHY
ROMAN BLINDS ARE THE PERFECT WAY TO KEEP YOUR HOME
WARM AND COSY IN IDEAL HOME’S ARTICLE.
16. EXPERT COMMENTS FROM BLACKS ABOUT WHY RUNNERS
SHOULD WEAR A BASELAYER IN THIS GUIDE FROM MEN’S
FITNESS.
17. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
18. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
19. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
20. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
✅ Links from within content that perfectly aligns with the brands’ key topic areas.
21. WE SEE TRENDS AMONGST THE MOST RELEVANT PIECES OF
PRESS COVERAGE.
✅ Links that point to key commercial pages on the site.
✅ Links within content that leverages the brands’ expertise in their key topic areas.
✅ Links that cite campaigns as a source; the ultimate form of editorial link.
✅ Links from within content that perfectly aligns with the brands’ key topic areas.
✅ Links that positions the brands their people as voices of authority.
25. IT DOES NOTHING FOR YOUR REPUTATION IF YOUR BRAND OR
PEOPLE ARE COMMENTING ON TOTALLY IRRELEVANT TOPICS.
26. YOU NEED TO UNDERSTAND SEED SITES & LINK DISTANCE
RANKING & THEIR IMPORTANCE ON THE IMPACT OF LINKS.
Google’s “Producing a ranking for pages using
distances in a web-link graph” patent makes
reference to a set of seed pages and a ranking score
that is generated for each page within a set based on
the distance of these from the seed pages.
The shorter the distance between the seed sites and
a webpage, the higher the score.
27. THE ONLY ‘SEED SITES’ WE KNOW ARE THE NEW YORK TIMES
& THE (NOW DEFUNCT) GOOGLE DIRECTORY.
28. SEED SITES HAVE THREE COMMON CHARACTERISTICS.
RELIABLE & TRUSTWORTHY
SITES.
HIGH QUALITY WEB PAGES.
WELL CONNECTED TO
OTHER NON-SEED PAGES
(E.G. LOTS OF OUTBOUND
LINKS).
29. ANOTHER GOOGLE PATENT BY THE SAME INVENTOR
SUGGESTS SEED SITES ARE BROKEN DOWN INTO TOPICS.
The ‘Scalable system for determining short paths
within web link network‘ patent suggests that the set
of seed sites is broken down into shards, and the link
distance is calculated within each of these.
We can assume that these shards are topics or niches.
30. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
31. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL. FINANCE.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
● The Wall Street Journal
● Fortune
● The Economist
● Financial Times
32. THE SEED SITES FOR EACH TOPIC ARE LIKELY TO BE THOSE
DEEMED TO BE THE MOST AUTHORITATIVE & TRUSTED:
TRAVEL. FINANCE. SPORTS.
● Lonely Planet
● Travel & Leisure
● Condé Nast Traveler
● AFAR
● The Wall Street Journal
● Fortune
● The Economist
● Financial Times
● ESPN
● The Sporting News
● Bleacher Report
● CBS Sports
34. EXPERIENCE.
EXPERTISE.
AUTHORITATIVENESS.
TRUSTWORTHINESS.
The extent to which the content creator has the
necessary first-hand or life experience for the topic.
The extent to which the content creator has the
necessary knowledge or skill for the topic.
The extent to which the content
creator or the website is known as
a go-to source.
The extent to which the page is
accurate, honest, safe, and reliable.
35. EXPERIENCE.
EXPERTISE.
AUTHORITATIVENESS.
TRUSTWORTHINESS.
The extent to which the content creator has the
necessary first-hand or life experience for the topic.
The extent to which the content creator has the
necessary knowledge or skill for the topic.
The extent to which the content
creator or the website is known as
a go-to source.
The extent to which the page is
accurate, honest, safe, and reliable.
36. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
37. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
38. LOWEST E-E-A-T.
LACKING E-E-A-T.
HIGH E-E-A-T.
VERY HIGH E-E-A-T.
Pages in this category are often spammy and lack any form
of credibility. They fail to provide a positive user experience
(UX) and could cause physical, mental, emotional or financial
harm to users. This now also includes inaccurate AI content.
Pages lacking E-E-A-T aren’t considered to be harmful or to
have the potential to cause harm, but they’re those that
aren’t created by those with experience or expertise.
Pages with a high level of E-E-A-T offer significant amounts of first-hand
experience, expertise, credibility, and trustworthiness, but the
breakdown of these differs by sector.
Pages with very high E-E-A-T are created by people
or published on websites that are considered to be
a go-to source for a topic.
39. Start thinking about E-E-A-T like your reputation, and it
very quickly starts to make a lot more sense…
especially when you consider that reputation is one of
the main things that influences trust.
After all, you’re far more likely to trust a person or
brand with a great reputation, right?
“
”
E-E-A-T = YOUR REPUTATION.
40. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
41. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
CONTENT.
42. Page 27, Google Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
CONTENT. AUTHOR.
47. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
48. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
● The things that other people say about a business or person.
● Things that are demonstrated on other websites or places.
● You can influence, but mostly out of your full control.
49. ON-PAGE SIGNALS.
OFF-PAGE SIGNALS.
● The things a business or person says about themselves.
● Things that are demonstrated on the website.
● Things that are mostly in your control.
● The things that other people say about a business or person.
● Things that are demonstrated on other websites or places.
● You can influence, but mostly out of your full control.
Digital PR.
51. WE PLACE TOO MUCH EMPHASIS ON SEO METRICS:
DOMAIN AUTHORITY..
DOMAIN RATING..
AUTHORITY SCORE..
TRUST FLOW..
FOLLOW.
NOFOLLOW.
SYNDICATED.
AFFILIATE.
Link Metrics. Link Types.
55. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
56. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
2. INCREASED BRAND AWARENESS.
57. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
3. ASSOCIATION WITH PUBLICATIONS.
2. INCREASED BRAND AWARENESS.
58. DIGITAL PR IS ABOUT SO MUCH MORE THAN JUST LINKS.
1. REFERRAL TRAFFIC.
3. ASSOCIATION WITH PUBLICATIONS.
4. SALES / LEADS & REVENUE.
2. INCREASED BRAND AWARENESS.
59. If you’d still want a link if Google didn’t
exist, that’s a pretty good indicator that
it’s good for your brand; for awareness,
referral traffic or revenue.
60. These links have the biggest impact on
SEO success & align with what Google’s
algorithms look to reward.
61. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
62. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
63. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
64. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
✅ Does the coverage help potential customers to trust you with these associations?
65. STOP THINKING THAT SEO METRICS ARE THE ONLY THING
THAT MATTERS WHEN DOING DIGITAL PR.
✅ What’s the potential to reach new audiences who don’t already know you exist?
✅ Could the people who click the links turn into customers or clients?
✅ Does the coverage get people talking positively about your brand or products?
✅ Does the coverage help potential customers to trust you with these associations?
✅ Does the coverage get you mentioned alongside your brand’s key topic areas?
66. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE GOALS
AN ESTABLISHED PERSONAL FINANCE BRAND
THAT’S EARNED LINKS FROM HUNDREDS OF
UNIQUE DOMAINS OVER THE LAST FIVE
YEARS. THE SITE RANKS AT THE BOTTOM OF
PAGE 1 FOR ‘CREDIT CARD’ TERMS.
67. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE GOALS
AN ESTABLISHED PERSONAL FINANCE BRAND
THAT’S EARNED LINKS FROM HUNDREDS OF
UNIQUE DOMAINS OVER THE LAST FIVE
YEARS. THE SITE RANKS AT THE BOTTOM OF
PAGE 1 FOR ‘CREDIT CARD’ TERMS.
SITE 2: THE GOALS
A BRAND NEW PERSONAL FINANCE BRAND
THAT LAUNCHED LAST MONTH. THE SITE
RANKS OUTSIDE THE TOP 100 RESULTS ON
GOOGLE FOR ‘CREDIT CARD’ TERMS.
68. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE STRATEGY
THERE’S NO LINK GAP TO CLOSE WITH
COMPETITORS. FOCUS ON TACTICS THAT
CAN EARN HYPER-RELEVANT LINKS.
69. UNDERSTAND THAT WHAT BEING RELEVANT LOOKS LIKE FOR
ONE BUSINESS CAN LOOK VERY DIFFERENT FOR ANOTHER.
SITE 1: THE STRATEGY
THERE’S NO LINK GAP TO CLOSE WITH
COMPETITORS. FOCUS ON TACTICS THAT
CAN EARN HYPER-RELEVANT LINKS.
SITE 2: THE STRATEGY
THERE’S A LARGE LINK GAP WITH
COMPETITORS THAT NEEDS CLOSING. FOCUS
ON EARNING QUALITY LINKS AT SCALE, EVEN
IF RELEVANCE ISN’T AS TIGHT.
70. SET BETTER EXPECTATIONS; THE MORE RELEVANT YOU GET,
THE LESS COVERAGE YOU’LL (USUALLY) EARN.
TRAVEL
[GLOBAL]
FAMILY
TRAVEL FAMILY
[USA]
TRAVEL
[UK]
TRAVEL
[SCOTLAND]
Scale of relevant
publications.
71. BUILDING LINKS VS BUILDING YOUR BRAND: IT DOESN’T NEED
TO BE A CHOICE BETWEEN ONE OR THE OTHER.
72. It’s the end result that matters, not the
way you get there.