The document discusses strategies for digital PR and link building campaigns. It provides examples of idea generation opportunities like surveys, newsjacking, and infographics. It also covers on-site and off-site campaign structures, how to ask for links, and the importance of focusing on outcomes over outputs when reporting and measuring ROI. Key performance indicators discussed include engagement, SEO, and conversion metrics.
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And money (Ads) won’t change that –
paid promotion can help something get seen and talked
about but it can’t make it worth talking about
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Homepage links
Homepage
Category Category Category Blog
Link
Spread link authority evenly across the site, impact all landing pages
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Remember
You’ll never get links to category (commercial) pages
Easier to get brand links
Make sure the pages you want to move are linked from
the top nav (or at least on the page)
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Blog links
Homepage
Category Category Category Blog
Link
2 steps to for link authority to reach commercial pages, less impact
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Remember
If your blog is on a subdomain links to the blog will
impact the site even less
Make sure blog posts link to relevant products and
other internal pages
Blog posts with links rank better…update them
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Subpage links Homepage
Category
ContentLink
Greater impact on one particular
category, less benefit for site
overall
Google is good with
semantics…links *for* related
products can have a significant
impact on their keywords
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Remember
Anchor text is not OK
Don’t make subpages/folders look like commercial
pages…you’ll scare link prospects off
Breadcrumbs and top nav!
Having a large percentage of links pointing to internal
pages looks really weird
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Search engines crawl the web
Store the individual crawled pages in an index
Determine which pages are relevant
User enters a search
Ranks and displays results
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OSE Data Majestic Fresh Data AHREFS Fresh Data Branded3 Data
Brand Domain DA Total Links
Root
Domains
Trust Flow
Citation
Flow
External
backlinks
Referring
Domains
Global
Rank
Domain
Rating
Backlinks
Referring
Domains
Traffic
Share
Traffic
Index
Competitor 1 Competitor1.com 84 1,283 218 74 51 1,423,298 15,040 10,645 65 1,998,379 14,884 29.1% 47,850
Competitor 2 Competitor2.com 79 746 166 63 48 317,073 5,243 24,477 63 477,915 5,533 22.4% 36,754
Competitor 3 Competitor3.com 65 100 46 44 38 61,730 2,361 81,789 59 1,447,587 2,559 16.7% 27,442
Competitor 4 Competitor4.com 50 120 23 32 31 65,001 459 709,631 52 45,000 549 10.9% 17,851
Competitor 5 Competitor5.com 49 76 9 44 35 16,602 556 401,940 54 28,053 695 5.2% 8,464
Client Client.com 64 147 37 33 44 114,963 2,548 65,245 59 306,670 2,973 5.0% 8,187
Competitor 6 Competitor6.com 51 12 5 49 35 301,644 841 288,274 55 68,220 860 4.6% 7,486
Competitor 7 Competitor7.com 65 196 72 52 36 56,923 2,264 81,590 59 61,100 2,144 4.1% 6,722
Competitor 8 Competitor8.com 59 598 209 55 38 13,800 2,322 87,528 59 81,172 2,229 2.4% 3,995
What does your content need to do? In this example the data suggests the client doesn’t need
more links to rank – we need more relevant pages.
If Competitor 5 was the client then maybe links would be a more relevant KPI.
Lead with data
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Asking for the link
• Linkable asset
• Shareable for the user
• Present it as resource for the user/journo
• ‘Credit link’ the client
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Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
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Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
Outcomes have real business impact (on the
bottom line), outputs do not.
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Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement
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On-site KPIs
Engagement stats
• Amount of traffic/page views
• Avg time on page
• Bounce rate
• Social shares
SEO stats
• Visibility
• Rankings for core terms
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Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept
2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015
@stekenwright #FigDigSearch
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60
Pieces of coverage driving
7,000
Referrals which became
65
Enquiries from the
campaign.
107%
Increase in Google
organic traffic YOY
71%
Increase YOY in
conversions from
Google organic
@stekenwright #FigDigSearch