LondonSEO XL - How can Digital PR Play into Your EEAT Strategy and Why It’s Important

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LaurenHewittCrabb

A deep dive into how Digital PR can Play into Your E-E-A-T Strategy and Why It’s Important

Presentations & Public Speaking

How can Digital PR
Play into Your
E-E-A-T Strategy
and Why Itʼs
Important
Lauren
Hewitt-Crabb
Digital PR Manager

@LaurenElizaPR
How can Digital PR Play into Your
E-E-A-T Strategy and Why Itʼs Important

@LaurenElizaPR
Clients expect
a lot more than
just PR
coverage

@LaurenElizaPR
Digital PRs
need to
diversify their
oﬀering to keep
up with
competition

@LaurenElizaPR
FINALLY!
Digital PR isn’t
just about link
building

@LaurenElizaPR
Initially it stood for
Expertise,
Authority, and
Trust.

@LaurenElizaPR
Google upgraded
the concept of
E-A-T with an
additional ‘E’ for
experience.

@LaurenElizaPR
I know that I’m
probably
preaching to the
choir…

@LaurenElizaPR
How can Digital PR
support the wider
E-E-A-T Strategy?

@LaurenElizaPR
Experience Expertise Trustworthiness Authoritativeness
Digital PR
E-E-A-T

@LaurenElizaPR
Digital PR is all about
creating that external
credibility, using their
expertise and
experience to create
trustworthy PR stories
that position brands as
authorities in their
sector.

@LaurenElizaPR
How do we do it?
Experience Proactive PR
Expertise Expert Commentary
Authority Reactive
Trust Campaign

@LaurenElizaPR
Highlight a Brandʼs
Experience:
Proactive Thought
Leadership

@LaurenElizaPR
But why should
journalists
care?

@LaurenElizaPR
Every day a
journalist inbox
looks like this…

@LaurenElizaPR
Our client’s
experience and
expertise can add
value to new or
ongoing stories

@LaurenElizaPR
Penfold:
Workplace
Auto-Enrolment &
Private Pension
Provider

@LaurenElizaPR
★ Identify their key press topics
Pensions
Savings
Money
Workplace

@LaurenElizaPR
★ Use tools to create stories on trending
topics

@LaurenElizaPR
Showcase your
in-house experts:
Expert
Commentary

@LaurenElizaPR
★ Identify Relevant Experts

@LaurenElizaPR
★ Identify their topics of expertise
Anxiety
Relationships
Stress
ADHD Sleep
Depression

@LaurenElizaPR
★ Create a bank of
actionable quotes
on their specialist
subjects

@LaurenElizaPR
★ Use tools to ﬁnd press requests
relevant to their experience

@LaurenElizaPR
★ Create a calendar of key dates

@LaurenElizaPR
★ Keep an eye out for trending news
topics

@LaurenElizaPR
★ Build out your calendar with press
stories that jump on current events
and prime news topics.

@LaurenElizaPR
To support the
EEAT strategy we
need to be
looking at the
VALUE of our
story

@LaurenElizaPR
No gimmicks. No
infographic. Just
facts, data and
expertise.

@LaurenElizaPR
😭 Creating
expert quotes
that aren’t
adding
anything to the
story

@LaurenElizaPR
😭 Speaking
on topics that
aren’t relevant
to your client

@LaurenElizaPR
😭 Pretending
to know about
stuﬀ that you
don’t

@LaurenElizaPR
Key Takeaways
★ Make use of your clients Expertise and Experience
★ Be prepared with Editorial calendars and Quote banks
★ A great PR campaign doesn’t need to be ﬂashy or gimmicky
★ Value and Relevancy should be a priority
★ Trust your instincts
★ And ﬁnally…

@LaurenElizaPR
SEOs aren’t scary… we should be working together!!

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LondonSEO XL - How can Digital PR Play into Your EEAT Strategy and Why It’s Important

1. How can Digital PR Play into Your E-E-A-T Strategy and Why Itʼs Important Lauren Hewitt-Crabb Digital PR Manager

2. @LaurenElizaPR I am a Digital PR Manager at Blue Array B2B, Fashion, Retail, Finance, Tech and Lifestyle Brands Key Areas: Backlink Audits, Brand Building and Data Driven & Reactive PR

3. @LaurenElizaPR How can Digital PR Play into Your E-E-A-T Strategy and Why Itʼs Important

4. @LaurenElizaPR Digital PR in 2023

5. @LaurenElizaPR Clients expect a lot more than just PR coverage

6. @LaurenElizaPR Digital PRs need to diversify their oﬀering to keep up with competition

7. @LaurenElizaPR FINALLY! Digital PR isn’t just about link building

8. @LaurenElizaPR

9. @LaurenElizaPR Initially it stood for Expertise, Authority, and Trust.

10. @LaurenElizaPR Google upgraded the concept of E-A-T with an additional ‘E’ for experience.

11. @LaurenElizaPR I know that I’m probably preaching to the choir…

12. @LaurenElizaPR How can Digital PR support the wider E-E-A-T Strategy?

13. @LaurenElizaPR Experience Expertise Trustworthiness Authoritativeness Digital PR E-E-A-T

14. @LaurenElizaPR Digital PR is all about creating that external credibility, using their expertise and experience to create trustworthy PR stories that position brands as authorities in their sector.

15. @LaurenElizaPR How do we do it? Experience Proactive PR Expertise Expert Commentary Authority Reactive Trust Campaign

16. @LaurenElizaPR Highlight a Brandʼs Experience: Proactive Thought Leadership

17. @LaurenElizaPR But why should journalists care?

18. @LaurenElizaPR Every day a journalist inbox looks like this…

19. @LaurenElizaPR Our client’s experience and expertise can add value to new or ongoing stories

20. @LaurenElizaPR Penfold: Workplace Auto-Enrolment & Private Pension Provider

21. @LaurenElizaPR ★ Identify their key press topics Pensions Savings Money Workplace

22. @LaurenElizaPR ★ Use tools to create stories on trending topics

23. @LaurenElizaPR

24. @LaurenElizaPR Showcase your in-house experts: Expert Commentary

25. @LaurenElizaPR Cannaray CBD: A leading wellness brand with a range of premium CBD products for everyday wellbeing

26. @LaurenElizaPR ★ Identify Relevant Experts

27. @LaurenElizaPR ★ Identify their topics of expertise Anxiety Relationships Stress ADHD Sleep Depression

28. @LaurenElizaPR ★ Create a bank of actionable quotes on their specialist subjects

29. @LaurenElizaPR ★ Use tools to ﬁnd press requests relevant to their experience

30. @LaurenElizaPR From this… …to this!

31. @LaurenElizaPR Position the brand as THE authority in their ﬁeld: Reactive

32. @LaurenElizaPR ★ Create a calendar of key dates

33. @LaurenElizaPR ★ Keep an eye out for trending news topics

34. @LaurenElizaPR ★ Build out your calendar with press stories that jump on current events and prime news topics.

35. @LaurenElizaPR ★ Utilise brand expertise with how-tos and actionable quotes

36. @LaurenElizaPR Let Google know a brand can be trusted: DPR Campaigns

37. @LaurenElizaPR To support the EEAT strategy we need to be looking at the VALUE of our story

38. @LaurenElizaPR ★ Brand Relevance ★ Consumer Interest ★ Accurate Data ★ Add to the conversation ★ What’s the Hook?

39. @LaurenElizaPR The Story:

40. @LaurenElizaPR The Data:

41. @LaurenElizaPR The Hook:

42. @LaurenElizaPR No gimmicks. No infographic. Just facts, data and expertise.

43. @LaurenElizaPR The Results:

44. @LaurenElizaPR What to avoid?

45. @LaurenElizaPR 😭 Creating expert quotes that aren’t adding anything to the story

46. @LaurenElizaPR 😭 Speaking on topics that aren’t relevant to your client

47. @LaurenElizaPR 😭 Pretending to know about stuﬀ that you don’t

48. @LaurenElizaPR 😭 Being the last brand to jump on a trend

49. @LaurenElizaPR Key Takeaways ★ Make use of your clients Expertise and Experience ★ Be prepared with Editorial calendars and Quote banks ★ A great PR campaign doesn’t need to be ﬂashy or gimmicky ★ Value and Relevancy should be a priority ★ Trust your instincts ★ And ﬁnally…

50. @LaurenElizaPR SEOs aren’t scary… we should be working together!!

51. Thank you

LondonSEO XL - How can Digital PR Play into Your EEAT Strategy and Why It’s Important

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