How to Develop Natural SEO
through PR
October 2013 – DAVID NAYLOR
Let’s Roll Back
Google started directly targeting :
- Thin & duplicate content pages
- High ad to content ratio
- Content farms
- Over opt...
This Year so Far
 Been a year of clean ups, reinclusions, recoveries and rebuilds
 A year of unnatural link warnings, WMT’s messages, man...
 Unnatural link warnings released mid May followed by Manual
partial penalties – can do clean up & reinclusion requests
...
 If you have been hit – clean up, cut deep, rebuild profile
 If you haven’t been hit – clean up, cut deep, rebuild profi...
 Extending User privacy data – 100%
“not provided” in Google Analytics
Ongoing updates
 New Hummingbird algorithm
to “re...
How to Develop Natural SEO through PR
 PR is one part of the overall SEO campaign
 It doesn’t replace good onpage infrastructure, good
content, relevancy for ...
 Google+
 Google Local
 PPC
 Trust Signals
Are you ticking all the boxes for Google?
Creating a Brand - SEO
 Demonstrating thought leadership (white papers)
 Regular and consistent media engagement
 Demonstrating innovation and...
Why create a Brand?
"Brands are the solution, not the problem," Mr. Schmidt said.
"Brands are how you sort out the cesspoo...
What Does it Take?
 Mutual respect
 Play to our strengths
 Coordination between teams
 High levels of communication
 Sharing of informat...
 Interesting?
 Controversial?
 Thought provoking?
So what does it take? Is it…
 Engaging?
 Thorough?
 Data driven?
I...
You Can’t Make This Stuff Up!
* We think they might have made it up
 Content Marketing has been around forever! Its
just another buzzword
 Difference between PR done right for branding
and...
PR for SEO
 Most important thing – a good angle will get pick up
 Roladex PR is dead – media is
powered by freelance journalists
 ...
 Only 2 paid for wires that we see benefit from
DW Publishing
Realwire
 Press Association & Associated Press can save yo...
 Forge new relationships with journalists via social media
 Twitter is a great platform for finding potential opportunit...
 Strategic direction for the releases
 End goal is increased traffic, increased ranking or direct traffic
 Titles of re...
 Don’t need to be expensive, just well planned
 Massive boost, coverage and social buzz if it goes “viral”
 Remember “v...
 We use PR pushes as part of our SEO Toolkit
 Before you even venture into PR, get cleaned up first
 Success from PR co...
Thanks for listening
Any Questions?
@davenaylor
bronco.co.uk
iGaming Barcelona 2013 - How to use PR for Natural SEO
iGaming Barcelona 2013 - How to use PR for Natural SEO
iGaming Barcelona 2013 - How to use PR for Natural SEO
iGaming Barcelona 2013 - How to use PR for Natural SEO
iGaming Barcelona 2013 - How to use PR for Natural SEO
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iGaming Barcelona 2013 - How to use PR for Natural SEO

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A look at the various ways that PR can be used for a natural SEO campaign

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iGaming Barcelona 2013 - How to use PR for Natural SEO

  1. 1. How to Develop Natural SEO through PR October 2013 – DAVID NAYLOR
  2. 2. Let’s Roll Back
  3. 3. Google started directly targeting : - Thin & duplicate content pages - High ad to content ratio - Content farms - Over optimised link profiles - Poor quality, unnatural links Affiliates were hit the hardest February 23rd 2011
  4. 4. This Year so Far
  5. 5.  Been a year of clean ups, reinclusions, recoveries and rebuilds  A year of unnatural link warnings, WMT’s messages, manual penalties and disavow files  Huge amount of sites still penalised and struggling  More and more needing a full clean up and strip back  Some have been left untouched – next on the radar 2013
  6. 6.  Unnatural link warnings released mid May followed by Manual partial penalties – can do clean up & reinclusion requests  Big Penguin hits – 23/5/13 – Algorithmic - can’t do reinclusion May 2013 drops – 2 types Icelolly.com
  7. 7.  If you have been hit – clean up, cut deep, rebuild profile  If you haven’t been hit – clean up, cut deep, rebuild profile  Look at Anchor text, link position, type of site What to do first It’s expected that the next Penguin will be harsher
  8. 8.  Extending User privacy data – 100% “not provided” in Google Analytics Ongoing updates  New Hummingbird algorithm to “return better results” pushing hard for original, high-quality content
  9. 9. How to Develop Natural SEO through PR
  10. 10.  PR is one part of the overall SEO campaign  It doesn’t replace good onpage infrastructure, good content, relevancy for Google, relevancy for users, good linkage  It is the fastest way to build a brand and become a brand  PR skills should be adopted Part of our SEO Toolkit
  11. 11.  Google+  Google Local  PPC  Trust Signals Are you ticking all the boxes for Google? Creating a Brand - SEO
  12. 12.  Demonstrating thought leadership (white papers)  Regular and consistent media engagement  Demonstrating innovation and “first to market”  Reacting to industry milestones and movements Are you distinct and recognisable within your sector? Need a joined up approach Creating a Brand - PR
  13. 13. Why create a Brand? "Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“
  14. 14. What Does it Take?
  15. 15.  Mutual respect  Play to our strengths  Coordination between teams  High levels of communication  Sharing of information How we work together… Content isn’t pushed out without advice from either party.
  16. 16.  Interesting?  Controversial?  Thought provoking? So what does it take? Is it…  Engaging?  Thorough?  Data driven? Its all about the angle, but how can you get proper coverage in the press?
  17. 17. You Can’t Make This Stuff Up! * We think they might have made it up
  18. 18.  Content Marketing has been around forever! Its just another buzzword  Difference between PR done right for branding and SEO Content Marketing = Bullshit!
  19. 19. PR for SEO
  20. 20.  Most important thing – a good angle will get pick up  Roladex PR is dead – media is powered by freelance journalists  A good angle won’t be ignored if journo have never met you before It’s all About the Angle
  21. 21.  Only 2 paid for wires that we see benefit from DW Publishing Realwire  Press Association & Associated Press can save you legwork  Ring-arounds are still very important to follow up the release and the best way to get coverage News Wires
  22. 22.  Forge new relationships with journalists via social media  Twitter is a great platform for finding potential opportunities #journorequest #prrequest  Act fast – Less than 20 minutes to respond to a journo request The Power of Social
  23. 23.  Strategic direction for the releases  End goal is increased traffic, increased ranking or direct traffic  Titles of releases important, resyndication on-page  Link-claim ring around  Creating linkage or a buzz to the coverage SEO through PR
  24. 24.  Don’t need to be expensive, just well planned  Massive boost, coverage and social buzz if it goes “viral”  Remember “viral” is rare, due to the volume out there  Over optimised releases are dead  Brands need to get back to writing releases with journalists in mind, not search engines Next level PR - Stunts
  25. 25.  We use PR pushes as part of our SEO Toolkit  Before you even venture into PR, get cleaned up first  Success from PR comes primarily from the angle  The Roladex is dead, build your own connections with freelance journalists Recap
  26. 26. Thanks for listening Any Questions? @davenaylor bronco.co.uk

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