Online PR for SEO: Beyond the Press Release… - Propellernet

Online PRbeyond the press release…
Lucy Freeborn – Creative Director

Once upon a time, in a galaxy far faraway...
21/04/2010

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

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

What do you think?
21/04/2010
What is your understanding of Online PR?
Is it a part of your SEO strategy?

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

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’
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21/04/2010

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
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Product Placement
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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

Exclusive features with national media
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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

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
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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

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

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

Online PR for SEO: Beyond the Press Release… - Propellernet

by Propellernet on Apr 27, 2010

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