Presentation given by Lexi Mills as part of Full Stack Marketing at the Turing Festival, 21 August 2015.

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Lexi Mills
The art and science of PR SEO
@leximills

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Agenda
1. Key
PR
SEO
challenges
2. Tac7cs
to
overcome
these
3. Scale
and
risk
manage
PR
SEO

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Media
is
not
as
impacBul
as
it
used
to
be

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Media
are
linking
out
less
than
ever
before

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What
do
you
do?

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10
X

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Target
Technology
and
Business
media

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The
Exclusive
• Exclusive
images
• Interviews
• Sounds
bites
• Videos
• 1st
…2nd
Exclusive…
print
exclusive
• Exclusive
images
• 72
dpi
and
300dpi
• Interviews
• Sounds
bites
• Videos
• 1st
…2nd
Exclusive…print
exclusive

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PR
SEO
framework
linked
to
the
media
industries
challenges

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-­‐27%
-­‐25%
-­‐23%

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Embed
yourself
in
the
story

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Help
media
overcome
their
challenges

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Know your Search Volumes

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Know your Search Volumes

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Omnibus
Survey

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Scaling
geographically

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Tip:
Spread
the
net
wider..this
may
change-­‐
relevancy
may
get
turned
up
in
the
alogorythem,
but
for
now
I
think
this
is
good
Jp,
just
keep
the
balance
in
mind.

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Help people gett laid twoo get lucky map
• Twoo heat map

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Help people gett laid twoo get lucky map
• Twoo heat map
Circulation:
Twitter:
12,615 monthly unique users
6,643K followers

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Tip:
Spread
the
net
wider..this
may
change-­‐
relevancy
may
get
turned
up
in
the
alogorythem,
but
for
now
I
think
this
is
good
Jp,
just
keep
the
balance
in
mind.

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@leximills
Tip:
Spread
the
net
wider..this
may
change-­‐
relevancy
may
get
turned
up
in
the
alogorythem,
but
for
now
I
think
this
is
good
Jp,
just
keep
the
balance
in
mind.

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Scaling
through
segmenta7on

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Duck project

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Partnership
=
credibility

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National Coverage
• Built web pages
• Job advert placed in print Monday 27th April.
• Metro Online coverage live on 30th April.
• Any entrants to be shared on social channels.
Total Online press from Phase One: 16
Total Print pieces: 1
Total Links from Phase One: 9
Phase One Summary

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National Coverage
• Release duck testing photos and press release
finalised and launched
• Photos went out to Solent on the wire.
• Followed up with contacts from Phase One and as
well as further lifestyle outreach, including blogger
competitions.
Total Online from Phase Two: 9
Total Links Phase Two: 10
Phase Two Summary

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Meet
Gemma
and
Gilbert

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Duck project
Total
Project
to
date
High
Links:
11
Medium
Links:
7
Total
online
coverage:
25
Total
Online
CirculaJon:
101,432,613

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Don’t make them work for it- Provide all
information in an email and in
Dropbox

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• Segment
your
launches
• Pre-­‐plan
everything
• Focus
on
working
with
not
against
the
media

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Scalable
Frameworks
Tac7cs

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Lexi Mills
Thank You
@leximills