How to get the best out of your SEO using Effective PR and Content Marketing


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A Keynote talk delivered by Dave Naylor from Bronco and Andy Barr from 10 Yetis PR at IonSearch in Leeds.

Here is the talk overview:

Becoming a brand is about more than simply trying to build links into your site that relate to the name of your site rather than the keywords, Google want to see you actually forging a viable online alternative to being a brand, putting yourself into a situation where users will actually search for the name of your site rather than finding you based on solely keyword related queries. In order to do this you need a good mix of SEO and Content Marketing to get your brand out there, but how do you do this? Join this session where Dave Naylor from Bronco and Andy Barr from 10Yetis will share their knowledge and experiences working together on campaigns where the two disciplines merge to make a successful online marketing campaign.

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How to get the best out of your SEO using Effective PR and Content Marketing

  1. 1. &
  2. 2. SEO & PR
  3. 3. Why Bronco Chose10Yetis Proven track records
  4. 4. Why 10Yetis ChoseBronco Proven track records
  5. 5. How we work together… Mutual respect Play to our strengths Coordination between teams High levels of communication Sharing of informationContent isn‟t pushed out without advice from either party.
  6. 6. A bit about Brands
  7. 7. Creating a Brand - SEO Google+ Google Local PPC Trust Signals Are you ticking all the boxes for Google?
  8. 8. Creating a Brand - PR Demonstrating thought leadership (white papers) Regular and consistent media engagement Demonstrating innovation and “first to market” Reacting to industry milestones and movementsAre you distinct and recognisable within
  9. 9. Why create a Brand"Brands are the solution, not the problem," Mr.Schmidt said."Brands are how you sort out the cesspool.“
  10. 10. Open your eyes Eric!
  11. 11. Brands are theProblem…oops this theGoogle‟s Mr Singhal callsproblem of “brand recognition”: wherecompanies whose standing is based ontheir success in one area, use this to“venture out into another class ofinformation which they may not be asrich at”. Google uses human raters toassess the quality of individual sites inorder to counter this effect, he adds.
  12. 12. Content Marketing
  13. 13. You Can‟t Make ThisStuff Up! * We think they might have made it up
  14. 14. Content Marketing =Bullshit! has been around forever! It‟sContent Marketingjust anotherBuzzword!It is not new, content marketing is just the currentbuzzword of marketeers. Similar to "stakeholderengagement" the buzzword of marketeers in theearly 2000s – Andy 10yetisContent Marketing is just Bullshit – Dave Bronco
  15. 15. What is AcceptableContent Marketing? Article marketing Commenting Infographics Guest posting
  16. 16. Matt Cutts onInfographics… Google‟s Matt Last summer Cutts said that he: ...would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree. The link is often embedded in the infographic in a way that people don’t realise, vs. a true endorsement of your
  17. 17. Don‟t Believe EverythingYou Read! 96%!...really?!That was a 2 person survey and totally made up!
  18. 18. Content isn‟t all LOLCats But the internet loves a Grumpy
  19. 19. Examples of GoodContent…
  20. 20. Examples of Content… erflora-valentines-day- survey-infographic/ Embed link : egory/valentines-gifts
  21. 21. Examples of Content…
  22. 22. What does it take
  23. 23. So what does it take? Isit… Interesting?   Engaging?  Controversial?  Thorough?  Thought  Data driven? provoking? Nobody wants to know what two things they should put on their fish & chips…
  24. 24. Hate Bait Why women hate me for being
  25. 25. Brand Buzz ASOS yellow
  26. 26. Brand Buzz
  27. 27. Something Yetis didGangnam Style: We did a white paper on how it went Huge piece of work, 20 page white paper.viral. Supported with: Embed able interactive infographic, dedicated landing pages, press release, video outlining the top line results, slideshare deck.Landing page:
  28. 28. Something Yetis did  Video viewed:  Slideshare "leads": 9.5k 130  Emails added to newsletter DB: 485 (only Slideshare  Coverage secured: company18k views: addresses kept, had over 2000 Global private emails) Links to 10Y gained (not sure ;) ) Brands who have referenced it or used internally (can see from Slideshare): McDonalds, Adobe, Precise, Ogilvy
  29. 29. So, What is the Future For fag-packet planning/contentDeath of CM? -must be well thought outIt has to be relevant to what you do (for SEO)Fundamentals are still the same:-use multiple parts of the marketing mix (cross digi platforms) Will continue to evolve until marketers find a new wanky buzzword
  30. 30. What we Expect tosee… partnerships like Bronco and 10YetisMore industry -Strategic direction and deploymentContent getting „bigger‟, more thought out, moremulti-platformRise in hybrid marketers (cross platform skill sets) Wanky Buzzword: Inbound Growth Content Hacker?
  31. 31. Thanks for listening @davenaylor + @10yetis