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SAScon 2014 - SEO vs PR vs Bloggers - Fight - Judith Lewis


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SAScon 2014 - SEO vs PR vs Bloggers - Fight - Judith Lewis

  1. 1. SEO vs PR vs Bloggers – FIGHT! Linkbuilding & Outreach in a savvy -blogger world
  2. 2. ➡ Got on the Internet in 1986 at my school lab ➡ Working online with search since 1996 ➡ Paid & Natural Search plus social media ➡ Worked in-house within e-Commerce, Publishing & High Tech ➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx , TotalJobs,, Virgin Startup & more ➡ Chosen as a founding Modern Muse, contributed to book “Pimp  My  Site”,   judge of the UK & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run plus on con committee for Eastercon 2015 (Dysprosium) for my sins AM I Who Obligatory slide !Judith Lewis @deCabbit @JudithLewis
  3. 3. I give away chocolate for relevant questions at the end of the talk
  4. 4. MY NOTES The law The ASA guidelines + CAP clarifications Google guidelines It’s  a  fight SEO are crap PRs are crap Other bloggers are scaring the crap out of bloggers Good Dangerous - a few blogger network examples with badges
  5. 5. Bloggers  aren’t  print   publications but they can have more engaged readerships, more targeted audiences and be more influential in their niche thus CAP code
  6. 6. Changes to the Law & Google Guidelines Google  guidelines  against  “Link  Schemes”: ASA Reminder to bloggers about their responsibilities: Centre/2013/Blurring-advertising-and- blogs.aspx#.U47NEigVfzM CAP Guidance on the ASA guidelines: Centre/2014/New-words-on-the- blog.aspx#.U47NLSgVfzM The LAW the ASA guidelines are based on: contents
  7. 7. This is a fight between SEOs and PRs to win Bloggers But  it’s  also  Bloggers   vs PRs/SEOs
  8. 8. From a CLOSED Blogger FB Group Bloggers share – they share PR/SEO contact details, pitches and payments (so they know what you paid before) They also deride your bad approach
  9. 9. Bloggers are ncreasingly eing targeted oth by SEOs PRs with an SEO remit PRs are being asked to do the job of an SEO while being a PR – a difficult balance at times
  10. 10. Some SEO Approaches Gone Wrong The following are approaches and the blogger reactions from a closed blogger group (all spelling is theirs, not mine!) “Repeated  demands  that  I  publish  their  great  (great  =generic)  post  immediately   with a do follow link” “…those  that  pay  for  a  sponsored  post  and  then  when  publish  demand  a  do   follow link even though we state no follow links” “Offering  content  wriiten by them, on the basis that 'it will help our traffic‘” “Then  a  company  who  thinks  it's  ok  to  ask  for  3/4  follow  links  to  pages  that  have   nothing to do with the product being reviewed” “One  company asked me to change all my links to 'follow' links and remove the disclosure because 'they could get penalised and her boss was worried'. I explained that I couldn't do that (for obvious reasons) - still insisted” “…were  contacted by a SEO wanting links removed (pretty normal) but this one blamed us for the companies penalty and then threatened to report us to google if we didn't remove the link”
  11. 11. I was once offered to place an infograpic on my  blog  for  “no   charge”.   SRSLY WTF?!?
  12. 12. PRs  Aren’t  Blameless  Either PRs are increasingly being given SEO targets of links built, rankings increases and associated traditional SEO metrics “I was offered baby shoes for my son who had died a few months previous at  11  days  old.  My  blog  was  pretty  much  exclusively  about  him  at  the  time” “Recipe competitions where you hand over all rights to your content to the brand by entering.” “they  send  you  a  product  to  review,  you  tested  it,  didnt like it and reviewed it. they didnt like the review and are asking to change the review or theyll remove you from their bloggers group” “A PR working for a large brand asking people to join their blogger network. You join then hear nothing for months and then get asked to promote one competition after another without ever getting to review anything for the brand” “I've had an email asking me to promote products from a dentistry site. I don't mean a site that offers toothpaste/tooth whitening etc, but a site that sells dentist chairs, drills etc” “Diet  companies wanting me to promote their products and services when my blog is clearly against the diet industry”
  13. 13. This  isn’t  just  about  violating   Google’s  ToS – ASA guidelines, Google, CAP, other bloggers & mixed messages are confusing bloggers. Bloggers who have posted on UKFB, “The  Secret  Blogger”,  UK  Bloggers  &   other boards have terrified other bloggers that they will be penalised and possibly sued/jailed
  14. 14. “Google  Can  Go  To  Hell”
  15. 15. So holy crap what do you do? So WTF are you supposed to do?!?
  16. 16. Sweeten it to Win a Bloggers Heart
  17. 17. Successful Approaches
  18. 18. Over time, bloggers have become more  “savvy”   and less amenable to working without compensation
  19. 19. Chat with your targets on the phone after initial email contact The way I pitch things is carefully worded but I make it clear verbally what I expect within the law & guidelines
  20. 20. This is How I Do Successful Blogger Outreach Now – here’s  the  thing: I’m  not  going  to  write  it  down  on  slides I’d  appreciate  it  if  you  didn’t  blog  it I’d  be  thankful  if  it  was  just  something  you  learned I’m  hopeful  you  won’t  tweet  it Thank you!
  21. 21. Invest in good blogger relationships
  22. 22. Example of an OK Sponsored Post – disclosure, shares, non- EMAT links
  23. 23. SEO is a part of Online Marketing which includes PR.
  24. 24. I have decided to not work with bloggers based on: Too many badges EMAT Too many sponsored posts Beware – It  Isn’t  Always  A  Clear  Path
  25. 25. WOAH!
  26. 26.
  27. 27. Don’t  be   a jerk to bloggers Word spreads fast
  28. 28. SRSLY Mark Hall???
  29. 29. Engage and Be Interested Do not ask them outright to violate the ASA or Google guidelines – honey catches more flies than vinegar ;-) Have a clear agreement by phone Increase payment value as their value increases Ensure brand shares content & feeds back Stop with the competitions already Always be polite Cast your line further with better bait for the big fishes Steps to Blogger True Love
  30. 30. THANK YOU!
  31. 31. You Can Stalk Me Online Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: Google+: Web: Blog: SEO Blog: HuffPost: ...and the list goes on