Journey Further PR Director, Beth Nunnington talks about the importance of relevancy in digital PR.

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Beth Nunnington | Journey Further
Forget what you thought
you knew about
relevancy in digital PR
@BethNunnington
Slideshare.net/JourneyFurther

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Beth Nunnington
10 years’ experience driving organic
performance for leading brands including
Ann Summers, Dixons Carphone and ScS.
Digital PR Director

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How link & content relevancy
drive organic performance
What I’ll cover
● What do we mean by relevancy?
● Why is relevancy so important?
● How to use it to drive organic growth
#BrightonSEO

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What do we mean
by ‘relevancy’?
#BrightonSEO

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Data shows that the brand’s
target market want to read
about the topic
Audience interest Brand authority
Relevancy
The campaign aligns
to the news agenda
Topical
The campaign aligns to the keywords
that you want to rank for
Keyword relevancy
Can the brand own the topic
based on its expertise?
#BrightonSEO

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#BrightonSEO

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Why increasing keyword
relevancy needs to be a
big focus of your digital
PR strategy

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Consider the value
of each piece of
coverage...
#BrightonSEO

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Publication DR Keywords
Consider the value
of each piece of
coverage...
#BrightonSEO

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Supported by Google
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John Mueller - Google Representative
“the total number
of links doesn’t
matter at all.”
#BrightonSEO

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“I would tend not to focus on the
total number of links to your site, or
the total number of domain links to
your website, because we look at links
in a very different way.
John Mueller - Google Representative
#BrightonSEO

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“We try to understand what is
relevant for a website, how much
should we weigh these individual
links, and the total number of links
doesn’t matter at all.
John Mueller - Google Representative
#BrightonSEO

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It’s not enough to be
‘popular’...

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... you also need to be
‘relevant’

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But how do you
measure relevancy?

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Understanding link relevancy with Salient™
#BrightonSEO

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Testing our theory
#BrightonSEO

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SEO report:
Link relevance
correlation study
Fashion & home retail

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We analysed the organic rankings
of 4,000 commercially valuable
keywords to understand which
sites are the most visible
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We then correlated
these scores against
3 link metrics...
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Topic
Relevance?
#BrightonSEO

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Topic
Relevance?
Domain
authority?
#BrightonSEO

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Topic
Relevance?
Domain
authority?
Unique linking
domains?
#BrightonSEO

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Fashion > Womens > Knitwear
Site
Organic SOV
(%)
Topic Relevance
Domain
Authority
Unique Linking
Domains
Correlation Coefficient
matalan.co.uk 16.12 6.41 66 6,210 Topic Relevance Correlation 0.61
next.co.uk 11.25 6.34 84 25,116 Domain Authority Correlation -0.42
asos.com 8.38 5.38 90 113,139 Unique Linking Domains Correlation -0.18
debenhams.com 4.15 1.35 77 23,798
boohoo.com 3.24 7.08 85 27,929
newlook.com 2.84 3.54 84 23,271
missguided.co.uk 2.35 4.48 82 9,678
prettylittlething.com 1.91 6.07 71 8,622
marksandspencer.com 1.5 0 84 37,589
amazon.co.uk 1.5 0 94 588,784
johnlewis.com 1.2 0 81 38,351
very.co.uk 0.44 0 85 14,840
Winner: Relevance
#BrightonSEO

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“Bodycon Dresses”
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Topical Link Relevance had
the strongest correlation with
organic visibility in
13 of the topics.
#BrightonSEO

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Unique Linking Domains had
by far the weakest correlation
with organic performance -
scoring the worst in 10 of the
15 topics analysed.
#BrightonSEO

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How do you increase
relevance?
#BrightonSEO

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Quality over quantity.

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What I used to do….
#BrightonSEO

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#BrightonSEO

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#BrightonSEO

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What I do now...
#BrightonSEO

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247 Blinds
#BrightonSEO

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How is an online blinds
retailer ranking higher for
key terms than the likes of
Dunelm and Hillarys?
#BrightonSEO

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Before After
Increasing relevancy for 247 Blinds
#BrightonSEO

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Prove your relevance
by focusing on
product coverage
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Securing relevant
coverage, in relevant
publications

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Average rank has improved by 30%
Sessions +63% YoY Revenue +58%
3rd most visible
Blinds retailer in UK
#BrightonSEO

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The free tool
you can start
using today
https://www.ibm.com/demos/live/natural-language-understanding/self-service/home
#BrightonSEO

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Actionable takeaways
● Focus on improving keyword relevancy through digital PR
● Don’t rely on volume or ‘domain authority’ metrics for measuring success
● Understand the relevance of your link profile
● ‘Link bait’ creative campaigns will only get you so far
● Product-focused PR gets results and can be used to target specific areas
#BrightonSEO

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Request a free
relevancy report
Tweet me @bethnunnington
#BrightonSEO

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We’re hiring
● SEO Analyst
● Senior SEO Analyst
● Technical SEO Specialist
● Senior PR Strategist
● PR Strategist
● PR Executive
Find out more - https://www.journeyfurther.com/careers
#BrightonSEO

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Thank you.
beth@journeyfurther.com
#BrightonSEO