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PRmoment - Why PR agencies should be better at SEO than SEO agencies


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Covering how PRs can support SEO performance, whether brand mentions, nofollow links and social shares have an impact on rankings and case studies for how to earn good links.

Published in: Marketing
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PRmoment - Why PR agencies should be better at SEO than SEO agencies

  1. 1. PRMOMENT Why PR agencies should be better at SEO than SEO agencies L A U R A C R I M M O N S @lauracrimmons
  2. 2. *Clarification
  3. 3. PR Agencies should be better at one key element of SEO.
  4. 4. Technical Content Authority Three Pillars of SEO
  5. 5. Earning links.
  6. 6. Let’s go back to basics.
  7. 7. There is no link included – often referred to as a brand mention or coverage <a href=“” rel=“nofollow”> Google shouldn’t crawl this link and it doesn’t transfer PageRank <a href=""> Google can crawl this link and the link *should* pass PageRank ‘Follow’ link Nofollow link No link 3 linking possibilities
  8. 8. What’s PageRank?
  9. 9. “PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.” G O O G L E
  10. 10. PageRank is one of many algorithms Google uses to rank sites.
  11. 11. Many SEOs
  12. 12.
  13. 13. *Correlation not causation
  14. 14. This is also correlation…
  15. 15. However…
  16. 16. Ammon Johns (SEO): Would it be beneficial for us to know what the first two are (first two ranking signals are). Would webmasters build better sites...?” Andrey Lipattsev (Search Quality Senior Strategist at Google): “I can tell you what they are. It is content and links pointing to your site.” Ammon: “In that order or the other order?" Andrey: “There is no order." Google top 3 rankings factors
  17. 17. *Note he doesn’t say follow links pointing to your site…
  18. 18. Do I always have to get a link for it to help SEO?
  19. 19. Perhaps not.
  20. 20.
  21. 21.
  22. 22.
  23. 23.
  24. 24. *Again, correlation not causation
  25. 25. Either way building brand engagement doesn’t hurt.
  26. 26. So, links are preferred but mentions may still be good.
  27. 27. How do we try to ensure we get links not just mentions?
  28. 28. Give the journalist a reason to link.
  29. 29. More information than the journalist can include in an article.
  30. 30. Something their readers can explore.
  31. 31. Useful tool for readers.
  32. 32. Include the link in your email/ release Use terminology like ‘source’ or ‘credit’ Outline value of a link to the audience More tips
  33. 33. But, if we can’t get a follow link how do we show value?
  34. 34. Traffic.
  35. 35. A nofollow link on a big publication can drive 000’s of visits.
  36. 36. *Free traffic
  37. 37. Retargeting.
  38. 38. Ensure cookies are on the campaign page and all visitors can be retargeted.
  39. 39. Conversions (direct and assisted).
  40. 40. Track conversions from people that have seen your campaign.
  41. 41. SERP real estate.
  42. 42. This is a featured snippet (or position 0)
  43. 43. Our campaigns can deliver them.
  44. 44. Brand Awareness.
  45. 45.
  46. 46. Increase in search interest of 38% Avg. search interest score 33 in 12 months pre-campaign Avg. search interest score 46 in 12 months post-campaign
  47. 47. In summary…
  48. 48. Do social signals impact SEO?
  49. 49. Is there a correlation between brand mentions and rankings?
  50. 50. Nobody knows for sure…
  51. 51. But they’re certainly not going to hurt you.
  52. 52. So just take what you can get through natural PR.
  53. 53. *But if you’re going to pay for anything or give something away for free…
  54. 54. Remember that should be nofollow.
  55. 55. And why should PRs be better at SEO than SEOs?
  56. 56. SEOs mainly think about how to please Google…
  57. 57. PRs mainly think about how to please their audience…
  58. 58. Google cares about how to please their audience too.
  59. 59. So don’t worry so much about links…
  60. 60. And just keep focussing on engaging your audience…
  61. 61. Since you share the same objective as Google, anything you do should naturally help with SEO.
  62. 62. SILVERTHORNAGENCY Thank you. E-MAIL: @lauracrimmons / @SilverthornCo