Joe Friedlein from Browser Media presents the ParkLet search case study

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Joe Friedlein from Browser Media presents the ParkLet search case study

  1. 1. How PR can be one of the most effective tactics for SEO : Using (online) PR to support search campaigns Friday 18 th March, 2011 Joe Friedlein, MD, Browser Media
  2. 2. Introduction <ul><li>Why are we here? </li></ul><ul><ul><li>Interested in merging of disciplines </li></ul></ul><ul><ul><li>PR-led SEO </li></ul></ul><ul><li>Case study to show theory in practice </li></ul><ul><li>Magic bullet? </li></ul><ul><li>Questions </li></ul>
  3. 3. <ul><li>ParkLet (www.parklet.co.uk) </li></ul><ul><ul><li>Car parking management </li></ul></ul><ul><li>Innovative </li></ul><ul><ul><li>Competitive </li></ul></ul><ul><li>PPC was key for site traffic </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Increase organic visibility across search engines </li></ul></ul><ul><ul><li>Reduce impact of negative reviews </li></ul></ul><ul><ul><li>Promote concept of renting parking spaces </li></ul></ul>The Challenge
  4. 4. The Approach <ul><li>Links / buzz / noise </li></ul><ul><ul><li>No secret that this is key to SEO success </li></ul></ul><ul><ul><li>How to generate buzz around parking agent? </li></ul></ul><ul><ul><ul><li>Not a well known brand </li></ul></ul></ul><ul><ul><ul><li>Nothing on the site </li></ul></ul></ul><ul><ul><li>What was the ‘hook’ to attract the big fish? </li></ul></ul><ul><li>Dipped into our PR toolkit and thought about stats… </li></ul><ul><ul><li>ParkLet had stats that are unique </li></ul></ul><ul><ul><li>Online offered a unique way to use this data </li></ul></ul>
  5. 5. The Price Guide Tool
  6. 6. The Price Guide Tool <ul><li>Free to use </li></ul><ul><ul><li>No registration requirements </li></ul></ul><ul><li>Allowed both ‘tenants’ and ‘landlords’ to see a realistic market value for car parking spaces in their area </li></ul><ul><li>First real-time, location specific tool in the UK </li></ul><ul><li>Based on current contracts and advertised spaces </li></ul><ul><li>Created the ideal ‘hook’ / link bait </li></ul><ul><ul><li>Especially interesting in the context of the UK recession </li></ul></ul>
  7. 7. Promoting The Tool <ul><li>Needed to publicise the tool to realise its potential </li></ul><ul><li>Press release distributed online </li></ul><ul><li>Identified / targeted / engaged with individual outlets in key sectors </li></ul><ul><ul><li>Editorial / blogs / forums </li></ul></ul><ul><ul><li>Classic link building work </li></ul></ul><ul><li>Location specific nature of tool lends itself very well to targeting regional publications </li></ul>
  8. 8. Results <ul><li>Attracted significant coverage </li></ul><ul><ul><li>Over 400 links </li></ul></ul><ul><li>‘ Good quality’ links </li></ul><ul><ul><li>MoneySavingExpert </li></ul></ul><ul><ul><ul><li>Email (2.2m subscribers) </li></ul></ul></ul><ul><ul><ul><li>Front of forums (5m visits / month) </li></ul></ul></ul><ul><ul><li>Yahoo Cars </li></ul></ul><ul><ul><li>TechCrunch/CrunchGear </li></ul></ul><ul><ul><li>Parking News </li></ul></ul><ul><li>Also offline – Press and TV appearances </li></ul>
  9. 9. Results <ul><li>124% increase in site traffic </li></ul><ul><li>Increased visibility across major search engines </li></ul><ul><ul><li>Successfully ousted most of the negative reviews </li></ul></ul><ul><li>19% increase in new contracts year on year </li></ul><ul><li>14% increase in new contracts when compared to 2 months preceding campaign </li></ul><ul><li>Tool still attracting new links </li></ul><ul><li>Referred traffic still important source of traffic </li></ul><ul><ul><li>Especially MoneySavingExpert </li></ul></ul>
  10. 10. Results <ul><li>“ The online pricing tool – something never seen before - provided an excellent platform for the team to use to capture the attention and imagination of a wide range of relevant parties. The coverage snowballed from day one and we’ve even had a major competitor copy the idea – flattery indeed! Best of all, what was initially created as a one off campaign is proving to have incredible longevity - it has developed a life of its own and the number of sites linking to the tool is growing every day.” Luke Kelly, Managing Director of Park Let </li></ul>
  11. 11. So What? <ul><li>Follow proven methodology and work at it </li></ul><ul><li>Don’t expect universal take up </li></ul><ul><li>No magic bullet </li></ul>Graft <ul><li>Can you create a campaign that can be repurposed? </li></ul><ul><li>Can you create an online tool that has a long shelf life? </li></ul>Longevity <ul><li>What can you do on your site that will act as link bait? </li></ul><ul><li>How can you bring it to life online? </li></ul><ul><li>Use offline PR to promote online tool </li></ul>Interactive <ul><li>Match story with current news agenda </li></ul>Timely <ul><li>What do you do that is unique? </li></ul><ul><li>What unique data do you have? </li></ul><ul><li>Do you have interesting case studies? </li></ul>Unique Lesson? Why did it work?
  12. 12. Thank You <ul><li>#thankyouforlistening </li></ul><ul><li>#feelfreetocontactme </li></ul><ul><li>#questions? </li></ul>

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