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Identifying the Processes That Will Enable Your PR and SEO Teams to Work Together

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The relationship between your SEO and PR teams can be complicated. This presentation contains some of my thoughts on how to make their co-operation over campaigns run more smoothly. Plus some answers to common PR team questions on SEO, as posed by the PR Moments team. Presented in London at the PR Moments Conference, London 2018

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Identifying the Processes That Will Enable Your PR and SEO Teams to Work Together

  1. 1. Identifying the Processes That Will Enable Your PR and SEO Teams to Work Together Nick Wilsdon Lead SEO, Vodafone Group
  2. 2. Insert Confidentiality Level in slide footer 2 10 October 2018 Why should you listen to me? 19 years SEO experience Search Product Owner, Vodafone Group since 2014 Manages search deployment across 26 international markets to 516m mobile customers
  3. 3. 3 An SEO who has worked –albeit briefly-- in PR Rose - First independent PR agency in USSR
  4. 4. What PR professionals need to teach SEOs 4 11 October 2018
  5. 5. Insert Confidentiality Level in slide footer 5 11 October 2018 • PR content is well-suited to temporary content, reacting and promoting current events • SEO works best with evergreen content for users, winning relevant keyword positions in search results • Quality pages need to be maintained, improved and updated over time • SEO has got confused on this point and is now facing up to content removal to restore damage caused from high bounce-rate and topic dilution PR professionals understand brand storytelling
  6. 6. Insert Confidentiality Level in slide footer 6 11 October 2018 SEOs need to focus on long-term quality content for users • Google Search Quality Evaluators documentation is available online* • E-A-T stands for “Expertise, authoritativeness, trustworthiness” and it’s the metric by which Google’s evaluators rank pages • The page and its associated content is expert, authoritative, and trustworthy for the topic they discuss • Your Money of Your Life (YMYL) pages, such as webpages providing advice on sensitive topics are held to their highest standards * https://bit.ly/1ZdLFyy
  7. 7. How can SEOs help the PR team? 7 11 October 2018
  8. 8. Insert Confidentiality Level in slide footer 8 Data sharing and online insight
  9. 9. How should the SEO/PR relationship work? 9 10 October 2018
  10. 10. Insert Confidentiality Level in slide footer 10 We should definitely be working together
  11. 11. Insert Confidentiality Level in slide footer 11 Combining effort is far more effective use of budgets • SEO content should be aligned with wider campaigns and objectives, not done in isolation • Content or campaign schedules can be shared among all teams • Content requires multiple stakeholder and team involvement • SEO can often be a way of providing an online legacy to every campaign – continually increasing campaign ROI over time
  12. 12. Key recommendations on SEO/PR integration PR needs to direct the storytelling Look at immediate opportunities to share data or reporting SEO team target long-term content opportunities that align with campaigns Support an environment of co-operation on campaigns, not delegation Encourage mutual appreciation through shared learning
  13. 13. 13 Information sharing
  14. 14. Why are SEOs obsessed with links? 14 11 October 2018
  15. 15. Insert Confidentiality Level in slide footer 15 11 October 2018 Which search engine used to be called Backrub? The search engine analysed the web’s back links to assess how important a website was, and what other sites it related to. Link quantity evolved into link authority.
  16. 16. So what is the story with nofollow links? 16 10 October 2018
  17. 17. Anatomy of a link HTML attribute Target web page address Stops Google attributing value for link What users see <a href=“https://domain.com” rel=“nofollow”>link text</a>
  18. 18. Insert Confidentiality Level in slide footer 18 11 October 2018 Nofollow attribute was introduced to tackle comment spam • Proposed by WordPress to address comment spam (UGC)* • In 2005 Google adopted the attribute, saying “those links won’t get any credit when we rank websites in our index”† • However, rel=nofollow soon became used to designate “paid” or “unnatural” links * https://codex.wordpress.org/Nofollow † https://googleblog.blogspot.com/2005/01/preventing-comment-spam.html
  19. 19. Insert Confidentiality Level in slide footer 19 11 October 2018 Learn how to check for nofollow links
  20. 20. What kind of links are valuable in 2018? 20 11 October 2018
  21. 21. Insert Confidentiality Level in slide footer 21 11 October 2018 What kind of links are we looking to build? Deep linksAuthoritive Natural Trusted 1 2 3 4
  22. 22. Insert Confidentiality Level in slide footer 22 11 October 2018 Link quality rather than quantity • It is now possible for a webpage to rank with far fewer links than ever before • Studies has confirmed that weighting of inbound links (IBLs) has decreased as other ranking factors came into play* • Quality is crucial so link targets should never, ever be agreed to for a campaign * SearchMetrics Ranking Factors Study https://bit.ly/2Can3TG
  23. 23. What is the best way to build links effectively? 23 10 October 2018
  24. 24. 24 11 October 2018 Useful information leads to natural links Q: Why would the publisher link back to our web page? A: Because it is useful for their readers
  25. 25. Does social media activity impact search results? 25 11 October 2018
  26. 26. Insert Confidentiality Level in slide footer 26 11 October 2018 Search ranking studies have pointed to influence of social signals
  27. 27. Insert Confidentiality Level in slide footer 27 11 October 2018 Search ranking studies have pointed to influence of social signals
  28. 28. Insert Confidentiality Level in slide footer 28 11 October 2018 Facts to consider in this debate 31 Social media websites produce huge amounts of content, i.e. there are more than 500m Tweets per day 2 Social websites often prevent search engine indexing their content
  29. 29. 29 So what is the value of social media?
  30. 30. Insert Confidentiality Level in slide footer 30 11 October 2018 Shared KPIs and campaign goals • If PR teams drive social engagement, traffic or awareness, that’s fine • Successful integration of the teams is more about each knowing the opportunities • Breaking down those silos will allow both teams to celebrate combined wins on campaigns and share the success • Each channel has a role and strength. Cross-channel marketing is more essential than ever
  31. 31. Insert Confidentiality Level in slide footer 31 10 October 2018 Why should you listen to me? Thank you What questions do you have? @nickwilsdon

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