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@JudithLewis
Walking hand in hand: Combining PR and SEO
@JudithLewis
@JudithLewis
➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated
marketing campaigns & working with blo...
@JudithLewis
I give
chocolate for
*relevant*
questions
@JudithLewis
Walking hand in hand: Combining PR and SEO
A joint PR and SEO strategy can help your website strike gold.
Hav...
@JudithLewis@deCabbit DeCabbit Presentation
5
PR is about
relationships,
influence and
communicating a
positive story to a...
@JudithLewis 6
Non-keyword optimised domain
Unique design/logo
Unique voice
Actual press coverage, not just spun
PRs
Focus...
@JudithLewis
Which Looks Like A Brand?
@JudithLewis
SEOs build links
to help increase
visibility in
search engines
by ranking
pages higher
@JudithLewis
Key elements to consider
There is no point in doing any work if you don’t
understand needs – whether it is le...
@JudithLewis
Yes…. I cheat
@JudithLewis
Cheating at link
building for fun
and profit can’t
exclude PR
though
@JudithLewis
When Cheating Goes Well
@JudithLewis
@JudithLewis
14
It Wasn’t
Just Bought
Links
@JudithLewis
Traditional Link Building aka PR Worked
15
@JudithLewis
What Kind of Campaigns Could Work
Innovative research or ideas
Find research on a topic and find a different ...
@JudithLewis
But Cheating Doesn’t Last
@JudithLewis
Sometimes People Build Bad Links
@JudithLewis
Bad Links Result in Bad Penalties
@JudithLewis
Sometimes PRs Get Outreach Wrong
Bloggers share: they share PR/SEO contact details and
pitches and payments -...
@JudithLewis
Facebook Outreach Groups
@JudithLewis
SEO
is a part of Online
Marketing which
includes PR
whether we like it
or not
@JudithLewis
Some SEO Approaches Gone Wrong
The following are approaches and the blogger reactions from a
closed blogger g...
@JudithLewis
Chat with
your targets
on the phone
after initial
email contact
The way I pitch things
is carefully worded
bu...
@JudithLewis
@JudithLewis
Changes to the Law & Google Guidelines
Google guidelines against “Link Schemes”:
https://support.google.com/w...
@JudithLewis 27
Outreach
@JudithLewis
Find Influencers
@JudithLewis
Research Other Sites
@JudithLewis
Research Other Sites
@JudithLewis
Research Other Sites
@JudithLewis
Check Their Stats
@JudithLewis
10 Link Attraction Ideas
Be Controversial
Be The Font of All Knowledge
Take a Stand
Be a Personality
Share/Cu...
@JudithLewis@JudithLewis @MostlyAboutChoc
?
Questions?
@JudithLewis
You Can Stalk Me Online
Twitter: @JudithLewis
@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewi...
@JudithLewis
THANK YOU FOR YOUR TIME
36
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Judith lewis - LAC 2017 - Walking hand in hand: Combining PR and SEO

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A joint PR and SEO strategy can help your website strike gold. Having a strong online brand reputation will only ever grow your link acquisition without introducing any black-hat tactics. However, many affiliates can ignore PR as a “nice to have” rather than a “need to have” which instantly rules out some effective wins for your SEO goals and the opportunity to grow your business from a website to a brand.

Andy Bar, Head Yeti at leading PR and SEO agency 10 Yetis, will demonstrate the fundamental tools and real results that can be achieved by a united PR and SEO front.

What kind of campaigns work (ideas and themes)
How you can fast track the volume of links
How you can compete with bigger brands
Take away of 10 practical tips

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Judith lewis - LAC 2017 - Walking hand in hand: Combining PR and SEO

  1. 1. @JudithLewis Walking hand in hand: Combining PR and SEO @JudithLewis
  2. 2. @JudithLewis ➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated marketing campaigns & working with bloggers for link building ➡ Got on the Internet in 1986 at my school lab ➡ Working online with search since 1996 ➡ 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.com, Virgin Startup, Zopa, GE, Blue Cross, Vapemate & more ➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”, judge of the MENA, UK, US & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run MostlyAboutChocolate.com AM I WhoObligatory slide ! Judith Lewis
  3. 3. @JudithLewis I give chocolate for *relevant* questions
  4. 4. @JudithLewis Walking hand in hand: Combining PR and SEO A joint PR and SEO strategy can help your website strike gold. Having a strong online brand reputation will only ever grow your link acquisition without introducing any black-hat tactics. However, many affiliates can ignore PR as a “nice to have” rather than a “need to have” which instantly rules out some effective wins for your SEO goals and the opportunity to grow your business from a website to a brand. What kind of campaigns work (ideas and themes) How you can fast track the volume of links How you can compete with bigger brands Take away of 10 practical tips
  5. 5. @JudithLewis@deCabbit DeCabbit Presentation 5 PR is about relationships, influence and communicating a positive story to an audience for the client aka BRAND
  6. 6. @JudithLewis 6 Non-keyword optimised domain Unique design/logo Unique voice Actual press coverage, not just spun PRs Focus on mentions of name, not links Offline advertising (think regional radio advertising or print ads rather than TV) Blogger attention from *clean* blogs, not networks Think research, not regurgitation, which adds value Make a 3 year plan, not a 3 month plan Steps: Qualities of a Brand
  7. 7. @JudithLewis Which Looks Like A Brand?
  8. 8. @JudithLewis SEOs build links to help increase visibility in search engines by ranking pages higher
  9. 9. @JudithLewis Key elements to consider There is no point in doing any work if you don’t understand needs – whether it is lead generation or brand awareness (which leads to visits which lead to conversions), money underpins everything You cannot just do things in a random order – strategy is understanding not only core elements but how they best play together PRs think paying for links is cheating – and it is
  10. 10. @JudithLewis Yes…. I cheat
  11. 11. @JudithLewis Cheating at link building for fun and profit can’t exclude PR though
  12. 12. @JudithLewis When Cheating Goes Well
  13. 13. @JudithLewis
  14. 14. @JudithLewis 14 It Wasn’t Just Bought Links
  15. 15. @JudithLewis Traditional Link Building aka PR Worked 15
  16. 16. @JudithLewis What Kind of Campaigns Could Work Innovative research or ideas Find research on a topic and find a different angle to promote Look at the data behind weak infographics and find a better angle Repurpose research in other areas but make it relevant to your niche Creative twists on news Find a different angle to a popular news story Be a recognised voice of commentary or expert tips Add value to the news being reported elsewhere
  17. 17. @JudithLewis But Cheating Doesn’t Last
  18. 18. @JudithLewis Sometimes People Build Bad Links
  19. 19. @JudithLewis Bad Links Result in Bad Penalties
  20. 20. @JudithLewis Sometimes PRs Get Outreach Wrong Bloggers share: they share PR/SEO contact details and pitches and payments - they know what you paid and to whom
  21. 21. @JudithLewis Facebook Outreach Groups
  22. 22. @JudithLewis SEO is a part of Online Marketing which includes PR whether we like it or not
  23. 23. @JudithLewis 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 written 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”
  24. 24. @JudithLewis Chat with your targets on the phone after initial email contact The way I pitch things is carefully worded but I make it clear what I expect within the law & guidelines
  25. 25. @JudithLewis
  26. 26. @JudithLewis Changes to the Law & Google Guidelines Google guidelines against “Link Schemes”: https://support.google.com/webmasters/answer/6635 6 ASA Reminder to bloggers about their responsibilities: http://www.asa.org.uk/News-resources/Media- Centre/2013/Blurring-advertising-and-blogs.aspx CAP Guidance on the ASA guidelines: http://www.cap.org.uk/News-reports/Media- Centre/2014/New-words-on-the-blog.aspx The LAW the ASA guidelines are based on: http://www.legislation.gov.uk/ukdsi/2008/97801108115 74/contents | 26
  27. 27. @JudithLewis 27 Outreach
  28. 28. @JudithLewis Find Influencers
  29. 29. @JudithLewis Research Other Sites
  30. 30. @JudithLewis Research Other Sites
  31. 31. @JudithLewis Research Other Sites
  32. 32. @JudithLewis Check Their Stats
  33. 33. @JudithLewis 10 Link Attraction Ideas Be Controversial Be The Font of All Knowledge Take a Stand Be a Personality Share/Curate Be Funny Be Prolific Be Mysterious Offer something unique
  34. 34. @JudithLewis@JudithLewis @MostlyAboutChoc ? Questions?
  35. 35. @JudithLewis You Can Stalk Me Online Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: http://uk.linkedin.com/in/judithlewis Google+: https://plus.google.com/+JudithLewis Web: http://www.decabbit.com Blog: http://MostlyAboutChocolate.com SEO Blog: http://www.SEO-Chicks.com HuffPost: http://www.huffingtonpost.co.uk/judith-lewis ...and the list goes on
  36. 36. @JudithLewis THANK YOU FOR YOUR TIME 36

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