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How to get more from
digital PR (without
mentioning AVE!)
Laura Hampton // Impression
IMPRESSION.TIPS/BRIGHTON2019
@LAURAL...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 2
Laura Hampton
@lauralhampton
Head of Digital PR
www.impr...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 3
Digital PR was born
from an SEO need.
We needed to
build...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 4
@lauralhampton / @impressiontalk / impression.tips/brighton2019 5
@lauralhampton / @impressiontalk / impression.tips/brighton2019 6
When every link is
a vote, you have to
get creative.
We ...
@lauralhampton / @impressiontalk / impression.tips/brighton2019
It’s an infographic.
Of infographics.
I thought I was a ge...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 8
@lauralhampton / @impressiontalk / impression.tips/brighton2019 9
Meanwhile, PR
pros were
smashing it…
achieving
coverage ...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 10
We saw that.
We wanted that.
@lauralhampton / @impressiontalk / impression.tips/brighton2019 11
SEO PR
@lauralhampton / @impressiontalk / impression.tips/brighton2019 12
@lauralhampton / @impressiontalk / impression.tips/brighton2019 13
@lauralhampton / @impressiontalk / impression.tips/brighton2019 14
SEO
PRDigital
PR
@lauralhampton / @impressiontalk / impression.tips/brighton2019 15
The closer our
services become,
the more we have
to com...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 16
SEO
@lauralhampton / @impressiontalk / impression.tips/brighton2019 17
Owned Goals
● Number of links
● Quality of links (DR)
●...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 18
Shared Goals
● Ranking improvements
● Traffic improveme...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 19
Takeaway #1
We need to report on shared
goals as well a...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 20
SEO PR
@lauralhampton / @impressiontalk / impression.tips/brighton2019 21
PR
@lauralhampton / @impressiontalk / impression.tips/brighton2019 22
SEO PR
@lauralhampton / @impressiontalk / impression.tips/brighton2019 23
@lauralhampton / @impressiontalk / impression.tips/brighton2019 24
The core benefit of
digital is that it’s
measurable and...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 25
@lauralhampton / @impressiontalk / impression.tips/brighton2019 26
AWARENESS
Becomes traffic to core pages to
which you’ve...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 27
VISIBILITY
Becomes share of voice via STAT, or
number o...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 28
SENTIMENT
Is often measured using social media
listenin...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 29
@lauralhampton / @impressiontalk / impression.tips/brighton2019 30
Takeaway #2
In order to differentiate from
traditional ...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 31
Digital PR isn’t just a
combo of SEO and
PR… it’s a dis...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 32
User Focused
It’s not just about links
that are topical...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 33
Circles of Focus
workshops allow us to
explore topical
...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 34
Make the most of
your assets
Asset-less PR is a
growing...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 35
Funnel Campaigns
are all about
recognising the
top-of-f...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 36
SEO PR
Dig
PR
PPC
@lauralhampton / @impressiontalk / impression.tips/brighton2019 37
Trump Worm
Environmental Mobilisation
Environmentally F...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 38
E-Passport Gate Delays Caused by Glasses
Other Consider...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 39
Dream Job Spa Seekers
Spas Near Me
Discounted Spa Produ...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 40
Dream Job Spa Seekers
Spas Near Me
Discounted Spa Produ...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 41
Tangible KPIs
relating to
audience building
(remarketin...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 42
Takeaway #3
Our discipline is evolving;
together, we ge...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 43
How to get more from digital PR
1. Be better SEOs; repo...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 44
How to get more from digital PR
1. Be better SEOs; repo...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 45
How to get more from digital PR
1. Be better SEOs; repo...
@lauralhampton / @impressiontalk / impression.tips/brighton2019 46
How to get more from digital PR
1. Be better SEOs; repo...
Private and confidential 47
Laura Hampton
@lauralhampton
laura@impression.co.uk
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Brighton SEO: How to Get More Value from Digital PR - Laura Hampton

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Laura Hampton of Impression presents "How to get more value from digital PR" at Brighton SEO 2019.

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Brighton SEO: How to Get More Value from Digital PR - Laura Hampton

  1. 1. How to get more from digital PR (without mentioning AVE!) Laura Hampton // Impression IMPRESSION.TIPS/BRIGHTON2019 @LAURALHAMPTON
  2. 2. @lauralhampton / @impressiontalk / impression.tips/brighton2019 2 Laura Hampton @lauralhampton Head of Digital PR www.impression.co.uk
  3. 3. @lauralhampton / @impressiontalk / impression.tips/brighton2019 3 Digital PR was born from an SEO need. We needed to build links. So we did.
  4. 4. @lauralhampton / @impressiontalk / impression.tips/brighton2019 4
  5. 5. @lauralhampton / @impressiontalk / impression.tips/brighton2019 5
  6. 6. @lauralhampton / @impressiontalk / impression.tips/brighton2019 6 When every link is a vote, you have to get creative. We started investing more in content.
  7. 7. @lauralhampton / @impressiontalk / impression.tips/brighton2019 It’s an infographic. Of infographics. I thought I was a genius.
  8. 8. @lauralhampton / @impressiontalk / impression.tips/brighton2019 8
  9. 9. @lauralhampton / @impressiontalk / impression.tips/brighton2019 9 Meanwhile, PR pros were smashing it… achieving coverage and raising awareness
  10. 10. @lauralhampton / @impressiontalk / impression.tips/brighton2019 10 We saw that. We wanted that.
  11. 11. @lauralhampton / @impressiontalk / impression.tips/brighton2019 11 SEO PR
  12. 12. @lauralhampton / @impressiontalk / impression.tips/brighton2019 12
  13. 13. @lauralhampton / @impressiontalk / impression.tips/brighton2019 13
  14. 14. @lauralhampton / @impressiontalk / impression.tips/brighton2019 14 SEO PRDigital PR
  15. 15. @lauralhampton / @impressiontalk / impression.tips/brighton2019 15 The closer our services become, the more we have to compete with SEOs and traditional PRs
  16. 16. @lauralhampton / @impressiontalk / impression.tips/brighton2019 16 SEO
  17. 17. @lauralhampton / @impressiontalk / impression.tips/brighton2019 17 Owned Goals ● Number of links ● Quality of links (DR) ● Topical relevance of links (TF) ● Positioning of links (PR) SEO
  18. 18. @lauralhampton / @impressiontalk / impression.tips/brighton2019 18 Shared Goals ● Ranking improvements ● Traffic improvements ● Revenue growth SEO
  19. 19. @lauralhampton / @impressiontalk / impression.tips/brighton2019 19 Takeaway #1 We need to report on shared goals as well as owned goals - which means better integration with SEO
  20. 20. @lauralhampton / @impressiontalk / impression.tips/brighton2019 20 SEO PR
  21. 21. @lauralhampton / @impressiontalk / impression.tips/brighton2019 21 PR
  22. 22. @lauralhampton / @impressiontalk / impression.tips/brighton2019 22 SEO PR
  23. 23. @lauralhampton / @impressiontalk / impression.tips/brighton2019 23
  24. 24. @lauralhampton / @impressiontalk / impression.tips/brighton2019 24 The core benefit of digital is that it’s measurable and tangible. So reliance on these metrics makes no sense for us.
  25. 25. @lauralhampton / @impressiontalk / impression.tips/brighton2019 25
  26. 26. @lauralhampton / @impressiontalk / impression.tips/brighton2019 26 AWARENESS Becomes traffic to core pages to which you’ve been building links, or volume of branded search traffic via Google Search Console
  27. 27. @lauralhampton / @impressiontalk / impression.tips/brighton2019 27 VISIBILITY Becomes share of voice via STAT, or number of ‘news’ results achieved in the SERPs
  28. 28. @lauralhampton / @impressiontalk / impression.tips/brighton2019 28 SENTIMENT Is often measured using social media listening tools, though this only really works when your campaign has a social aspect...
  29. 29. @lauralhampton / @impressiontalk / impression.tips/brighton2019 29
  30. 30. @lauralhampton / @impressiontalk / impression.tips/brighton2019 30 Takeaway #2 In order to differentiate from traditional PRs, we need to be willing to report on their metrics but make it SMART
  31. 31. @lauralhampton / @impressiontalk / impression.tips/brighton2019 31 Digital PR isn’t just a combo of SEO and PR… it’s a discipline in its own right and we need to evolve it together
  32. 32. @lauralhampton / @impressiontalk / impression.tips/brighton2019 32 User Focused It’s not just about links that are topically relevant to us, but also about what’s relevant to them
  33. 33. @lauralhampton / @impressiontalk / impression.tips/brighton2019 33 Circles of Focus workshops allow us to explore topical focuses with our clients and to prioritise accordingly
  34. 34. @lauralhampton / @impressiontalk / impression.tips/brighton2019 34 Make the most of your assets Asset-less PR is a growing trend, but think it through - are you missing a benefit without it?
  35. 35. @lauralhampton / @impressiontalk / impression.tips/brighton2019 35 Funnel Campaigns are all about recognising the top-of-funnel value and encouraging users through
  36. 36. @lauralhampton / @impressiontalk / impression.tips/brighton2019 36 SEO PR Dig PR PPC
  37. 37. @lauralhampton / @impressiontalk / impression.tips/brighton2019 37 Trump Worm Environmental Mobilisation Environmentally Friendly Materials
  38. 38. @lauralhampton / @impressiontalk / impression.tips/brighton2019 38 E-Passport Gate Delays Caused by Glasses Other Considerations for Glasses Wearers Eye Care Products
  39. 39. @lauralhampton / @impressiontalk / impression.tips/brighton2019 39 Dream Job Spa Seekers Spas Near Me Discounted Spa Products
  40. 40. @lauralhampton / @impressiontalk / impression.tips/brighton2019 40 Dream Job Spa Seekers Spas Near Me Discounted Spa Products Vouchers for entrants
  41. 41. @lauralhampton / @impressiontalk / impression.tips/brighton2019 41 Tangible KPIs relating to audience building (remarketing), engagement and final conversions
  42. 42. @lauralhampton / @impressiontalk / impression.tips/brighton2019 42 Takeaway #3 Our discipline is evolving; together, we get to decide where we want it to go - be measurable, tangible, provable
  43. 43. @lauralhampton / @impressiontalk / impression.tips/brighton2019 43 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration
  44. 44. @lauralhampton / @impressiontalk / impression.tips/brighton2019 44 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable
  45. 45. @lauralhampton / @impressiontalk / impression.tips/brighton2019 45 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable 3. Be better marketers; think multi-channel, think integrated, think user first
  46. 46. @lauralhampton / @impressiontalk / impression.tips/brighton2019 46 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable 3. Be better marketers; think multi-channel, think integrated, think user first Our discipline is still evolving. We get to choose how.
  47. 47. Private and confidential 47 Laura Hampton @lauralhampton laura@impression.co.uk
  • Janeyhunt

    Oct. 17, 2019
  • KeneEzejiOkoye

    Sep. 27, 2019
  • YanivGoldenberg

    Sep. 19, 2019
  • ChrisDrury6

    Sep. 15, 2019

Laura Hampton of Impression presents "How to get more value from digital PR" at Brighton SEO 2019.

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