Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

515 views

Published on

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

Published in: Business
  • Be the first to comment

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

×