How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO

How to get your
search, brand, PR and
social eﬀorts to work
together
Stephen Kenwright | Rise at Seven
slideshare.net/riseatseven
@stekenwright

@stekenwright #BrightonSEO
Drivers
Facilitators

● Social media
● Influencers
● TV
● PR
● SEO
● PPC
● Content
● UX
Drivers
Facilitators

Brands spend more on search than TV
AA / WARC expenditure reports 201321 £ millions)

...but TV builds entities + drives rankings
Historic evanshalshaw.com ranking for “we buy any car” SISTRIX

Title tag:
“Sell Your
Car”
H1
“Sell Your
Car”
# of
keyword on
page or in
links:
0
About that page’s SEO...
https://web.archive.org/web/20190603015234/https://www.evanshalshaw.com/sell-your-car/

Ranking for someone else’s brand
keyword that gets 673k
searches/month

TV spend cut
👇

Brand search volume correlates with
rankings better than links
Tom Capper moz.com/blog/rankings-correlation-study-domain-authority-vs-branded-search-volume

Ad agencies already know (and use) this
contagious.com/news-and-views/share-of-search-the-new-most-important-metric-for-brands-google

Consideration
Awareness
Conversion
Most SEO 👉

Link building doesn’t build brands
on its own.

I’m going to show you how we can do both
PPC INFLUENCERS
CRM
DISPLAY
TV
PRINT
SOCIAL
MEDIA
CONTENT PR
SEO

Here’s how MISSGUIDED became
the go-to brand for dog jumpers...

Stage 2 Gather a list of
influencers (and
dogfluencers) and get
them promoting the
product launch through
gifting
Stage 1 Pair our dog
jumper with a human
jumper and use PR to
set up an exclusive
Stage 3 Go to wider
press and build links
to category pages via
PR and product
roundups
Stage 4 Keep launching new
products (and especially sell
into press covering
competitor product launches)

367%
Increase in
brand
impression
We saw positive effects on the brand
YouGov Brand Index

Even countering negative sentiment
YouGov Brand Index

We started to rank 1st for “dog jumpers”
3,300 searches/month

FIRST
position for
dog jumpers
38 related keywords started ranking

Google searches for “dog jumpers”
increased 50% YOY

77
Links
82,737
Organic visits
1.1m
Impressions
This is what happened

Influencers are actually pretty good
at influencing search volumes

TikTok is creating
huge demand for
products through
influencer
campaigns

We noticed that when something
went viral on TikTok,related
searches increased on Google

When Zara’s puffer
gilet was trending
on TikTok this is
what happened to
searches for the
style...

We wanted to reverse engineer
this...Rather than wait for a trend to
start,LET’S CREATE ONE FOR PLT.

Stage 2 Gather a list of
influencers and trend
setters on social and get
them ALL wearing a
halterneck/cross over
top
Stage 1 Choose a
product category we
rank #1 for
Stage 3 Product PR
pushing the trend to
press landing media
coverage and links
Stage 4 PLT to promote the
product on other channels
organically - email marketing,
social etc

841%
Searches went up
19
Links
4.29m
People reached

Everyone started wearing the style

@stekenwright
PrettyLittleThing became THE BRAND

46,927
Traffic to product
10m+
TikTok views
187%
Traffic to category

Last one...

The original Christmas Tinner
campaign went viral in 2013 but had
no SEO value for GAME

So they asked us to make their most
famous campaign go viral AGAIN but
this time make it perform in search

For it to be new we needed a new
angle…

So we created vegetarian and vegan
versions of the Tinner

Distribution
Facebook: we engaged with Vegan and
Vegetarian Facebook communities, asking
them what they ate on Christmas day and
should therefore include
Twitter: we created behind the scenes taste
tests videos to distribute on Twitter
News, Radio and TV we distributed the story
to global media publications, niche food and
gaming sites, radio and TV
Reddit: we engaged with Redditors debating
the campaign and discussing the Christmas
tinner
YouTube: we engaged with YouTubers and
influencers talking about the tinner and
encouraging them to recreate at home

@stekenwright
We placed internal links on the page
333k
Social shares of the
URL
85k
campaign page
visits

35%
organic search
23%
social
19%
direct
400
ranking keywords
...which made the target page FLY 21k
hits from
organic

People (and Google) liked GAME in peak
YouGov Brand Index

Brand growth and traffic growth through
linking look similar

Every channel is an opportunity to drive
search performance
PPC INFLUENCERS
CRM
DISPLAY
TV
PRINT
SOCIAL
MEDIA
CONTENT PR
SEO

SEOs must
become
product
managers

SEOs must
become brand
managers

MALCOLM SLADE ‘BRAND IS THE ONLY FUTURE RANKING FACTOR’ #BRIGHTONSEO 17
You will have to start doing this.
Google doesn’t care if you can’t.
There’s always PPC 󰤇

THANK YOU
@stekenwright
Stephen Kenwright LinkedIn
kenwright@riseatseven.com

How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO

Similar to How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO (20)

Recently uploaded

Recently uploaded (20)

How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO