SlideShare a Scribd company logo
Slideshare.net/IsaLavs/
@IsaLavs_
Isa Lavahun
LAVLY LTD
Showing the value of Digital PR beyond
coverage and links
Coverage with a High DA/DR,
DoFollow Link!!
Digital PR’s
Who here still gets a buzz from securing links?
Our Jobs Have Got Harder
“Getting backlinks is the equivalent of a vampire sucking
your soul for very little return.”
Budget Constraints/
Commercial Pressures
Lack of digital PR/SEO
knowledge
Competition Lack of Clear Objectives Digital PR Peaking
Unrealistic Expectations
When clients/stakeholders
feel Digital PR isn’t moving
the needle, the pressure is
on!
#brightonSEO @ISALAVS_
| © All rights reserved
1. Read The Room
Show different clients/stakeholders results they
care about
Marketing
Director
Ecom
Director
SEO
Manager
Brand/PR
Director
Marketing
Director
Show Me The Money!
● Forecasting
● Commercial Impact
Show Me The Sales Funnel!
● Referral Traffic
● Time Spent on Site
● Purchase Intent
Ecom
Director
Show Me All Things Search!
● Non-Branded Traffic
● Keyword Visibility
● SERP domination
SEO
Manager
Show Me All Things Brand
Positioning!
Brand/PR
Director
● Brand Perception
● Share of Voice/Market
Show different clients/stakeholders results they
care about
Marketing
Director
Ecom Director SEO Manager Brand/PR
Director
What they
care about
Show Me The Money!
Forecasting: What will the budget
I spend get me and how long will
it take to see results ?
Commercials: How does the
work you do impact our bottom
line/revenue?
Show Me The Sales
Funnel!
Referrals: Has any of the work
you’ve done got us direct
sales?
Purchase Intent: How far
down the sales funnel are the
new audiences coming to our
site?
Show Me All Things
Organic Search!
Non-branded traffic: Are we up
MoM?
Branded Traffic: Are we up YoY?
Keyword visibility: How many
keywords have we got ranking on
page 1
SERP positions: How many
keywords have we got ranking
between position 1-3?
Show Me Brand
Positioning!
Online Presence: How has the
coverage you’ve secured
impacted our brand online?
Brand perception: Has there
been any change in brand
sentiment? Do audiences know
who we are and what we do?
How do we measure against
competitors?
2. Understand Your Objectives
How will your Digital PR campaigns:
#brightonSEO @ISALAVS_
● Win awards
● Make you famous and indispensable
● Help achieve overall business goals
● Add value to the business
● Tick multiple stakeholder/client objectives
● Have short, mid and long term impact
3. FORGET ABOUT GOOGLE
3. Forget about Google
What if Google Didn’t Exist?
● Capture audiences
● Build Trust
● Build brand fame
● Influence audience behaviour
● Drive purchase intent
● Cut through the noise
#brightonSEO @ISALAVS_
Think about how you can:
0
Backlinks!
The Actual Page Got
Results
403
Backlinks
229
Referring
Domains
…while the video itself got LOADSA Links!!
Benchmark
4. Benchmark
What Else can Your Campaign Achieve?
How Will you Benchmark Impact?
#brightonSEO
Current Challenges
SEO Campaign Objective
Benchmark What You Want To Measure
Define Benchmarks be it Brand, SOV or
Commercial Impact
Monitor and track metrics that can show campaign impact
Example Benchmark Template
SEO Campaign Objective - "Drive links to the XX page" “Improve visibility of XXX and
increase traffic to the XXX category.
Current Challenges
What current challenges is the business facing? Do they need to
change brand perception? Drive sales to a poor performing
product? Can this campaign help improve the current landscape?
Benchmark 1: Brand Awareness
Example Metrics to benchmark
- Social Media following and engagement
- Branded traffic
- Share of Voice
- Google Trends
- Long Tail keyword visibility
What metrics can show the impact your campaign has had on
driving brand awareness? What tools can you use to
monitor/benchmark growth?
Benchmark 2: Brand Perception
Example Metrics to benchmark
- Online Reviews
- Social Listening
- Social Media Comments
What metrics can show impact on changing brand
perception/sentiment?
Benchmark 3: Commercial Impact
Example Metrics to benchmark
- Assisted Conversions
- Downloads
- Email Sign ups
- UTM Tracking Code
What metrics can you use to benchmark and monitor the
commercial impact from your campaign?
#brightonSEO @ISALAVS_
Monitor and track metrics that can show campaign impact
5. Work Smarter
We Know that
Google has over
200 Ranking
Factors.
We also know
that Google will
never give us the
exact ‘ranking’
formula
“We try to understand what is relevant for a
website … the total number of links doesn’t
matter at all.”
John Mueller, GooGle
#brightonSEO @ISALAVS_
Quality
Relevancy
Authority
Diversity
When it comes to links:
Has never been MORE Important
#brightonSEO @ISALAVS_
Relevancy Over Quantity
Google Wants Us Here !!!
Source: Aira, 2022
Your VIP Outreach List Should Include:
● High DA/DR/TF publications Authority
● Publications that drive the most traffic Quality
● Publications targeting untapped new audiences Diversity
● Titles with a highly engaged audience Relevancy
● Titles with prominent social media reach and engagement Authority
● Journalists who position you as thought leaders and experts Authority
● Publications that converts audiences and drives sales Quality
#brightonSEO @ISALAVS_
e.g. Wedding Dresses
Source: Semrush and Ahrefs
#brightonSEO @ISALAVS_
Wed2b VIP LINKS
Relevancy Diversity
Quality Authority
#brightonSEO @ISALAVS_
Competitor Backlink Audit
Work Smart Strategy: Identifying link opportunities your competitors have but you don’t
For example: Turmeric coffee
#brightonSEO @ISALAVS_
Competitor Link Gap Analysis
Brand
Domain
Authority
Score
Current
SERP
position
Total
backlinks to
ranking URL
Total
referring
domains to
ranking URL
Total
referring
domains to
Website
Link gap
(ranking
URL)
BBC Goodfood 87 6 213 110 78,400 -
Healthline 88 1 598 67 503,200 -385
Whisk Affair 45 2 12 10 12,400 +201
The Healthy 77 3 43 19 47,000 +170
All Recipes 92 4 20 10 175,900 +193
Drink Golden Ratio 34 5 9 7 964 +204
#brightonSEO @ISALAVS_
needs these links
6. Know Your Worth, Show Your Worth!
Coverage
Links
Campaign Impact ???
Coverage
Organic Search Uplift
#brightonSEO @ISALAVS_
Campaign Impact
Backlinks
Social media
engagement
Traffic Peak
Keyword Visibility
Traffic Uplift
SALES !
CAMPAIGN LAUNCH BETWEEN 3 TO 18 MONTHS
What happens here?
The Metrics Toolbox!
Traffic
DA Uplift
30
50
Search Demand Campaign Page
Performance
Time spent on Site
Search-Led
Campaign Traffic Peak
#brightonSEO @ISALAVS_
Page Views
Keyword Visibility
Social Media
Engagement
Brand
Sentiment/Reputation
Brand-Led
Reviews
Journalist Feedback
Campaign
Reach
Share of Voice Brand Mentions Branded Traffic
#brightonSEO @ISALAVS_
Conversion-Led
Assisted
conversions
Referral Traffic Short Term
Spikes
#brightonSEO @ISALAVS_
Lead
Generation
Downloads Email Sign ups
Sales
Attendance/
Footfall
CJR : How Press Worthy Are You? (November 2022)
Results
853
Backlinks
288
Referring Domains
#brightonSEO
TRAFFIC UPLIFT
Campaign Launch
Source: Website SEO Checker
DA UPLIFT
Source: Semrush
@ISALAVS_
#brightonSEO
SEARCH DEMAND
Source: Google
Trends
CAMPAIGN PAGE
PERFORMANCE
Source: Similarweb
@ISALAVS_
#brightonSEO
KEYWORD VISIBILITY
@ISALAVS_
Source: Semrush
#brightonSEO
ENGAGEMENT
@ISALAVS_
Source: Buzzsumo
REVIEWS/SENTIMENT
Source: Twitter
#brightonSEO @ISALAVS_
PETA : Disney Dog Reimagined (August 2022)
#brightonSEO @ISALAVS_
#brightonSEO
Source: Coverage Book
@ISALAVS_
#brightonSEO @ISALAVS_
Campaign Reach
Source: Coverage Book
Campaign Sentiment
Source: Facebook
#brightonSEO @ISALAVS_
AQUAPROOFS: (November 2020)
Sales
Source: Contrast Digital
NB: I’ve put together a ‘top 25 tools every PR/Link Building Pro Needs. See here
Utilise Available Measurement Tools and Software out
there. Always Test out new ones on the market
7. Educate
Share latest news, trends, competitor activity and
Google updates
Educate clients/stakeholders on latest news because it:
● Builds trust and credibility
● Enhances your expertise
● Gives them a better understanding of the
industry
● Eliminates Doubt
● Proves value of your work
#brightonSEO @ISALAVS_
8. Rebrand Digital PR
#brightonSEO @ISALAVS_
Brand Reputation Digital PR
(Search at the Core)
Brand Awareness
Brand Equity
Lead Generation
Social Media Growth
Share of `Voice
It’s not PR … or Digital PR …or SEO PR
#BRIGHTONSEO
Search-led Brand-led
It’s About Driving Brand Visibility
What
We Do
INCREASE
REVENUE!!!
Secure
coverage
and
backlinks
Increase
Quality
Traffic
Increase
keyword
visibility
Increase
Brand
Awareness
Create
Brand
Fame
Build
Brand
Trust
Chat GPT Made Some Suggestions…
Brand Building in a Digital Age
Key TakeAways
1. Communicate results that mean something to your ‘reporting to’ audience
2. Identify overall objectives before homing in on digital PR ones
3. Forget about Google. How would your campaign fly if Google didn’t exist?
4. Benchmark multiple metrics to show multiple impact
5. Prioritize publications based on relevancy, quality and competitor gap analysis
6. Show your worth: Use a metrics ‘toolbox’ to show the impact of your work.
7. Educate with your expertise to build trust and show value
8. Re-brand “digital PR’ and package up as a ‘brand building’ discipline where relevant
Key Takeaways
Isa Lavahun LAVLY LTD
Strategist| Digital PR| Influencer Marketing | Brand Consultancy| Trainer
Thank You
@isalavs_
info@isalavsmarketing.com
http://www.digiprcomms.com

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