As the digital PR industry evolves, stakeholders are increasingly demanding more measurable KPIs beyond just media coverage and links. The question of "you've secured us links, but what's the value?" is becoming more common. So how can we combat this? It's essential to find ways to demonstrate to clients and stakeholders the real value of a link. In this presentation, Isa explores some effective ways to demonstrate this and, how to communicate results better.
How to rethink the traditional SEO workspace to promote team wellbeing and pr...Varn
The slides from Tom Vaughton's talk at Brighton SEO April 2023. It focuses on how we need to rethink the traditional workspace and promote team wellbeing as well as productivity.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
SEO Reporting: Slay the Time-Sucking Monster and Deliver Amazing ReportsSimon Lesser
Reporting is usually an inescapable part of SEO, but all-too-often a time-consuming mess. In this talk, Simon presents actionable tips on how to craft well-designed, easy-to-read reports by automating as much of the process as possible and focusing on pulling out meaningful insights for stakeholders.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
How to rethink the traditional SEO workspace to promote team wellbeing and pr...Varn
The slides from Tom Vaughton's talk at Brighton SEO April 2023. It focuses on how we need to rethink the traditional workspace and promote team wellbeing as well as productivity.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
SEO Reporting: Slay the Time-Sucking Monster and Deliver Amazing ReportsSimon Lesser
Reporting is usually an inescapable part of SEO, but all-too-often a time-consuming mess. In this talk, Simon presents actionable tips on how to craft well-designed, easy-to-read reports by automating as much of the process as possible and focusing on pulling out meaningful insights for stakeholders.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Turning A Neglected YouTube Channel into a Traffic Generation MachinePhil Nottingham
In this talk, performed at BrightonSEO April 2023, Phil Nottingham breaks down the steps to turning a neglected YouTube Channel into a resource that generates loads of views and drives traffic to your website.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
BrightonSEO April 2023 Similar AI: Automation recipes for SEO successDylan Fuler
Automation recipes for SEO success. A presentation from BrightonSEO (the April 2023 edition): about some of the automation ingredients & recipes that Similar AI users have written that grew ranking & traffic... and the ones that didn't. Topics covered include: automation, no code SEO, keyword research, Google Search Console, ChatGPT, site maps, SERPs, faceted navigation, linking and more.
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...Jessica Maloney
BrightonSEO April 2023
Been hit by an algorithm update that wasn’t your fault?!
In this talk Jess will run through specific actions people can take when this happens, including being proactive rather than reactive, and also how to deal with stakeholders who can often panic when this happens, to ensure expectations are managed.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
Data-driven SEO & content strategy to reduce your customer acquisition costsadlift
With digital marketing spends soaring, there’s now an even bigger need for reducing costs per customer acquisition. On average, a brand can reduce its acquisition costs by 55% if they drive significant traffic and transactions via organic search and great content marketing. This session will provide you with tactics to implement a robust, data driven content and SEO strategy that drives ROI.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Turning A Neglected YouTube Channel into a Traffic Generation MachinePhil Nottingham
In this talk, performed at BrightonSEO April 2023, Phil Nottingham breaks down the steps to turning a neglected YouTube Channel into a resource that generates loads of views and drives traffic to your website.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
BrightonSEO April 2023 Similar AI: Automation recipes for SEO successDylan Fuler
Automation recipes for SEO success. A presentation from BrightonSEO (the April 2023 edition): about some of the automation ingredients & recipes that Similar AI users have written that grew ranking & traffic... and the ones that didn't. Topics covered include: automation, no code SEO, keyword research, Google Search Console, ChatGPT, site maps, SERPs, faceted navigation, linking and more.
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...Jessica Maloney
BrightonSEO April 2023
Been hit by an algorithm update that wasn’t your fault?!
In this talk Jess will run through specific actions people can take when this happens, including being proactive rather than reactive, and also how to deal with stakeholders who can often panic when this happens, to ensure expectations are managed.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
Data-driven SEO & content strategy to reduce your customer acquisition costsadlift
With digital marketing spends soaring, there’s now an even bigger need for reducing costs per customer acquisition. On average, a brand can reduce its acquisition costs by 55% if they drive significant traffic and transactions via organic search and great content marketing. This session will provide you with tactics to implement a robust, data driven content and SEO strategy that drives ROI.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
#RDSummit - 7 Advanced Techniques for Building a Domain with Authority and TrustJudith Lewis
I have edited down the conference talk I gave at RD Summit in Brazil so that people can get a taste for what was spoken about. The reason I edited them down was so that those who paid to attend got the biggest benefit and also because some of the slides had sensitive information so were deleted. Want the full version? Check with RD Summit for their video packages!
National Reputation and National Positions breaks down some key ingredients to creating successful internet marketing campaigns whether its PPC, SEO or Reputation Management.
Brand Mentions vs Links: Making PR Coverage Work Harder for SEO.James Brockbank
In this session from BrightonSEO, James shares insights into how to make your PR coverage work harder for SEO by avoiding brand mentions and maximising links.
OFF-PAGE SEO: REDUCING CUSTOMER ACQUISITION COSTS WITH ORGANIC TRAFFICAndrew Maff
On March 13th, Andrew Maff sat down with Brandon Till of TrustPilot to talk about the best ways to reduce customer acquisition costs with an off-page SEO strategy to increase organic traffic.
These slides are from a webinar where we dove deep into off-page SEO.
Why?
Because off-page SEO has become more important than on-page SEO, it's starting to help reduce customer acquisition costs by driving paid advertising costs down.
We touched on every aspect we could think of to show e-commerce sellers the benefit of off-page SEO with backlink building, relationship building, social proof and much more!
Check out the slides attached here and feel free to reach out if you have any questions!
SUBSCRIBE to our YouTube channel to see all of our other webinars!
SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
See more or contact us at JumpStartWeb.com or PlusROI.com.
This deck features slides from the Web Marketing Success 2012 Seminar at Vancouver Island Tech Park. Presented by Robert Cooper of PlusROI Online Marketing and JumpStartWeb.
The slides are not necessarily self explanatory, but have some good information on some of the most important areas to consider for web marketing, as well as notes on some of the hottest emerging opportunities (like Mobile).
There is always a way to measure content marketing impacts if you plan ahead.... Platforms like Majestic, BuzzSumo, CoverageBook, SEOMonitor, Google Analytics and Google Search Console can help you measure.
Blogs are a key tool for online marketing and public relations. Done well, blogging can generate interest in a business and popularize the writer as well. A regularly updated blog is often the "gateway" to a business's website.
This slideshow outlines how to get started on your own business blog, as well as giving proven tips for writing an engaging, effective blog entry.
bSEO Claudia Higgins _ Breaking down silos_ how integrated data sets enhance ...Claudia Higgins
How we should be thinking about data when measuring SEO performance and finding opportunities - data sources need to be combined to show us the whole picture.
Cirrus ABS, in partnership with Element Three, presented it's Search Engine Optimization (SEO) seminar in Indianapolis. This is the second in a four part series to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated into these slides are specific search engine optimization action items to help you enhance the effectiveness of your website.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
12. Show Me The Sales Funnel!
● Referral Traffic
● Time Spent on Site
● Purchase Intent
Ecom
Director
13. Show Me All Things Search!
● Non-Branded Traffic
● Keyword Visibility
● SERP domination
SEO
Manager
14. Show Me All Things Brand
Positioning!
Brand/PR
Director
● Brand Perception
● Share of Voice/Market
15. 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?
17. 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
19. 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:
26. What Else can Your Campaign Achieve?
How Will you Benchmark Impact?
27. #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
28. 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
30. We Know that
Google has over
200 Ranking
Factors.
We also know
that Google will
never give us the
exact ‘ranking’
formula
31. “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_
34. 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_
38. #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
59. 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
62. 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_
64. #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
65. #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
68. 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
69. Isa Lavahun LAVLY LTD
Strategist| Digital PR| Influencer Marketing | Brand Consultancy| Trainer
Thank You
@isalavs_
info@isalavsmarketing.com
http://www.digiprcomms.com