The document discusses how to measure the effectiveness of digital PR coverage. It recommends that PR professionals focus on metrics that measure awareness and conversation rather than just links, as the purpose of PR is broader than SEO. It suggests prioritizing metrics like brand searches, social engagement, quantity of coverage that meets certain criteria, and achieving multiple exposures of a brand over time. The document also provides a sample scoring system that assigns points to coverage based on various elements to quantify results. The key message is that digital PR measurement should serve the overall marketing objectives of each client.
Brighton SEO - Luis Bueno Tabernero - How to do an ASO Audit like in the 90's...Luis
Do you want to learn how to do an ASO Audit? Luis Bueno Tabernero, SEO & ASO Consultant, tells you step by step how to analyse an app from ASO perspective thanks all he learned watching 90's movies.
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.
[Brighton SEO] Audience Intelligence & SEO: How to integrate data sources to ...Rory Hope
Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.
SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022 SophieBrannon
Have you ever been handed a new client working agency-side or joined a new role in-house and need to put together the SEO strategy? Have you ever thought 'where the f**k do I even start?'. Then this deck is for you.
From getting started in search, to understanding where to take your strategy next, by the end of the session you will understand exactly what you need to know to make sure your SEO strategy is successful.
https://www.brightonseo.com/conference-talk/seo-strategy-where-the-fk-do-i-even-start/
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
Brighton SEO - Luis Bueno Tabernero - How to do an ASO Audit like in the 90's...Luis
Do you want to learn how to do an ASO Audit? Luis Bueno Tabernero, SEO & ASO Consultant, tells you step by step how to analyse an app from ASO perspective thanks all he learned watching 90's movies.
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.
[Brighton SEO] Audience Intelligence & SEO: How to integrate data sources to ...Rory Hope
Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.
SEO Strategy: Where The F**K Do I Even Start? - Brighton SEO April 2022 SophieBrannon
Have you ever been handed a new client working agency-side or joined a new role in-house and need to put together the SEO strategy? Have you ever thought 'where the f**k do I even start?'. Then this deck is for you.
From getting started in search, to understanding where to take your strategy next, by the end of the session you will understand exactly what you need to know to make sure your SEO strategy is successful.
https://www.brightonseo.com/conference-talk/seo-strategy-where-the-fk-do-i-even-start/
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
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.
Brighton SEO Apr23 - Showing The Value of Digital PR beyond coverage and link...Isa Lavs
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.
Brighton SEO: Self Esteem Optimisation - The most important type of SEO - Lou...Louise Ali
Do you like and value yourself? Do you show yourself kindness and forgiveness? Do you feel strong and energised? You might not be able to answer yes to all those questions all the time – it’s at those moments that you are lacking self-esteem.
And when you’re lacking in self-esteem, how can you possibly achieve your full potential?
In this session Lou is going to take a look at the importance of believing in yourself and share some tools and tips she’s picked up that will help you understand a bit more about who you are, why you are the way you are, and things you can do build confidence in yourself and your team. It’s these practices which have helped Lou improve as an individual AND as a colleague and leader, so even if you don't think this talk is right for you RIGHT NOW, it could help you help your co-workers and your future self. Lou isn’t a qualified counsellor or therapist, so she’ll approach this talk as an ex-patient. Someone who’s been there, had the therapy, got the t-shirt and wants to share it all with you with a goal of helping the entire industry be better and feel better about themselves.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
SEO Audit Workshop: Framework, Techniques And ToolsDigital Vidya
Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Basic SEO presentation for Futurelabs on 29th April 2022.
The slides contain mainly images for high level understanding.
Agenda:
1. What is SEO
2. Content
3. Backlinks
4. Technical SEO
5. Recommended SEO Tools
6. SEO Resources
A simplified understanding of how Traditional and Digital PR can work together.
This presentation touches on:
- What Digital PR is
- How it works
- How it can benefit your brand
The State Of Organic Search (SEO) Going Into 2015Danny Denhard
2014 has been a turbulent year in SEO, there have been a record number of changes, the SERP’s have changed in every vertical and the most recent updates have been some of the most discussed updates across social media and forums.
The following article asks six questions to some of the best minds in organic marketing and SEO, the article provides insights into what happened in 2014 and what they predict will happen in 2015 including a number of recommendations for you to consider or implement in the coming months.
The article contains views from agency heads, directors / heads of marketing and search departments and freelance consultants.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
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.
Brighton SEO Apr23 - Showing The Value of Digital PR beyond coverage and link...Isa Lavs
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.
Brighton SEO: Self Esteem Optimisation - The most important type of SEO - Lou...Louise Ali
Do you like and value yourself? Do you show yourself kindness and forgiveness? Do you feel strong and energised? You might not be able to answer yes to all those questions all the time – it’s at those moments that you are lacking self-esteem.
And when you’re lacking in self-esteem, how can you possibly achieve your full potential?
In this session Lou is going to take a look at the importance of believing in yourself and share some tools and tips she’s picked up that will help you understand a bit more about who you are, why you are the way you are, and things you can do build confidence in yourself and your team. It’s these practices which have helped Lou improve as an individual AND as a colleague and leader, so even if you don't think this talk is right for you RIGHT NOW, it could help you help your co-workers and your future self. Lou isn’t a qualified counsellor or therapist, so she’ll approach this talk as an ex-patient. Someone who’s been there, had the therapy, got the t-shirt and wants to share it all with you with a goal of helping the entire industry be better and feel better about themselves.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
SEO Audit Workshop: Framework, Techniques And ToolsDigital Vidya
Care about learning 'SEO Audit Workshop: Framework, Techniques And Tools'. You will find this deck presented by Mohit Maheshwari, MD, New Media Guru during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Basic SEO presentation for Futurelabs on 29th April 2022.
The slides contain mainly images for high level understanding.
Agenda:
1. What is SEO
2. Content
3. Backlinks
4. Technical SEO
5. Recommended SEO Tools
6. SEO Resources
A simplified understanding of how Traditional and Digital PR can work together.
This presentation touches on:
- What Digital PR is
- How it works
- How it can benefit your brand
The State Of Organic Search (SEO) Going Into 2015Danny Denhard
2014 has been a turbulent year in SEO, there have been a record number of changes, the SERP’s have changed in every vertical and the most recent updates have been some of the most discussed updates across social media and forums.
The following article asks six questions to some of the best minds in organic marketing and SEO, the article provides insights into what happened in 2014 and what they predict will happen in 2015 including a number of recommendations for you to consider or implement in the coming months.
The article contains views from agency heads, directors / heads of marketing and search departments and freelance consultants.
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...Danny Denhard
I hand picked a number of content marketing industry minds a number of Content Marketing questions.
The industry minds included range from founders of agencies, freelance consultants, publishers and directors of departments so this ensures the best answers possible to make it as relevant to you as possible.
The questions are aimed to help you develop your content marketing strategy for 2015 and is aimed for any marketer, SEO execs or anyone planning to market in 2015.
Paid Social: This Isn't Your Mother's Social Media AnymoreEarl Hwang
Social Media has always been about engagement, but when you can’t get in front of your audience effectively organically, you’re going to have to dip into your pockets a little.
Social Media Marketing: Getting the Most From Paid SocialSilverTech
With multiple channels and countless ways to target social ads, paid social can become a drain on resources. In this session, we dig beyond the hype to dissect the how, when, and why of successful social ads.
5 steps to executing a successful digital pr campaign - Brighton SEOTom Mansell
The huge value and potential of digital PR is undeniable, yet many brands still shy away from it due to the complexities involved in executing a succesful campaign. In this session, Tom Mansell will outline the five key steps to take to ensure your next digital PR campaign is a success - from bringing together the right teams, to the importance of creativity, to tips on how to outreach.
SearchLove Boston 2019 - Purna Virji - Even Better Together: New Ways for SEO...Distilled
We’ve heard it said many a time that SEO and PPC are better together, but what actions really matter and how should we prioritize our efforts? In this actionable, research-based session, Purna Virji will walk you through strategies and tactics you can apply today to drive revenue and customer satisfaction rates. The best part? These are all highly do-able – we’re not reinventing the wheel, we’re just taking what exists and applying it in more meaningful ways. We’ll even bust some PPC myths along the way!
Hoe spreek jij als recruitment organisatie kandidaten en opdrachtgevers aan? Inderdaad, content is king in het huidige social media tijdperk.
Binnen het recruitment landschap is content marketing momenteel hot topic. Het delen van goede content versterkt relaties met kandidaten en opdrachtgevers en verandert hun beeld van jouw recruitment brand. Een sterke content strategie is essentieel om passief talent te binden aan je recruitment brand.
ROI On Digital And Social Media MarketingSocial Samosa
Google Business Group (GBG) Mumbai had arranged for a unique session to talk about the techniques of measuring ROI on digital and social media marketing. There were three industry experts are presenting interesting cases studies over an interactive session at the event.
Social Media Report for JPAC Company Digital Marketing Campaign (April - Nove...Zendika Sandiaszkara
The final Social Media Report for JPAC Company Digital Marketing Campaign (April - November 2019) including social media marketing, paid ads, and direct sales, by Zendika S.
At Global Red we encourage our clients to ask us 5 questions at the end of each campaign. They work for us, so we thought “Why don’t we share them with everybody?”
TL;DW (Too long; Didn’t watch)
Question 1: How do you set up a media campaign to succeed?
Question 2: How do I know you are being completely transparent as an agency?
Question 3: Why should I care about my ad’s viewability?
Question 4: How can you ensure I am achieving the maximum ROI?
Question 5: How do I even understand all the ad tech available out there?
We wanted to provide you with a brief summary of the webinar with some key takeaways to put into practice right away.
The entire theme was to ask your agency as many questions as possible – start with the five above, if you need more listen to the webinar for a few more tips and tricks. Tim’s first point in the webinar was to get your media data correct from the start by tagging everything and using the best tags available.
He spoke about the importance of aligning your campaign’s KPIs with your business goals. For example, 100% viewability should not be your goal unless your goal is purely to have your ads visible. Your goal should be to prioritise a KPI which delivers a real return. Tim introduced us all to the 4 Simple Steps to Success; tag everything, measure viewability, attribute accurately and optimise regularly.
Tim’s final point was directed at all the agencies out there: Let’s work together to reduce the industry wide transparency issues by making it our mission to educate and empower our clients.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
7. I wasn’t doing a bad job. I had
launched loads of campaigns that
worked, with a lots of press coverage
@FrannGriffin
8. But I couldn’t really tell clients
what being in the newspaper or
magazine meant for their brand
@FrannGriffin
9. Proving ROI on
traditional PR is
almost impossible…
…it’s like telling someone about the
best piece of cake you’ve ever had
without them being able to taste it!@FrannGriffin
12. But there are a lot of metrics..
..A LOT!@FrannGriffin
13. If you’re really
lucky, you’ll have
a client that
understands
digital PR
But 9 times out of 10 you’re probably
fighting an uphill battle in every exchange…@FrannGriffin
14. That time when you had some tier
one media coverage for a client
A better time when the coverage
included a follow link and full
credit to your client
Think about….
@FrannGriffin
15. The time it didn’t though…
No link
Citation only
No brand name
@FrannGriffin
16. GOES ONE OF TWO WAYS WITH A CLIENT
@FrannGriffin
28. MeasuringDigitalPR
We all know that coverage with a no-follow link is
NOT bad.
We also know that citations DO hold weight in SEO.
We need to remember the wider awareness that
coverage can achieve BEYOND SEO.
Points to consider
@FrannGriffin
29.
If you take anything away from what I
babble about for the next 15 minutes, it’s
this:
Good PR isn’t always ideal SEO.
@FrannGriffin
30. Metrics that matter
The purpose of PR
Serving results to a client
My suggested approach to measuring
This talk is going to cover:
@FrannGriffin
31. Note: there is no set, correct
answer to measuring PR.
Just like there is no perfect
cake recipe - each is bespoke
to an individual client’s taste.
@FrannGriffin
32. A fresh outlook on digital PR’s purpose
Confidence to go back to the office ready to
improve your PR reporting
Insights into my own formula for measuring
my clients’ coverage
@FrannGriffin
My promise to you today:
34. PR by definition…
“Public Relations is about reputation - the result of what
you do, what you say and what others say about you.”
- CIPR (Chartered Institute of Public Relations)
Nothing about website
traffic or engagement
Nothing about
SERPs
@FrannGriffin
Nothing about links
35. There are a lot of points I can make here…
@FrannGriffin
36. But there’s one I want to
make clear when we talk
about measurement…
SEO is a technical tactic.
PR is a creative tactic.
@FrannGriffin
37. It’s impossible to measure two tactics
in the same way, with the same KPIs.
@FrannGriffin
38. Digital PR is a phrase coined by the
SEO world where PR helps SEO efforts…
@FrannGriffin
A good PR story
is infinitely more
effective than a
front page ad.
- Richard Branson
39. It might sound basic, but we need to
constantly remind ourselves of the
purpose of PR in this industry.
Otherwise we fall into the trap of
calling ourselves…
@FrannGriffin
41. IT’S TIME TO STOP
CALLING DIGITAL
PRs LINK
BUILDERS !!!
@FrannGriffin
42. Why? Because we do so much more
than just build links!
…therefore there is more to measure
than just the impact of links!
@FrannGriffin
43. PR exists to build a conversation about your brand or client
Successful PR isn’t just a link - so it cant be measured solely on links
What’s tasty cake to a PR isn’t necessarily tasty to a SEO
Good PR isn’t always ideal SEO.
Takeaways from this section:
@FrannGriffin
47. PR is not advertising so can’t be compared
It’s impossible to track how circulation figures
leads to a “maybe” spike in conversions or traffic
It’s literally made up half the time!
@FrannGriffin
AVE or opportunity to see
48. Tier one journalists are not obliged to link out
Citations and implied links carry weight on their
own and Google will still recognise these - N.B
Google announced it is evolving no-follow with two
new link attributes in March 2020 - we might see
no-follow links start to become recognised more!
Dilutes the purpose of PR (general awareness) to
rely solely on links
Links
@FrannGriffin
49. PR isn’t just a quick fix. The most solid and successful
campaigns will be mentioned time and time again.
For maximum impact, digital PRs should be looking at
longevity:
Ways to re-launch around an upcoming key date
Using a campaign reactively to respond to current
news
Repeating a study seasonally or year-on-year
Reporting on campaign lifetime
@FrannGriffin
50. TF, DA and CF
@FrannGriffin
Big tier one media sites sit well on these metrics
naturally
These provide guidelines for key media targets
and focus, but should not restrict or limit outreach
The aim of a good PR campaign is to go viral;
avoid being prescriptive
52. A really good digital PR campaign will get people
talking and searching for you or your client directly.
This is just as valuable and testament to a
campaign as ranking changes or traffic from a link.
Brand searches
@FrannGriffin
53. Naturally, the more noise you make, the more you’ll
be heard
DO record and report on print coverage - even as a
digital PR - as it is still a positive result that counts
Look at syndications and shares too - as these can
all improve SEO efforts
Quantity of coverage
@FrannGriffin
55. Supposedly, a prospective
customer needs to hear
about your brand at least
seven times before they will
engage or take action.
In 2019, with all the digital
advances and different
trusted platforms around, I
would argue that it is more
like seventeen!
Making an impact seven times
@FrannGriffin
Paid ad on Google
Press coverage
Social media
Organic search
Word-of-mouth
Advertising
Email campaigns
56. We need to look at the conversation beyond the coverage -
what engagement, shares and activity has your campaign
generated?
Tip: Buzzsumo is a great tool for tracking keywords and
campaign names
Tip: Brand 24 is a great free tool for monitoring hashtag volumes
Social media engagement
@FrannGriffin
57. Age UK and Cadbury have both done this well with their
recent “Donate Your Words” campaign.
Age UK interacted with a lot of tweets,
adding a “human” element
All press coverage on the story was
shared, boosting reach
@FrannGriffin
58. AVE
Links, particularly if
they are follows
TF, DA or CF
Brand searches
Social media engagement
and online conversation
Quantity of coverage
Takeaways from this section:
@FrannGriffin
Care less about: Care more about:
62. I did the maths and analysed all tier one coverage we’ve achieved in three
different recent campaigns. On average:
68% of the coverage contained a link
31% of the time was it a follow
* Calculate your own averages - these vary by luck, policies, industry or media
sector and campaign seasonality - and give this guidance to clients
beforehand
* This can help you plan around SEO expectations and target other media
tiers
@FrannGriffin
Set link expectations
63. I believe a great piece of digital PR coverage contains the
following nine elements that we can immediately measure:
1. Client name in article headline
2. Client name citation or link within the piece
3. Specific name drop of your campaign name
4. Use of client image / video / creative collateral
5. Social media amplification - it’s being talked about
6. Complete article ownership and SOV (Share of Voice)
7. Length of coverage
8. Key quote or message included from the campaign
9. Good site reach
@FrannGriffin
Ingredients for good coverage
64. A simple tick against each element from the checklist
will give each piece of coverage a score out of nine.
Tip: set expectations and targets for both clients and
team goals by using these as targets before launch.
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Bronze
1 - 3
Silver
4 - 6
Gold
7 - 9
67. Use your own campaign data to set benchmarks
Find a measuring system that works for you and
shows your coverage in the best light
Report these alongside traditional SEO and shared
goals such as: traffic increase to a site or landing
page, ranking improvements and SERP visibility
Takeaways from this section:
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69. SEO impact from
coverage is only half
of the picture or
benefits from digital
PR, so report on more
than SEO metrics.
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70. …don’t be afraid to introduce new
ways to measure and track results.
Reports should be tailored to each
client’s overall marketing objectives…
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71. Digital PR is still changing and evolving. It’s up to
us how we positively report it as the professionals.
Final note: never apologise for not getting a link!
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72. (…and a quick favour to ask!)
Thank you!
@FrannGriffin #BrightonSEO