How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO
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Link building can improve our SEO performance, but digital PR is about so much more than links - here's a look at what business results we can achieve by combining our digital marketing channels.
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How to get your search, brand, PR and social efforts to work together - Stephen Kenwright #BrightonSEO
- 1. How to get your search, brand, PR and social efforts to work together Stephen Kenwright | Rise at Seven slideshare.net/riseatseven @stekenwright
- 4. @stekenwright #BrightonSEO ● Social media ● Influencers ● TV ● PR ● SEO ● PPC ● Content ● UX Drivers Facilitators
- 5. @stekenwright #BrightonSEO Brands spend more on search than TV AA / WARC expenditure reports 201321 £ millions)
- 6. @stekenwright #BrightonSEO ...but TV builds entities + drives rankings Historic evanshalshaw.com ranking for “we buy any car” SISTRIX
- 7. 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/ @stekenwright #BrightonSEO
- 9. @stekenwright #BrightonSEO Ranking for someone else’s brand keyword that gets 673k searches/month
- 10. @stekenwright #BrightonSEO TV spend cut 👇
- 11. @stekenwright #BrightonSEO Brand search volume correlates with rankings better than links Tom Capper moz.com/blog/rankings-correlation-study-domain-authority-vs-branded-search-volume
- 12. @stekenwright #BrightonSEO Ad agencies already know (and use) this contagious.com/news-and-views/share-of-search-the-new-most-important-metric-for-brands-google
- 15. @stekenwright #BrightonSEO Link building doesn’t build brands on its own.
- 16. @stekenwright #BrightonSEO I’m going to show you how we can do both PPC INFLUENCERS CRM DISPLAY TV PRINT SOCIAL MEDIA CONTENT PR SEO
- 17. @stekenwright #BrightonSEO Here’s how MISSGUIDED became the go-to brand for dog jumpers...
- 18. @stekenwright #BrightonSEO 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)
- 19. 367% Increase in brand impression We saw positive effects on the brand YouGov Brand Index @stekenwright #BrightonSEO
- 20. Even countering negative sentiment YouGov Brand Index @stekenwright #BrightonSEO
- 21. We started to rank 1st for “dog jumpers” 3,300 searches/month @stekenwright #BrightonSEO
- 22. FIRST position for dog jumpers 38 related keywords started ranking @stekenwright #BrightonSEO
- 23. Google searches for “dog jumpers” increased 50% YOY @stekenwright #BrightonSEO
- 24. 77 Links 82,737 Organic visits 1.1m Impressions This is what happened @stekenwright #BrightonSEO
- 25. @stekenwright #BrightonSEO Influencers are actually pretty good at influencing search volumes
- 26. @stekenwright #BrightonSEO TikTok is creating huge demand for products through influencer campaigns
- 27. @stekenwright #BrightonSEO We noticed that when something went viral on TikTok,related searches increased on Google
- 28. @stekenwright #BrightonSEO When Zara’s puffer gilet was trending on TikTok this is what happened to searches for the style...
- 29. @stekenwright #BrightonSEO We wanted to reverse engineer this...Rather than wait for a trend to start,LET’S CREATE ONE FOR PLT.
- 30. @stekenwright #BrightonSEO 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
- 31. 841% Searches went up 19 Links 4.29m People reached This is what happened @stekenwright #BrightonSEO
- 32. @stekenwright #BrightonSEO Everyone started wearing the style
- 34. 46,927 Traffic to product 10m+ TikTok views 187% Traffic to category This is what happened @stekenwright #BrightonSEO
- 36. @stekenwright
- 37. The original Christmas Tinner campaign went viral in 2013 but had no SEO value for GAME @stekenwright #BrightonSEO
- 38. So they asked us to make their most famous campaign go viral AGAIN but this time make it perform in search @stekenwright #BrightonSEO
- 39. For it to be new we needed a new angle… @stekenwright #BrightonSEO
- 40. So we created vegetarian and vegan versions of the Tinner @stekenwright #BrightonSEO
- 41. 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 #BrightonSEO
- 42. @stekenwright We placed internal links on the page 333k Social shares of the URL 85k campaign page visits
- 43. 35% organic search 23% social 19% direct 400 ranking keywords @stekenwright #BrightonSEO ...which made the target page FLY 21k hits from organic
- 44. People (and Google) liked GAME in peak YouGov Brand Index @stekenwright #BrightonSEO
- 45. Brand growth and traffic growth through linking look similar @stekenwright #BrightonSEO
- 46. @stekenwright #BrightonSEO Every channel is an opportunity to drive search performance PPC INFLUENCERS CRM DISPLAY TV PRINT SOCIAL MEDIA CONTENT PR SEO
- 48. SEOs must become brand managers @stekenwright #BrightonSEO
- 49. @stekenwright #BrightonSEO 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
- 50. THANK YOU @stekenwright Stephen Kenwright LinkedIn kenwright@riseatseven.com