James spoke at WordCamp Europe 2020, running a session full of practical insights to help you to build better links using PR tactics...

1. How to use PR tactics to.
build better links..
James Brockbank - @BrockbankJames
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2. #WCEU

3. You need to be building
better links than your
competitors.
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4. If you’re chasing the same
links as everyone else,
how can you expect to
win?
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5. Your competitors are most
likely building links with...
Guest
Blogging.
Paid
Placements.
Resource
Links.
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6. Your competitors can
easily copy these tactics...
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7. And paid links violate
Google’s Webmaster
Guidelines.
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9. The authority of these type
of links is often low.
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10. Google’s been telling us how to
build great links for years:
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11. Google’s been telling us how to
build great links for years:
“The best way to get other sites to create high-quality, relevant links to yours is to
create unique, relevant content that can naturally gain popularity in the Internet
community.
Creating good content pays off: Links are usually editorial votes given by choice,
and the more useful content you have, the greater the chances someone else will
find that content valuable to their readers and link to it.”
- Google's Quality Guidelines > Link Schemes
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12. I regularly earn links and
coverage from sites like these:
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13. With headlines such as:
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14. The right links can supercharge
organic growth.
campaign launches
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15. You don’t need to write
guest posts, pay bloggers
or use private blog
networks to build links.
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16. Create & promote
contagiously creative
content which gets people
talking.
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17. Data-driven assets + PR
tactics
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18. Links earned from 229
unique domains

19. Links earned from 85
unique domains

20. Links earned from 431
unique domains

21. Links earned from 106
unique domains

22. Links earned from 672
unique domains

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26. Authority links earned
from the world’s biggest
publications.
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27. These tactics deliver more than
just links.
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28. These tactics deliver more than
just links.
Brand
awareness.
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29. These tactics deliver more than
just links.
Brand
awareness.
Social
engagement.
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30. These tactics deliver more than
just links.
Brand
awareness.
Referral
traffic.
Social
engagement.
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31. These tactics deliver more than
just links.
Brand
awareness.
Referral
traffic.
Social
engagement.
Authority
building.
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32. These tactics deliver more than
just links.
Brand
awareness.
Trust.
Referral
traffic.
Social
engagement.
Authority
building.
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33. E.A.T.
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34. Great links increase a
site’s authority which leads
to higher rankings.
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35. Better rankings usually
mean more $$$.
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36. Ready to learn to build better
links than your competitors?
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37. It takes 3 things to make a
great campaign.
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38. A newsworthy hook.
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39. A newsworthy hook. Solid
data.
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40. A newsworthy hook. Solid
data. A linkworthy asset.
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41. Here’s how to find your
newsworthy hook.
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42. The hook is what catches
the attention of both
journalists and their
readers.
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43. Journalists receive
hundreds of pitches from
PRs every single day.
@BrockbankJames
It all starts
with a great
idea.
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44. You need to find a topic
your audience cares about.
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45. Start by asking questions...
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46. 1. What topics relate to your
business?
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47. 2. What questions are
people asking?
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48. 3. What are your 5 dream
publications & what do they
regularly write about?
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49. 4. Do you have any unique
customer data available?
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50. 5. What are your competitors &
similar brands doing?
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51. Build out a list of seed
ideas and concepts.
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52. The best campaigns aren’t
promotional yet still
position you as an industry
expert.
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53. Where to find solid
data sources.
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54. Data gives credibility to
stories.
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55. It helps to create a
talking point.
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56. But data sources need to
be trustworthy.
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57. 1. Surveys.
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58. 2. Own data.
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59. 3. Social data.
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60. 4. Google trends.
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61. 5. Government data.
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62. 6. 3rd party data sets.
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63. Top Tip: If you’ve not got
permission to use a data
set; ask!
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64. Refining your ideas into
killer concepts.
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65. Use a simple validation
process...
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66. 1. What are the standout
headlines?
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67. 2. Has it been done before?
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68. 3. Why would anyone care?
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69. 4. Are there enough journalists
covering the topic?
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70. 5. Could a journalist do this
themselves?
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71. Launching your
linkable asset.
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72. Journalists cover stories,
not formats.
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73. Choose the right format to
tell the story.
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74. But a press release isn’t a
campaign format.
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75. 1. Interactive assets.
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76. 2. Static visuals.
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77. 3. Blog posts.
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78. Your asset must add
editorial value.
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79. What is editorial value?
“I’m normally happy to link to a page containing ‘extra value’.
“Not to a general brand homepage.
“Our readers sometimes think they’re being duped into reading
an advertorial in disguise. And links strengthen their suspicion.”
- Ted Thornhill, Daily Mail
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80. Editorial value is adding
something extra to a
user’s experience when
consuming content.
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81. Journalists receive
hundreds of pitches from
PRs every single day.
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82. How will your campaign stand
out?
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83. Once you’ve launched, it’s
time to pitch to the
media...
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89. Keep pitch emails simple &
story-focussed.
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92. But what does digital PR
success really look like?
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95. Thank You!james@digitaloft.co.uk
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