SlideShare a Scribd company logo
How to Develop Natural SEO
through PR
October 2013 – DAVID NAYLOR
Let’s Roll Back
Google started directly targeting :
- Thin & duplicate content pages
- High ad to content ratio
- Content farms
- Over optimised link profiles
- Poor quality, unnatural links
Affiliates were hit the hardest
February 23rd 2011
iGaming Barcelona 2013 - How to use PR for Natural SEO
iGaming Barcelona 2013 - How to use PR for Natural SEO
This Year so Far
 Been a year of clean ups, reinclusions, recoveries and rebuilds
 A year of unnatural link warnings, WMT’s messages, manual
penalties and disavow files
 Huge amount of sites still penalised and struggling
 More and more needing a full clean up and strip back
 Some have been left untouched – next on the radar
2013
 Unnatural link warnings released mid May followed by Manual
partial penalties – can do clean up & reinclusion requests
 Big Penguin hits – 23/5/13 – Algorithmic - can’t do reinclusion
May 2013 drops – 2 types
Icelolly.com
 If you have been hit – clean up, cut deep, rebuild profile
 If you haven’t been hit – clean up, cut deep, rebuild profile
 Look at Anchor text, link position, type of site
What to do first
It’s expected that the next
Penguin will be harsher
 Extending User privacy data – 100%
“not provided” in Google Analytics
Ongoing updates
 New Hummingbird algorithm
to “return better results”
pushing hard for original,
high-quality content
How to Develop Natural SEO through PR
 PR is one part of the overall SEO campaign
 It doesn’t replace good onpage infrastructure, good
content, relevancy for Google, relevancy for users, good
linkage
 It is the fastest way to build a brand and become a brand
 PR skills should be adopted
Part of our SEO Toolkit
 Google+
 Google Local
 PPC
 Trust Signals
Are you ticking all the boxes for Google?
Creating a Brand - SEO
 Demonstrating thought leadership (white papers)
 Regular and consistent media engagement
 Demonstrating innovation and “first to market”
 Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Need a joined up approach
Creating a Brand - PR
Why create a Brand?
"Brands are the solution, not the problem," Mr. Schmidt said.
"Brands are how you sort out the cesspool.“
What Does it Take?
iGaming Barcelona 2013 - How to use PR for Natural SEO
 Mutual respect
 Play to our strengths
 Coordination between teams
 High levels of communication
 Sharing of information
How we work together…
Content isn’t pushed out without advice from either party.
iGaming Barcelona 2013 - How to use PR for Natural SEO
 Interesting?
 Controversial?
 Thought provoking?
So what does it take? Is it…
 Engaging?
 Thorough?
 Data driven?
Its all about the angle, but how can you
get proper coverage in the press?
You Can’t Make This Stuff Up!
* We think they might have made it up
 Content Marketing has been around forever! Its
just another buzzword
 Difference between PR done right for branding
and SEO
Content Marketing = Bullshit!
PR for SEO
 Most important thing – a good angle will get pick up
 Roladex PR is dead – media is
powered by freelance journalists
 A good angle won’t be ignored if
journo have never met you before
It’s all About the Angle
 Only 2 paid for wires that we see benefit from
DW Publishing
Realwire
 Press Association & Associated Press can save you legwork
 Ring-arounds are still very important to follow up the
release and the best way to get coverage
News Wires
 Forge new relationships with journalists via social media
 Twitter is a great platform for finding potential opportunities
#journorequest #prrequest
 Act fast – Less than 20 minutes to respond to a journo
request
The Power of Social
 Strategic direction for the releases
 End goal is increased traffic, increased ranking or direct traffic
 Titles of releases important, resyndication on-page
 Link-claim ring around
 Creating linkage or a buzz to the coverage
SEO through PR
iGaming Barcelona 2013 - How to use PR for Natural SEO
 Don’t need to be expensive, just well planned
 Massive boost, coverage and social buzz if it goes “viral”
 Remember “viral” is rare, due to the volume out there
 Over optimised releases are dead
 Brands need to get back to writing releases with
journalists in mind, not search engines
Next level PR - Stunts
 We use PR pushes as part of our SEO Toolkit
 Before you even venture into PR, get cleaned up first
 Success from PR comes primarily from the angle
 The Roladex is dead, build your own connections with
freelance journalists
Recap
Thanks for listening
Any Questions?
@davenaylor
bronco.co.uk

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iGaming Barcelona 2013 - How to use PR for Natural SEO

  • 1. How to Develop Natural SEO through PR October 2013 – DAVID NAYLOR
  • 3. Google started directly targeting : - Thin & duplicate content pages - High ad to content ratio - Content farms - Over optimised link profiles - Poor quality, unnatural links Affiliates were hit the hardest February 23rd 2011
  • 7.  Been a year of clean ups, reinclusions, recoveries and rebuilds  A year of unnatural link warnings, WMT’s messages, manual penalties and disavow files  Huge amount of sites still penalised and struggling  More and more needing a full clean up and strip back  Some have been left untouched – next on the radar 2013
  • 8.  Unnatural link warnings released mid May followed by Manual partial penalties – can do clean up & reinclusion requests  Big Penguin hits – 23/5/13 – Algorithmic - can’t do reinclusion May 2013 drops – 2 types Icelolly.com
  • 9.  If you have been hit – clean up, cut deep, rebuild profile  If you haven’t been hit – clean up, cut deep, rebuild profile  Look at Anchor text, link position, type of site What to do first It’s expected that the next Penguin will be harsher
  • 10.  Extending User privacy data – 100% “not provided” in Google Analytics Ongoing updates  New Hummingbird algorithm to “return better results” pushing hard for original, high-quality content
  • 11. How to Develop Natural SEO through PR
  • 12.  PR is one part of the overall SEO campaign  It doesn’t replace good onpage infrastructure, good content, relevancy for Google, relevancy for users, good linkage  It is the fastest way to build a brand and become a brand  PR skills should be adopted Part of our SEO Toolkit
  • 13.  Google+  Google Local  PPC  Trust Signals Are you ticking all the boxes for Google? Creating a Brand - SEO
  • 14.  Demonstrating thought leadership (white papers)  Regular and consistent media engagement  Demonstrating innovation and “first to market”  Reacting to industry milestones and movements Are you distinct and recognisable within your sector? Need a joined up approach Creating a Brand - PR
  • 15. Why create a Brand? "Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“
  • 16. What Does it Take?
  • 18.  Mutual respect  Play to our strengths  Coordination between teams  High levels of communication  Sharing of information How we work together… Content isn’t pushed out without advice from either party.
  • 20.  Interesting?  Controversial?  Thought provoking? So what does it take? Is it…  Engaging?  Thorough?  Data driven? Its all about the angle, but how can you get proper coverage in the press?
  • 21. You Can’t Make This Stuff Up! * We think they might have made it up
  • 22.  Content Marketing has been around forever! Its just another buzzword  Difference between PR done right for branding and SEO Content Marketing = Bullshit!
  • 24.  Most important thing – a good angle will get pick up  Roladex PR is dead – media is powered by freelance journalists  A good angle won’t be ignored if journo have never met you before It’s all About the Angle
  • 25.  Only 2 paid for wires that we see benefit from DW Publishing Realwire  Press Association & Associated Press can save you legwork  Ring-arounds are still very important to follow up the release and the best way to get coverage News Wires
  • 26.  Forge new relationships with journalists via social media  Twitter is a great platform for finding potential opportunities #journorequest #prrequest  Act fast – Less than 20 minutes to respond to a journo request The Power of Social
  • 27.  Strategic direction for the releases  End goal is increased traffic, increased ranking or direct traffic  Titles of releases important, resyndication on-page  Link-claim ring around  Creating linkage or a buzz to the coverage SEO through PR
  • 29.  Don’t need to be expensive, just well planned  Massive boost, coverage and social buzz if it goes “viral”  Remember “viral” is rare, due to the volume out there  Over optimised releases are dead  Brands need to get back to writing releases with journalists in mind, not search engines Next level PR - Stunts
  • 30.  We use PR pushes as part of our SEO Toolkit  Before you even venture into PR, get cleaned up first  Success from PR comes primarily from the angle  The Roladex is dead, build your own connections with freelance journalists Recap
  • 31. Thanks for listening Any Questions? @davenaylor bronco.co.uk