A look at the various ways that PR can be used for a natural SEO campaign

1. How to Develop Natural SEO
through PR
October 2013 – DAVID NAYLOR

2. Let’s Roll Back

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

6. This Year so Far

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!

23. PR for SEO

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