SlideShare a Scribd company logo
1 of 104
Data-led campaigns
=
More links
Product, service and
category page links (and
how to get them)
Rebecca Moss | JBH The Digital PR Agency
SLIDESHARE.NET/REBECCAMOSS4
@BEXMOSS
If you work in
digital PR you’ll
wear many hats
For some brands you will
build beautiful, shareable content
And for others, you’ll be asked to
achieve specific links to support
specific SEO objectives
But it’s vital that we can prove the
commercial impact
of the links we build
And it’s something we have spent
a lot of time improving.
Let me take
you back in time
about 4 years
ago
The HERO campaign was king
We were creating
any old campaign
and we were happy
with any old link
The landscape has changed
MASSIVELY
Brands are loading
on the pressure for
more niche and
relevant links to
their key pages
If your job revolves around
building links, then you’re
probably sat here
thinking…
a link is a link, right?
Not really.
Not anymore.
Nine in every ten enquiries we get at
JBH are from SEO managers looking
for help with their link acquisition
And around 70% of those
enquiries feature a request for
links to their priority pages
So we needed to
figure out how to
do it!
I realised that we
were so wrapped up
in KPI’s and
arbitrary link
metrics…
We were forgetting
about the bigger impact
of the activity
SEO Managers do not care
about your homepage link*
*that much
They care more about the
relevance of that link
And crucially where it
points to on their site
We’re catering to
a more
demanding
customer
It makes
commercial sense
Building links to
product / category / service
pages is hard!
But it is the best way to show the
direct commercial impact
of digital PR
I believe that’s where
we were going wrong
We were so caught up
celebrating individual
link wins
Rather than
celebrating
overall
performance
Almost every brand has a
deep linking strategy
bubbling with everything else
We worry less about the
quantity of links
we’re delivering
We care more about the
commercial impact
of those links
We’re not out here building
hundreds of links
to these pages
We’ve seen results
with as few as five
powerful links
pointing to a well
optimised page
We have a
templated framework
to follow
And I believe it balances
logic with creativity
We’ve been following this framework
since the start of 2021 for a brand in
the healthcare sector
Initially, we were
so excited for our large-
scale campaigns
Those campaigns delivered
a huge number of links
But they were
not the right
kind of links
Alone, this activity
wasn’t going to have
the desired impact
We diagnosed
THREE
different problems
Some of the linked coverage
wasn’t that topically relevant
Some links were not on
publications the target audience
were likely to be reading
They didn’t point to pages
they wanted to rank
It wasn’t a complete fail,
we’d hit the promised link KPI
after all.
This reminded
us
that whilst a
numbered link
KPI keeps us
accountable
A numbered link KPI
doesn’t tell us the
best way to deliver
it
We knew we
could do better
We ended up
binning the
original strategy
Invested time developing a
commercially led
digital PR campaign strategy
NO IDEA
if this would work
Could we transfer what we’d learned
delivering large-scale campaigns
to this new approach?
We already knew how to:
Build a media list
Write a pitch email
Come up with ideas
All we really had to change
was our mindset
Instead of thinking ‘link first’
we started thinking ‘audience first’
● Over half (56%) of all the
links built pointed at a
priority page
● 500% increase in organic
traffic to their priority
pages
● Resulted in 167% more
first page keyword
rankings
< 20 links
Topics:
○ Side effects of
cocaine withdrawal
○ Cocaine use stats
● Traffic to the page has
increased 154%
● Keywords on the first page
increased by 136%
Cocaine Addiction
Page
< 30 links
Topics:
○ Side effects of
alcohol addiction
○ Spotting functioning
alcoholic
● Traffic to the page has
increased 2404%
● From 3 page one positions
in May ‘21 to 161 in January
‘22
Alcohol Addiction Page
Those results were not a
happy accident
We developed a
three-part framework
for the team to use
We end up with a
database of information
to refer back to time & time again
Framework Part 1
Discovery
We start by going on a mission
to understand 5 different things about
the business
1. The Sector and Competing Sites
2. Commercial priorities of
the business
3. The website itself
4. Priority landing pages
and keywords
5. What the brand is able
to talk about
Make sure you
listen and interpret
This might seem and feel like
admin overkill
But by increasing the amount of
time you spend on discovery
You’ll have a much
deeper understanding
of business goals
It will give you
more accountability
over your output
Creative ideas
will be aligned with
commercial objectives
Journalists will have a genuine
reason
to link to your priority page
Expert comment
published in the health
section of Healthline
Mentions a
priority keyword
Framework Part 2
Gathering
Get immersed in
important topics
surrounding the brand
Make note
of which
journalists &
publications
pop up
Snoop on the
competition
What are they publishing?
Are their stories getting covered?
Is their approach working?
You’ll naturally come
up with topically
relevant content
ideas that journalists
will love
And you’ll end up with a
database of ideas that are
RIGHT for your brand
Framework Part 3
Delivery
Here’s where
logic & creativity
collide
We take what we learned when
pitching larger campaigns
and apply those skills
We realised the only difference
is in the set up
Expert or
data
Trend + =
A tried and tested formula
Priority
page link
Alcohol
dependency
expert
Mindful
Drinking
Trend
+ = Alcohol
addiction page
Our agency hit rate
with this technique
For the healthcare brand
it’s 56%
Out of 214 links built -
56% go to one of their priority pages
And pitch calendars that
look like this…
Download the Deep
Linking Template
jbh.uk/bseo22
Key Takeaways!
1.Earn links from the most
relevant publications to the most
relevant landing pages
2. Work WITH your clients,
rather than FOR your clients
3. Create content that makes
sense for the brand and
also to the reader
4. Prove the commercial
impact of your work
THANKS FOR LISTENING!
For more digital PR tips & tricks follow me:
@bexmoss
Download the template here: JBH.uk/bseo22

More Related Content

What's hot

Diginius - DuckDuckGo, Privacy and the Future of Search
Diginius - DuckDuckGo, Privacy and the Future of Search Diginius - DuckDuckGo, Privacy and the Future of Search
Diginius - DuckDuckGo, Privacy and the Future of Search NateBurke1
 
Hreflang tags: everything you need to know to start implementing them
Hreflang tags: everything you need to know to start implementing themHreflang tags: everything you need to know to start implementing them
Hreflang tags: everything you need to know to start implementing themSara Moccand-Sayegh
 
SEO at Scale - BrightonSEO April 2022
SEO at Scale - BrightonSEO April 2022SEO at Scale - BrightonSEO April 2022
SEO at Scale - BrightonSEO April 2022Nitin Manchanda
 
How to go viral on a budget using Digital PR.pptx
How to go viral on a budget using Digital PR.pptxHow to go viral on a budget using Digital PR.pptx
How to go viral on a budget using Digital PR.pptxAlexHickson3
 
Veronika bSEO-Googles-MUM-Speaker-Slides.pptx
Veronika bSEO-Googles-MUM-Speaker-Slides.pptxVeronika bSEO-Googles-MUM-Speaker-Slides.pptx
Veronika bSEO-Googles-MUM-Speaker-Slides.pptxVeronika Höller
 
Improving Crawling and Indexing using Real-Time Log File Insights
Improving Crawling and Indexing using Real-Time Log File InsightsImproving Crawling and Indexing using Real-Time Log File Insights
Improving Crawling and Indexing using Real-Time Log File InsightsSteven van Vessum
 
Brighton SEO April 2022 - Automate the technical SEO stuff
Brighton SEO April 2022 - Automate the technical SEO stuffBrighton SEO April 2022 - Automate the technical SEO stuff
Brighton SEO April 2022 - Automate the technical SEO stuffMichael Van Den Reym
 
How SEO changes, as we say bye bye to cookies
How SEO changes, as we say bye bye to cookiesHow SEO changes, as we say bye bye to cookies
How SEO changes, as we say bye bye to cookiesAccuraCast
 
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance FrameworkGoodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance FrameworkAleyda Solís
 
The Hidden Gems of Low search volume
The Hidden Gems of Low search volumeThe Hidden Gems of Low search volume
The Hidden Gems of Low search volumeLiraz Postan
 
How To EAT Links.pptx
How To EAT Links.pptxHow To EAT Links.pptx
How To EAT Links.pptxDixon Jones
 
Why Scaling (Great) Content Is So Bloody Hard
Why Scaling (Great) Content Is So Bloody HardWhy Scaling (Great) Content Is So Bloody Hard
Why Scaling (Great) Content Is So Bloody HardJoshuaHardwickAhrefs
 
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
 
Crawl Budget: Everything you Need to Know
Crawl Budget: Everything you Need to KnowCrawl Budget: Everything you Need to Know
Crawl Budget: Everything you Need to KnowSallyR7
 
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO  Apri...HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO  Apri...
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...Jessica Maloney
 
Beth Barnham Schema Auditing BrightonSEO Slides.pptx
Beth Barnham Schema Auditing BrightonSEO Slides.pptxBeth Barnham Schema Auditing BrightonSEO Slides.pptx
Beth Barnham Schema Auditing BrightonSEO Slides.pptxBethBarnham1
 
Freddy Krueger's Guide to Scary Good Reporting
Freddy Krueger's Guide to Scary Good ReportingFreddy Krueger's Guide to Scary Good Reporting
Freddy Krueger's Guide to Scary Good ReportingGreg Gifford
 
Kleecks - AI-Martech as a game changer-DEF.pdf
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks - AI-Martech as a game changer-DEF.pdf
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
 
Extreme Makeover: Site Architecture Edition
Extreme Makeover: Site Architecture EditionExtreme Makeover: Site Architecture Edition
Extreme Makeover: Site Architecture EditionKavi Kardos
 

What's hot (20)

Diginius - DuckDuckGo, Privacy and the Future of Search
Diginius - DuckDuckGo, Privacy and the Future of Search Diginius - DuckDuckGo, Privacy and the Future of Search
Diginius - DuckDuckGo, Privacy and the Future of Search
 
Hreflang tags: everything you need to know to start implementing them
Hreflang tags: everything you need to know to start implementing themHreflang tags: everything you need to know to start implementing them
Hreflang tags: everything you need to know to start implementing them
 
SEO at Scale - BrightonSEO April 2022
SEO at Scale - BrightonSEO April 2022SEO at Scale - BrightonSEO April 2022
SEO at Scale - BrightonSEO April 2022
 
How to go viral on a budget using Digital PR.pptx
How to go viral on a budget using Digital PR.pptxHow to go viral on a budget using Digital PR.pptx
How to go viral on a budget using Digital PR.pptx
 
Veronika bSEO-Googles-MUM-Speaker-Slides.pptx
Veronika bSEO-Googles-MUM-Speaker-Slides.pptxVeronika bSEO-Googles-MUM-Speaker-Slides.pptx
Veronika bSEO-Googles-MUM-Speaker-Slides.pptx
 
Improving Crawling and Indexing using Real-Time Log File Insights
Improving Crawling and Indexing using Real-Time Log File InsightsImproving Crawling and Indexing using Real-Time Log File Insights
Improving Crawling and Indexing using Real-Time Log File Insights
 
Brighton SEO April 2022 - Automate the technical SEO stuff
Brighton SEO April 2022 - Automate the technical SEO stuffBrighton SEO April 2022 - Automate the technical SEO stuff
Brighton SEO April 2022 - Automate the technical SEO stuff
 
How SEO changes, as we say bye bye to cookies
How SEO changes, as we say bye bye to cookiesHow SEO changes, as we say bye bye to cookies
How SEO changes, as we say bye bye to cookies
 
Don't be a cannibal
Don't be a cannibalDon't be a cannibal
Don't be a cannibal
 
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance FrameworkGoodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
 
The Hidden Gems of Low search volume
The Hidden Gems of Low search volumeThe Hidden Gems of Low search volume
The Hidden Gems of Low search volume
 
How To EAT Links.pptx
How To EAT Links.pptxHow To EAT Links.pptx
How To EAT Links.pptx
 
Why Scaling (Great) Content Is So Bloody Hard
Why Scaling (Great) Content Is So Bloody HardWhy Scaling (Great) Content Is So Bloody Hard
Why Scaling (Great) Content Is So Bloody Hard
 
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...
 
Crawl Budget: Everything you Need to Know
Crawl Budget: Everything you Need to KnowCrawl Budget: Everything you Need to Know
Crawl Budget: Everything you Need to Know
 
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO  Apri...HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO  Apri...
HELP! I've Been Hit By An Algorithm Update - Jess Maloney - BrightonSEO Apri...
 
Beth Barnham Schema Auditing BrightonSEO Slides.pptx
Beth Barnham Schema Auditing BrightonSEO Slides.pptxBeth Barnham Schema Auditing BrightonSEO Slides.pptx
Beth Barnham Schema Auditing BrightonSEO Slides.pptx
 
Freddy Krueger's Guide to Scary Good Reporting
Freddy Krueger's Guide to Scary Good ReportingFreddy Krueger's Guide to Scary Good Reporting
Freddy Krueger's Guide to Scary Good Reporting
 
Kleecks - AI-Martech as a game changer-DEF.pdf
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks - AI-Martech as a game changer-DEF.pdf
Kleecks - AI-Martech as a game changer-DEF.pdf
 
Extreme Makeover: Site Architecture Edition
Extreme Makeover: Site Architecture EditionExtreme Makeover: Site Architecture Edition
Extreme Makeover: Site Architecture Edition
 

Similar to Product, service and category page links (and how to get them) - Rebecca Moss - BrightonSEO - April 2022

Understanding off page seo
Understanding off page seoUnderstanding off page seo
Understanding off page seoStudio 10 Design
 
The 5th wave_social_media_onslaught
The 5th wave_social_media_onslaughtThe 5th wave_social_media_onslaught
The 5th wave_social_media_onslaughtFlora Runyenje
 
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...Danny Denhard
 
Boost web traffic without seo
Boost web traffic without seo Boost web traffic without seo
Boost web traffic without seo JulieHannah2
 
10 Top Link-Building Tools 
10 Top Link-Building Tools 10 Top Link-Building Tools 
10 Top Link-Building Tools PaulDonahue16
 
A Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing ManagersA Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
 
A Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing ManagersA Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
 
LinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersLinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersBenny Gould
 
Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Radek Kotlarek
 
LinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersLinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersFlutterbyBarb
 
Linked incompanypagesplaybook
Linked incompanypagesplaybookLinked incompanypagesplaybook
Linked incompanypagesplaybookRada Ivanov
 
Questions your PR team should be asking your paid team
Questions your PR team should be asking your paid teamQuestions your PR team should be asking your paid team
Questions your PR team should be asking your paid teamDavid White
 
Damas - Advertising Super Forum
Damas  - Advertising Super ForumDamas  - Advertising Super Forum
Damas - Advertising Super ForumBOLO Conference
 
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...Financial Poise
 
201508 answersguide
201508 answersguide201508 answersguide
201508 answersguidecentral.zone
 
Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers
Modern SEO Techniques Part 1:New SEO Methods for Medical Device MarketersModern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers
Modern SEO Techniques Part 1:New SEO Methods for Medical Device MarketersGrey Matter Marketing
 
SEO from Nimble Media
SEO from Nimble MediaSEO from Nimble Media
SEO from Nimble MediaNimble Media
 

Similar to Product, service and category page links (and how to get them) - Rebecca Moss - BrightonSEO - April 2022 (20)

Understanding off page seo
Understanding off page seoUnderstanding off page seo
Understanding off page seo
 
The 5th wave_social_media_onslaught
The 5th wave_social_media_onslaughtThe 5th wave_social_media_onslaught
The 5th wave_social_media_onslaught
 
What is digital PR?
What is digital PR?What is digital PR?
What is digital PR?
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101
 
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...
 
Boost web traffic without seo
Boost web traffic without seo Boost web traffic without seo
Boost web traffic without seo
 
10 Top Link-Building Tools 
10 Top Link-Building Tools 10 Top Link-Building Tools 
10 Top Link-Building Tools 
 
A Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing ManagersA Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing Managers
 
A Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing ManagersA Social Media and Content Marketing Guide for B2B Marketing Managers
A Social Media and Content Marketing Guide for B2B Marketing Managers
 
LinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersLinkedIn Company Pages and Followers
LinkedIn Company Pages and Followers
 
Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Organic SEO Strategies by Web3
Organic SEO Strategies by Web3
 
LinkedIn Company Pages and Followers
LinkedIn Company Pages and FollowersLinkedIn Company Pages and Followers
LinkedIn Company Pages and Followers
 
Linked in company pages 5 steps
Linked in company pages 5 stepsLinked in company pages 5 steps
Linked in company pages 5 steps
 
Linked incompanypagesplaybook
Linked incompanypagesplaybookLinked incompanypagesplaybook
Linked incompanypagesplaybook
 
Questions your PR team should be asking your paid team
Questions your PR team should be asking your paid teamQuestions your PR team should be asking your paid team
Questions your PR team should be asking your paid team
 
Damas - Advertising Super Forum
Damas  - Advertising Super ForumDamas  - Advertising Super Forum
Damas - Advertising Super Forum
 
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...
 
201508 answersguide
201508 answersguide201508 answersguide
201508 answersguide
 
Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers
Modern SEO Techniques Part 1:New SEO Methods for Medical Device MarketersModern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers
Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers
 
SEO from Nimble Media
SEO from Nimble MediaSEO from Nimble Media
SEO from Nimble Media
 

Recently uploaded

Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelistacrevangelista
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfgopzzzin
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plandrkarimsaber
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketingpshirsat
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing StrategyBlue Atlas Marketing
 
How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)Blessings Ngalande
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessElizabeth Moore
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 

Recently uploaded (20)

Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelista
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdf
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plan
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing8 distribution in rural mkts.ppt Rural Marketing
8 distribution in rural mkts.ppt Rural Marketing
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy
 
How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for Success
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 

Product, service and category page links (and how to get them) - Rebecca Moss - BrightonSEO - April 2022

Editor's Notes

  1. All singing, all dancing, loads of resource, loads of time, high risk campaigns The holy grail was a link on the Sun or any red top
  2. To be honest, I was just buzzin’ that I was getting links and not having to pay for them ;-)
  3. and who can blame them
  4. and who can blame them
  5. and who can blame them
  6. and who can blame them
  7. Yes its great for brand awareness and it’s great for traditional PR metrics, but we’re at an SEO conference right? I’m gonna give the crowd what they want!
  8. Yes its great for brand awareness and it’s great for traditional PR metrics, but we’re at an SEO conference right? I’m gonna give the crowd what they want!
  9. and who can blame them really when Google is placing increasing amounts of emphasis on relevance and sentiment to rank pages.
  10. Whatever those might be
  11. we can follow for any brand in any niche
  12. we can follow for any brand in any niche
  13. we invested so much time and budget into them
  14. and coming up with ideas that felt intrinsically right for the brand
  15. Conversions / Sales / Enquiries - whatever that might look like
  16. Is there enough content on those pages / meta titles/descriptions / any weird redirects
  17. this is all well and good
  18. Especially important if you don’t know much about it - we work with a hearing aid brand and it’s not something i nautually know much about
  19. and also right for those people who are two steps down the line reading about your clients brand on a 3rd party site
  20. And here’s a little snippet of how we do it
  21. There’s a BIG difference