Figaro Digital Marketing Conference: SEO is the New PR - Stephen Kenwright

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PR and search are converging. SEO agencies are getting placements PR would be proud of. It’s vital now for brands to understand how they can amplify what they’re doing. Stephen will discuss the obvious search benefits that come from PR, explore the less obvious PR benefits SEO agencies can offer, and deliver a recipe for acquiring links in 2015 and beyond.

@stekenwright | #FigDigConf, 27 November 2014

Traditionally
Awareness
Consideration
Conversion
Loyalty

Problem #1:
This was nevergoing to drive awareness

Problem #2:
Our link building tactics didn’t help consumers

Now
Awareness
Consideration
Conversion
Loyalty
Google

Traffic Share –Breakdown Cover
No. of keywords
Max Potential Traffic (monthly)
86
31,950
22%
65%
59%
28%
21%
13%
12%
8%
6%
4%
0%
10%
20%
30%
40%
50%
60%
70%
-
5,000
10,000
15,000
20,000
25,000
Traffic Est
Traffic Share

Google wants you to stop sending…
Stuff for bloggers

Google wants you to stop buying…
Advertorials

Problem:
Native advertising looks a lotlike advertorials

Google wants you to stop syndicating…
Press releases

Problem #1:
Links from press releases willget you penalised

Problem #2:
Nobody hangs around on PR Newswire anymore

If it’s worth syndicating someone will do it for you

People tell their own stories
…make it easy

Promotion
PR
Blogger Outreach
Response Source
Reddit
Forums
Facebook Advertising

…but social shares are hardly
Business critical

Problem:
There are aspects of PR SEO will never be good at

For Branded3, technical link builders became technical SEOs

Thank you!
@stekenwright
stephen.kenwright@branded3.com

In this talk, I challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, whilst exploring the impact this is having on the industry and team morale, client expectations and distorting reality. By honestly sharing my own shortcomings, I hope to push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.

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