alexandra tănasă - link building prin digital pr (2015.03.25, impact hub bucharest)
TRANSCRIPT
![Page 1: Alexandra Tănasă - Link Building prin Digital PR (2015.03.25, Impact HUB Bucharest)](https://reader033.vdocuments.us/reader033/viewer/2022052700/55a852831a28abb74f8b477d/html5/thumbnails/1.jpg)
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#Mentions
#Topical Authority
#Links
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Digital PR Results
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Digital PR Results
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#For search
#For media
#For social
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#For search
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MobileAlmost 60% of moms own a smartphone, compared to 44% in 2011.
Top uses: •looking up store locations and hours (61%) •keeping family schedule (49%) •Keeping a work schedule (37%)
•State of the American Mom Report: 2011 Highlights.” Marketing to Moms Coalition (2011)
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Eye catching resultsSchema Markup/ Rich Snippets
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Opportunity to Increase CTR by showing
#Price#Availability#Rating/Reviews#Video thumbnails
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Search IntentWhat's being searched in your industry?
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What are people interested in?
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The interaction of content on #Media and #Search
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Search Content: Informational style#Keyword focused
#Accomplishes a task
#Most of the time Evergreen
#Can have a Call to action
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#For media
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Media content
#Not keyword focused
#Can be lateral to the brand
#Generates topical authority
#Rarely has a Call to Action
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Content VS Stories
Journalists don’t care too much about ‘content’.
What they want are Stories.
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Safety
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What makes you newsworthy?
Think like a news man.
#Timeliness
#Impact
#Prominence
#Proximity
#Bizarreness
#Conflict
#Uniqueness
#Human Interest
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How to pitch
3 factors determine whether you get link from a newspaper:
#what the story is
#who you pitch the story to
#when you pitch the story
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Link attraction
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Link attraction
#Visuals: Maps, Drawings, Charts, Infographics
#Data/Research
#Timely/Seasonal content
#Complete guides/resources
#Web Tools and useful things
#Glossary of terms
#Tie ins: National Days & Events & Pop Culture
#Themed sponsorships
#Awards
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Build content with high search intent #Facts
#Spreadsheet, Pdfs,
#Calculators
#Templates
#Libraries
..Helpful tools for your audience
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MobileTop uses for mom on smartphones:
#looking up store locations and hours (61%)
#keeping family schedule (49%)
#keeping a work schedule (37%)
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Google Maps Mashup
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Tactics
Media loves Weird and Unusual
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Unusual Product as Linkbait
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ControversySaying something controversial in order to provoke a reaction (and thus links)
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The Pop Culture Tie-In: Fifty Shades of Grey
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#How much money did that product get?
#Who bought and why?
#Did it fix a marriage?
#Did it increase the marriage proposal rates?
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Think Laterally
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Get the Bloggers Attention
Early looks
Curation of products
Early reviews
Exclusive access to products that are not launched
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Leveraging Sales/Deals Pages
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Cheap? Sale?
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Press release
They're a tidy way of sending journalists everything they need, after they've already expressed interest in a story.
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#Employees Profile#Quotes#Images#Guidelines for interviews
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Journalists will occasionally link to this profile page if they feel the homepage is too commercial.
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Value of High-Quality Photos
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#Cool Hunting
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Fun Category Pages:producten.hema.nl
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News Jacking
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Be the definitive source
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Season/Industry specific
#Festivals Essentials
#Spring/Summer/Fall/Winter shopping guides
#Mother/Father gift guides
#Halloween
#Blockbuster movies tie ins
#Interest Groups – LGBTs, Green, Internet Marketing
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Holiday Menu Planner
•Thanks Giving Menu Planner - timely/seasonal + evergreen
• http://www.saveur.com/content/thanksgiving-menu-generator
•
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#April Fools Day
#“Leaks”#Fake products
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“Refreshing” products
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Random Affinities:Game of Thrones Fans
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You want to be in the media? Become the media.
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Check out other SEO presentations by Vertify www.vertify.ro/blog
Thanks!