igaming barcelona 2013 - how to use pr for natural seo

How to Develop Natural SEO through

PROctober 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

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?

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.

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 PublishingRealwire

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

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 listeningAny Questions?

@davenaylorbronco.co.uk