igaming barcelona 2013 - how to use pr for natural seo
DESCRIPTION
A look at the various ways that PR can be used for a natural SEO campaignTRANSCRIPT
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