lexi mills: the art and science of pr seo — #fullstack15
TRANSCRIPT
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1 | @leximills @leximills 1 |
Lexi Mills
The art and science of PR SEO
@leximills
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2 | @leximills
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3 | @leximills @leximills 3 |
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4 | @leximills
Agenda
1. Key PR SEO challenges 2. Tac7cs to overcome these 3. Scale and risk manage PR SEO
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5 | @leximills
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6 | @leximills
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7 | @leximills
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8 | @leximills
Media is not as impacBul as it used to be
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9 | @leximills
Media are linking out less than ever before
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10 | @leximills
What do you do?
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11 | @leximills
10 X
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12 | @leximills @leximills 12 |
Target Technology and Business media
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13 | @leximills 13
The Exclusive
• Exclusive images • Interviews • Sounds bites • Videos • 1st …2nd Exclusive…print exclusive
• Exclusive images • 72 dpi and 300dpi • Interviews • Sounds bites • Videos • 1st …2nd
Exclusive…print exclusive
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14 | @leximills
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15 | @leximills
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16 | @leximills
PR SEO framework linked to the media industries challenges
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17 | @leximills
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18 | @leximills
-‐27%
-‐25%
-‐23%
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19 | @leximills
Embed yourself in the story
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20 | @leximills
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21 | @leximills
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22 | @leximills
Help media overcome their challenges
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23 | @leximills
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24 | @leximills
Know your Search Volumes
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25 | @leximills
Know your Search Volumes
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26 | @leximills
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27 | @leximills
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28 | @leximills
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29 | @leximills
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30 | @leximills
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31 | @leximills
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32 | @leximills
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33 | @leximills
Omnibus Survey
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34 | @leximills
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35 | @leximills
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36 | @leximills
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37 | @leximills
Scaling geographically
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38 | @leximills
Tip: Spread the net wider..this may change-‐ relevancy may get turned up in the alogorythem, but for now I think this is good Jp, just keep the balance in mind.
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39 | @leximills
Help people gett laid twoo get lucky map
• Twoo heat map
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40 | @leximills
Help people gett laid twoo get lucky map
• Twoo heat map Circulation:
Twitter:
12,615 monthly unique users
6,643K followers
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41 | @leximills
Tip: Spread the net wider..this may change-‐ relevancy may get turned up in the alogorythem, but for now I think this is good Jp, just keep the balance in mind.
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42 | @leximills
Tip: Spread the net wider..this may change-‐ relevancy may get turned up in the alogorythem, but for now I think this is good Jp, just keep the balance in mind.
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43 | @leximills
Scaling through segmenta7on
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44 | @leximills @leximills 44 |
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45 | @leximills
Duck project
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46 | @leximills
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47 | @leximills
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48 | @leximills
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49 | @leximills
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50 | @leximills
Partnership = credibility
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51 | @leximills
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52 | @leximills 52 |
National Coverage • Built web pages • Job advert placed in print Monday 27th April. • Metro Online coverage live on 30th April. • Any entrants to be shared on social channels. Total Online press from Phase One: 16 Total Print pieces: 1 Total Links from Phase One: 9
Phase One Summary
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53 | @leximills
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54 | @leximills 54 |
National Coverage • Release duck testing photos and press release
finalised and launched • Photos went out to Solent on the wire. • Followed up with contacts from Phase One and as
well as further lifestyle outreach, including blogger competitions.
Total Online from Phase Two: 9 Total Links Phase Two: 10
Phase Two Summary
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55 | @leximills
Meet Gemma
and Gilbert
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56 | @leximills
Duck project
Total Project to date High Links: 11 Medium Links: 7 Total online coverage: 25 Total Online CirculaJon: 101,432,613
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57 | @leximills
Don’t make them work for it- Provide all information in an email and in
Dropbox
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58 | @leximills
• Segment your launches • Pre-‐plan everything
• Focus on working with not against the media
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59 | @leximills
Scalable Frameworks Tac7cs
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60 | @leximills @leximills 60 |
Lexi Mills
Thank You @leximills