@stekenwright / @lauracrimmons Digital PR for Link Building
@stekenwright / @lauracrimmons
Digital PR for Link Building
@stekenwright / @lauracrimmons
Campaign strategy
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YouGov Profiler
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Idea Generation
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@stekenwright / @lauracrimmons
76% of journalists feel more pressure now to think about their story’s potential to get shared on social platforms
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@stekenwright / @lauracrimmons
@stekenwright / @lauracrimmons
@stekenwright / @lauracrimmons
Opportunities
Surveys
Newsjacking
Infographics/ Interactive graphics
Data
Expert commentary/
insights
Client PR/Marketing
activity
RS Opps
Competitions
Events
FOI
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https://www.branded3.com/annual-event-pr-calendar/
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In a crowded online world, sparks of creativity are more important than ever
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If people wouldn’t talk
about your campaign here…
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They won’t talk about it here…
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Or here…
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And money (Ads) won’t change that –paid promotion can help something get seen and talked about but it can’t make it worth talking about
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So do the pub test.
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On-site campaign structure
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Homepage links
Homepage
Category Category Category Blog
Link
Spread link authority evenly across the site, impact all landing pages
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Remember You’ll never get links to category (commercial) pages
Easier to get brand links
Make sure the pages you want to move are linked from the top nav (or at least on the page)
@stekenwright / @lauracrimmons
Blog links
Homepage
Category Category Category Blog
Link
2 steps to for link authority to reach commercial pages, less impact
@stekenwright / @lauracrimmons
Remember If your blog is on a subdomain links to the blog will
impact the site even less
Make sure blog posts link to relevant products and other internal pages
Blog posts with links rank better…update them
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Subpage links Homepage
Category
ContentLink
Greater impact on one particular category, less benefit for site
overall
Google is good with semantics…links *for* related products can have a significant
impact on their keywords
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Remember Anchor text is not OK
Don’t make subpages/folders look like commercial pages…you’ll scare link prospects off
Breadcrumbs and top nav!
Having a large percentage of links pointing to internal pages looks really weird
@stekenwright / @lauracrimmons
Search engines crawl the web
Store the individual crawled pages in an index
Determine which pages are relevant
User enters a search
Ranks and displays results
@stekenwright / @lauracrimmons
OSE Data Majestic Fresh Data AHREFS Fresh Data Branded3 Data
Brand Domain DA Total LinksRoot
DomainsTrust Flow
Citation Flow
External backlinks
Referring Domains
Global Rank
Domain Rating
BacklinksReferring Domains
Traffic Share
Traffic Index
Competitor 1 Competitor1.com 84 1,283 218 74 51 1,423,298 15,040 10,645 65 1,998,379 14,884 29.1% 47,850Competitor 2 Competitor2.com 79 746 166 63 48 317,073 5,243 24,477 63 477,915 5,533 22.4% 36,754Competitor 3 Competitor3.com 65 100 46 44 38 61,730 2,361 81,789 59 1,447,587 2,559 16.7% 27,442Competitor 4 Competitor4.com 50 120 23 32 31 65,001 459 709,631 52 45,000 549 10.9% 17,851
Competitor 5 Competitor5.com 49 76 9 44 35 16,602 556 401,940 54 28,053 695 5.2% 8,464Client Client.com 64 147 37 33 44 114,963 2,548 65,245 59 306,670 2,973 5.0% 8,187
Competitor 6 Competitor6.com 51 12 5 49 35 301,644 841 288,274 55 68,220 860 4.6% 7,486Competitor 7 Competitor7.com 65 196 72 52 36 56,923 2,264 81,590 59 61,100 2,144 4.1% 6,722
Competitor 8 Competitor8.com 59 598 209 55 38 13,800 2,322 87,528 59 81,172 2,229 2.4% 3,995
What does your content need to do? In this example the data suggests the client doesn’t need more links to rank – we need more relevant pages.If Competitor 5 was the client then maybe links would be a more relevant KPI.
Lead with data
@stekenwright / @lauracrimmons
Linking to a creative asset on its own URL is
fine…
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…as long as that page is linked to, and links back
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Don’t ask site owners to add extra links to other
pages
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Whatever you link to, that link has to be
justified
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Infographics don’t give journos a reason to link
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Off-site campaign structure
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Exclusive(s) NationalsMagazines /
top tier sites
Regionals Trade Blogs
Promotion Plan
Social seeding
CRM blast
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PAID MEDIA
StumbleUpon
Tumblr
Native Ads
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Asking for the link• Linkable asset
• Shareable for the user
• Present it as resource for the user/journo
• ‘Credit link’ the client
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@stekenwright / @lauracrimmons
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#BBloggers
#LBloggers
#FBloggers
#TBloggers
#BloggerMeet
#BloggerEvent
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Reporting & ROI
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Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
@stekenwright / @lauracrimmons
Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
Outcomes have real business impact (on the bottom line), outputs do not.
@stekenwright / @lauracrimmons
The most links ranks 6th
for “breakdown cover”
Outcomes, not outputs.
@stekenwright / @lauracrimmons
Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement
@stekenwright / @lauracrimmons
On-site KPIsEngagement stats
• Amount of traffic/page views
• Avg time on page
• Bounce rate
• Social shares
SEO stats
• Visibility
• Rankings for core terms
@stekenwright / @lauracrimmons
Off-site KPIsEngagement stats
• # links
• # pieces of coverage
• # influencers engaged
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How to find conversions from PRClick Conversion segments at the top
Create new conversion segment
REGEX goes here.
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REGEX.*^/news/business/take-the-quiz-are-you-among-the-three-in-five-of-uk-drivers-not-roadworthy-1-7293605.*|/sciencetech/article-3483697/How-roadworthy-Highway-Code-quiz-tests-knowledge-obscure-signs-dashboard-lights-s-surprisingly-taxing.html*|/sol/homepage/features/6971932/Take-this-driving-test-to-find-out-if-youre-roadworthy-after-figures-show-a-staggering-61-per-cent-of-UK-motorists-are-NOT.html.*|/west-midlands-drivers-the-most-roadworthy-in-the-uk.html.*|/news/4574.html.*|/news/2016/Mar/UK-drivers-baffled-by-basic-rules-of-the-road-and-car-Halfords-survey-finds/0434024006.*|/uk-drivers-baffled-by-basic-rules-of-the-road-and-car-halfords-survey-finds/.*|/scottish-drivers-how-roadworthy-are-you-1-7936/.*|/news/uk-news/half-of-british-drivers-would-fail-their-tests-if-they-took-them-today-online-quiz-reveals-11364045320107.*|/Test-reveals-South-West-drivers-road-worthy/story-28943918-detail/story.html.*|/2016/03/11/half-of-uk-drivers-would-fail-their-driving-test-if-they-were-to-take-it-again-today-reveals-an-online-quiz.*
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Brits, Boobs & Botox
@stekenwright #FigDigSearch
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@stekenwright #FigDigSearch
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@stekenwright #FigDigSearch
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Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept
2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015
@stekenwright #FigDigSearch
@stekenwright / @lauracrimmons
60Pieces of coverage driving
7,000Referrals which became
65Enquiries from the campaign.
107%Increase in Google organic traffic YOY
71%Increase YOY in conversions from Google organic
@stekenwright #FigDigSearch
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