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SEO vs PR vs B logge rs - F ight !
@JudithLewis
➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and
integrated marketing campaigns - working with bloggers for link building
➡ Got on the Internet in 1986 at my school lab
➡ Working online with search since 1996
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with Google (SEO for product sites), Orange, COI,
NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal,
Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx, TotalJobs,
Virgin.com, Virgin Startup, Zopa, GE, Blue Cross, Vapemate & more
➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”,
judge of the UK, US & European Search Awards, one of the SEO Chicks,
blog on Huffington Post & run MostlyAboutChocolate.com food blog
AM I
WhoObligatory slide !
Judith Lewis
@JudithLewis
SEOs vs PRs vs Bloggers
Links are important for ranking *BUT* bad links
can harm a site
Who is best to reach out to bloggers – PRs or
SEOs?
Are Bloggers the right people to get links from?
@JudithLewis
@deCabbit DeCabbit Presentation 4
PR is about
relationships,
influence and
communicating a
positive story to an
audience for the client
SEOs build links
to help increase
visibility in
search engines
by ranking
pages higher
Bloggers are
increasingly
being targeted
both by SEOs
& PRs with an
SEO remit
PRs are being
asked to do
the job of an
SEO
Sometimes People Build Bad Links
@JudithLewis
Bad Links Result in Bad Penalties
@JudithLewis
Sometimes PRs Get Outreach Wrong
Bloggers share: they share PR/SEO contact details and
pitches and payments - they know what you paid and to
whom
@JudithLewis
Facebook Outreach Groups
@JudithLewis
SEO
is a part of
Online
Marketing
which includes
PR.
Some SEO Approaches Gone Wrong
The following are approaches and the blogger reactions from a
closed blogger group (all spelling is theirs, not mine!)
“Repeated demands that I publish their great (great =generic) post immediately with a do follow
link”
“…those that pay for a sponsored post and then when publish demand a do follow link even though
we state no follow links”
“Offering content written by them, on the basis that 'it will help our traffic‘”
“Then a company who thinks it's ok to ask for 3/4 follow links to pages that have nothing to do with
the product being reviewed”
“One company asked me to change all my links to 'follow' links and remove the disclosure because
'they could get penalised and her boss was worried'. I explained that I couldn't do that (for obvious
reasons) - still insisted”
“…were contacted by a SEO wanting links removed (pretty normal) but this one blamed us for the
companies penalty and then threatened to report us to google if we didn't remove the link”
@JudithLewis
Over time,
bloggers have
become more
“savvy” and less
willing to working
without
compensation
Chat with
your targets
on the phone
after initial
email contact
The way I pitch things
is carefully worded
but I make it clear
what I expect within
the law & guidelines
Changes to the Law & Google Guidelines
Google guidelines against “Link Schemes”: https://support.google.com/webmasters/answer/66356
ASA Reminder to bloggers about their responsibilities: http://www.asa.org.uk/News-resources/Media-Centre/2013/Blurring-advertising-and-blogs.aspx
CAP Guidance on the ASA guidelines: http://www.cap.org.uk/News-reports/Media-Centre/2014/New-words-on-the-blog.aspx
The LAW the ASA guidelines are based on: http://www.legislation.gov.uk/ukdsi/2008/9780110811574/contents
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Outreach
Find Influencers
@JudithLewis
Possible Link Targets
@JudithLewis
Check Their Stats
@JudithLewis
Auditing Link Targets-More than Numbers
@JudithLewis
Research Other Sites (Competitors)
@JudithLewis
Research Other Sites (Competitors)
@JudithLewis
Auditing Your Links With Majestic
@JudithLewis
Auditing Your Links
@JudithLewis
SEMRush Analysis of Sites
@JudithLewis
When Link Building Goes Well
@JudithLewis
@JudithLewis
10 Link Attraction Ideas
Be Controversial
Be The Font of All Knowledge
Take a Stand
Be a Personality
Share/Curate
Be Funny
Be Prolific
Be Mysterious
Offer something unique
@JudithLewis
@JudithLewis @MostlyAboutChoc
?
Questions?
You Can Stalk Me OnlineTwitter: @JudithLewis
@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewis
Google+: https://plus.google.com/+JudithLewis
Web: http://www.decabbit.com
Blog: http://MostlyAboutChocolate.com
SEO Blog: http://www.SEO-Chicks.com
HuffPost: http://www.huffingtonpost.co.uk/judith-lewis
...and the list goes on
T H AN K YOU FOR YOU R T I ME
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