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B3 @lauracrimmons #semrushlive
The Value of Digital PR (beyond links)
Laura Crimmons @lauracrimmons
#semrushlive
B3 @lauracrimmons #semrushlive
First things first, I understand the
importance of backlinks for SEO…
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
And a lot of what I do is devising strategies to acquire more links…
B3 @lauracrimmons #semrushlive
Which sometimes feels like I’m doing this to journalists…
B3 @lauracrimmons #semrushlive
HOWEVER
B3 @lauracrimmons #semrushlive
Digital PRLinks
B3 @lauracrimmons #semrushlive
Digital PR SEO
B3 @lauracrimmons #semrushlive
Digital PR =
B3 @lauracrimmons #semrushliveBrand Awareness
B3 @lauracrimmons #semrushliveOpinion Change
B3 @lauracrimmons #semrushliveBehaviour Change
B3 @lauracrimmons #semrushlive Sales
B3 @lauracrimmons #semrushlive
But too many people are just reporting on it in
terms of links
B3 @lauracrimmons #semrushlive
And I’d very much like that to change
B3 @lauracrimmons #semrushlive
“So what other value is there for Digital PR?” I
hear you cry
B3 @lauracrimmons #semrushlive
E.A.T
B3 @lauracrimmons #semrushlive
(not this kind of EAT)
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
“Sounds great Laura, but what does that look
like in practice?”
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
https://www.branded3.com/annual-event-pr-calendar/
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
Satisfies Google’s Search Quality Raters now
Should directly impact rankings in the future
B3 @lauracrimmons #semrushlive
How can we measure brand awareness?
B3 @lauracrimmons #semrushlive
How can we measure ‘good reputation’?
B3 @lauracrimmons #semrushlive
SERP real estate
B3 @lauracrimmons #semrushlive
According to Searchmetrics, the number of organic search results
has fallen to 8.5 from 10
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
So we want to take up as much of those 8.5 as
possible right?!
B3 @lauracrimmons #semrushlive
Our campaign
B3 @lauracrimmons #semrushlive
Appear for long-tail keywords
Steal space from competitors
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How do we measure it?
B3 @lauracrimmons #semrushlive
Positions 0 & 4
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B3 @lauracrimmons #semrushlive
How do we rank position 0?
B3 @lauracrimmons #semrushlive
Write content for questions people are asking
B3 @lauracrimmons #semrushlive
Remarketing campaign
traffic
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
Conversions / Sales
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
B3 @lauracrimmons #semrushlive
That’s a once a year purchase…
B3 @lauracrimmons #semrushlive
But once last thing on links…
B3
B3 @lauracrimmons #semrushlive
Disavowed over half of link profile
Built 20 *good* links
B3 @lauracrimmons #semrushlive
So what’s the value?1. Improved brand awareness2. Increased brand affinity/loyalty3. Valuable citations4. Demonstration of E.A.T5. Featured snippets/ extra SERP real estate 6. Traffic ripe for remarketing 7. Direct and assisted conversions