How PR can be one of the most effective tactics for SEO :Using (online) PR to support search campaigns

Friday 18th March, 2011Joe Friedlein, MD, Browser Media

Introduction Why are we here?

Interested in merging of disciplines PR-led SEO

Case study to show theory in practice Magic bullet? Questions

ParkLet (www.parklet.co.uk) Car parking management

Innovative Competitive

PPC was key for site traffic Objectives

Increase organic visibility across search engines Reduce impact of negative reviews Promote concept of renting parking spaces

The Challenge

The Approach Links / buzz / noise

No secret that this is key to SEO success How to generate buzz around parking agent?

Not a well known brand Nothing on the site

What was the ‘hook’ to attract the big fish? Dipped into our PR toolkit and thought about stats…

ParkLet had stats that are unique Online offered a unique way to use this data

The Price Guide Tool

The Price Guide Tool Free to use

No registration requirements Allowed both ‘tenants’ and ‘landlords’ to see a realistic

market value for car parking spaces in their area First real-time, location specific tool in the UK Based on current contracts and advertised spaces Created the ideal ‘hook’ / link bait

Especially interesting in the context of the UK recession

Promoting The Tool Needed to publicise the tool to realise its potential Press release distributed online Identified / targeted / engaged with individual outlets in

key sectors Editorial / blogs / forums Classic link building work

Location specific nature of tool lends itself very well to targeting regional publications

Results Attracted significant coverage

Over 400 links ‘Good quality’ links

MoneySavingExpert Email (2.2m subscribers) Front of forums (5m visits / month)

Yahoo Cars TechCrunch/CrunchGear Parking News

Also offline – Press and TV appearances

Results 124% increase in site traffic Increased visibility across major search engines

Successfully ousted most of the negative reviews 19% increase in new contracts year on year 14% increase in new contracts when compared to 2

months preceding campaign Tool still attracting new links Referred traffic still important source of traffic

Especially MoneySavingExpert

Results

“The online pricing tool – something never seen before - provided an excellent platform for the team to use to capture the attention and imagination of a wide range of relevant parties. The coverage snowballed from day one and we’ve even had a major competitor copy the idea – flattery indeed! Best of all, what was initially created as a one off campaign is proving to have incredible longevity - it has developed a life of its own and the number of sites linking to the tool is growing every day.” Luke Kelly, Managing Director of Park Let

So What?

Why did it work? Lesson?

Unique What do you do that is unique?What unique data do you have?Do you have interesting case studies?

Timely Match story with current news agenda

Interactive What can you do on your site that will act as link bait?How can you bring it to life online?Use offline PR to promote online tool

Longevity Can you create a campaign that can be repurposed?Can you create an online tool that has a long shelf life?

Graft Follow proven methodology and work at itDon’t expect universal take upNo magic bullet

Thank You

#thankyouforlistening

#feelfreetocontactme

#questions?