Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to use PR tactics to build better links & supercharge your SEO strategy...

James spoke at WordCamp Europe 2020, running a session full of practical insights to help you to build better links using PR tactics...

  • Login to see the comments

How to use PR tactics to build better links & supercharge your SEO strategy...

  1. 1. How to use PR tactics to. build better links.. James Brockbank - @BrockbankJames #WCEU
  2. 2. #WCEU
  3. 3. You need to be building better links than your competitors. #WCEU
  4. 4. If you’re chasing the same links as everyone else, how can you expect to win? #WCEU
  5. 5. Your competitors are most likely building links with... Guest Blogging. Paid Placements. Resource Links. #WCEU
  6. 6. Your competitors can easily copy these tactics... #WCEU
  7. 7. And paid links violate Google’s Webmaster Guidelines. #WCEU
  8. 8. #WCEU
  9. 9. The authority of these type of links is often low. #WCEU
  10. 10. Google’s been telling us how to build great links for years: #WCEU
  11. 11. Google’s been telling us how to build great links for years: “The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.” - Google's Quality Guidelines > Link Schemes #WCEU
  12. 12. I regularly earn links and coverage from sites like these: #WCEU
  13. 13. With headlines such as: #WCEU
  14. 14. The right links can supercharge organic growth. campaign launches #WCEU
  15. 15. You don’t need to write guest posts, pay bloggers or use private blog networks to build links. #WCEU
  16. 16. Create & promote contagiously creative content which gets people talking. #WCEU
  17. 17. Data-driven assets + PR tactics #WCEU
  18. 18. Links earned from 229 unique domains
  19. 19. Links earned from 85 unique domains
  20. 20. Links earned from 431 unique domains
  21. 21. Links earned from 106 unique domains
  22. 22. Links earned from 672 unique domains
  23. 23. #WCEU
  24. 24. #WCEU
  25. 25. #WCEU
  26. 26. Authority links earned from the world’s biggest publications. #WCEU
  27. 27. These tactics deliver more than just links. #WCEU
  28. 28. These tactics deliver more than just links. Brand awareness. #WCEU
  29. 29. These tactics deliver more than just links. Brand awareness. Social engagement. #WCEU
  30. 30. These tactics deliver more than just links. Brand awareness. Referral traffic. Social engagement. #WCEU
  31. 31. These tactics deliver more than just links. Brand awareness. Referral traffic. Social engagement. Authority building. #WCEU
  32. 32. These tactics deliver more than just links. Brand awareness. Trust. Referral traffic. Social engagement. Authority building. #WCEU
  33. 33. E.A.T. #WCEU
  34. 34. Great links increase a site’s authority which leads to higher rankings. #WCEU
  35. 35. Better rankings usually mean more $$$. #WCEU
  36. 36. Ready to learn to build better links than your competitors? #WCEU
  37. 37. It takes 3 things to make a great campaign. #WCEU
  38. 38. A newsworthy hook. #WCEU
  39. 39. A newsworthy hook. Solid data. #WCEU
  40. 40. A newsworthy hook. Solid data. A linkworthy asset. #WCEU
  41. 41. Here’s how to find your newsworthy hook. #WCEU
  42. 42. The hook is what catches the attention of both journalists and their readers. #WCEU
  43. 43. Journalists receive hundreds of pitches from PRs every single day. @BrockbankJames It all starts with a great idea. #WCEU
  44. 44. You need to find a topic your audience cares about. #WCEU
  45. 45. Start by asking questions... #WCEU
  46. 46. 1. What topics relate to your business? #WCEU
  47. 47. 2. What questions are people asking? #WCEU
  48. 48. 3. What are your 5 dream publications & what do they regularly write about? #WCEU
  49. 49. 4. Do you have any unique customer data available? #WCEU
  50. 50. 5. What are your competitors & similar brands doing? #WCEU
  51. 51. Build out a list of seed ideas and concepts. #WCEU
  52. 52. The best campaigns aren’t promotional yet still position you as an industry expert. #WCEU
  53. 53. Where to find solid data sources. #WCEU
  54. 54. Data gives credibility to stories. #WCEU
  55. 55. It helps to create a talking point. #WCEU
  56. 56. But data sources need to be trustworthy. #WCEU
  57. 57. 1. Surveys. #WCEU
  58. 58. 2. Own data. #WCEU
  59. 59. 3. Social data. #WCEU
  60. 60. 4. Google trends. #WCEU
  61. 61. 5. Government data. #WCEU
  62. 62. 6. 3rd party data sets. #WCEU
  63. 63. Top Tip: If you’ve not got permission to use a data set; ask! #WCEU
  64. 64. Refining your ideas into killer concepts. #WCEU
  65. 65. Use a simple validation process... #WCEU
  66. 66. 1. What are the standout headlines? #WCEU
  67. 67. 2. Has it been done before? #WCEU
  68. 68. 3. Why would anyone care? #WCEU
  69. 69. 4. Are there enough journalists covering the topic? #WCEU
  70. 70. 5. Could a journalist do this themselves? #WCEU
  71. 71. Launching your linkable asset. #WCEU
  72. 72. Journalists cover stories, not formats. #WCEU
  73. 73. Choose the right format to tell the story. #WCEU
  74. 74. But a press release isn’t a campaign format. #WCEU
  75. 75. 1. Interactive assets. #WCEU
  76. 76. 2. Static visuals. #WCEU
  77. 77. 3. Blog posts. #WCEU
  78. 78. Your asset must add editorial value. #WCEU
  79. 79. What is editorial value? “I’m normally happy to link to a page containing ‘extra value’. “Not to a general brand homepage. “Our readers sometimes think they’re being duped into reading an advertorial in disguise. And links strengthen their suspicion.” - Ted Thornhill, Daily Mail #WCEU
  80. 80. Editorial value is adding something extra to a user’s experience when consuming content. #WCEU
  81. 81. Journalists receive hundreds of pitches from PRs every single day. #WCEU
  82. 82. How will your campaign stand out? #WCEU
  83. 83. Once you’ve launched, it’s time to pitch to the media... #WCEU
  84. 84. #WCEU
  85. 85. #WCEU
  86. 86. #WCEU
  87. 87. #WCEU
  88. 88. #WCEU
  89. 89. Keep pitch emails simple & story-focussed. #WCEU
  90. 90. #WCEU
  91. 91. #WCEU
  92. 92. But what does digital PR success really look like? #WCEU
  93. 93. #WCEU
  94. 94. #WCEU
  95. 95. Thank You!james@digitaloft.co.uk #WCEU

×