How to drive national, state, and city specific coverage from your US digital PR campaigns

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How to drive national, state, and city specific coverage from your US digital PR campaigns Eirini Theodoridou connective3 https://speakerdeck.com/eirinelo @eirinelo

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@eirinelo #brightonSEO

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Revenue of the e-commerce industry in the U.S. 2017-2027 (in billion U.S. dollars) Revenue of the e-commerce industry in the U.S. 2017-2027 Note(s): United States; 2017 to 2027 Further information regarding this statistic can be found on page 8. Source(s): Statista Digital Market Insights; Statista; ID 272391 0 200 400 600 800 1,000 1,200 1,400 1,600 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 Revenue in billion U.S. dollars 2

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L I N K B U I L D I N G 68% of online experiences begin with a search engine. (BrightEdge) BrightonSEO |

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L I N K B U I L D I N G 53% of all website traffic comes from organic search. (BrightEdge) @eirinelo #brightonSEO

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@eirinelo #brightonSEO

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D I G I T A L Building links is like acquiring social proof. When Google looks at your website, having strong, authoritative links pointing back to your content signals that you are trustworthy and informative. BrightonSEO |

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L I N K B U I L D I N G Google’s page ranking algorithm regards links as one of the top two criteria considered. (Search Engine Land) BrightonSEO |

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L I N K B U I L D I N G The first ranking page on Google has an average of 3.8x more backlinks than positions 2-10. BrightonSEO |

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L I N K B U I L D I N G The more backlinks a page has, the more organic traffic it gets from Google. (Ahrefs) @eirinelo #brightonSEO

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@eirinelo #brightonSEO

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BrightonSEO |

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BrightonSEO |

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TV & NATIONAL NEWS HYPERLOCAL BrightonSEO |

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BrightonSEO |

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@eirinelo #brightonSEO BrightonSEO |

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NATIONAL STATE HYPERLOCAL BrightonSEO |

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BrightonSEO |

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BrightonSEO |

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These are typically widely recognized publications with broad audiences and significant domain authority. Crafting compelling and newsworthy stories relevant to brands can work to get the attention of these media giants. BrightonSEO |

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Tailored PR campaigns work better within individual states and their respective media outlets. While nationals provide broad exposure, state-by-state campaigns allow you to home in on local audiences, addressing their specific interests and concerns. BrightonSEO |

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Syndication is unavoidable in the US BrightonSEO |

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@eirinelo #brightonSEO

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The brief was simple - deliver high- quality links through a nationally run PR campaign around travel. Through Google Search data, we analyzed each state’s most searched-for destinations around the world – to reveal the countries each state was dreaming of visiting in 2023. BrightonSEO |

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B U I L T I N N A T I O N A L A N D S T A T E P U B L I C A T I O N S I N : - N e w Y o r k - N e w J e r s e y - N o r t h C a r o l i n a - M i n n e s o t a ( D O M A I N A U T H O R I T Y )

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We revealed which state and city you are most likely to experience the supernatural in. We analyzed all reported UFO and ghost sightings across America to reveal which states and cities are hotbeds for supernatural activity. T H E R E S U L T S T H E R E S U L T S O V E R T H E C A M P A I G N

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@eirinelo #brightonSEO

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WHAT HAVE WE DONE BEFORE, WHAT ARE WE TRYING TO ACHIEVE, WHO IS OUR AUDIENCE? WHAT IS THE SEO OBJECTIVE? WHAT CAMPAIGNS CAN WE RUN BASED ON THE AREAS WE’LL TARGET? GETTING RESULTS! WHERE TO FIND DATA SOURCES THAT OFFER NATIONAL/STATE/CITY DATASETS IN THE US 1 3 5 2 4 BrightonSEO |

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@eirinelo #brightonSEO

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PROACTIVE BrightonSEO |

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@eirinelo #brightonSEO

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BrightonSEO |

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@eirinelo #brightonSEO

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BrightonSEO |

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• Yelp • Google Dataset Search • Reddit • State data portals • Google Search Trends • Statista • Property portals • US Census Bureau • Social listening tools BrightonSEO |

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@eirinelo #brightonSEO

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BrightonSEO |

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@eirinelo #brightonSEO

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What journalists are writing about What’s relevant to your business Ideal campaign What your audience is interested in BrightonSEO |