PRs make damn good link builders - Integrating SEO into PR campaigns

My talk for Social Shorts Cymru (CIPR Wales), held at Golley Slater's Cardiff office.

One of the main elements of SEO (Search Engine Optimisation) is link building - and PRs make damn good link builders. In this talk, I covered SEO/Link Building 101 and explained how and why PRs are equipped with the skills and contacts to get high quality links for their company/clients, which will help with their SEO in the process. We went over some case studies of PR campaigns that have been particularly successful in securing links from news websites, which are notorious for avoiding linking out if they can help it.

Transcript

1. PRs make damn good link builders: Integrating SEO into PR campaigns Steve Morgan morganonlinemarketing.co.uk @steviephil
2. 3 parts to SEO
3. 1) Code
4. 2) Copy
5. 3) Links!
6. Weighting? Code Copy
7. Relevancy PR Agency PR Blog CIPR PR Forum PR Agency Directory
8. Authority PR Agency BBC News Mashable Wales Online The Guardian
9. Importance for SEO
10. Press = Temporary
11. Web = Permanent* http://mashable.com/2005/07/27/your-digital-memory-gmail-drive-extension/
12. The press’ reluctance to link out
13. “When coming up with a campaign, try to create something that people (and the press) have no choice but to link to.” http://seono.co.uk/2014/12/08/the-golden-rule-for-leveraging-seo-from-your-pr-activities/
14. Even video isn’t safe…
15. But what about… A calculator A lot of videos A guide A quiz A competition A map A calendar
16. Case study #1 http://www.ligo.co.uk/extend-smartphone-battery/
17. Case study #1
18. Case study #1
19. Case study #2 http://www.sexcalculator.co.uk/
20. Case study #2
21. Case study #2
22. Case study #3 http://www.openuniversity.edu/news/news/world-war-1-in-colour-photos
23. Case study #3
24. Case study #3
25. What makes them special:  Tool-focused  Interactivity  A looong list  Linkworthy
26. Why am I telling you all this? https://econsultancy.com/blog/63857-seo-is-now-pr-but-are-pr-agencies-still-not-ready/
27. An added incentive
28. PRs have the power
29. Handy tools  Moz’s Open Site Explorer  Majestic  ahrefs  Google Search Console*  URL Profiler
30. Handy metrics  Moz’s Domain Authority  No. of links (total)  No. of linking root domains (LRDs)
31. Thank you! Blog - SEOno.co.uk Web - morganonlinemarketing.co.uk Twitter - @steviephil Image credits: Slides 1, 2, 3, 4, 5, 10, 25, 27, 28, 29, 30 All Flickr