How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO SS.pptx
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Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
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How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO SS.pptx
- 1. HowTo BeThe Ultimate Link Builder!! Isa Lavahun | Digital Marketing Consultant @IsaLavs_ How to be the ultimate double agent: PR and link builder Isa Lavahun | Freelance Digital Strategist @ISALAVS_ SLIDESHARE.NET/ISALAVS LINKEDIN.COM/IN/ILAVAHUN
- 2. #brightonSEO If you’re a PR/media relations professional, by default, you’re a link builder! If you’re a PR/media relations professional, by default, you’re a link builder!
- 3. #brightonSEO PR is high value link building
- 4. #brightonSEO @ISALAVS_ John Mueller, Google Google agrees @ISALAVS_ #BRIGHTONSEO
- 5. #brightonSEO Expert Commentary News Stories Broadcast Research Case Studies Interviews @ISALAVS_ #BRIGHTONSEO Because PR tactics = Quality content
- 6. #brightonSEO So… if PR professionals/ agencies are already link building, shouldn’t they be …well link building?
- 7. #brightonSEO METRICS! PR Vs Digital/SEO PR What’s the difference? @ISALAVS_ #BRIGHTONSEO It’s all about the metrics
- 8. #brightonSEO Traditional PR metrics SEO/digital PR metrics Awareness vs Online visibility Reputation vs Site (domain) authority Quality coverage vs Quality links Share of voice/market vs Keyword rankings
- 9. #brightonSEO Aligned Objective POWERFUL IMAGE #BRIGHTONSEO Aren’t they the same goals? Online Visibility Awareness Coverage Links Reputation Domain Authority Share of Voice Keyword Rankings Traffic/Footfall + Sales!
- 10. #brightonSEO Research How can you be the ultimate double agent? @ISALAVS_ #BRIGHTONSEO
- 11. #brightonSEO Businesses: How can you leverage your PR campaigns to support your SEO strategy? @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 12. #brightonSEO PR agencies: How can you secure more links, win digital PR briefs and show the SEO value of your work? @ISALAVS_ #BRIGHTONSEO
- 13. #brightonSEO Research 1. Data Led Brainstorms
- 14. #brightonSEO @ISALAVS_ #BRIGHTONSEO Persona insight Market research Competitor insight Social Media listening Google trends Customer data PR data and insight …
- 15. #brightonSEO Digital PR data and insight… Competitor backlink audits Keyword research Content audits Keyword gap analysis
- 16. #brightonSEO For example: Exploding Topics @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 17. #brightonSEO Let’s say you’re a hair brand… @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 18. #brightonSEO Google Trends Mullet isThe ClearWinner ! @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 20. #brightonSEO Existing content (SEMrush + Buzzsumo) @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 23. #brightonSEO Example PR story: UK search for the mullet population!! Example Research Story and stat Brighton has the highest number of people in the UK with modern mullets!! @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 24. #brightonSEO v Example content - Why should media add a link? Advice feature : Which mullet hairstyle is right for your face shape? @ISALAVS_ @ISALAVS_ #BRIGHTONSEO Research highlights
- 25. #brightonSEO 2. Find the Gaps
- 26. #brightonSEO Google is one of the best persona insight tools...EVER!
- 27. #brightonSEO We’ve all done the 3 am Googling right?
- 28. #brightonSEO Therapist Symptom checker Fact checker Embarrassing queries is the.. Because
- 29. #brightonSEO Search insight can give us popular, unknown (sometimes secret) queries audiences want answers to!
- 30. #brightonSEO What’s the REAL problem? How can you SOLVE it ? What haven’t your COMPETITORS done YET or done WELL? To Find that Gap
- 31. #brightonSEO For example: Let’s talk dogs!!
- 32. Pos. 1 Pos. 2 Pos. 3 Pos. 4 Pos. 14 Page 2 @ISALAVS_ @ISALAVS_ #BRIGHTONSEO What’s the gap between you and the top 3/4 ranking pages?
- 33. Keyword gap analysis WHAT DOG SHOULD I GET QUIZ?
- 34. #brightonSEO What can you bring to the table? What’s your USP?
- 35. #brightonSEO @ISALAVS_ Problem solving insights @ISALAVS_ #BRIGHTONSEO Google trends growth: Dog Mum Dog Dad Dog Parents
- 36. #brightonSEO Can I afford to be a dog parent? IDEA!
- 37. #brightonSEO Example content….. Can I afford to own a dog? Quiz based on.. Lifestyle Living Situation Disposable income Dog breed
- 38. #brightonSEO …And link building asset Can you afford to own a dog?: Vets calculator reveals affordability based on annual salary, lifestyle and dog breed Thinking about owning a dog?Can you actually afford to get one?Take this quiz to find out
- 39. #brightonSEO 3. Pimp out your YODA Masters!
- 40. #brightonSEO @ISALAVS_ They’re your experts and untapped content! @ISALAVS_ #BRIGHTONSEO
- 41. #brightonSEO Customer insight Your specialists Historical content @ISALAVS_ Company reports Founders Long-term employees @ISALAVS_ #BRIGHTONSEO
- 42. #brightonSEO Get their knowledge online!!! @ISALAVS_ Your website @ISALAVS_ #BRIGHTONSEO
- 43. #brightonSEO @ISALAVS_ 4. Coverage for Relevance
- 44. #brightonSEO “We try to understand what is relevant for a website … the total number of links doesn’t matter at all.” John Mueller, GooGle @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 45. #brightonSEO Reach & authority is important yes… Food and Drink Beauty But so is relevancy Home and Living Fitness Travel
- 46. #brightonSEO @ISALAVS_ Example: SEMrush SEO content template @ISALAVS_ #BRIGHTONSEO e.g., Gluten-free pancakes Keywords used Backlinks
- 47. #brightonSEO 5. Fix your Leaky Bucket
- 48. Unlinked brand mentions: Chase that link! @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 49. Localise your linkable assets DA 79, 1 link Search Engine Land Feb 2022 @ISALAVS_ ‘Near Me’ ‘150%’ @ISALAVS_ #BRIGHTONSEO
- 50. Utilise your press page @ISALAVS_ Press releases Image library Company research, insight and reports Spokesperson profiles Expert profiles FAQ @ISALAVS_ #BRIGHTONSEO
- 51. Build resource content hubs @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 52. Use competitor backlink data @ISALAVS_ Pos. 1 Pos. 2 Pos. 3 Pos. 14 Page 2 @ISALAVS_ #BRIGHTONSEO
- 53. Create original assets in demand @ISALAVS_ Can you do better? @ISALAVS_ #BRIGHTONSEO e.g., Chestnut Flour images
- 54. #brightonSEO 6. Show The SEO Value of your work
- 55. How can you measure success above coverage and links? @ISALAVS_ @ISALAVS_ #BRIGHTONSEO @ISALAVS_ #BRIGHTONSEO
- 56. Track brand searches and direct traffic DirectTraffic GoogleTrends BrandedTraffic @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 58. July 2019 DA 30 September 2019 November 2019 DA 34 DA 38 March 2020 DA 40 December 2019 DA 45 Track domain authority growth Website SEO Checker
- 59. Identify ‘low hanging fruit’ @ISALAVS_ Pos. 8 Page 1 Black Smock Dresses Pos. 17 Page 2 Summer Smock Dresses Pos. 14 Page 2 Ladies Smock Dresses @ISALAVS_ #BRIGHTONSEO
- 60. Incorporate them to your PR campaigns @ISALAVS_ @ISALAVS_ #BRIGHTONSEO
- 63. @ISALAVS_ Key takeaways • Search data led brainstorms • Find the content gaps • Pimp out yourYoda masters AKA experts • Target publications relevant to your USP • Fix your leaky bucket (localised content, resource hubs, trending content) • Show the SEO value of your work @ISALAVS_ #BRIGHTONSEO
- 64. Useful tools @ISALAVS_ @ISALAVS_ #BRIGHTONSEO ahrefs subscription Semrush Freemium (basic free features or subscription Similarweb Free for 7 days then subscription AnswerThe Public Free (limited daily usage or subscription) Ubersuggest Free (limited daily usage or subscription) ExplodingTopics Freemium (basic free features or subscription GoogleTrends Free Coveragebook Free 30-day trial then subscription Website SEO checker Free SEO Moz Free 30-day trial then subscription but lots of free tools
- 65. #brightonSEO • Freelance digital Strategist • Specialising in digital strategy, PR, content, social media and influencer marketing @isalavs_ info@isalavsmarketing.com http://www.digiprcomms.com LinkedIn/in/ilavahun
Editor's Notes
- Even if you consider yourself having zero knowledge in SEO or link building, chances are that you’ve secured high value quality links without realizing it
- Backlink Audits Keyword Insight Exploding Topics Content Audit
- Let’s Say You’re a Beauty Brand…
- Let’s Say You’re a Beauty Brand…