Alexandra Tănasă - Link Building prin Digital PR (2015.03.25, Impact HUB Bucharest)
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Transcript of Alexandra Tănasă - Link Building prin Digital PR (2015.03.25, Impact HUB Bucharest)
#Mentions
#Topical Authority
#Links
Digital PR Results
Digital PR Results
#For search
#For media
#For social
#For search
MobileAlmost 60% of moms own a smartphone, compared to 44% in 2011.
Top uses: •looking up store locations and hours (61%) •keeping family schedule (49%) •Keeping a work schedule (37%)
•State of the American Mom Report: 2011 Highlights.” Marketing to Moms Coalition (2011)
Eye catching resultsSchema Markup/ Rich Snippets
Opportunity to Increase CTR by showing
#Price#Availability#Rating/Reviews#Video thumbnails
Search IntentWhat's being searched in your industry?
What are people interested in?
The interaction of content on #Media and #Search
Search Content: Informational style#Keyword focused
#Accomplishes a task
#Most of the time Evergreen
#Can have a Call to action
#For media
Media content
#Not keyword focused
#Can be lateral to the brand
#Generates topical authority
#Rarely has a Call to Action
Content VS Stories
Journalists don’t care too much about ‘content’.
What they want are Stories.
Safety
What makes you newsworthy?
Think like a news man.
#Timeliness
#Impact
#Prominence
#Proximity
#Bizarreness
#Conflict
#Uniqueness
#Human Interest
How to pitch
3 factors determine whether you get link from a newspaper:
#what the story is
#who you pitch the story to
#when you pitch the story
Link attraction
Link attraction
#Visuals: Maps, Drawings, Charts, Infographics
#Data/Research
#Timely/Seasonal content
#Complete guides/resources
#Web Tools and useful things
#Glossary of terms
#Tie ins: National Days & Events & Pop Culture
#Themed sponsorships
#Awards
Build content with high search intent #Facts
#Spreadsheet, Pdfs,
#Calculators
#Templates
#Libraries
..Helpful tools for your audience
MobileTop uses for mom on smartphones:
#looking up store locations and hours (61%)
#keeping family schedule (49%)
#keeping a work schedule (37%)
Google Maps Mashup
Tactics
Media loves Weird and Unusual
Unusual Product as Linkbait
ControversySaying something controversial in order to provoke a reaction (and thus links)
The Pop Culture Tie-In: Fifty Shades of Grey
#How much money did that product get?
#Who bought and why?
#Did it fix a marriage?
#Did it increase the marriage proposal rates?
Think Laterally
Get the Bloggers Attention
Early looks
Curation of products
Early reviews
Exclusive access to products that are not launched
Leveraging Sales/Deals Pages
Cheap? Sale?
Press release
They're a tidy way of sending journalists everything they need, after they've already expressed interest in a story.
#Employees Profile#Quotes#Images#Guidelines for interviews
Journalists will occasionally link to this profile page if they feel the homepage is too commercial.
Value of High-Quality Photos
#Cool Hunting
Fun Category Pages:producten.hema.nl
News Jacking
Be the definitive source
Season/Industry specific
#Festivals Essentials
#Spring/Summer/Fall/Winter shopping guides
#Mother/Father gift guides
#Halloween
#Blockbuster movies tie ins
#Interest Groups – LGBTs, Green, Internet Marketing
Holiday Menu Planner
•Thanks Giving Menu Planner - timely/seasonal + evergreen
• http://www.saveur.com/content/thanksgiving-menu-generator
•
#April Fools Day
#“Leaks”#Fake products
“Refreshing” products
Random Affinities:Game of Thrones Fans
You want to be in the media? Become the media.
Check out other SEO presentations by Vertify www.vertify.ro/blog
Thanks!