pr for seo (Read-Only) - Liberty Digital Marketing · 2019-05-23 · Consultant at Liberty...
Transcript of pr for seo (Read-Only) - Liberty Digital Marketing · 2019-05-23 · Consultant at Liberty...
![Page 1: pr for seo (Read-Only) - Liberty Digital Marketing · 2019-05-23 · Consultant at Liberty Marketing • sam@libertymarketing.co.uk. What is SEO ... good PR / SEO / PPC / OOH Advertiser](https://reader035.fdocuments.us/reader035/viewer/2022070903/5f6847dfe22d2c06852efc0e/html5/thumbnails/1.jpg)
Blurred Lines
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What is SEO
What does it mean to you?
What do you think agencies do?
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SEO In 30 Seconds
• Tech– Does Google see the site how you want it
to?
• Onsite– Does your site give signals that it is
relevant?
• Offsite– Are people talking about you?
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SEO History
• Used to be uncreative
• Google got smarter• They need people
to search
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The Nerdy Days
• Used to be largely about data and tech
• Throw a load of keywords onto a page
• “How can I take advantage of Google”
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The Nerdy Days Of Content• CONTENT
• Little• Shit• Often
• You used to get traffic, but what the hell did you expect the traffic to do?
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The Nerdy Days of Tech
• TECH• Used to be
a bigger part
• Bad SEOs used tech to try and get one up on Google
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The Nerdy Days of Backlinks• LINKS• A million
links is better than one
• Get a bloke in India to spend a day building links on spam sites SEO Arsehole
(Because it is shit)
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Google Got Better
• Penalised rubbish content in 2011
• Penalised rubbish links in 2012
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Now (as of about 5 years ago)• Tech – Goes Google
see what I want it to see?
• Content – Is there a demand and a gap for this awesome content
• Links – Does Google think this link will be awesome?
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All about the user
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User focused content was nothing new
• Liberty has always been about the user
• Hired our first writer in 2008 (our first employee!)
• By focusing on goals rather than traffic, our content was always tailored for the user
• We knew nothing about relationship building and PR
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So started the digital PR arms race
• SEOs had to learn PR skills
• We focused on quality over quantity (like any good PR)
• Our focus was 100% in backlinks
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PR Firms did not realise they were in a race
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What’s the return?
Attributable value has become vital
Digital
Marketing
Business Strategy
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This got us buyin from the C-Suite
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This in action
A large national restaurant chain wants more exposure on Google Maps
We undertook a major overall of their local SEO
We segmented out the new traffic
We gave the digital goals accurate values based on redemption rates and average order value
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Traditional PR output makes this measurement tricky
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PRs are now using SEO skills
• PRs are damn good at building links
• They are taking in the tech side also
• Might not be tied in with digital strategy
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Make sure there is strong comms!
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We can teach and learn• We have data and
personas• Gap and demand
analysis
• PRs have relationships and greater experience
• Sector specific knowledge
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The perfect balance
PR•Relationships•Offline
SEO•Data• Strategy
WINNING
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In summary
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Digital / Marketing is not a skill
• There are so many different skills that go into making a good PR / SEO / PPC / OOH Advertiser (etc…)
• Specialist agencies are the best at what they do
• If you want SEO, go to a specialist agency
• If you want press, go to a PR company
• Make sure there is a lead agency and it is all tied up