Digital PR is not just about links and should not be measured by this one isolated metric. Digital PR/Content Marketing can improve brand awareness, steal your competitors SERP space, drive sales and much more. In this presentation we explore what the other value is and how to measure it.
53. B3 @lauracrimmons #semrushlive
Sowhat’s the value?
1. Improved brand awareness
2. Increased brand affinity/loyalty
3. Valuable citations
4. Demonstration of E.A.T
5. Featured snippets/ extra SERP real estate
6. Traffic ripe for remarketing
7. Direct and assisted conversions
As we know Google isn’t just an algorithm it also has human search quality raters who are employed to ‘test’ the algorithm and rate websites manually
Here’s Google’s most important factors it wants it’s raters (and ultimately its alogirthm) to rank based on
If reputation is so important how do they measure that? With the exact coverage PR gives you
And a bad reputation (no good PR) means you can’t get a high rating
How do we get those citations?
Don’t get me wrong I do want links from all these places… but citations without links are still good in Google’s eyes especially for the search raters.
65Conversions driven by creative worth an estimated £28K
68%Increase in conversions from Google organic YOY
107%Increase in Google organic traffic YOY
18 to 12Average target keyword ranking
We all want to take up more results on the SERP page right…
PR & Content does exactly that…. Either your own site or coverage ranking for you
No sure fire way to get the result 0, but this helps – and will also help when voice search increases
Often a missed step
We create campaigns based on conversations that we think people will identify with
They get us lots of lovely links which, because they’re on huge traffic websites…
drives us a fair with of traffic too… which we can then remarket
GA & Kissmetrics
But we have multiple case studies showing why that’s simply not the case