SEMrushlive - Finding the value of Digital PR beyond the links
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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.
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SEMrushlive - Finding the value of Digital PR beyond the links
- 1. B3 @lauracrimmons #semrushlive The Value of Digital PR (beyond links) Laura Crimmons @lauracrimmons #semrushlive
- 2. B3 @lauracrimmons #semrushlive First things first, I understand the importance of backlinks for SEOâŠ
- 4. B3 @lauracrimmons #semrushlive And a lot of what I do is devising strategies to acquire more linksâŠ
- 5. B3 @lauracrimmons #semrushliveWhich sometimes feels like Iâm doing this to journalistsâŠ
- 7. B3 @lauracrimmons #semrushlive Digital PR Links
- 8. B3 @lauracrimmons #semrushlive Digital PR SEO
- 10. B3 @lauracrimmons #semrushlive Brand Awareness
- 11. B3 @lauracrimmons #semrushlive Opinion Change
- 12. B3 @lauracrimmons #semrushlive Behaviour Change
- 14. B3 @lauracrimmons #semrushlive But too many people are just reporting on it in terms of links
- 15. B3 @lauracrimmons #semrushlive And Iâd very much like that to change
- 16. B3 @lauracrimmons #semrushlive âSo what other value is there for Digital PR?â I hear you cry
- 18. B3 @lauracrimmons #semrushlive (not this kind of EAT)
- 23. B3 @lauracrimmons #semrushlive âSounds great Laura, but what does that look like in practice?â
- 27. B3 @lauracrimmons #semrushlive Satisfies Googleâs Search Quality Raters now Should directly impact rankings in the future
- 28. B3 @lauracrimmons #semrushlive How can we measure brand awareness?
- 29. B3 @lauracrimmons #semrushlive How can we measure âgood reputationâ?
- 30. B3 @lauracrimmons #semrushlive SERP real estate
- 31. B3 @lauracrimmons #semrushlive According to Searchmetrics, the number of organic search results has fallen to 8.5 from 10
- 33. B3 @lauracrimmons #semrushlive So we want to take up as much of those 8.5 as possible right?!
- 35. B3 @lauracrimmons #semrushlive Appear for long-tail keywords Steal space from competitors
- 36. B3 @lauracrimmons #semrushlive How do we measure it?
- 39. B3 @lauracrimmons #semrushlive How do we rank position 0?
- 40. B3 @lauracrimmons #semrushlive Write content for questions people are asking
- 46. B3 @lauracrimmons #semrushlive Conversions / Sales
- 50. B3 @lauracrimmons #semrushlive Thatâs a once a year purchaseâŠ
- 51. B3 @lauracrimmons #semrushlive But once last thingon links⊠B3
- 52. B3 @lauracrimmons #semrushliveDisavowed over half of link profile Built 20 *good* links
- 53. B3 @lauracrimmons #semrushlive Sowhatâs 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
Hinweis der Redaktion
- But digitial PR does not just equal links
- And it doesnât just equal SEO
- It can be so much more, such as all of thisâŠ
- As we know Google isnât just an algorithm it also has human search quality raters who are employed to âtestâ the algorithm and rate websites manually
- Hereâs Googleâs most important factors it wants itâs 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 canât get a high rating
- How do we get those citations? Donât get me wrong I do want links from all these places⊠but citations without links are still good in Googleâs eyes especially for the search raters.
- 65 Conversions driven by creative worth an estimated ÂŁ28K 68% Increase in conversions from Google organic YOY 107% Increase in Google organic traffic YOY 18 to 12 Average target keyword ranking
- We all want to take up more results on the SERP page rightâŠ
- PR & Content does exactly thatâŠ. Either your own site or coverage ranking for you
- No sure fire way to get the result 0, but this helps â 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 theyâre on huge traffic websitesâŠ
- drives us a fair with of traffic too⊠which we can then remarket
- GA & Kissmetrics
- But we have multiple case studies showing why thatâs simply not the case
- GA & Kissmetrics