The Missing Link: Using SEO to Support Brand, PR &

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Marion Greer
5 years ago
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1 The Missing Link: Using SEO to Support Brand, PR &

2 This year, so far, we ve built 4.7k links

3 on sites like these

4 The Mirror The Metro The Sun New York Post Washington Post Daily Mail

5 Greenpeace WWF NASA

8 TV2 (Denmark) TV3 (Denmark) NBC (US) ITV (UK)

11 (1) We re becoming ad-blind + The way we re searching is changing (2) Brands need to be storytellers + News media has changed = brand is more important than ever = opportunity to make the news (3) How we do it

12 We ve Become Ad-Blind

14 65%

15 10%

18 word-of-mouth point-of-sale reputation management radio mailshots your brand sponsorship billboards celebrity endorsements posters telemarketing product placement seminars PR TV print ads whitepapers

19 native content display ads remarketing native advertising point-of-sale SEO PPC word-of-mouth reputation management radio retargeting blogging mailshots paid facebook facebook your brand sponsorship billboards celebrity endorsements snapchat posters pinterest twitter paid twitter telemarketing product placement podcasts seminars webinars PR TV print ads whitepapers online video

21 1,707 Banner ads per month

22 1, % Banner ads per month Average click through rate

23 1, % 50% Banner ads per month Average click through rate of clicks on mobile are accidental

24 millennials are able to filter out advertising and commercial messages on social platform across the board Professor Barnes, University of Massachusetts

25 By 2021, 74% of all ad revenue is predicted to be spent on native advertising

27 can t recall the sponsor of native content HubShout survey, 2014

28 We ve Become Ad-Blind

29 the way we re searching is changing

30 increasingly our preferences, whether communicated explicitly or implicitly, are key

31 35% 30% 25% 20% 15% 10% 5% 0% Rank We saw 3x the CTR for an international brand in a country where it s dominant vs countries where it s not.

35 [John Lewis]

36 How do you become the default choice?

37 (1) We re becoming ad-blind + The way we re searching is changing (2) Brands need to be storytellers + News media has changed = brand is more important than ever = opportunity to make the news (3) How we do it

38 Brands as Storytellers

39 Try to remember the last Samsung advert.

40 Try to remember the last any Samsung advert.

41 Samsung spends $9.9Bn a year trying to create impact with their ads.

42 Now, do you know: What was sent to CNN s office recently? What s wrong with Trump s phone? What did Merkel recently announce?

43 53% now read news online at least once a day

44 news media has changed

45 $ $ $ $ $ $ $ Print Ad Revenue Combined Online & Offline Ad Revenue

46 for every $1 of digital revenue gained $55 of print revenue had been lost

48 1,200 stories, graphics and videos per day

50 15 articles a day

51 What has this got to do with link building?

52 People don t invest in things they don t understand

53 mostly

54 Traditional link building doesn t make sense to non-seos

55 73 websites everything else

56 50% Of Traffic In The UK Goes To These 73 Sites

57 100 websites everything else

59 Google Penalty Link Building

60 Traditional link building doesn t make sense to non-seos because: 1. You re contacting blogs with little-to-no audience 2. Blogs are inherently risky as they sell links 3. That leads to a cycle of link building and link removal 4. It contributes nothing to other marketing channels

61 Bringing it together

62 (1) We re becoming ad-blind + The way we re searching is changing (2) Brands need to be storytellers + News media has changed = brand is more important than ever = opportunity to make the news

63 SEO s have a tendency to ask how can we appear authoritative When we should be asking how can we become more authoritative

64 Moz popularized the concept of the T-shaped marketer

65 The T-Shaped Campaign Brand PR SEO Social PPC/Display Expertise Authority Trust Relevancy Links Rankings

68 211 pieces of coverage

69 211 pieces of coverage 6 million views

70 In print On Radio On TV Virgin Radio Canada (7.8k) Yahoo Finance (131k) New York Post (250k) ESPN Radio (59k) Today Show (NBC) (2.5 million) WKRC Radio (79k) E!News (3 million)

71 The T-Shaped Campaign Brand PR SEO Social PPC/Display 211 links Average TF35 Top 10 ranking for casino >50% organic traffic increase

72 The T-Shaped Campaign Brand PR SEO Social PPC/Display talking point 6 million views TV & Radio 211 links 7k shares 510k retargeting list Average TF35 Top 10 ranking for casino >50% organic traffic increase

73 You ll need to get comfortable with unknown unknowns