Do you have a good story to tell? Do you have something interesting or valuable to say? If the answer is yes, do you have the relationships to get it covered in the media of your choice? And, finally, do you think they’d link to it?
We’ve been involved in PR since the mid-1990s. (Yes, we’re that old.) We’ve run link building campaigns to support SEO since 2010. We understand the way PR works, and we know the way link builders work.
We know that PR is not the same as link building, but we do know that where the two skills converge is the perfect opportunity for authentic, creative brands to build their profile and to support their SEO performance with high-quality links.
With links still at the heart of Google’s algorithm, carefully considered Digital PR can be the difference between success and failure in Organic search.
We can help you with
- Digital PR & Link Building Strategy
- Digital PR & Link Building Campaigns
- Digital PR & Link Building Processes, Training
- Existing Link Audits & Analysis (One time & Ongoing)
- Link Disavow Management
- Competitor Link Analysis
- How to use SEO Data for PR & Link building
- How to monitor your brand for link building opportunities.
- Find out more
What’s the difference between PR and Link Building?
Traditionally, PR has focused on managing a brand’s reputation in the media.
The brand’s message is carefully managed through press releases, statements, reputation management and developing long term relationships with journalists.
Link builders focus on attaining a link from a website. In some cases, with little regard for the brand’s reputation.
We partner with both brands and agencies. Sometimes to manage a particular project, but often as a consultant, providing an additional qualified voice on a specific issue you’re looking to solve.
The evolution of Online Media and The Link Graph
Over the last decade, there has been a considerable shift in media from offline to online. Nowadays, almost everything you can read offline is also found online.
At the same time, link builder’s wings have been clipped, as Google has tightened the algorithm, becoming much smarter in understanding what links should be counted that’ll provide SEO value for a website.
“PR and link building activities cross over more than ever. Everyone is targeting the same publications.”
Because of these changes, we are now in a place where PR and link building activities cross over more than ever, and greater collaboration between the two skills is needed.
Usually, you’ll find that the preferred media placement for a brand is the same for a PR as it is for a link placement for a link builder. Everyone is targeting the same place.
While in some areas, there is resistance from each, PR’s and link builders who do respect and understand each other’s skills and work alongside each other, work under the umbrella term of “Digital PR.”
Our Digital PR process
Preparation
Our process starts with understanding what a brand wants to be known for and what subjects and content ideas they’d like to align with.
At the same time, we’d analyse the brand’s existing media coverage and link profile, and in some cases, their competitors. We’ll discover what types of links might provide the most value in both the short and long term.
We’ll set up monitoring of journalists and writers who write on the subjects we’re looking to become known for. To inform our content ideas, we’ll keep an eye on the performance of those articles, especially how they performed on social media or how many links they generated.
Ideation & Creation
Drawing on the data, we’ll get creative and map out a number of content ideas that we think will not only naturally align with the brand’s positioning, but also deliver results that’ll increase a brands authority through brand mentions or links.
Our content ideas will be varied, being as natural and authentic as possible. Ideas might range from large scale content marketing campaigns to providing an expert quote, and everything in between.
Our core focus will always be on ensuring that whatever we provide to journalists that we’ll make it as easy as possible for them to cover it, and journalists that we’ll make it as easy as possible for them to cover it, and where applicable, make it as difficult as possible for them not to link to it.
Outreach
Journalists and writers can receive hundreds of pitches each day. We aim to help them as much as possible. So, we focus on contacting only relevant journalists and give them everything they need to make a quick decision to cover a story.
Our clients regularly feature in the following publications:
It’s All About The Relationship
The one constant that hasn’t changed, and probably won’t ever change, is that most top-level media coverage is placed because of the relationship an agency may have with the publication.
We always look to build long term relationships with publications, journalists, writers and bloggers. We’re there to help them as much as we can. We aim to “put everything in their lap” when they need it, providing everything they’ll need so they can get sign off from their editors and turn around an article with a minimum of fuss. And, sometimes, we might even pick up the phone. Who would have thought…