figaro conference

SEO: The Rise of Online PR

Nick Garner: Head of search Unibet

Working across all Unibet's 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend- PPC - Online Public Relations (as a means of influencing SEO and social media)

Nick Garner

Google's share isn't growing much

But it's revenues are...

Information / Commercial Internet

$15.62 per person per year in the UK*Mix in commercial with information as much as possible

Rank (fairly) easy Rank (fairly) hard

Signals are changing

NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR

OLD: Look for algo weakness and exploit them > SEO

Conclusion

$15.62 per person per quarter in the UK*Google is becoming an ads engine, 'cleansing' the SERPS & mining data about you to be the perfect middleman

For more of this thinking see seobook.com

Online PR(Social Engineering)

How does online PR cycle work?

Extend your reach

Share Socially

Earn a social rankings boost

Win natural links due to the value of the content

SEO: Rank on relevant phrases

Earn more social followers

Amplify network reach

Create share worthy content

Online PR poster boy!

Start with great content

Start with Great Content

Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Add a little PR outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/

Spread across social networks

http://www.facebook.com/DollarShaveClub

https://twitter.com/#!/dollarshaveclub

Spread across social networks

http://www.youtube.com/watch?v=ZUG9qYTJMsI

Spread across social networks

https://www.google.com/search?q=shave (while logged in to my account)

Rank in personalized search

Win the Internet

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

A great case study for SEO

If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.

Buzz is great for brand, but it needs 'steering' to work for SEO

G+ & SEO

"When someone recommends something, that's a pretty good indicator of quality," said Matt Cutts, Google's

principal engineer for search. "We are strongly looking at using this in our rankings."

He says it's (kind of) connected

Core idea: Circles > Reach

G+: Connecting the network

Content / outreach (kind of) like G+

Add another one in...

Resources

What resource is needed?

The right person:● Journalist / blog owner

○ Has their own blog/site (ideally) ○ Not too hung up on being 'newsy'○ A bit technical

● Personality○ Creative○ Funny!○ Inquisitive○ Persuasive

That might suit me!

Introducing....JamesOur Online PR guy!

○ Make memes○ Create link bait○ Make our networks

bigger○ Tweet it up○ Google+ it up○ Be awesome

I'm a lynx, y'all

Memes

Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Euro 2012 memes

More bleedin' memes!

Shut up and take my meme!

Get users to do your work for you

Ta da!

Got digits?

Someone's following me...

February 2012

July 2012

1,105

2,351

2,712

4,002

19

235

2161,2901,246

Wanna Hangout?

Our Online PR footprint

34,000 citations of "bet.unibet.com"

Earn links like crazy

The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.

144,000 citations of "bet.unibet.com"

Good looking guy's final thoughts

Sharing is caring● Meme a little meme of me● Twitter is great● Facebook is lovely● Google+ is not so great

Now what, folks?● More memes● Get users to help● Let's Hangout more, y'all

Nick's final thoughts

It's time to shift our footprint from exploiting the algo's weaknesses, to engineering human behaviour and harvesting the right signals i.e. Online PR with an SEO backdrop...

URL for the presentation

http://bit.ly/unibetfigaro

Thanks for watching, holmes