GETTING INK AND LINKS MN SEARCH – SEARCH SNIPPETS #15: LINK BUILDING IN 2014

7/30/2014

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Hello my name is…

Allie (Gray) Freeland

PR Director at iAcquire & Clearvoice

@AllieGRayFree | #MNSearch

What’s on tap

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•  Converge the practices of public relations and SEO to build juicy, authoritative news links •  Link reclamation •  Co-marketing •  Press releases •  Contributor journalism

•  Tools and fundamental skill set you need for getting INK and LINKS

We’re all in this together

@AllieGrayFree | #MNSearch

The goal of public relations is to create attention, awareness, and trust by getting other people to talk about your brand. The goal of SEO now is to create attention, awareness, and trust by getting search engines to rank your content favorably. Even the process is now similar: reaching out to relevant publications, making a timely, targeted, and relevant pitch, and providing great content for the publisher’s audience.

Link reclamation

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•  As a PR professional, you likely have a long list of media placements you’ve obtained. When was the last time you shared that list with your SEO team?

•  SHARING IS CARING •  Where to Start: Give the list of old placements to your SEO team and have them contact the

outlets, Boolean search terms within Google, monitoring tools via Meltwater/Cision/Vocus

Co-marketing Campaigns

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•  Co-marketing = Two+ brands to work together create co-branded offer, campaign, study, or content •  The return = Companies share resources, piggybacked brand awareness, and capitalize on shared

results •  Where to Start: Find potential partners with the jet stream you need, identify goals, create assets,

pitch, and place.

iAcquire.com

Press releases

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•  Releases that are optimized to include multimedia assets, social channels, and are keyword-rich—while also having the fundamental principles of being newsworthy, relevant, and timely—will get picked up

•  Where to Start: 1) Create a list of keywords to target within future releases 2) Select a Google-friendly distribution service 3) Write the release and optimize using 3-5 percent keyword integration 4) Publish the release on your own domain, then wire service 24 hours after

@AllieGrayFree | #MNSearch

Contributor journalism

•  You can’t rely on pitching 100% of the time; become a publisher yourself! •  If you are a good writer, start writing one post per week on publications with similar readership as your

business’ core audience… If you are a crappy writer, use tools like ClearVoice to find authoritative writers in your space

•  Perfect your pitch: Be unique, transparent, real, detailed, and professional – include concept and/or full •  article •  Target publications with contributor models (CMS access, baby!)

PR/SEO TOolS

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For juicy quotes: HARO & Profnet

PR/SEO Tools

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For Identifying Bloggers & Journalists: ClearVoice & MuckRack

PR/SEO TOOLS

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To track your outreach – InkyBee & Buzzstream

A Checklist for Ink and links

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q  Do you have the tools you need to identify, track, and reach out to the news media?

q  Are you reaching out as real, authentic human being? q  Are you developing exclusive relationships and not “spraying and praying” with

“mass” pitches? q  Do you have a good story to tell?      

LET’S CONNECT

@AllieGrayFree | #MNSearch

Twitter - https://twitter.com/AllieGrayFree

Linkedin – http://www.linkedin.com/in/alliegray

Claim your ClearVoice Profile - www.clearvoice.com