pr agency presentation

14
And

Upload: nick-garner

Post on 22-Nov-2014

911 views

Category:

Technology


2 download

DESCRIPTION

A run through on how SearchWorks Digital can work with a PR agency

TRANSCRIPT

Page 1: PR Agency Presentation

And

Page 2: PR Agency Presentation

Clients know influence is now online

Page 3: PR Agency Presentation

Is Google influential?

2,000,000,000searches a month, from the UK alone.

Page 4: PR Agency Presentation

When someone wants to find

something online, 90% of them

use Google.

Search engine traffic is where

someone doesn't know what site

they need and trusts Google to

get them to the right place.

35% of all traffic to sites in the UK,

comes from search engines.

Google is the Internet navigation point.

Page 5: PR Agency Presentation

Google is how people find info on

products and services

?? PR Influence:

• Offline radiating to Online

• Thought leadership

• Reviews from:

o End users

o Thought Leaders

• How to and Help

Page 6: PR Agency Presentation

The influence of

search engine usage.

Page 7: PR Agency Presentation

The influence of

search engine usage.

Page 8: PR Agency Presentation

The influence of

search engine usage.

Page 9: PR Agency Presentation

The influence of

search engine usage.

Page 10: PR Agency Presentation

Overview

Wants Online Influence.

Goes to...

Who work with...

Influencing on behalf of

the client. Client

Relationship / Brand

custodian

Subject specialist: Search

marketing

AptitudesSpecialisations

Relationships / Ideas /

Process

Data analysis / Process /

'Industrialisation' of

processes.

Page 11: PR Agency Presentation

Structure for SEO relationship

Activity Split Out: 70% PR Company / 30% SearchWorks

SearchWorks SEO Planning 10%

PR Agency : Content Origination -

20%

PR Agency: Content Production -

20%

PR Agency: Content Outreach:

Goal A: Awareness/Influence

Goal B: Affect SEO: weblinks 30%

SearchWorks:

Low level link building. 20%

SEO plan inlaid into your influence

strategy

Idea generation, source material for

content, continuity with brand and

influence strategy.

Content creation, whatever media suits

the plan.

Build up 'influence' relationships with

'Mainstream Online Media' related to the

brand. Be the online gatekeeper.

Lower level linkbuilding that is done

simply for rankings, is done with

SearchWorks

Page 12: PR Agency Presentation

10% for planning

Page 13: PR Agency Presentation

20% Link building

For far more detail on link analysis, see here:

Advanced Linkbuilding Methodologies PPT

Site Research:

- Data Analysis

- Human Checks

Content

SEO PlanInfluence Plan Outreach Team Webmasters

Content & ££ for

link placement

Targeted

Links

Google

Rankings

Online

Influence

Page 14: PR Agency Presentation

Conclusions

• Google is the most influential site on the internet. Clients know this

• Content needs to be in the right places on Google to create influence

• PR creates the right content to influence

• SEO steers content to the influencing places on Google.

• PR and SEO make very good companions.

Influence Keywords used to find

content that influences...