Visibility Update September 2014

Sarah Skerik

Hello again!

Twitter: @SarahSkerikLinkedin: Linkedin.com/in/SarahSkerik

High quality, relevant content is increasingly the focus of search. This type of content ranks better on average, and is identifiable by properties such as a higher word-count and semantically comprehensive wording, as well as often being enriched by other media, such as images or video.

Regarding content features analyzed in this study, both correlations and average values have increased compared to 2013.

@sarahskerik @prnewswire

Our Goal: Using current search trends to inform PR tactics, generate maximum visibility and business impact from press releases and other digital PR content.

• Review of search ranking factors– Overall search trends – Factors PR can influence, capitalize upon & measure

• Tactical review – PR tactics for new search factors– Click through rates– Backlinks – On-page content – Social

• Q&A

@sarahskerik @prnewswire

What’s new in the ranking factors?

2013: • Google +1 • Facebook Shares

• Backlinks • Facebook Total • Facebook

Comments • Facebook Likes

@sarahskerik @prnewswire

What’s new in the ranking factors?

2013: • Google +1 • Facebook Shares

• Backlinks • Facebook Total • Facebook

Comments • Facebook Likes

@sarahskerik @prnewswire

SOCIAL

@sarahskerik @prnewswire

@sarahskerik @prnewswire

Many things.

@sarahskerik @prnewswire

Top factors PR pros should pay attention to:

• Click through rate• Relevant terms • Google +1 • Number of backlinks • Facebook shares• Facebook total • Facebook comments• Pinterest • Facebook likes • Backlinks from news

domains

What do the colors mean? • User signals• On-page content • Backlinks • Social

PR can have a measurable impact on search rank

Media coverage

News domain links

KPI: Referring pages

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CLICK THROUGH RATE

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Ginormous impact.

EXTREME MAKEOVER

Press Release Edition

Before:

Provocative headline draws readers in.

Subhead adds more detail

Lead paragraph starts with an interesting statement,

not boilerplate.

Bold font and provocative section heads draw

readers’ eyes in, and build more attention.

Restrained use of links directs readers to a

specific call to action.

All boilerplate material, event information and branding (except the

mention in the subhead) are moved to the

bottom of the release. The higher-value real-estate at the top of the

message is solely devoted to gaining and keeping reader

interest.

Readers’ eyes move over a web page in an F-shaped pattern

Source: Nielsen Norman Group

Extreme makeover results:

• 42 click throughs in one day– (prior average

was ZERO)• One of the top

performing releases for the year in terms of reads

@sarahskerik @prnewswire

PRO TIP: Use a trackable URL & count those clicks!

@sarahskerik @prnewswire

Thoughtful linking = improved click through rate

No extraneous links. You don’t need a link to your company home page in the first sentence.

Employ links strategically. Links should not dilute the reader’s attention away from the message’s mission.

Never ever ever link to the same URL more than once within your message. Never.

Links are a reader service, not an SEO trick or means to drive traffic to a web site.

BACKLINKS

@sarahskerik @prnewswire

@sarahskerik @prnewswire

@sarahskerik @prnewswire

PR & Backlinks• Quality, relevant links from

a strongly related web site back to the client

• Earned media mentions – A link would be great! – But an un-linked mention

still benefits search rank. (Really.)

• New backlinks (i.e. more mentions, please.)

• KPI: Count good links.• Quality rules.

@sarahskerik @prnewswire

Pro Tip: Pitch interesting ‘owned media’ & generate some pick up.

@sarahskerik @prnewswire

@sarahskerik @prnewswire

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Distribution results – 315 reads, 870 image views

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And don’t forget the URL data …

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@sarahskerik @prnewswire

ON-PAGE CONTENT

@sarahskerik @prnewswire

Factors that increased from last year: • Length of text • Semantically

comprehensive wording – i.e. sophisticated writing,

not repetition of the same keyword over and over

• Provide other media, such as images and videos

• “User relevant” – Would YOU want to read it?

Source: Searchmetrics 2014

@sarahskerik @prnewswire

On-Page content tactics

• Create content that has value in and of itself. – Press releases need to

be interesting. • Create content that

reads/watches naturally but also makes use of a variety of related key terms.

• Make visuals a requirement.

SOCIAL

@sarahskerik @prnewswire

@sarahskerik @prnewswire

Individual sharing by audience members drives significant social spread of messages.

Do not rely on brand channels for social exposure.

Press releases people tweeted in one minute.

@sarahskerik @prnewswire

Live stream of PR Newswire releases on Twitter

Music

Travelers

Mom

Visuals drive sharing

@sarahskerik @prnewswire

@sarahskerik @prnewswire

Observe what clicks, and then adjust accordingly …

@sarahskerik @prnewswire

Structure your content to keep and retain interest.

• Dump the speed bump! Keep boilerplate where it belongs! • Use bold text to highlight and set off paragraph heads within

the message. Be sure the paragraph heads call attention to specific, interesting information.

• Use bullet points or a numbered list to highlight related tips, facts, etc. and to break up endless blocks of text. – Surface and emphasize different angles within the story – Build out a more detailed social message strategy?

• Embed a link to a video or other interesting asset two/thirds of the way down (after your original call to action) to refresh reader interest if it’s flagging, and to provide more relevant information.

@sarahskerik @prnewswire

Additional resources:

This deck: http://www.slideshare.net/prnewswire/pr-visibility-update-fall-2014

Article: PR & SEO – Still Driving Discovery

Full Searchmetrics paper: http://www.searchmetrics.com/en/knowledge-base/ranking-factors/

Interesting discussions of content quality & search engine behavior:http://moz.com/blog/searchmetrics-ranking-factors-2014

http://moz.com/blog/google-keyword-relevance-whiteboard-friday

eBook: Driving Content Discovery http://promotions.prnewswire.com/rs/prnewswire/images/eBook_Driving_Content_Discovery.pdf