#Mentions

#Topical Authority

#Links

Digital PR Results

Digital PR Results

#For search

#For media

#For social

#For search

MobileAlmost 60% of moms own a smartphone, compared to 44% in 2011.

Top uses: •looking up store locations and hours (61%) •keeping family schedule (49%) •Keeping a work schedule (37%)

•State of the American Mom Report: 2011 Highlights.” Marketing to Moms Coalition (2011)

Eye catching resultsSchema Markup/ Rich Snippets

Opportunity to Increase CTR by showing

#Price#Availability#Rating/Reviews#Video thumbnails

Search IntentWhat's being searched in your industry?

What are people interested in?

The interaction of content on #Media and #Search

Search Content: Informational style#Keyword focused

#Accomplishes a task

#Most of the time Evergreen

#Can have a Call to action

#For media

Media content

#Not keyword focused

#Can be lateral to the brand

#Generates topical authority

#Rarely has a Call to Action

Content VS Stories

Journalists don’t care too much about ‘content’.

What they want are Stories.

Safety

What makes you newsworthy?

Think like a news man.

#Timeliness

#Impact

#Prominence

#Proximity

#Bizarreness

#Conflict

#Uniqueness

#Human Interest

How to pitch

3 factors determine whether you get link from a newspaper:

#what the story is

#who you pitch the story to

#when you pitch the story

Link attraction

Link attraction

#Visuals: Maps, Drawings, Charts, Infographics

#Data/Research

#Timely/Seasonal content

#Complete guides/resources

#Web Tools and useful things

#Glossary of terms

#Tie ins: National Days & Events & Pop Culture

#Themed sponsorships

#Awards

Build content with high search intent #Facts

#Spreadsheet, Pdfs,

#Calculators

#Templates

#Libraries

..Helpful tools for your audience

MobileTop uses for mom on smartphones:

#looking up store locations and hours (61%)

#keeping family schedule (49%)

#keeping a work schedule (37%)

Google Maps Mashup

Tactics

Media loves Weird and Unusual

Unusual Product as Linkbait

ControversySaying something controversial in order to provoke a reaction (and thus links)

The Pop Culture Tie-In: Fifty Shades of Grey

#How much money did that product get?

#Who bought and why?

#Did it fix a marriage?

#Did it increase the marriage proposal rates?

Think Laterally

Get the Bloggers Attention

Early looks

Curation of products

Early reviews

Exclusive access to products that are not launched

Leveraging Sales/Deals Pages

Cheap? Sale?

Press release

They're a tidy way of sending journalists everything they need, after they've already expressed interest in a story.

#Employees Profile#Quotes#Images#Guidelines for interviews

Journalists will occasionally link to this profile page if they feel the homepage is too commercial.

Value of High-Quality Photos

#Cool Hunting

Fun Category Pages:producten.hema.nl

News Jacking

Be the definitive source

Season/Industry specific

#Festivals Essentials

#Spring/Summer/Fall/Winter shopping guides

#Mother/Father gift guides

#Halloween

#Blockbuster movies tie ins

#Interest Groups – LGBTs, Green, Internet Marketing

Holiday Menu Planner

•Thanks Giving Menu Planner - timely/seasonal + evergreen

• http://www.saveur.com/content/thanksgiving-menu-generator

•

#April Fools Day

#“Leaks”#Fake products

“Refreshing” products

Random Affinities:Game of Thrones Fans

You want to be in the media? Become the media.

Check out other SEO presentations by Vertify www.vertify.ro/blog

Thanks!