The Importance of Integration Caroline Spence Director of PR and Content The Increasing Relationship between Search, PR and Social Media

Advantages of an integrated approach Why integrate? Maximises opportunities Amplifies results Multiple touchpoints Achieves commercial objectives (sales!) Efficient use of resources (people and £) Quality not quantity

How Search, Social and PR have evolved from the traditional silos Content Marketing: On Page product descriptions SEO Blogs ‘Post & Pray’ Keyword stuffing Link building (spammy) Silos – no one talks to each other PR: Coverage Key messages Brand awareness Audience reach ‘Cheap’ advertising Few commercial objectives Difficult to measure/ evaluate Social Media: Reach (Followers, Fans, Likes etc.) Engagement (interaction with posts) Frequency of posts etc. ‘Spray & Pray’

The New Relationships Lead generation Content Marketing Brand Building Community/ Nurturing Brand Loyalty/ Advocacy Revenue Generation Social selling Content Marketing Off Page Content Outreach User Generated Content (UGI) Infographics, video & visual content Brand Building Link Earning Outreach Domain authority Quality external links Social shares Lead generation Community/ Nurturing Brand Loyalty/ Advocacy Revenue Generation Social selling Influencer Marketing Media/ bloggers Sector specific experts Customer reviews

How does PR support Search? PR supports SEO through: Generating external links Increasing domain authority Bolstering search rankings Increasing trust through 3rd party reviews Amplifies existing content i.e. blogs SEO’d material, posted online How does that manifest itself: New metrics – Domain Authority (DA), social shares etc. SEO’d press releases Use of Google Analytics to assess traffic and revenue generation Sales data of featured products

How does PR support Social? PR supports Social through: Potential for greater reach/ amplification Provides the story/ content (user generated content) Increasing Domain Authority Increasing trust through 3rd party reviews

How does Social support PR? Social supports PR through: Identification of key influencers e.g. use of Followerwonk Tool for contacting media/ bloggers Can provide the story/ content (user generated content) Amplifies coverage Amplifies reach Importance of mobile use (>80%)

How does Social support Search? While social signals like Facebook links or Instagram follower counts may not have a direct effect on the search result. Social media can indirectly support search by: Increased referral traffic Provide brands and business another route into the search results Appear high in search results i.e. Twitter Firehose, How to searches and YouTube

How has Search impacted on PR and Social? Search has become a part of both PR and social: Keyword/phrase adoption in everything from posts to press releases Use of Google as a media search tool Google ‘No follow’ links Forums and negative news items remaining on Google Search amplifies social platforms, including: Twitter Firehose – tweets can be pulled into Google Pinterest

Combining social and paid search by using a ‘Honeypot Content’ Strategy Plus other types of remarketing: RLSA – search ads Shopping Customer match/audience Remarketing lists created in Analytics Your Website

How to include a “honeypot content” in your strategy Use “honeypot” content to attract potential customers to your site Use utm codes on all links, so you can create remarketing audiences in Analytics Use remarketing audiences in conjunction with Text or Shopping Ads (RLSA) to target these users with increased bids when they are proactively buying Particularly powerful when Shopping ads CPC is high or ROAS is low This strategy allows you to focus budget on previous visitors to your site, as they are more likely to convert Reduce ‘compers’ by exclude keyphrases via both paid and organic

Overview of our integrated approach

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