Archive for the ‘PR’ Category

The Case for Specialisations

Newton's pendulum containing five metal balls

In many of the SEO consultancies I’ve worked alongside, little silos are appearing. One person or team does the link building. One does the onsite. One does the editorial. And some poor soul gets to write the monthly report.

This reflects what happened with some PR consultancies years ago – someone doing the ‘telesales’ to journalists, someone doing the writing. Many who took that approach didn’t last long – the focus moves away from creating rounded ‘consultants’ organised around clients’ needs for someone who understands their business and market, and a single point of contact.

With Google starting to focus on the ‘who’ as well as the ‘what’ of online content, with author credence beginning to matter, has SEO matured to a level where SEO consultancies are beginning to specialise around industry specialisms? (more…)

What’s the Price of a Link?

ATM

With a title like ‘What’s the price of a link?’ this is probably the article you’re burning to read, but don’t want to get caught reading!

In reality, unless you’re doing your own SEO with no budget for anything vaguely marketing related, there’s a cost to any link created, whether paid for or not. The cost of time and resources for starters.

But there are three hidden costs that are often overlooked: the costs of buying links (beyond the cash transaction); the costs of free press release distribution services; and the costs of untrained staff. (more…)

Tailor that Press Release Distribution

press-release

Even experienced PR people fumble, on occasion, with press release distribution services.

The humble press release was once a factual information sheet, and trainee PRs would be stood by the photocopier and licking and sticking envelopes as part of their apprenticeship.

Today it’s a much more contentious piece of literature, treading a fine line between spam, content and useful information sheet. And if the release itself requires a lot of thought, so too does the distribution method. Probably more, in reality, than the release itself, since the average blogger or journalist is more than capable of lifting the information appropriate to them and building on it. (more…)

Local Media Love

calling-phone

Many SMEs will only have an SEO resource – the money for PR just isn’t there. If they’ve given you free reign to use linkworthy stories, the local media could become your new best friend. I love working with them.

Most local papers have a Toolbar PageRank of between 5 and 6. Given the hours spent working up links from less valuable spaces, it’s an obvious place to branch out. (more…)