The rules of the game are changing. As we delve into the heart of the #SEOCHAT discussion, it becomes clear that the fundamentals remain unchanged: understanding the nuances of digital platforms, creating engaging content, and nurturing loyalty that ultimately leads to conversions. But in this age where information is abundant, and algorithms and influencers wield immense power, these fundamentals take on new dimensions.
A1, A2, A3, A4… These aren’t just letters and numbers but digital roadmaps guiding us through the complexities of PR 2.0. Contributors like Travis, Sophie Brannon, and Mark Rofe share their wisdom on a stage where gaming the system is all too common. It’s not just about generating content but generating content that resonates. It’s about transparency, data accuracy, and building genuine connections.
In a world where information flows at the speed of light and journalism faces unprecedented challenges, the role of digital PR is more critical than ever. The line between success and obscurity is thin, and it’s drawn by a commitment to quality, ethics, and innovation.
So, whether you’re an industry veteran or a newcomer, this discussion offers something vital for everyone. From pinpointing the best places to link to exploring the depth of metrics beyond the surface, and even the daunting question of accountability. Join us on this digital journey where we seek not just answers but a better understanding of the questions.
The digital PR landscape is evolving, and this #SEOCHAT captures the spirit of adaptation, innovation, and, most importantly, the human touch that continues to matter in our digital age.
Q1: The use of Social Media in Digital PR campaigns is as important as ever.
— Charlie Clark (@CharC_SEO) October 19, 2023
With the rise in users turning to platforms such as TikTok for Travel/Pinterest for Home Products, how do you think brands can maximise the value they're getting from campaigns they're launching?…
A1: To me, this isn’t reinventing the wheel. The strategy remains constant. 1. Truly understand the nuances of each platform. 2. Create content people want to engage with. 3. Link back to stellar content on-site, which should foster loyalty & eventually conversions.
travis
Q2: With the rise of commodified Digital PR services and mass outreach tools that spam the likes of HARO becoming the norm, how do you feel this will affect sentiment towards the industry moving forward? #SEOChat
— Charlie Clark (@CharC_SEO) October 19, 2023
A2: Everything that can be gamed will be. That’s been proven out time and again in the digital age.
It’s as simple as creating quality material. Consumers will sniff out shallow, unhelpful content.
If there’s influence/bias, publications & authors should disclose it.
travis
A2. It will become harder to get good quality coverage as journos are just being bombarded.
There’s also a focus on data accuracy, so I wouldn’t be surprised if there’s more back and forth before coverage goes live.
Quality always, over quantity.
Sophie Brannon
This is something I worry about a fair bit, linkbuilders using digital PR tactics without much understanding of PR & AI spamming journalists isn’t good for the reputation of the industry.
Jo Marie O’Reilly
Quality over quantity, genuine connections matter more. Keep the human touch intact!
Danielle
Q3: When launching your eCommerce Digital PR campaigns, where do you think the best place is for journos to be linking back to?
— Charlie Clark (@CharC_SEO) October 19, 2023
Explain why using the #SEOChat hashtag ??
A3: Voted Campaign page, assuming additional explaining is necessary as a bridge.
That said, it depends. Context matters, as always.
Are you introducing a brand? Recommending a specific product? Encouraging browsing/shopping?
Thoughtfulness here will pay off.
travis
A4 – journalists should link to the source so people can find out more info about the story, check the data etc
Mark Rofe
Just like everything else in SEO, the correct answer is “it depends!” Wherever the story lies that readers can be easily directed to should be the page that’s linked. Not one-size fits all answer here
Bri Godwin Huyke
A3: the best place is the one that will result in the most link possibilities, and that’s gotta be a campaign page. It’s so hard to get a link nowadays, every aspect of he campaign has to make it easier for the journo 🙂
Natalia Witczyk
Q4: The natural crossover between SEO and Digital PR means most client brief KPIS usually come down to 2 things, the number of links and the DA/DR of links built.
— Charlie Clark (@CharC_SEO) October 19, 2023
What key performance indicators (KPIs) do you believe are most relevant for measuring the success of a Digital PR… pic.twitter.com/GsvWPlfgDy
A4: These metrics are far too shallow. I call them “directional” metrics because they are merely dotted lines to revenue growth.
Directional Metrics:
- DA/DR + Links
- Organic Visibility – via GSC
- Avg. Eng. Time – via GA4
- % New Users
Revenue-Oriented KPIs:
travis
- Content ROI Efficiency – Custom (time to break even)
- Organic Transactions (volume) – via GA4
- Organic CR (% based) – via GA4
Q5: How do you feel the Digital PR industry will change in 2024?
— Charlie Clark (@CharC_SEO) October 19, 2023
What trends are we likely to see stay or go? #SEOChat pic.twitter.com/MlIy6YpkRn
A5: I think Digital PR will balloon & deflate. It’s a good tactic, but see too much room for abuse.
Like display ads, brands will eventually hold service providers accountable to answer:
How did these efforts actually grow our revenue?This could dry up the well.
travis
The combination of job cuts in journalism, and more people seemingly doing PR has meant it’s getting harder. PRs are creating similar stories and sending them to the same journalists. Those that can react (newsjack) to unanticipated events will be best placed to secure coverage (where the competition is much lower).
Mark Rofe
Q6: Authenticity & morality is a topic that repeatability comes up in the Digital PR space, with campaigns or shady working practices being called out every other week on Twitter.
— Charlie Clark (@CharC_SEO) October 19, 2023
With the amount of money involved in the industry it's not hard to see why this happens, but what… pic.twitter.com/pAnUMORiFT
A6: I don’t see self-policing as the answer. The incentives to churn & burn are too great. Instead, brands need to focus on measuring (as best they can) how SEO & Digital PR efforts propel their business forward. Brands wising up will weed out bad actors, in time.
travis
I think one big thing is that so many DPR’s are new to the industry and many are fresh out of uni, so are still learning.
Really focusing on morality as part of internal training and setting in place proper ethical guidelines can help to avoid this.
Sophie Brannon
Better training, not expecting inexperienced members of staff work to unrealistic link KPIs. Losing the links at all costs mentality.
Jo Marie O’Reilly
Several essential takeaways emerge from this enlightening discussion:
- Quality Over Quantity: The consensus among our experts is clear – in the age of digital PR, quality always trumps quantity. Creating valuable, engaging content and establishing genuine connections are at the heart of successful PR strategies.
- The Challenge of Influence and Bias: Transparency is key. As Travis and others pointed out, disclosing influence and bias is crucial to maintaining the integrity of digital PR efforts and publications.
- Choosing the Right Landing Page: When deciding where to link, context matters. While campaign pages may seem like the obvious choice, it ultimately depends on the goals of your PR efforts. Thoughtfulness and a strategic approach are essential.
- Metrics and Accountability: Metrics, as discussed by Travis, serve as directional indicators, but the true test lies in how digital PR efforts impact revenue. Accountability is becoming paramount as brands seek to justify their investments.
- Adapting to Industry Changes: With job cuts in journalism and increased competition in the PR space, adapting and being agile is key. Those who can seize opportunities and react to unanticipated events will excel.
- Ethical Considerations: The industry acknowledges the challenges with inexperienced practitioners and the need for ethical guidelines. Training and a focus on morality can help steer digital PR in the right direction.
- The Future of Digital PR: The future of digital PR may involve brands holding service providers accountable for tangible results. As Travis suggests, this could lead to a more robust, sustainable approach.
It requires adaptability, transparency, and a constant commitment to quality. Brands that master these principles will thrive in this ever-changing landscape.
What are your thoughts on the future of Digital PR? Share your insights and experiences in the comments, and let’s continue the conversation.
