How to go beyond coverage and links to show the SEO impact and true value of your digital PR work

1. Digital PRs: How To Report Like A
Tech SEO
HANNAH ADAMS
Propellernet
@Hannah_Ash_

2. Hi, I’m Hannah!

3. PR Director at
Propellernet

4. Increasing
visibility in
search is the main
aim of the game

5. We talk about it in
detail in new
business pitches

6. But then, when it
comes to
reporting, we often
stop at coverage
and links…

7. We’re missing
a trick

8. At Propellernet, we’ve
changed the way we report

9. This will be
useful if:

10. This will be
useful if:
You work in a small
team or on your
own and don’t have
an SEO expert on
board to help with
reporting

11. This will be
useful if:
You need to prove
the value of your
work to other
internal teams or
larger stakeholders

12. This will be
useful if:
You want to show a
disappointed client
how much of a
success an
‘average’ campaign
has actually been

13. Why our reporting needed to change
Digital PR
Content
Tech
SEO

14. Why our reporting needed to change
Integrated account Digital PR account

15. Why our reporting needed to change
Integrated account
● Live link tracker
Digital PR account

16. Why our reporting needed to change
Integrated account
● Live link tracker
● Coverage Book
Digital PR account

17. Why our reporting needed to change
Integrated account
● Live link tracker
● Coverage Book
● Integrated report
Digital PR account

18. Why our reporting needed to change
Integrated account
● Live link tracker
● Coverage Book
● Integrated report
Digital PR account
● Live link tracker

19. Why our reporting needed to change
Integrated account
● Live link tracker
● Coverage Book
● Integrated report
Digital PR account
● Live link tracker
● Coverage Book

20. Why our reporting needed to change
Integrated account
● Live link tracker
● Coverage Book
● Integrated report
Digital PR account
● Live link tracker
● Coverage Book
● ???

21. Live link tracker

22. Coverage Book

23. But, it was clear we needed to up
our reporting game…

24. A Report for a wonderful client

25. Coverage
7.68m
estimated
coverage
views
259
pieces of
coverage
53
average DA
3.36k
social shares
602
brand
mentions

26. Links
274 53
average DA
79%
7.68 M
estimated
coverage
views
91%
Total links Coverage contains a link Followed links

27. Visibility in search
14 53
average DA
51
7.68 M
estimated
coverage
views
10k
Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site

28. ROI
Contributed to
£500k
incremental
SEO revenue

29. Campaign #1 – coverage & links
132
pieces of coverage
89%
coverage links back
167
total links
87%
followed links
1.86 M
estimated coverage
views
52
average DA
376
brand mentions
1,413
social shares

30. General News
• The Sun (DA 94)
• Daily Express (DA 93)
• Daily Mirror (DA 94)
• Daily Star (DA 92)
Regional News
• The Scotsman (DA 90)
• Edinburgh Evening News (DA 90)
• Sunderland Echo (DA 78)
• Yorkshire Evening Post (DA 77)
Home
• Insight DIY (DA 34)
• Ideal Home (DA 62)
Finance
• MSN Money (DA 95)
Campaign #1 – highlights

31. Campaign #1 – coverage breakdown by DA

32. Visibility in search
The SEO impact of our Digital PR work.

33. Keyword ranking performance
400
keywords
saw rank
increases
10
Average rank
increase
14
Keywords
now in
position 1
that weren’t
before our
work
51
Keywords
now on page 1
that weren’t
before our
work
50
Total
keywords
now in
position 1
563
Total
keywords
now on page 1

34. Key rank increases
Keyword
Now position
4 (not in top
100 before)
Keyword
Now top of
Google
(moved from
2 to 1)
Keyword
Now top of
Google
(moved from
5 to 1)
Keyword
Now on page
1 (position 7,
was 12)
Keyword
Now on page
1 (position 9,
was 24)
563
Total
keywords
now on page 1

35. Keyword Rank Feb 21 Rank Jul 21 Rank Change Desktop Search Volume
Keyword 1 100 4 96 320
Keyword 2 100 4 96 4,400
Keyword 3 100 4 96 480
Keyword 4 100 7 93 880
Keyword 5 100 23 77 480
Keyword 6 100 26 74 140
Keyword 7 75 5 70 390
Keyword 8 100 32 68 6,600
Keyword 9 100 32 68 140
Keyword 10 100 34 66 27,100
Keyword 11 100 35 65 320
Keyword 12 100 45 55 1,600
Keyword 13 100 46 54 10
Keyword 14 64 15 49 1,300
Keyword 15 83 34 49 6,600
Top 15 biggest rank increases

36. We now create this style of report
for all accounts

37. Digital PR
only AND
integrated
accounts
• Our day to day client contacts in
PR or content may never see the
integrated SEO report

38. Digital PR
only AND
integrated
accounts
• Our day to day client contacts in
PR or content may never see the
integrated SEO report
• If the report is shared internally,
it directly shows the SEO impact
of the digital PR work

39. Digital PR
only AND
integrated
accounts
• Our day to day client contacts in
PR or content may never see the
integrated SEO report
• If the report is shared internally,
it directly shows the SEO impact
of the digital PR work
• It means you can create better
case studies, better award
entries and better proof points
when pitching for new business

40. So, how can you add search impact
into your digital PR reporting?

41. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to generate
these insights
1. List of coverage

42. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to generate
these insights
1. List of coverage
2. Breakdown of links, DA, brand
mentions

43. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to generate
these insights
1. List of coverage
2. Breakdown of links, DA, brand
mentions
3. A list of keywords

44. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to generate
these insights
1. List of coverage
2. Breakdown of links, DA, brand
mentions
3. A list of keywords
4. Breakdown of MSV and rank

45. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to generate
these insights
1. List of coverage
2. Breakdown of links, DA, brand
mentions
3. A list of keywords
4. Breakdown of MSV and rank
5. CTR and CV from client

46. Coverage
7.68m
estimated
coverage
views
259
pieces of
coverage
53
average DA
3.36k
social shares
602
brand
mentions

47. Coverage
7.68m
estimated
coverage
views
259
pieces of
coverage
53
average DA
3.36k
social shares
602
brand
mentions

48. Links
274 53
average DA
79%
7.68 M
estimated
coverage
views
91%
Total links Coverage contains a link Followed links

49. Visibility in search
14 53
average DA
51
7.68 M
estimated
coverage
views
10k
Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site

50. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to get a list
of keywords

51. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to get a list
of keywords
1. Ask the client

52. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to get a list
of keywords
1. Ask the client
2. Use a paid for tool

53. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
How to get a list
of keywords
1. Ask the client
2. Use a paid for tool
3. Manually create one

54. Keywords to include

55. Key products/
services

56. Key products/
services
Key categories

57. Key products/
services
Key categories Long tail searches

58. Keywords now in
position 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Keyword/topic
research tools
Google Suggest:
• Totally free, but involves
some manual research
• Recommends popular
searches other users have
made on that topic
• Shows what people are
interested in and how they’re
searching
www.google.co.uk

59. Keywords now in
position 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Keyword/topic
research tools
Answer The Public:
• (Very) limited number of free
uses per month, then
requires sign up
• Provides popular search
terms around a topic, broken
down into different ways of
searching
• Based on ‘Google Suggest’
data www.answerthepublic.com

60. List of keywords

61. MSV
List of keywords

62. MSV • Keyword planner in Google Ads
(free/paid)
List of keywords

63. MSV
Ranking data
• Keyword planner in Google Ads
(free/paid)
List of keywords

64. • Google Search Console
MSV
Ranking data
• Keyword planner in Google Ads
(free/paid)
List of keywords

65. • Google Search Console
• Manual
MSV
Ranking data
• Keyword planner in Google Ads
(free/paid)
List of keywords

66. • Google Search Console
• Manual
• Host of paid for tools
MSV
Ranking data
• Keyword planner in Google Ads
(free/paid)
List of keywords

67. Do all of this before you start
pitching… you need to be able to
benchmark performance

68. How to analyse keyword data

69. Keyword
How to analyse keyword data

70. Keyword Rank
before
How to analyse keyword data

71. Keyword Rank
before
Page
before
How to analyse keyword data

72. Keyword Rank
before
Page
before
Rank now
How to analyse keyword data

73. Keyword Rank
before
Page
before
Rank now Page
now
How to analyse keyword data

74. Keyword Rank
before
Page
before
Rank now Page
now
Rank
change
How to analyse keyword data

75. Keyword Rank
before
Page
before
Rank now Page
now
Rank
change
Page
change
How to analyse keyword data

76. Keyword ranking performance
400
keywords
saw rank
increases
10
Average rank
increase
14
Keywords
now in
position 1
that weren’t
before our
work
51
Keywords
now on page 1
that weren’t
before our
work
50
Total
keywords
now in
position 1
563
Total
keywords
now on page 1

77. Key rank increases
Keyword
Now position
4 (not in top
100 before)
Keyword
Now top of
Google
(moved from
2 to 1)
Keyword
Now top of
Google
(moved from
5 to 1)
Keyword
Now on page
1 (position 7,
was 12)
Keyword
Now on page
1 (position 9,
was 24)
563
Total
keywords
now on page 1

78. Keyword Rank Feb 21 Rank Jul 21
Rank Change
Desktop
Search Volume
Keyword 1 100 4 96 320
Keyword 2 100 4 96 4,400
Keyword 3 100 4 96 480
Keyword 4 100 7 93 880
Keyword 5 100 23 77 480
Keyword 6 100 26 74 140
Keyword 7 75 5 70 390
Keyword 8 100 32 68 6,600
Keyword 9 100 32 68 140
Keyword 10 100 34 66 27,100
Keyword 11 100 35 65 320
Keyword 12 100 45 55 1,600
Keyword 13 100 46 54 10
Keyword 14 64 15 49 1,300
Keyword 15 83 34 49 6,600
Top 15 biggest rank increases

79. Visibility in search
14 53
average DA
51
7.68 M
estimated
coverage
views
10k
Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site

80. How to calculate traffic from keyword data
Keyword MSV Rank

81. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Average organic
search click-
through rate by
ranking position
Data Source: https://www.sistrix.com/blog/why-almost-everything-
you-knew-about-google-ctr-is-no-longer-valid/

82. How to calculate traffic from keyword data
Keyword MSV Rank
xyz 10,000

83. How to calculate traffic from keyword data
Keyword MSV Rank Traffic
xyz 10,000

84. How to calculate traffic from keyword data
Keyword MSV Rank Traffic
xyz 10,000 2

85. How to calculate traffic from keyword data
Keyword MSV Rank Traffic
xyz 10,000 2
15.7%

86. How to calculate traffic from keyword data
Keyword MSV Rank Traffic
xyz 10,000 2 1,570
15.7%

87. How to calculate traffic from keyword data
Keyword MSV
Rank
before
Traffic
before
Rank
now
Traffic
now
Traffic
change
xyz 10,000 2 1,570
15.7%

88. How to calculate traffic from keyword data
Keyword MSV
Rank
before
Traffic
before
Rank
now
Traffic
now
Traffic
change
xyz 10,000 2 1,570 1 2,850 1,280
28.5%
15.7%

89. Visibility in search
14 53
average DA
51
7.68 M
estimated
coverage
views
10k
Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site

90. ROI
Contributed to
£500k
incremental
SEO revenue

91. Increase
in traffic
How to work out incremental SEO revenue

92. 10,000
Increase
in traffic
How to work out incremental SEO revenue

93. SEO
conversion
rate
10,000
Increase
in traffic
How to work out incremental SEO revenue

94. SEO
conversion
rate
10,000
10%
Increase
in traffic
How to work out incremental SEO revenue

95. SEO
conversion
rate
10,000
10%
Total
extra sales
Increase
in traffic
How to work out incremental SEO revenue

96. SEO
conversion
rate
10,000 1,000
10%
Total
extra sales
Increase
in traffic
How to work out incremental SEO revenue

97. SEO
conversion
rate
Average
SEO order
sale
10,000 1,000
10%
Total
extra sales
Increase
in traffic
How to work out incremental SEO revenue

98. SEO
conversion
rate
Average
SEO order
sale
10,000 1,000
10% £500
Total
extra sales
Increase
in traffic
How to work out incremental SEO revenue

99. SEO
conversion
rate
Average
SEO order
sale
10,000 1,000
10% £500
Total
extra sales
Increase
in traffic
Value of
extra sales
How to work out incremental SEO revenue

100. SEO
conversion
rate
Average
SEO order
sale
10,000 1,000
10% £500
£500,000
Total
extra sales
Increase
in traffic
Value of
extra sales
How to work out incremental SEO revenue

101. ROI
Contributed to
£500k
incremental
SEO revenue

102. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Key takeaways
To work out the keyword ranking
insights, you’ll need:
1. A list of keywords
2. Breakdown of MSV and keyword
rank

103. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Key takeaways
To work out the ROI – based on
revenue contribution, you’ll then need:
1. Click through rate and conversion
rate from your client

104. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Key takeaways
If you go beyond coverage and links, and
show the SEO impact, you could:
1. Win more awards
2. Win more new business
3. Attract better talent

105. Keywords now in
position 1, that
weren’t before our
activity
Keywords now on
page 1, that
weren’t before our
activity
Increase in monthly
traffic to site
Key takeaways
I’ve created a ready made template for
analysing keywords and working out
ROI.
Head to www.propellernet.co.uk
to access it.

106. Propellernet
Twitter: @Hannah_Ash_
LinkedIn: @HannahAdamsPR
Thank You!