Laura Hampton of Impression presents "How to get more value from digital PR" at Brighton SEO 2019.

1. How to get more from
digital PR (without
mentioning AVE!)
Laura Hampton // Impression
IMPRESSION.TIPS/BRIGHTON2019
@LAURALHAMPTON

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Laura Hampton
@lauralhampton
Head of Digital PR
www.impression.co.uk

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Digital PR was born
from an SEO need.
We needed to
build links. So we
did.

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When every link is
a vote, you have to
get creative.
We started
investing more in
content.

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It’s an infographic.
Of infographics.
I thought I was a genius.

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Meanwhile, PR
pros were
smashing it…
achieving
coverage and
raising
awareness

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We saw that.
We wanted that.

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SEO PR

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SEO
PRDigital
PR

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The closer our
services become,
the more we have
to compete with
SEOs and
traditional PRs

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SEO

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Owned Goals
● Number of links
● Quality of links (DR)
● Topical relevance of links (TF)
● Positioning of links (PR)
SEO

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Shared Goals
● Ranking improvements
● Traffic improvements
● Revenue growth
SEO

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Takeaway #1
We need to report on shared
goals as well as owned goals -
which means better
integration with SEO

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SEO PR

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PR

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SEO PR

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The core benefit of
digital is that it’s
measurable and
tangible.
So reliance on these
metrics makes no
sense for us.

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AWARENESS
Becomes traffic to core pages to
which you’ve been building links, or
volume of branded search traffic via
Google Search Console

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VISIBILITY
Becomes share of voice via STAT, or
number of ‘news’ results achieved in
the SERPs

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SENTIMENT
Is often measured using social media
listening tools, though this only really
works when your campaign has a
social aspect...

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Takeaway #2
In order to differentiate from
traditional PRs, we need to be
willing to report on their
metrics but make it SMART

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Digital PR isn’t just a
combo of SEO and
PR… it’s a discipline
in its own right and
we need to evolve it
together

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User Focused
It’s not just about links
that are topically
relevant to us, but also
about what’s relevant
to them

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Circles of Focus
workshops allow us to
explore topical
focuses with our
clients and to
prioritise accordingly

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Make the most of
your assets
Asset-less PR is a
growing trend, but
think it through - are
you missing a benefit
without it?

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Funnel Campaigns
are all about
recognising the
top-of-funnel value
and encouraging
users through

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SEO PR
Dig
PR
PPC

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Trump Worm
Environmental Mobilisation
Environmentally Friendly Materials

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E-Passport Gate Delays Caused by Glasses
Other Considerations for Glasses Wearers
Eye Care Products

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Dream Job Spa Seekers
Spas Near Me
Discounted Spa Products

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Dream Job Spa Seekers
Spas Near Me
Discounted Spa Products
Vouchers for
entrants

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Tangible KPIs
relating to
audience building
(remarketing),
engagement and
final conversions

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Takeaway #3
Our discipline is evolving;
together, we get to decide
where we want it to go - be
measurable, tangible, provable

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How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration

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How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable

45. @lauralhampton / @impressiontalk / impression.tips/brighton2019 45
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first

46. @lauralhampton / @impressiontalk / impression.tips/brighton2019 46
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first
Our discipline is still evolving. We get to choose how.

47. Private and confidential 47
Laura Hampton
@lauralhampton
laura@impression.co.uk