How to get your
search, brand, PR and
social efforts to work
together
Stephen Kenwright | Rise at Seven
slideshare.net/riseatseven
@stekenwright

@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Drivers
Facilitators

@stekenwright #BrightonSEO
● Social media
● Influencers
● TV
● PR
● SEO
● PPC
● Content
● UX
Drivers
Facilitators

@stekenwright #BrightonSEO
Brands spend more on search than TV
AA / WARC expenditure reports 201321 £ millions)

@stekenwright #BrightonSEO
...but TV builds entities + drives rankings
Historic evanshalshaw.com ranking for “we buy any car” SISTRIX

Title tag:
“Sell Your
Car”
H1
“Sell Your
Car”
# of
keyword on
page or in
links:
0
About that page’s SEO...
https://web.archive.org/web/20190603015234/https://www.evanshalshaw.com/sell-your-car/
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Ranking for someone else’s brand
keyword that gets 673k
searches/month

@stekenwright #BrightonSEO
TV spend cut
👇

@stekenwright #BrightonSEO
Brand search volume correlates with
rankings better than links
Tom Capper moz.com/blog/rankings-correlation-study-domain-authority-vs-branded-search-volume

@stekenwright #BrightonSEO
Ad agencies already know (and use) this
contagious.com/news-and-views/share-of-search-the-new-most-important-metric-for-brands-google

@stekenwright #BrightonSEO
Consideration
Awareness
Conversion
Most SEO 👉

@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Link building doesn’t build brands
on its own.

@stekenwright #BrightonSEO
I’m going to show you how we can do both
PPC INFLUENCERS
CRM
DISPLAY
TV
PRINT
SOCIAL
MEDIA
CONTENT PR
SEO

@stekenwright #BrightonSEO
Here’s how MISSGUIDED became
the go-to brand for dog jumpers...

@stekenwright #BrightonSEO
Stage 2 Gather a list of
influencers (and
dogfluencers) and get
them promoting the
product launch through
gifting
Stage 1 Pair our dog
jumper with a human
jumper and use PR to
set up an exclusive
Stage 3 Go to wider
press and build links
to category pages via
PR and product
roundups
Stage 4 Keep launching new
products (and especially sell
into press covering
competitor product launches)

367%
Increase in
brand
impression
We saw positive effects on the brand
YouGov Brand Index
@stekenwright #BrightonSEO

Even countering negative sentiment
YouGov Brand Index
@stekenwright #BrightonSEO

We started to rank 1st for “dog jumpers”
3,300 searches/month
@stekenwright #BrightonSEO

FIRST
position for
dog jumpers
38 related keywords started ranking
@stekenwright #BrightonSEO

Google searches for “dog jumpers”
increased 50% YOY
@stekenwright #BrightonSEO

77
Links
82,737
Organic visits
1.1m
Impressions
This is what happened
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Influencers are actually pretty good
at influencing search volumes

@stekenwright #BrightonSEO
TikTok is creating
huge demand for
products through
influencer
campaigns

@stekenwright #BrightonSEO
We noticed that when something
went viral on TikTok,related
searches increased on Google

@stekenwright #BrightonSEO
When Zara’s puffer
gilet was trending
on TikTok this is
what happened to
searches for the
style...

@stekenwright #BrightonSEO
We wanted to reverse engineer
this...Rather than wait for a trend to
start,LET’S CREATE ONE FOR PLT.

@stekenwright #BrightonSEO
Stage 2 Gather a list of
influencers and trend
setters on social and get
them ALL wearing a
halterneck/cross over
top
Stage 1 Choose a
product category we
rank #1 for
Stage 3 Product PR
pushing the trend to
press landing media
coverage and links
Stage 4 PLT to promote the
product on other channels
organically - email marketing,
social etc

841%
Searches went up
19
Links
4.29m
People reached
This is what happened
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Everyone started wearing the style

@stekenwright
PrettyLittleThing became THE BRAND

46,927
Traffic to product
10m+
TikTok views
187%
Traffic to category
This is what happened
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Last one...

@stekenwright

The original Christmas Tinner
campaign went viral in 2013 but had
no SEO value for GAME
@stekenwright #BrightonSEO

So they asked us to make their most
famous campaign go viral AGAIN but
this time make it perform in search
@stekenwright #BrightonSEO

For it to be new we needed a new
angle…
@stekenwright #BrightonSEO

So we created vegetarian and vegan
versions of the Tinner
@stekenwright #BrightonSEO

Distribution
Facebook: we engaged with Vegan and
Vegetarian Facebook communities, asking
them what they ate on Christmas day and
should therefore include
Twitter: we created behind the scenes taste
tests videos to distribute on Twitter
News, Radio and TV we distributed the story
to global media publications, niche food and
gaming sites, radio and TV
Reddit: we engaged with Redditors debating
the campaign and discussing the Christmas
tinner
YouTube: we engaged with YouTubers and
influencers talking about the tinner and
encouraging them to recreate at home
@stekenwright #BrightonSEO

@stekenwright
We placed internal links on the page
333k
Social shares of the
URL
85k
campaign page
visits

35%
organic search
23%
social
19%
direct
400
ranking keywords
@stekenwright #BrightonSEO
...which made the target page FLY 21k
hits from
organic

People (and Google) liked GAME in peak
YouGov Brand Index
@stekenwright #BrightonSEO

Brand growth and traffic growth through
linking look similar
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
Every channel is an opportunity to drive
search performance
PPC INFLUENCERS
CRM
DISPLAY
TV
PRINT
SOCIAL
MEDIA
CONTENT PR
SEO

SEOs must
become
product
managers
@stekenwright #BrightonSEO

SEOs must
become brand
managers
@stekenwright #BrightonSEO

@stekenwright #BrightonSEO
MALCOLM SLADE ‘BRAND IS THE ONLY FUTURE RANKING FACTOR’ #BRIGHTONSEO 17
You will have to start doing this.
Google doesn’t care if you can’t.
There’s always PPC 󰤇

THANK YOU
@stekenwright
Stephen Kenwright LinkedIn
kenwright@riseatseven.com