Copy of Blog Image Template (23)

Reactive Digital PR: What Is It And How To Do It

Reactive digital PR, or newsjacking, can be a simple, effective and low budget way to generate high quality coverage and backlinks for your brand. Done correctly, it can help boost your SEO performance, as well as impacting brand awareness and allowing you to โ€˜ownโ€™ your chosen space within the media. 

It’s all about capitalising on trending topics and news cycles to land valuable backlinks and media coverage. Unlike the larger, meticulously planned “hero” PR campaigns, reactive PR allows you to create quick, impactful content that resonates with journalists and your target audience. While long-term strategic PR remains crucial, incorporating reactive campaigns helps you secure consistent coverage throughout the year, keeping your brand relevant by ensuring youโ€™re always a part of the conversation.

This post will explain what reactive digital PR is and the benefits it offers, as well as helpful tips on how to successfully introduce it to your marketing strategy. Weโ€™ll also look at proactive digital PR, how it differs, and what it can offer for your strategy.

What is Reactive Digital PR: 

Put simply, reactive digital pr involves reacting to current events with either expert comments or useful data. With reactive, youโ€™re keeping a close eye on news, waiting for the moment where a story relevant to your brandโ€™s niche breaks. It relies on identifying the perfect moments to interject with valuable commentary. The key lies in expertise: if your client has unique data or in-house specialists, their insights can be valuable contributions to the conversation sparked by the news story. 

Reactive PR plays a crucial role in steadily building your online presence over time and bridging the gaps between larger, planned campaigns. 

Letโ€™s illustrate this with a real-world scenario. We recently executed a successful reactive campaign for our client specialising in medical negligence. When news emerged about Chas Dingle’s breast cancer diagnosis in Emmerdale, we saw a chance to raise awareness about the importance of early detection. We promptly secured expert commentary from one of our clientโ€™s internal healthcare professionals on the topic of recognisable symptoms. This resulted in valuable coverage from various publications, positioning our client as a trusted source of information.

What about Proactive Digital PR:

While very similar, the key difference between reactive and proactive digital PR is in the name. Reactive digital PR is unplanned, reacting to the latest news, while proactive digital PR can be planned in advance. Admittedly, predicting the exact news cycle is impossible – however, we can anticipate potential areas of interest. An effective strategy is to analyse the previous year’s news headlines to identify recurring themes and events.

This would usually be based around key dates coming up in the calendar, for example:

  • Holidays: Easter, Valentineโ€™s, Christmas etc.
  • Seasonality: Daylight savings, extreme weather, spring/summer etc.
  • Financial: Government budget, inflation rates, tax returns etc.
  • Pop Culture: Awards season, TV & movie release dates etc.
  • Sport: Olympics, World Cup, Superbowl, Premier League season etc.

That being said, jumping on every fleeting trend isnโ€™t the answer. The key is to strategically select opportunities that align with your brand and resonate with their target audience.

What are the benefits of Reactive Digital PR:

Reactive digital PR offers unique advantages and should certainly be a significant part of your overall strategy. Hereโ€™s why: 

  • Low-cost

Reactive digital PR leverages existing news stories, minimising the need to put substantial resources towards your own data collection or content creation. This makes it much more cost-effective than some other approaches to digital PR.

  • Quick turnaround

The beauty of reactive digital PR is that, by capitalising on current events, you can secure links in a quick time frame. Due to the time-sensitive nature of newsjacking, you can receive media placements more immediately than in a longer-term campaign where results often require patience.

  • Boost SEO performance

Links earned through reactive PR placements in high-authority publications send strong signals to search engines about your website’s experience, expertise, authority and trustworthiness (E-E-A-T). This can significantly boost your website’s ranking in search results, leading to increased organic traffic and brand visibility.

  • Amplified brand awareness 

Reactive digital PR ensures your brand is consistently appearing in the media. This exposure significantly increases brand awareness and recognition, keeping your company at the forefront of your target audience’s mind.

  • Builds your reputation as experts 

When you frequently provide valuable commentary or data tied to trending news stories, you establish your brand as a trusted authority within your niche. Journalists take notice, and this can lead to a snowball effect. They’re more likely to reach out directly in the future for your expert opinions for upcoming stories, further solidifying your reputation as a thought-leader in your field.

How to spot opportunities for Reactive Digital PR

Wondering how to spot those golden opportunities for reactive digital PR? Here are our secrets:

  • Monitor the news

Develop a habit of consuming news content regularly, both within your specific industry and across broader topics. Subscribe to industry-specific publications and follow relevant journalists on social media. The more content you consume, the more chance you have of spotting opportunities

  • Set up alerts

Use tools like Google Alerts and Talkwalker Alerts to stay on top of keywords and topics relevant to your brand. Youโ€™ll receive real-time notifications whenever these keywords appear online, allowing you to react quickly to breaking news and trending stories.

  • Sign up to journo request services 

Platforms like ResponseSource & HARO connect journalists with PRs; by actively monitoring these platforms, you can identify opportunities to provide insightful commentary and secure media placements.

  • Keep an eye on relevant hashtags 

Twitter is a goldmine for journalists seeking expert opinions. Monitor hashtags like #journorequest and youโ€™ll be able to seize prime opportunities for reactive PR.

Our top tips:

Weโ€™ll finish by doing you a favour and giving you our ultimate top tips for a successful reactive PR campaign.

  1. Remember, speed is key

Competition is fiercer than ever and journalistsโ€™ inboxes overflow with pitches on the same trending topics. Ensure you have a streamlined sign-off process in place which allows you to respond as quickly as possible to opportunities; if you take too long someone will beat you to it, or the story will become old and irrelevant.

  1. Make use of internal spokespeople

Your expertise is your biggest strength and the key to a winning story may be right under your nose! If possible, build a bank of usable quotes in advance for speedy responses. Secure commentary from key spokespeople on a variety of topics commonly covered in the news. Then, when a reactive opportunity strikes, you can quickly tailor these existing quotes to fit the specific story, saving valuable time.

  1. Utilise existing content where possibleย 

Mine your blog and other on-site resources for material that could be repurposed for reactive PR opportunities. Even just slightly revamping existing content can significantly improve its chances. Reactive campaigns offer a chance to revisit and potentially breathe new life into past content and this has the plus of saving you time and effort down the line.

  1. Build detailed data hubs on your site

Data hubs can house industry reports and stats relevant to your niche – becoming your go-to resource for reactive stories. These hubs, when optimised with relevant keywords, also have the potential to rank organically in search results. This will attract qualified traffic to your website, further establishing you as a thought leader.

  1. Pick your battles

You want to make sure that the stories youโ€™re reacting to are relevant for your brand. Donโ€™t try to shoehorn your way into every story you see – you need to make sure youโ€™re actually adding value to the story. Itโ€™s also a good idea to discuss brand-sensitive topics with your client beforehand to avoid potential missteps.

  1. Itโ€™s not for everyone

Reactive PR needs speed. If you lack the internal resources to quickly generate responses and secure approvals, or arenโ€™t willing to have an opinion on trending topics, this might not be the strategy for you.

A winning digital PR Strategy from Cedarwood Digital

At Cedarwood Digital, weโ€™ve got years of experience utilising reactive digital PR strategies to get our clients in front of their audience. We have access to advanced tools, allowing us to identify upcoming trends and put a brand at the centre of the conversation.

If youโ€™d like to find out more about how our digital PR team can drive coverage for your business, please get in touch today.

Link Reclamation Blog Image

Link Reclamation: How To Turn Brand Mentions Into Links

If you work in the Digital PR industry, itโ€™s highly likely that youโ€™ve experienced this emotional rollercoaster before: getting excited to see your campaign land in the press, before noticing it only includes a brand mention, with no link in sight. 

Whilst itโ€™s great to see your content covered and credited, itโ€™s understandable to want a backlink to your website as well. 

In cases like these, itโ€™s best to apply the mantra: if you donโ€™t ask, you donโ€™t get. 

Remember, the journalist covering your story has clearly seen something of value to offer to their readers. So, this should stand you in good stead when making that all-important link request. 

What is an unlinked brand mention?

An unlinked brand mention is when a publication mentions your brand by name, but does not include a hyperlink back to your website. 

A hyperlink would most commonly be inserted in the brand name or to a spokesperson mentioned in the feature.

Once you spot an unlinked brand mention, you can email the journalist, or contact the website, to request that a backlink is inserted to your website. 

How can I turn brand mentions into links? 

To convert brand mentions into links, there are a number of steps you can take: 

  1. Make a list of articles which feature just brand mentions 

Search for your brand name, and any relevant spokespersons, in Google News to find articles which do not include backlinks to your website. 

To help with this process, itโ€™s always a wise idea to set up alerts for your brand name and spokespersons. My go-to is Google alerts but firm favourites around the Cedarwood Digital office also include Talkwalker, Ahrefs and Semrush.

  1. Source the journalistโ€™s contact information  

Aim to contact the articleโ€™s author when requesting a backlink. You can find their contact details listed on media databases, such as Roxhill, Vuelio or Muck Rack. Other means of sourcing their email include their article author page or their social media profiles i.e. X (formerly known as Twitter) and LinkedIn.

If youโ€™re unable to find the journalist’s email, itโ€™s still worth contacting another journalist on their team. Alternatively, you could email an editor or corrections desk at the publication, or opt for a general, editorial contact email address. 

Online tools, such as Hunter.io, can also help you to find missing email addresses from any company name or website.

  1. Craft your backlink request email 

From the offset, itโ€™s always good manners to thank the journalist for covering your story, or for including quotes from one of your spokespersons. 

This shows that you appreciate your professional relationship with them, and also allows you to insert a link to the article youโ€™re referencing, so that the journalist can quickly access this. 

Politely request if they could insert a link to your website as a form of accreditation. This will have the best chance of success if there is an incentive for including the link. For instance: 

  • โžก๏ธ Do you have a data hub with further statistics readers could be interested in?
  • โžก๏ธ Does your blog contain further visuals to help readers understand the story?ย 
  • โžก๏ธ Does your spokesperson’s author profile provide further credibility for expert opinion pieces? (this is particularly important in the legal and financial industries) 

Clearly signpost the URL that you would like the journalist to link back to, invite them to provide feedback on what you have proposed, and thank them for their time. 

Hopefully, you will receive a response that they have inserted a link into the article. Otherwise, you can still gain valuable feedback from a โ€˜noโ€™, such as learning if a particular publication has a โ€˜no linkโ€™ policy or if they require an exclusive to feature a backlink.

Five tips to convert your brand mentions into links:

  • โžก๏ธ Keep your finger on the pulse: Try to request a link for a brand mention as soon as possible. The closer to the time of publication, the higher the incentive the journalist should have to insert a link. They are less likely to insert a link to an older article over one which is newly released. 
  • โžก๏ธ Research best sending schedules: Media databases often detail at what time of day journalists prefer to hear from PRโ€™s. If you can, send your email within this time frame as they may be more likely to spot it. 
  • โžก๏ธ Give them a good reason: Donโ€™t expect journalists to insert a link to your website if youโ€™ve not highlighted the added value this would provide to their readers. Be sure to showcase any additional data or visuals you have to accompany the story, as well as your spokespersonโ€™s credentials. 
  • โžก๏ธ Send your request in a follow-up to your campaign pitch: If you have recently sent your campaign, and it has been published in a quick turnaround, itโ€™s worth sending your request as a follow-up to your original pitch. This highlights the existing relationship and will appear less like a cold email. 
  • โžก๏ธ Limit follow-ups: If you havenโ€™t heard anything back, itโ€™s worth following up in case your email has been lost amongst hundreds of other emails. However, keep this to just one follow up; to maintain good relationships with journalists, itโ€™s important to not be too persistent when chasing a link.

If you need help reclaiming unlinked brand mentions, or building links for your brand, contact us here

Blog Picture - AI For Digital PR 5

How Can You Use AI For Your Digital PR Strategy

Thereโ€™s no question that in the past year platforms like ChatGPT have dramatically reshaped how digital marketing can be done. Once purely a narrative element of science fiction films, artificial intelligence is now used in tools we use everyday – from e-commerce chatbots, to the virtual assistants on our phones.  

As AI continues to become more prevalent in our daily lives, we’re increasingly hearing about the risks it poses to jobs in various sectors. But while many people working in Digital PR and SEO see AI as a threat, it can actually be a valuable tool, when used correctly. AI tools can support a Digital PR strategy in countless ways. They have the ability to automate time-consuming tasks and improve the efficiency of your creative process.

This post will explain some of the different ways AI can support a Digital PR strategy, and provide some useful tips for those looking to try it out.

1. Brainstorms

Tools like ChatGPT and Bard can help in various ways with your Digital PR ideas brainstorm. Whilst you probably wonโ€™t have the best luck just asking the AI straight up for fully-formed ideas, it can help you to be creative when given the right prompts. Simply asking an AI assistant for campaign ideas will come up with the same old regurgitated concepts. Instead, we recommend using it as a starting point for ideas for you to springboard from. We use AI to come up with icebreakers for the start of a brainstorm, for interesting talking points, and to help us build out a mindmap. Used correctly, tools like ChatGPT can spark new paths of exploration and allow us to explore problems from a variety of angles.

2. Surveys

Integrating AI into survey planning can help you streamline the process and ensure that your surveys are effective in capturing meaningful data for your campaigns. An AI assistant can suggest potential survey questions, or refine your questions for greater clarity. It can suggest inclusive language and recommend questions that resonate with diverse demographics, making your survey more comprehensive. Plus, we use AI to assist our ideation of survey topics, and it can even recommend effective formats that will resonate with your target audience. Remember though that a survey generated by AI is not finished and should always be elaborated upon. Tweak the questions in line with the angle of your campaign in order to find truly newsworthy data.

3. Analysing Data

Data-driven campaigns are an increasingly popular way to land Digital PR coverage and AI can again be a valuable addition. It can examine data and find patterns in seconds, automating tasks that would take you hours on end. Even within very large datasets, an AI algorithm will easily identify anomalies and pull out trends for you to build into an effective campaign. We find that AI can often illuminate the more unusual angles that will catch a journalistโ€™s attention. Additionally, whilst it canโ€™t go as far as creating graphs or charts, it can suggest interesting ways you can go about visualising your data.

4. Writing Excel Formulas

For people who struggle with Excel or Google Sheets formulas, ChatGPT can be a huge help. It can create incredibly complicated formulas in an instant, making data analysis and reporting much simpler. We will often ask a virtual assistant how to speed up a specific process, or to write us a specific formula for something we need in Excel. AI algorithms can also identify errors in formulas and even recommend appropriate formulas based on a set of data. With this, data-based PR campaigns are made all the more time-efficient.

5. Crafting Email Subject Lines

Coming up with punchy and effective subject lines for every press release can be a challenge. This is where AI comes in very handy, suggesting a variety of email subject lines which you can then use when outreaching to journalists. There are some paid AI softwares, specially designed to improve your email marketing strategy (such as Phrasee and Persado). However, we find that ChatGPT works as a great free alternative. When asking this software for help with your email subject lines, itโ€™s a good idea to include the email you want to send in your prompt. Itโ€™s also a good idea to include additional information like word count, tone of voice, and punctuation preferences. Once you have a selection of subject lines, you can then perform some simple A/B testing on a small set of your media list, tracking the open rates of each before using the more successful subject line for wider outreach.

6. Generating Images and Videos

Journalists often create images or videos to go alongside their articles and increase engagement. As PRs we can now use AI to generate our own media to support a campaign. This encourages a journalist to pick up your pitch and give you the coverage youโ€™re after. Tools like DALL-E and MidJourney can be used to create unique imagery to support your campaign and Pictory is a super accessible tool for making campaign videos from scratch. We find MidJourney particularly useful for ideation because it also allows you to peruse archives of other usersโ€™ creations for inspiration.

7. Transcribe meeting notes

At Cedarwood, we leverage AI assistants for transcription of meetings and interviews. Tools like Tactiq, Supernormal and Fireflies can create accurate and well-organised records. This allows you to focus completely on the task at hand, rather than splitting your attention to record the minutes. No longer do we need to listen back to recordings of conversations for hours to pull together reports, AI platforms can do this all for us with ease.

8. Improve your writing

Last but not least, AI is of course a handy assistant when it comes to improving your pitches. Tools like Grammarly can help you spot typos and grammatical errors, whilst Hemingway Editor will make suggestions to enhance the clarity and readability of your drafts. Bear in mind that itโ€™s always better to get AI to improve rather than create content for you. Journalists will quickly see through an AI-generated pitch – remember that the human element is and always will be essential to writing.

How to structure your prompts to get the most out of ChatGPT

As impressive as they might seem, AI is still just a tool, and you’ll only get out what you put in. If you want to get the best results, it’s important to understand how to properly structure your prompts. A short and vague question won’t do – the more detailed and well structured your prompt, the better results you can expect. 

Here are some top tips for the perfect ChatGPT prompt:

๐Ÿ“ŒThe more detailed and specific the better. For the best results, give your AI lots of context and provide clearly defined parameters to keep things on track.

๐Ÿ“ŒWrite clearly and concisely, but use colloquial language. Frame your questions as if you were asking a colleague for advice. This will encourage more human-like responses.

๐Ÿ“ŒItโ€™s always a good idea to include examples in a prompt, e.g. โ€˜I need a subject line for an email, hereโ€™s an example of our usual toneโ€ฆโ€™

๐Ÿ“ŒKeep the conversation going. You might not always get the perfect answer on your first try, but thatโ€™s ok. If you donโ€™t like the response youโ€™ve received, feel free to re-ask or rephrase the question, ask ChatGPT to clarify or provide more information, or ask a follow-on question. Treat it like a conversation and keep going until you get what you need.

Things to keep in mind

> When using AI for Digital PR, bear in mind that there is a fine line between using the tool to improve your content, and purely replicating AI-generated words. Today, AI-content is so pervasive that users are very aware of the style and will see through it. Iโ€™m sure youโ€™ve spotted writing online and on social media featuring the tell-tale syntactical errors and absence of personality. An authentic and unique brand voice will capture your audienceโ€™s attention, far more than reels of mundane content.

>Itโ€™s easy to forget that ChatGPT collects data, as well as providing it. Be conscious of this when inputting information, and make sure not to share anything deemed sensitive.

>Donโ€™t fall into the trap of taking everything ChatGPT says as gospel. Itโ€™s largely trustworthy,  but the answers arenโ€™t always accurate and some of the data you receive can be out of date. As said, maintain human oversight over this technology and double-check every response you receive.

Get professional help with your Digital PR Strategy

At Cedarwood Digital, weโ€™re increasingly employing AI tools to inform our Digital PR and SEO strategies. Our experts know exactly when and how to bring in the help of AI to see excellent results for our clients. Check out our case studies to see some of our recent Digital PR activity, and if you like what you see, go ahead and get in touch with us today.

Blog Picture - How To Use Data Driven Campaigns In Your Digital PR Strategy

How To Use Data Driven Campaigns In Your Digital PR Strategy

With business after business churning out impressive PR stories, how can you make yours stand out?

The answer is data. Incorporating data-driven campaigns into your strategy can be the key to attracting readers and journalists, and gaining substantial coverage.

This guide is going to look at what data-driven PR is, how it can elevate your marketing game, and give you some advice on how to create, present and pitch your campaigns.

What is data-driven Digital PR?

Data-driven Digital PR is the process of using data as a basis for your PR stories. These stories are then pushed out to relevant publications and journalists in order to achieve coverage. It brings reliability to a piece of PR and can be visually presented in a way to attract attention.

Letโ€™s discuss the benefits

  1. Journalists love data 

Using unique data in your press releases really makes your stories stand out to journalists. It makes the piece valuable and more likely to be respected. Without the use of numbers, thereโ€™s a risk of your narrative coming across vague and indirect – data provides precision. It also helps you to position yourself as a source of innovative, fresh information that the journalists can only get from you. But more on expertise and authority laterโ€ฆ.

  1. Data is great for SEO

People love stats so search engines love stats. They signal to Google that you are an authoritative source, improving your domain authority, and as a result, your ranking. This should make more sense if we are to talk about E-E-A-T. 

Part of Googleโ€™s Search Quality Rater Guidelines, E-E-A-T means that you need to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness to be deemed a useful site. And what plays into this? You guessed itโ€ฆ good data. Include relevant and reliable data in your content, in accordance with meeting the other guidelines, and Google will be evaluating your domain favourably in no time.

  1. Backlinks

A main benefit of using data in your Digital PR is its potential to earn you backlinks. Stories involving statistics, particularly unique statistics, tend to earn a greater number of links. People researching a topic related to your data will come across your information and credit you as a source. 

Youโ€™ll then secure backlinks from authoritative domains like online newspapers. These links will help drive traffic to your website, especially if you make sure to upload a more in-depth piece on your dataset to the landing page of your website. Also, each backlink will act as a trust signal to Google that your domain is a worthwhile and quality source of information.

  1. Make readers act 

Data usage can get you your desired outcome from the reader. It helps fuel your audienceโ€™s desire to act – whether that be clicking a link, making a purchase or sharing the piece. It acts as a bit of a guiding star: fine-tuning your message and making it relatable and tangible to the reader.

Data also builds credibility with your audience. This will support your brand image and give customers more confidence to buy into the services youโ€™re offering. Today, misinformation is rife in the online world and audiences are more sceptical than ever. Figures and evidence bring much needed reliability to your digital PR.

  1. Potential for several angles 

Data-led PR tends to have a higher success rate as it can result in multiple, alternate angles. A good example of our Digital PR team using this approach was a campaign for a client in which we ran a survey looking into what Brits get up to while working from home. Through keeping a close eye on online discussion surrounding the data, we noticed a lot of conversation on Twitter surrounding statistics about people having sex whilst working from home! To capitalise on this, the team sent out a new angle focusing on this data specifically, which led to more and more backlinks from authoritative outlets.

Always remember to rework and remix your data campaigns. One set of data could have endless potential lines of narrative. Keep track on which aspects of the story are being frequently picked up and linked to, and hone in on them specifically.

Our tips for data-driven Digital PR

The value of Digital PR has never been more important, but how exactly do you pull off a brilliant data-led campaign? Stay tuned, weโ€™re going to take you through all our top tips for everything from developing initial ideas, through to constructing a visualised piece that journalists will love.

Gathering data 

Perhaps youโ€™re an ideas person who decides on the topic of a story, then generates data to support it. Or, maybe your style is forming ideas through analysis of data. Both methods can bring about equally successful campaigns, the key lies in the numbers being used. Letโ€™s begin by looking at where to find this crucial data.

There are a few effective kinds of data you can make use of:

๐Ÿ“Internal customer data

If you own a website then I have good news for you, youโ€™ll have a wealth of data there at your fingertips (visitor data, purchase data, interactions, location, products bought etc.). Anonymised data about your customers can sometimes reveal interesting insights, perfect for shaping a Digital PR story. Analyse your customer demographics and internal data and you might find some surprising findings and changes over time.

The good thing about leveraging your own data is that it will be one of a kind information that your competitors donโ€™t have access to. Your story should be entirely unique because you have conducted this research yourself. So, when searching for the numerical backing for your next PR story, bear in mind that it might well be right under your nose.

If not quite what youโ€™re after, another idea is to run a customer survey with your own customers – this can help you get more specific insights. But, as this sample size will likely be on the smaller side, weโ€™d recommend finding other third-party data to support your research and increase credibility.

๐Ÿ“Public data

Third-party data can be retrieved from a whole range of online sources, and the great thing is that many of them are free! You can check out our in-depth guide here to the best free data sources. Whether getting your numbers from YouGov surveys, SEMrush Keyword Research, or even the NHS website, thereโ€™s heaps of useful data in the public domain which can be utilised for a good story. Just remember to credit your source and ensure youโ€™re doing something new and different with the data.

Another great source of information is of course social media. Things like the TikTok Creative Centre hold data on hashtags and trends which can be used to get figures for a campaign on โ€˜the most popular..โ€™ or โ€˜most hashtaggableโ€ฆโ€™. 

However, you really can get the data for an effective story anywhere. At Cedarwood, we like to think outside the box, like in this campaign on roast dinners that we put together for a client. The Digital PR team pulled off a hugely successful campaign, simply from analysing ingredient prices on supermarket websites!

๐Ÿ“Generating new data

Another technique weโ€™ve used for many of our most successful PR campaigns is to produce our own new data through commissioning surveys. Itโ€™s a good idea to use a third party agency, like One Poll or Toluna which can provide a good sample size. Take a look at this survey we generated for a client, discovering how much pet owners know about the impact of smoking on their pets.

It is worth noting that running your own survey does not mean it will definitely come up with the results youโ€™d like! Also, this technique often requires payment and a good portion of time. However, as you can see, these sacrifices can pay off in an impressive campaign.

Displaying your data

Once youโ€™ve secured your facts and figures, the next important step is working out how to display it to the readers. Data visualisation is a big thing these days. Plain bar charts are being replaced with research formatted in more beautiful displays than ever before. 

Donโ€™t neglect a good bit of brainstorming when it comes to visualising your data. Data is useless when not portrayed in an effective way, formatting really can be the make or break of your campaign. Graphs, charts, maps, animations and infographics can all be equally effective ways to display your data. Weโ€™d recommend following a few data visualisation blogs which can be great for inspiration. For example, Information is Beautiful presents bespoke projects where big portions of information are conveyed accessible and creatively.

Consider the website it is going to be displayed on and the audience youโ€™re targeting. Another tip is to have a look at the data stories published recently by your media targets. Learn from how they presented their statistics to get some ideas for your own visualisation.

Pitching the story

So, youโ€™ve gathered your data, and presented it stylishly. Now itโ€™s time for the crucial pitch. Here are our doโ€™s and donโ€™ts to get your story sought after by every journalist:

>Keep your headline short and punchy, no more than 10 words ideally

>Determine why a journalist should want this story, and how itโ€™s new or different and get that across from the beginning

>Donโ€™t overdo it with the statistics. Pick a few key points from your data that are most relevant for your audience. Too many stats and thereโ€™s danger of your pitch becoming confusing.

>Remember to include a link to your website, where people can find the full set of data

Final takeaways 

Weโ€™ll end by reminding you that a data-led campaign may not always land immediately but that doesnโ€™t necessarily mean your research is futile. Have a re-think and try a different angle – you may just get the results youโ€™re hoping for.

To sum up, journalists and readers love data and in Digital PR we need to use this to our advantage. It brings context and credibility to a narrative. When illustrated in an effective way itโ€™s the key to a world of increased backlinks, coverage and conversions.

Why not get in touch with one of our experts at Cedarwood today to discuss how we could help you utilise data for your SEO strategy. Fill in our 2-minute form here, it couldnโ€™t be easier!

Blog Picture - Why Building Backlinks To Your Website Is So Important

Why Building Backlinks To Your Website Is So Important

Iโ€™m sure youโ€™ve heard of backlinks, but why do they matter so much, and how can they be secured?

The Cedarwood team have heaps of experience in this area of SEO, and in todayโ€™s blog weโ€™re going to explore what backlinks are and a strategy for building them to your domain.

Whilst there are numerous SEO concepts to follow for increased site traffic, link building is a really great place to start. The more high quality and relevant backlinks you can acquire, the higher the likelihood of your site ranking well in the SERPs, because Google will view it as an authoritative source. Keep reading to find out exactly how to build those all-important links.

What are backlinks and why are they so important?

So, letโ€™s begin with the basics. A backlink is one website linking to another with anchor text. Magazine and news articles will commonly use backlinks but you can find examples all over the internet; from scholarly literature to ecommerce websites. This is an example of us using anchor text to link to our most recent blog (which you should check out if you havenโ€™t already!) 

Backlinks are gold dust because they act like a vote of confidence, suggesting to Google and other search engines that the linked website is trustworthy and useful. The domain receiving the backlink demonstrates better authority. Then, in theory, this in turn results in the website securing higher search rank positions because backlinks are one of Googleโ€™s most powerful ranking factors. The higher your rank, the more likely that your content will be seen! 

Iโ€™m sure youโ€™re getting the gist now of just how important backlinks are. But to drill it in a bit more, Iโ€™ll remind you of the three pillars of SEO. Itโ€™s well-understood that search engine algorithms reward distance, prominence and relevance. So, it is crucial to secure prominence if you want your domain to rank, especially if focusing on local SEO. And whatโ€™s the key to building prominence? You guessed it, the ever-important backlinks.

Domain Authority Score

Unfortunately, you canโ€™t just secure backlinks from any old site and expect your rank position to sky-rocket. To carry out successful backlink SEO, you really need to work on securing backlinks from sites with a high domain authority score and sites that are relevant to your subject matter.

The scoring system is logarithmic and runs from 1 – 100, with a higher score indicating authority and reliability. A high DA score and a strong website overall means that Google will be a big fan of your site, and youโ€™re therefore far more likely to appear at the top of SERPs. You wonโ€™t be surprised to hear that these high scorers include the big-hitters: Youtube, Facebook, Wikipedia, IMDB etc.

You should always ensure that any backlink you acquire has been sourced from a reliable domain, ideally with a higher authority score than your own. If youโ€™re ever wondering what a websiteโ€™s score is, this can be easily found using a tool like Moz or Semrush.

Purchasing backlinks … is it really that bad?

Thereโ€™s really no simple yes or no answer here. Whilst buying backlinks is a frowned upon practice and has historically led to Google penalties, more recently a paid link is likely to be ignored rather than penalised. In Googleโ€™s link spam updates in recent years, they have repeatedly used the words โ€˜nullifyโ€™ and โ€˜neutraliseโ€™, rather than โ€˜penaliseโ€™. So, no youโ€™re unlikely to receive a fatal penalty if you choose to splash the cash on some links but we still wouldnโ€™t recommend it. Let us explain.

Ultimately, buying links could result in a short term boost of traffic to your site, but you will quickly find that this isn’t sustainable. When bulk-buying backlinks online, you are often being supplied with low-quality links and Google knows which backlinks are high quality and relevant to your site. 

Perhaps your next thought is, fine I will make sure to only purchase high-quality linksโ€ฆ Iโ€™m afraid to say that this is not advised either. High-quality backlinks are far more expensive than their low-quality alternatives, so it is often not feasible to secure many of them. Youโ€™re then stuck with one or two of these prized backlinks which, without high quantity, are unlikely to make a difference to your rank. Buying your backlinks, whether high or low-quality, has the potential to be at best a waste of money, and at worst the cause of a fatal penalty. I know the prospect is alluring, especially if you are a start-up with financial constraints, but it really is worth investing your time and money into sustainable SEO strategies.

How to build backlinks to your website naturally

Weโ€™ve put it pretty plainly that you shouldnโ€™t pay for backlinks but should build them naturally. No stress though, following the right backlink-building strategy will get them flying in in no time – and without any attached risk. There are various methods you can use to acquire backlinks but here are a few of the most effective to get you started.

Digital PR

Digital PR is a strategy that has been rising in popularity as a sustainable method of link acquisition. Itโ€™s a technique in which traditional PR principles are applied to online content and can be carried out in a number of ways. Some of the most effective Digital PR tactics that we utilise at Cedarwood include:

๐Ÿ“ŒNewsjacking – identify a newsworthy topic and place your client at the centre of the conversation. This can be done proactively (researching events in advance) or reactively, like when we recreated Harry and Meghanโ€™s Oprah garden backdrop for a client in the garden furniture sector. Monitoring the media and turning around newsjacking content efficiently can be a speedy way to secure links, and highlight your clientsโ€™ expertise.

๐Ÿ“ŒData-Led Campaigns – another expertise-driven approach to Digital PR is a data-led campaign. We recommend using free sources like ONS Data and Google Trends to pull together your data, then back this up with a fresh angle and some expertise from your client. Andโ€ฆdata doesnโ€™t have to be dull! Hereโ€™s an example of a data-led campaign we executed for our client, looking into the cheapest roast dinners. These campaigns can then be outreached to gain some great backlinks.

๐Ÿ“ŒThought Leadership – this is another effective approach for Digital PR which positions a senior representative of your clientโ€™s brand as an expert in their field. Done effectively, itโ€™s a failsafe way to build trust with your audience, and secure quality links back to your site. Identify your target audience and pain points that your client could provide valuable insights on. Then, create helpful content, remembering to update it regularly to keep it fresh. LinkedIn is a fab place to share thought leadership PR and reach the decision-makers in your industry, as are email newsletters.

Include linkable visual content

One of our favourite backlink hacks is to create engaging assets that other websites will want to link to. 

Venngage found that 41% of marketers say infographics and illustrations help them reach their marketing goals. If you create an infographic or any other type of visual, people are more likely to naturally cite you as a source. This is because visual content is appealing and sharable to a user. Design your content with creativity and intention. Make sure that your assets are accurate and well-researched, even whilst being aesthetically pleasing!

Source: Venngage

Competitor backlink analysis

Conducting competitor backlink analysis is a great way to create backlinks for yourself at no cost. Begin with using an SEO software to pull together a list of the various websites that are providing backlinks for your competitor sites.

>Enter the competitorโ€™s domain address into a tool like SEMrush or Ahrefs.

>Theyโ€™ll do the hard work for you and identify a list of domains that link to the competitorโ€™s website.

>Then, set about reviewing these domains, highlighting the ones with high authority and a good domain score that are relevant to you.

>From here, you can then begin backlink outreach. Research the company behind the domain and find the best person to contact to discuss a backlinking opportunity.

*Another top tip is to make use of the Skyscraper Technique when looking at competitorsโ€™ sites. This is a proven process in which you find successful content that has earned a hefty amount of links, create better content, and then promote it to those who linked to the original piece.*

Source: Ahrefs

Reach out with relevant and useful content

You wonโ€™t be offering these domains a financial incentive for the backlink so, instead, you need to provide high-quality content that they will want to link to. It is essential that your content is well-researched, informative and readable. You may not have success with every domain that you reach out to, but leveraging your expertise to produce genuinely useful content will make it far more likely to be shared.

High-quality content is the gift that keeps on giving because every time a blog or business features your research, youโ€™ll receive a white hat backlink (a link attained ethically through good SEO practice).

A failsafe way to make sure youโ€™re producing informative content is to publish โ€˜ultimate guidesโ€™ or โ€˜step by step guidesโ€™ – like the one youโ€™re reading! Users love simplicity and content thatโ€™s digestible, which a step by step guide is great at.

Get featured on resource pages

Another simple but effective way to secure backlinks is resource page link building. A resource page is a curated list of helpful links, and they exist for pretty much any niche topic you can think of. From information on the best tools for baking, to resources for dog training.

Being featured on a resource page sends a powerful signal to Google about the authority of your site and that you may be a thought leader here.

Resource link building is a sustainable SEO strategy because itโ€™s clean and easy. Thereโ€™s no money involved and, whatever niche you operate in, there will always be a number of good websites building resource pages relevant to what you do.

To get your website listed on these sorts of pages, all you need to do is fill out a form that will look something like this:

Carry out an audit for broken links

As we know, broken links will not get Google on side. Search engines prioritise overall web page experience when deciding where sites will rank, and a broken link causes frustration for the user.

Broken link building is the process of finding broken links on pages within your field and reaching out to the site manager with replacement resources of your own. Itโ€™s relatively simple and a win-win situation – the webmaster fixes their broken link, and you achieve an updated backlink so your previous efforts are not ignored.

So, how do you go about this? Well, firstly navigate to โ€œBacklink Analyticsโ€ on one of the softwares we mentioned earlier (Ahrefs, Moz, SEMrush). Then, type in a domain related to your niche and click the โ€œIndexed Pagesโ€ tab. Click the โ€œBroken Pagesโ€/โ€Broken Linksโ€ box and look for any broken pages focused on topics that you have existing content for (or could create content about).

Effective Guest Blogging

The final effective way to get white hat backlinks is to find relevant guest blogging opportunities. It allows you to build your businessโ€™ backlink profile organically because you can include links to your own resources in the blog.

This is another mutually beneficial method; websites will welcome your guest blog content because it adds fresh topics to their content schedule for little effort on their end.

When looking for these opportunities, search for sites that:

  1. Accept guest post contributions
  2. Are relevant to your industry or services
  3. Have a higher domain authority (you can use Mozโ€™s link explorer tool to check a siteโ€™s DA)

In particular, itโ€™s definitely worth being fussy about a siteโ€™s domain authority score because the higher the number, the more traffic your backlink will receive.

Another important note is that Guest Blogging, like any effective SEO tactic is victim to abuse and manipulation. This is something that Google has cottoned on to, and you can be penalised for โ€˜spammyโ€™ practices including: backlink-cramming, repeatedly publishing on the same website, writing thin content purely for the sake of a backlink etc.

Therefore, this technique should be used with caution and following best practices. As long as youโ€™re producing relevant, original content for authoritative websites then you will be fine, and hopefully reaping benefits in no time.

Build high authority and relevant backlinks with Cedarwood Digital

Here at Cedarwood Digital, we have a talented and experienced team of Digital PR and SEO specialists on hand to provide a professional backlinking service. On your behalf, we reach out to reliable domains to secure high-quality backlinks to content published on your online site (created either by us or your in-house writers).

Why not speak to one of the friendly members of our team to get your backlinking strategy moving today. You can either send us your enquiry in an email to [email protected], or fill out our 2-minute form.

Blog Picture - How To Improve Your Website's Domain Authority

How To Improve Your Website’s Domain Authority

Domain Authority this, domain authority that, but what does this metric mean and should we really be focusing on improving it?

Well, if your website is struggling to read those sought-after top ranking spots, it may be that you could do with improving your domain authority. Today, the experts at Cedarwood are giving you a one-stop guide about how to get that all important DA score shooting up. Below, we define what domain authority is, explain what it isnโ€™t, and help you to figure out why your website isnโ€™t showing up where you want it to.

So, what is domain authority?

The long and the short of it is that domain authority = how authoritative your site is deemed to be by a search engine. Itโ€™s calculated based on a number of factors, including quantity and quality of backlinks, referred domains, and search traffic.

What about my domain authority score?

SEO community, Moz, were the first to develop a Domain Authority metric, and since then, lots of SEO softwares have developed their own Authority algorithms.

These algorithms rank DA on a score from 1 – 100, on a logarithmic scale. The closer to 100 your score, the more reliable and authoritative your site, and the more likely that youโ€™ll land good SERP results.

Below is an example of an algorithm returning a domainโ€™s DA score:

Generally, a โ€˜goodโ€™ DA score is classed as anywhere between 50 and 60, while a value of between 40 and 50 is deemed average. Anything above 60 and your website is the bee’s knees.

As expected, websites with the highest domain authority scores include the big hitters – Google, Apple, Youtube, Microsoft etc. This is basically because each of these domains is the most well-known in their respective fields.

Another thing to note is that the level of competition in your industry will majorly sway your DA value. The more competitive it is in your niche – the harder for your domain to move up the ladder.

Equally, because the scale is logarithmic, itโ€™s much easier for a site of say 20 or 30 to increase their score, than for a domain already sitting higher up the ranks.

Domain Authority vs. Page Authority

While Domain Authority measures an entire web domain, you can also find out your Page Authority score. This looks specifically at the probability of each of the individual pages of your website ranking on SERPs. Itโ€™s a useful metric to consider because it enables you to determine the performance of an individual blog post or product page, so you can then work out which pages need work.

But why should we care about our DA score?

Itโ€™s worth saying that Domain Authority is not a specific ranking factor for Google, like your contentโ€™s relevance or your location is. However, it is a super useful indicator that will help you assess the performance of your site, and its relation to competitors. Andโ€ฆ a study by Ahrefs found a correlation between DA and SERP ranking. So donโ€™t click off just yet!

Whilst knowing that you have a domain authority score of 53 isnโ€™t hugely useful on its own, knowing where you stand in comparison to the DA scores of your competing pages can be very helpful. For instance, discovering that you stand at 53, whilst your competitors for a specific Google query are working at a 85, can save you a lot of wasted time.

If you want your content to appear higher up on SERPs (as Iโ€™m sure you do), a good domain authority score is a necessity. Google wants to show its users the most reliable content, and a high DA score essentially means you are top-tier when it comes to reliability. The association should be making more sense to you nowโ€ฆ

Our top tips for improving your domain authority

Okay, youโ€™ve gathered that DA is important, but now youโ€™re probably wondering how to ramp the score up to grow those SERP rankings.

Weโ€™ve put together a five-step guide for how to work your way up, but remember, every top DA dog today started at the bottom and youโ€™ll need to practice patience!

1. Quality, before quantity of backlinks

Unless youโ€™ve been living under a rock, youโ€™ll know that quality links are a critical thing to prioritise in any SEO strategy. They drive both your domain and page authority, and the more authority, the higher those rankings. Every link is a vote of confidence, and a signal to Google that this is a good quality site.

However, more is not more when it comes to backlinks. Itโ€™s not all about just collecting copious amounts of domain links – what matters is the link quality. Theyโ€™ve got to be relevant, and ideally, of a decent authority themselves. For example, securing backlinks from governmental pages or respected newspapers will likely send your score shooting up. 

Another thing we recommend is researching who is considered a thought-leader in your industry. Then, work towards acquiring a link back to your site, perhaps through writing a good-quality guest post for them – thatโ€™s a dead cert backlink right there.

Unfortunately, I canโ€™t simply tell you what a good backlink is for your websiteโ€™s DA. It really does differ from industry to industry. For instance, a backlink in a national newspaper would be sought after by some companies, but not by your small local winery who would prefer to seek links in a regional paper or industry-specific food & drink magazine. 

2. And don’t forget to analyse those backlinks

Because the quality of your backlinks is so important, you need to make sure youโ€™re conducting regular link audits. This isnโ€™t quite as laborious as it sounds, you simply just need to check that all links to your site are valid.

Fish out which links are sending traffic to your site, and then identify the risky links, weak ones, and strongest links. Through this you can determine which of your pages are drawing the most inbound links, and figure out an overall link strategy.

To help you out with all this, there are some great tools available – such as Moz, Semrush and Googleโ€™s very own Search Console. We can assure you that checking up on your links regularly will make that domain authority surge.

3. Utilise Digital PR to gain backlinks

Digital PR plays a crucial role in any robust SEO strategy, and it is a sure-fire way to gain those backlinks. There are many ways to execute effective DPR (product placements, newsjacking, thought-leadership, amongst others.) Data-led campaigns have also been growing in popularity and we have an article here taking you through all the best tools to use to land high-quality backlinks through data-driven stories.

It is worth reaching out to companies you have existing relationships with, to see if you can support each othersโ€™ online platforms through links. Alongside this, target other small businesses to propose a collaboration with.

Additionally, donโ€™t forget about your outbound links as they can help forge beneficial partnerships. Scan your existing content for opportunities to add links – if thereโ€™s a business mentioned at any point, link to their website. If theyโ€™re monitoring their traffic theyโ€™ll spot your link and might then return the favour. As said, do remember to make sure all the backlinks you receive are of good quality.

Backlinks through newsjacking is something weโ€™re particularly good at Cedarwood – itโ€™s tricky, but when executed effectively can land those all-important placements. You can see our full, comprehensive guide here but the key things to remember are:

๐Ÿ“Œundertake constant news-listening so youโ€™re primed to jump on a story

๐Ÿ“Œthoroughly research your topic using tools like Buzzsumo

๐Ÿ“Œremember to follow up and rework your content so you keep landing links

4. Create quality content (blogging is your best friend)

If youโ€™re putting in all this work to secure a backlink, it is important to make sure that the content being linked is actually of good quality! This also has the added benefit of making it easier for you to secure backlinks naturally.

Inform your content with SEO practices (like keyword research) and also consider having a blog on your site. This is an absolute haven of content guaranteed to get you receiving link referrals. Ensure that this content is relevant, readable and ideally between 1500 and 2500 words. The longer the content – the more information provided, and the more backlinks received. Itโ€™s as simple as that.

Also, feel free to get creative in these blogs. Infographics and other engaging forms of content attract backlinks, and this increase in referring domains will positively impact your DA score.

Another top tip from the team at Cedarwood is to compare your competitorsโ€™ content. Study where your key competitors get their backlinks from, and analyse their style of content. See what you can learn from them.

5. Spread your web content

Social signals are sure to do your websiteโ€™s domain authority a world of good. Here, Iโ€™m talking about metrics such as shares, likes and retweets on social media channels and numerous SEO experts have claimed that these signals influence rankings. Social media is no longer just home to funny cat videos, search engines now hold these platforms in high regard. When you publish a blog, or secure a link, be sure to share it on LinkedIn and Twitter.

Another pointer is to be active on relevant discussion forums and โ€˜question and answer sitesโ€™. This way, you are consistently providing valuable insights and positioning yourself as an industry expert. Establishing authority in your field attracts more users, and builds trust among your audience. Get yourself onto pages like Quora and see your web traffic and DA score go through the roof.

In summary

So, Iโ€™ll leave you with a final instruction to be patient – you can increase your domain authority but it wonโ€™t happen overnight. Itโ€™s the product of robust strategies and production of a great deal of content, over a good period of time. 


However, if you want a head-start, go ahead and get in touch with the experts over here at Cedarwood. We can help you create tailored SEO and Digital PR strategies to land you links, coverage, and an impressive DA score.

dan-counsell-zIwAchjDirM-unsplash

Why is Content Important for SEO?

Content Executive, Emma Stretton, explains why you need more than just keywords if you want to rank.

SEO is not just keywords

There was a time when you could come up with 57 synonyms for โ€˜washing machineโ€™ and have your appliance business fly up the SERPs. That was back when search engines were rudimentary at best but, as with everything, when we know better, we do better; and keyword stuffing is just another sorry search engine tale millennials laugh about.ย 

Nowadays, it isnโ€™t enough to shoehorn single keywords into on-page content or write a blog filled with spam links. Not only does Google update their algorithms regularly to weed out such behaviour, but the way we use the internet has changed too.

Organic search and our behaviour

Data from SEO website AHRefs, shows that of the 1.9 billion keywords in the AHrefs database, 92% of them get ten searches per month or less. Which basically means that people arenโ€™t simply searching for the most obvious phrases anymore, theyโ€™re talking to search engines like a friend and asking them for very fine tuned, specific information. Think about it, in 2006 when the internet was burgeoning, it was enough that we could look for, and find, โ€˜shoesโ€™ just by typing into a search bar. Now, with mobile technology, GPRS and a tech savvy generation, we think nothing of asking for โ€˜size 4 black western bootsโ€™ (or whichever shoe style takes your fancy). We can even use voice search to essentially have a conversation with our search engines, and can narrow down our dinner choices as close to home as we want.

Google Updates

Nowadays, itโ€™s more important than ever to make sure the content you provide gives real value to the people looking for it. In 2013, Google ran the โ€˜Hummingbird updateโ€™ which is known as the semantic update. It figured out that when someone searches for something, there could be various meanings behind that search. So, to go back to our earlier example of the shoes, someone searching for โ€˜black western bootsโ€™ could just as well want to know about the history of them as much as wanting to buy a pair. The Hummingbird update allowed for this nuance and started crawling websites not just for the most obvious keywords but for the content that could be closest to what the searcher wanted. Yeah, it blows our minds a bit too.

Several more updates, improved technology and conversational search have now made Googleโ€™s processes even tighter. There are roughly 40,000 search queries per second; thatโ€™s a lot of people wanting to know a lot of things, and search engines want to return the best results. If youโ€™re creating content for your website, it needs to signal expertise, authority and trust; which means writing for humans and human behaviour, not what you think Google wants to hear.

Think content, not crawling

People want to take in information that genuinely helps them and that they can believe in. They want to be engaged and informed, and not bored. No one wants 15 versions of the same word shouted at them and in a world that thrives on a faster pace, youโ€™ve got to get to the point. We canโ€™t teach you how to write the perfect copy (although we could do it for you), but hereโ€™s a few hints and tips we try to live by:

  1. Remember that content ranks – don’t get caught up in keyword hype. Thatโ€™s why we wrote this article, to remind you that Google wants quality not quantity.

  1. Get to the point – Readers tend to skim read content if itโ€™s overfacing. Say what you need to say in as few words as possible. Then reread it and take out some more.

  1. Think about your E-A-T – Expertise, authority and trust are huge factors for ranking. Make sure your content hits these cornerstones. Basically, donโ€™t just spout a load of nonsense for the sake of making content, because search engines will know.

  1. Do your research – make sure what youโ€™re actually saying is factually correct, and that the keywords you do use are relevant.

  1. Do you enjoy reading it? When weโ€™ve finished a piece we go back over it and see if we actually enjoyed reading it. Even the less exciting topics, when well written, should hold your attention.ย 

Often, marketers get bogged down with how to ‘write for search engines’, when really, it’s quite simple; content that serves the user well, serves search engines well. Ultimately, search engines want to give their users the best experience when they use their platform, so if they type in “history of black western boots” and land on your well-researched guide to black western boots, featuring a detailed timeline, pictures, sources and even quotes from cowboys through out history trailblazing the benefits of boots, then the reader has everything they need. And a happy reader = a happy Google. So, focus on content that offers value and Google will do the rest.

ย 

ย 


Want more SEO tips? Then check out these blogs

6 Reasons Why Your Website NEEDS A Blog

Voice search: the future of SERPs?

Case Study: How we earnt 121 links for one Digital PR campaign

Overview

The client: Patient Claim Line 

The campaign: Survey data uncovers how NHS delays are affecting Brits 

The results:

  • 127 pieces of coverage    
  • 121 links    
  • Average DR 56.67

Background and objectives

Patient Claim Line is the UKโ€™s highest-rated medical negligence Solicitors, who currently deal with one in 10 of all medical negligence claims in England and Wales.

They needed a PR campaign to earn them coverage in UK publications, in turn generating links to their website to improve itโ€™s authority. We were particularly focused on gaining links from new domains to broaden their link profile and improve their overall SEO.

In terms of the content of the campaign, we had four main aims:

  1. Create content related to the medical negligence field which the client can back up with their legal expertise
  2. Collect new and informative data that could used by journalists, and is relevant and therefore usable for months to come
  3. Ensure that the content is helpful to the British public and is sensitive to the current climate and difficult times within the medical sphere
  4. Make sure that the content can be reworked to have a number of different angles, and therefore can appeal to medical, national and regional publications

Strategy

After brainstorming and researching current topics related to medical negligence, we decided to delve into a subject that had gained some media discussion but was lacking hard statistics –   the effect of NHS delays on the British public over the past twelve months. 

To source new and reliable data, we worked with a survey provider to collect information on how patients feel like the pandemic has impacted or delayed their NHS treatment.

We analysed the data from a national perspective, as well as split regionally to see which areas of the UK were impacted more than others.

A survey report was created detailing all of the findings including regional splits, and also offered legal advice from Patient Claim Lineโ€™s experts on patient rights if their treatment has been delayed. This informative guide was published on Patient Claim Lineโ€™s website as a useful hub for journalists to refer back to.ย 

Thatโ€™s the beauty of this content – it will be of use to journalists for months to come because it isnโ€™t too time sensitive.

The content

We found some brilliant statistics that we knew journalists would love, including: 

  • Half of Brits have had their medical treatment delayed by the NHS since the pandemic started and 45% have seen their condition get worse as a result.
  • Almost a third of the population have opted to delay their own medical treatment since the pandemic started
  • Half of those who delayed their own treatment have also seen their condition worsen
  • 53% delayed their treatment due to fears of catching COVID, followed by 52% who donโ€™t want to put a strain on the NHS
  • 78% of the UK appreciate the NHS more than they did before the pandemic


We created multiple press releases with different angles to target journalists in a variety of fields. We also coupled the data with expert comments from Patient Claim Line to make the content more helpful to the reader if theyโ€™ve been affected by NHS delays.

The results

The results were fantastic.

We achieved 127 pieces of coverage from predominantly new domains for the client. 121 of the pieces of coverage included a link back to the website, and these links were from sites with an average DR of 56.67 (compared to the client’s current DR of 27).

Some examples of the variety of coverage include:

The content was extremely relevant to the Patient Claim Line, helpful to the reader and even brought in leads through the website of those looking to make a medical negligence claim. We smashed all of our objectives, and the client was thrilled.

Check out another one of our client case studies in our blog โ€˜Backlinks and Brainteasers: a marriage made in SEOโ€™ or find out more about linkbuiling on our Digital PR services page.

marvin-meyer-SYTO3xs06fU-unsplash

How are British fast fashion retailers building links to their websites?

Good SEO is crucial for fast fashion retailers. 

Many are based solely online meaning that getting traffic to the website is the only way to make sales. And with lockdown further fueling an eCommerce revolution, itโ€™s more important than ever to rank well on Google to steer customers towards your website. 

In the SEO world, itโ€™s undisputed that building high-quality links to your site is a proven way to improve your websiteโ€™s position in the search engine results (read more on this here). Itโ€™s also widely accepted that the best way to earn links is through online PR, more commonly referred to as Digital PR.

So how are fast fashion retailers earning high-quality links? We investigated four online-only brands to get the lowdown.

The four brands investigated are: 

  • In The Style
  • Missguided
  • Boohoo
  • Sosander 

Product placement is key 

Fast fashion brands have one huge benefit when it comes to link building โ€“ the product. Ecommerce stores have the opportunity to offer product reviews and feature in gift guides, both of which are published frequently in online newspapers, magazines and blogs alike.

What are the benefits of link building through product placements?

The benefits of landing product placements are threefold:

  1. They get your product and brand seen by a focused audience which can lead to sales.
  2. They usually only cost the amount of product being gifted to the publication.
  3. A link is guaranteed. Journalists know that readers want to click through the article to buy the product theyโ€™ve just been sold. 


*Link Building Tip: When pushing out products to journalists, be sure to send them everything they need in your initial email. This includes correct pricing, timescales on deals, and hi-res images in a Dropbox link.

Gift guides 

Gift guides are a fast fashion retailer’s bread and butter. They are easy for brands to capitalise on and theyโ€™re predictable. Retailers should have gift guides prepared for all annual buying holidays – Christmas, Fatherโ€™s Day, festival season, you name it. 

*Link Building Tip: Create a PR calendar for the year to make sure youโ€™re capitalising on key retail dates. 

As fast fashion retailers can quickly turn around new products in light of seasonal events, it makes it even easier for them to provide relevant products to journalists. We saw this trend in many fast fashion retailers – for example, In The Style who landed coverage in numerous seasonal gift guides for their Halloween pyjamas (Source).

Fast fashion brands can also quickly and easily create new ranges to target different audiences and use this as a way to generate links. For example, Boohoo launched a maternity range which opened up opportunities to gain links from completely new domains in a new industry – parenting publications (Source). 

*Link Building Fact: Getting links from domains that you havenโ€™t ranked on before is excellent for your websiteโ€™s rankings. Your website will rank better if you have one link per website on a variety of websites, rather than lots of links from three select websites.

Tapping into popular culture 

When it comes to link building, you need to know about popular culture trends as soon as theyโ€™re on the rise and use them to your advantage. Journalists will want to weigh in on them to create current and shareable content โ€“ so if you can provide them with a new angle on a trend, youโ€™ve hit the jackpot.

Fast fashion retailers use this technique, and use it well. 

One successful example was from Missguided. They saw memes about โ€œjeans and a nice topโ€ becoming the default answer when women ask each other what theyโ€™re wearing, and used this to create a new product page for the phenomenon (Source).

The brilliant thing about this link building stunt was the simplicity. All it needed was a category page built into the site, but made waves in the media as it put a new twist on a viral trend.

*Link Building Tip: Social media is a great place to find rising trends. Particularly keep an eye out for anything that you can tie your product into (think H&M and Joe Blackโ€™s Drag Race dress  – if you know, you know).

TV, specifically Netflix, is also a very newsworthy topic that fast fashion retailers use to promote their products. For example, when the hit show Emily In Paris sparked discussion about her impressive wardrobe, In The Style were quick to promote clothes to replicate her looks (Source).  

Deals for days 

Outreaching deals, particularly around Black Friday, is a staple link building technique for fast fashion retailers.

Customers are hungry for deals, and journalists are keen to provide. Therefore itโ€™s crucial to get your discounts seen and included in round-ups which will earn some great links. We have seen this mirrored across all fast fashion and eCommerce businesses (Source), and more so each year as the demand for amazing deals around Black Friday increases.

PR stunts

PR stunts are a high-risk, high-reward technique for gaining press coverage. 

We know that fast fashion retailers can turn around a product quickly, and Boohoo used this to their advantage when creating miniature Christmas wreaths for your nipples. This stunt successfully coupled sex with a seasonal slant to create a product that earnt them a lot of links (Source). 

The expression doesnโ€™t lie – sex sells. 

Celebrity promotions

Many media outlets have a team of journalists dedicated to reporting on celebrity news.

Fast fashion retailers capitalise on this demand for celebrity news in two ways:

1. Celebrity partnerships
Launching a clothing line with a celebrity will not only lead to sales from fans, but earn lots of media attention about the launch – including those important links. In The Style introducing an edit with a Love Island star is a perfect example of this, and one which is very on-brand for their customers (Source). 

2. Steal their style
Retailers can capitalise on press coverage of celebritiesโ€™ fabulous outfits by offering suggestions to journalists of how to steal their style – whether thatโ€™s with the exact piece of clothing or a duplicate. Sosander has mastered this technique incredibly well, focusing on celebs who are aspirational to their demographic, such as Holly Willoughby, Amanda Holden and Kate Middleton (Source).

Karma-based link building

Gaining links as a result of promoting your company’s charitable work is called karma-based link building. 

Fast fashion retailers donโ€™t always have the best reputation when it comes to corporate responsibility. Therefore charity partnerships and products which fundraise will earn you some positive press whilst giving back. For example, Boohoo released a hoodie with all proceeds from the sale donated to Manchester Foundation Trust Charityโ€™s NHS Staff Appeal (Source) which earned them some positive press and great links.

However fast fashion retailers must tread carefully. On the contrary, Boohoo was slammed for their โ€œFor the future campaignโ€ (Source) which many argued contradicted their business model and got press coverage for all the wrong reasons. 

Conclusions

From our investigation, itโ€™s clear that fast fashion retailerโ€™s link building strategies have a heavy product focus. This is no surprise given the threefold benefits listed earlier, as well as the fact that these brands can have new and topical products made up for PR purposes at the drop of a hat. Though not all companies have this at their disposal, there are still many techniques here that can inspire link building strategies for eCommerce clients of all natures.

For more inspiration, check out our blog post โ€˜Backlinks and Brainteasers: a marriage made in SEOโ€™ about one of our top-performing Christmas campaigns. 

manchester marketing agency

Why We Love Being A Manchester SEO Agency

Our Director, Amanda Walls, set up Cedarwood Digital after working in digital marketing for several years. Having created training courses for Google and training thousands of individuals through Facebookโ€™s Digital Skills Program, she knows more about SEO than most people know about themselves. After travelling all over the world, Amanda tied her flag to Manchesterโ€™s mast and decided to start her own digital marketing company.

A different SEO agency

Itโ€™s the norm nowadays to have account managers who are assigned to individual clients. Common belief is that they tie things up neatly and ensure one point of contact. But what if the norm isnโ€™t necessarily the best way?ย 

At Cedarwood, we take a unique, hands-on approach. Every team member works with every client and gets to know them as a person, not an account number – becoming an extension of your in-house team. So, if your DPR needs a push, you speak to our PR expert, and if youโ€™re interested in Google Ads, our PPC whizz is at the end of the phone (or video chat). No matter where youโ€™re located, weโ€™re here to help. Our clients are based all over the UK and we build personal, lasting relationships with every client. Itโ€™s what sets Cedarwood apart.

Weโ€™re based in Linley House, in the heart of Manchester

Where We Work

Our office is located well and truly in the heart of the city – just seconds from the Palace Theatre, and minutes from St Peterโ€™s Square. We share a building with other SMEs which brings a strong sense of community and people bringing in their dogs is also an unexpected perk. Amanda chose Clockwise in Manchester because itโ€™s the right mix of work and play, and gives us the space we need to be creative and focus on growing.

Manchester also plays host to several digital marketing award ceremonies. Weโ€™re proud to have been finalists in many of them, including The Northern Digital Awards. Obviously thereโ€™s friendly rivalry and we find a bit of competition is a great motivator, but itโ€™s also great to be able to celebrate the achievements of the numerous digital marketing agencies in Manchester.ย  There are over 200 in fact, and the cityโ€™s thriving business scene makes it a real hub for marketers. Thereโ€™s always a networking event to attend or industry talk to learn from. Itโ€™s a bustling city known for its vibrant culture and we canโ€™t forget the impressive number of choices for after-work drinks.ย 

Our team comes from the North, the South and even Australia but we all agree that Manchesterโ€™s booming SEO sector offers the perfect place for us.

A kitchenette in the Clockwise office

The growth of e-commerce and the turn towards a much more digital world makes working in SEO and digital marketing challenging but exciting. We never want to rest on our laurels and being in the cut and thrust of a thriving city, in an industry that continues to grow, is more than worth the early morning tram ride and occasional rainy day.

Find out more about our team on our About Us page and have a look at what our Manchester based SEO Services can do for you.