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Google I/O 2026: What The Latest Search & Shopping Updates Mean For SEO

by Cedarwood Digital NewsDigital PR & Outreach tipsPaid SearchPaid SocialSEO

Introduction

This year’s Google I/O 2026 made one thing very clear: Google Search is continuing its shift away from a traditional “10 blue links” experience and towards a far more AI-led, conversational and predictive ecosystem.

For businesses, marketers and SEO professionals, this isn’t just another algorithm update cycle. It’s a structural change in how visibility works online.

Across the keynote announcements and search-focused sessions, Google doubled down on AI-generated search experiences, multimodal discovery, agentic search behaviour and deeper integrations between search, shopping and Gemini. The result is a search landscape where being visible increasingly depends on trust, authority, brand signals and machine-readable expertise rather than simply ranking a webpage.

Below, we break down the key announcements from Google I/O 2026 and what they mean for SEO, digital PR, ecommerce and search visibility moving forward.

The End Of The Traditional “10 Blue Links”

One of the clearest themes from Google I/O was that Google Search is no longer designed around a simple list of website links.

Instead, search is increasingly becoming an AI-curated interface where users receive summarised answers, recommendations and actions directly within the SERP.

Google demonstrated:

  • More advanced AI Overviews
  • Conversational follow-up queries
  • Context-aware search journeys
  • Multimodal search experiences
  • AI-generated shopping recommendations
  • Deeper integration with Gemini

This means users are spending more time interacting with Google itself rather than clicking through to websites.

For SEO, this changes the core objective.

Historically, success was heavily tied to ranking position and click-through rate. Now, visibility is increasingly influenced by whether Google trusts your brand enough to cite, reference or surface your information within AI-generated answers.

What This Means For SEO

Businesses now need to optimise for:

  • Citation visibility
  • Brand authority
  • Entity recognition
  • Trust and reputation signals
  • Topical expertise
  • Structured information retrieval
  • Content that can be easily summarised and referenced by AI systems

The future of SEO is becoming increasingly tied to machine trust rather than simply keyword matching.

AI Overviews Are Expanding Further

Google confirmed that AI Overviews are continuing to expand globally and are becoming a much more central part of the search experience.

These AI-generated summaries are now appearing across a wider range of informational, commercial and comparison-style queries.

Google also demonstrated:

  • More detailed generated answers
  • Follow-up conversational interactions
  • Comparison and recommendation functionality
  • AI-assisted decision making
  • Deeper query refinement journeys

This creates both opportunities and risks for brands.

The Key Challenge: Reduced Organic Clicks

As AI Overviews become more comprehensive, users may no longer need to click through to a website to get basic information.

This is especially important for:

  • Informational publishers
  • Affiliate websites
  • Comparison content
  • Commodity-style blog content
  • FAQ-led content strategies

Businesses relying heavily on informational search traffic may see continued declines in traditional organic CTR.

The Opportunity

While clicks may reduce, authority becomes more valuable.

Brands repeatedly cited within AI Overviews are likely to benefit from:

  • Increased brand awareness
  • Higher perceived trust
  • Stronger entity recognition
  • Improved future retrieval likelihood
  • Better branded search demand

This creates what many are now calling a “citation economy” within search.

Search Is Becoming More Conversational

Google showcased major advancements in conversational search experiences powered by Gemini.

Users can now:

  • Ask more complex follow-up questions
  • Continue search journeys naturally
  • Refine recommendations in real time
  • Use conversational prompts rather than isolated keywords

For example, instead of searching:

“best running shoes”

Users may now ask:

“What are the best running shoes for marathon training if I overpronate and run four times a week?”

This fundamentally changes search behaviour.

What This Means For Content Strategy

SEO content now needs to better satisfy nuanced, contextual intent rather than isolated keywords.

That means creating content that:

  • Demonstrates real expertise
  • Answers layered questions
  • Covers topics comprehensively
  • Includes contextual depth
  • Shows real-world experience
  • Uses clear semantic relationships

Thin, highly templated SEO content becomes increasingly vulnerable in this environment.

Multimodal Search Is Accelerating

Another major theme from Google I/O was multimodal search.

Google demonstrated search experiences combining:

  • Text
  • Voice
  • Images
  • Video
  • Live camera input
  • Contextual memory

Through Gemini integrations, users can increasingly interact with Google in more natural ways.

Examples included:

  • Pointing a camera at products for recommendations
  • Asking questions about live surroundings
  • Combining voice and visual search
  • Receiving contextual shopping suggestions

What This Means For Brands

Brands now need to think beyond traditional webpage optimisation.

Visibility increasingly depends on:

  • Image optimisation
  • Video discoverability
  • Product feed quality
  • Structured data
  • Visual search readiness
  • Cross-platform entity consistency

Search is becoming a multi-format ecosystem rather than a purely text-based one.

Ecommerce & Shopping Received Major AI Updates

Google also announced significant AI-driven shopping enhancements.

These included:

  • AI-generated product recommendations
  • Personalised shopping journeys
  • Smarter product comparisons
  • Virtual try-on improvements
  • More contextual shopping assistance
  • AI-assisted product discovery

Google is increasingly acting as a recommendation engine rather than just a product search engine.

What Ecommerce Brands Need To Focus On

To remain competitive, ecommerce businesses will likely need stronger:

  • Product data feeds
  • Merchant Centre optimisation
  • Product imagery
  • Reviews and reputation signals
  • Structured product information
  • First-party brand authority
  • Digital PR and brand mentions

Product visibility is becoming increasingly tied to trust and brand confidence.

Gemini Is Becoming Central To The Search Experience

One of the biggest takeaways from Google I/O is that Gemini is no longer separate from search.

It is becoming deeply integrated into how Google retrieves, interprets and presents information.

This means Google is increasingly evaluating:

  • Which brands it trusts
  • Which sources appear authoritative
  • Which entities demonstrate expertise
  • Which websites consistently provide reliable information

This reinforces the growing importance of E-E-A-T.

E-E-A-T Is Becoming Even More Important

Google didn’t explicitly position every announcement around E-E-A-T, but many of the changes strongly reinforce its growing importance.

As AI systems summarise and recommend content directly, Google becomes more reliant on trust evaluation systems to determine:

  • Which information is accurate
  • Which sources are reputable
  • Which brands demonstrate authority
  • Which publishers are safe to surface

Key Signals Likely To Matter More

Businesses should increasingly focus on:

Strong Brand Reputation

Brands with recognised authority are more likely to be surfaced in AI-generated experiences.

Expert-Led Content

Demonstrating genuine expertise and experience becomes critical.

Third-Party Validation

Digital PR, mentions, citations and external references continue to grow in importance.

Structured Transparency

Clear authorship, editorial standards, references and provenance all help reinforce trust.

Entity Consistency

Google increasingly needs confidence in who your business is and what topics it should be associated with.

AI Search Will Reward Trusted Entities, Not Just Optimised Pages

One of the biggest strategic shifts from Google I/O is that SEO is becoming increasingly entity-driven.

Historically, SEO focused heavily on optimising pages.

Now, Google is increasingly trying to determine:

  • Which businesses are trusted
  • Which entities are authoritative
  • Which brands deserve visibility
  • Which organisations consistently demonstrate expertise

This means SEO can no longer operate in isolation.

Future visibility increasingly relies on:

  • SEO
  • Digital PR
  • Brand marketing
  • Reputation management
  • Thought leadership
  • First-party audience building
  • Community trust
  • Expert credibility

What Businesses Should Do Next

1. Invest In Brand Authority

Brand recognition and trust are becoming increasingly influential in AI-led search experiences.

2. Create Content With Genuine Expertise

Thin AI-generated content without depth or expertise will likely struggle long term.

3. Improve Structured Data & Technical SEO

Google’s AI systems rely heavily on structured understanding of content and entities.

4. Focus On Topical Depth

Building deep expertise within a niche is increasingly important.

5. Strengthen Digital PR & Off-Page Signals

External validation continues to play a major role in trust evaluation.

6. Prepare For Lower CTRs

Organic traffic reporting and SEO measurement models may need to evolve beyond simple clicks.

7. Think Beyond Google Rankings

Visibility increasingly exists across:

  • AI Overviews
  • Gemini
  • Conversational search
  • Shopping experiences
  • Visual search
  • Recommendation engines

Final Thoughts

Google I/O 2026 reinforced that search is rapidly evolving into an AI-first ecosystem.

The traditional SEO playbook of keyword targeting, scaled content production and ranking position optimisation is becoming less effective on its own.

Instead, Google is moving towards a model where visibility is increasingly awarded to brands and entities it believes it can trust.

That means the future of SEO will likely revolve around:

  • Authority
  • Reputation
  • Expertise
  • Brand recognition
  • Entity understanding
  • Citation visibility
  • Trust validation

For businesses willing to adapt, the opportunities remain huge.

But success in modern search will increasingly depend on building a genuinely trusted brand rather than simply optimising webpages.

[blog]_[ SEO for Financial Services: How to Win Trust and Traffic in 2025 ]_[Blog Pictures]

SEO for Financial Services: How to Win Trust and Traffic in 2025

by Digital PR & Outreach tipsLink BuildingSEO

Introduction

Search engines are now a dominant force in the decision-making process for financial consumers. Whether it’s a consumer choosing a mortgage broker, a retiree researching pension options, or a startup searching for a business loan, nearly all journeys begin with a Google search. According to Google’s own data, over 70% of consumers use search during their decision-making journey in the financial sector.

But for financial services brands, ranking highly isn’t just about technical optimization or keyword stuffing. You’re operating in a “Your Money or Your Life” (YMYL) space, one of Google’s most scrutinized verticals and that means your SEO efforts must do more than attract clicks, they need to inspire trust, meet compliance standards, and deliver genuinely helpful content.

This comprehensive guide explores how to build a compliant, high-performing SEO strategy tailored for the financial services sector in 2025.

Why SEO Matters in Financial Services

Let’s be clear: SEO is not a “nice to have” in this sector – given the strong YMYL guidance across finance, adhering to guidelines and following these processes plays an important role in ensuring visibility for your brand while also meeting regulatory compliance.

1. Search Is the First Step for Most Customers

Whether it’s “best life insurance UK” or “can I get a mortgage as a contractor,” the first action people take is searching online. If your brand isn’t visible at that moment, you’ve lost the sale often before you knew the prospect existed.

2. Organic Leads Have High ROI

While paid search can deliver leads quickly, SEO compounds over time and delivers leads at a lower cost per acquisition (CPA). In industries like wealth management or insurance, where the customer lifetime value is high, organic leads can be the most profitable over time.

Additionally, paid search traffic in these sectors can often have an incredibly high cost per click, so being able to attract leads organically plays a key role in being able to keep costs down and within control compared to spiralling PPC costs.

3. Trust Is Earned Through Visibility

Ranking high in Google suggests credibility. In a space where trust is everything, consistent organic visibility reinforces that your brand is authoritative, secure, and worth engaging with.

4. Google Prioritises Accuracy in Finance

Because misinformation can have serious consequences in this industry, Google’s algorithms and human quality raters apply stricter standards to financial content. Your SEO efforts must account for these guidelines, or risk invisibility.

Challenges of SEO in Financial Services

The financial industry brings some unique hurdles that marketers in fashion or e-commerce simply don’t face.

A. E-E-A-T Requirements

Google’s emphasis on Experience, Expertise, Authority, and Trust (E-E-A-T) hits hardest in sectors like finance. If your content lacks expert attribution, verified information, or real-world credibility, it will struggle to rank no matter how well optimized it is. This is often due to the fact that E-E-A-T isn’t just an acronym in these sectors, it’s a way for Google to see that your website is offering genuine value to a user and not putting them in any potential danger.

B. Compliance and Legal Oversight

Financial services content must comply with regulations from bodies like the FCA (in the UK), the SEC (in the US), or other international watchdogs. This creates friction when publishing blog posts, on-page copy, or campaign landing pages. Legal reviews can delay content for weeks, or require fundamental rewrites so it’s important to have a clear understanding of how compliance ties into SEO to make this process as smooth as possible.

C. Longer Content Production Cycles

Because of compliance and internal sign-off requirements, financial brands often have slower, more complex editorial workflows. This makes agility (such as responding to search trends or news) harder which can hinder link-building and content freshness. Experienced SEO agencies in this sector will know what works best from a links perspective and be able to apply this approach to support your business.

D. Difficult Link Building Environment

Google considers backlinks as a signal of authority, but in finance, acquiring these links ethically can be difficult. Many sites are reluctant to link to financial services due to regulatory fears, or they demand high editorial standards, alternately even just getting content in for reactive newsjacking can have a long sign-off process meaning that you can miss the hook. Effective link building in this sector can be a game changer when it comes to performance due to the trickier nature of it.

Core SEO Strategies That Work for Financial Services

Despite the challenges, many financial brands are winning in organic search by focusing on the right strategies.

1. Building E-E-A-T Into Every Page

To rank well in YMYL categories, your website and content must scream trust and authority.

Ways to Strengthen E-E-A-T:

  • Showcase Authors and Credentials: Every blog post or guide should be written or reviewed by someone with clear financial expertise and their credentials should be visible.
  • Third-Party Validation: Include awards, media mentions, and Trustpilot reviews to support your credibility.
  • Secure and Transparent Website: Use HTTPS, display your regulatory information (e.g. FCA license number), and include a clear privacy policy and terms.
  • Create a Transparent “About Us” Page: This should explain your company’s mission, leadership team, and experience.

Real-World Example:

NerdWallet includes certified financial experts on all of their content and states when it was last reviewed. This type of content hygiene helps Google trust their information and it’s why they rank well for thousands of high-intent financial terms.

2. Keyword Strategy Based on Intent, Not Just Volume

Most financial brands fall into the trap of chasing broad, competitive keywords like “life insurance” or “pension advice.”

Instead, focus on user intent — and break it into three stages:

Awareness Stage:

  • “What is income protection insurance?”
  • “How does compound interest work?”

Consideration Stage:

  • “Best savings accounts for under 30s”
  • “Credit card vs overdraft: which is cheaper?”

Decision Stage:

  • “Apply for a fixed-rate mortgage online”
  • “Open a stocks and shares ISA with no fees”

Tip: Use tools like AnswerThePublic, AlsoAsked, and Google Search Console to discover long-tail and question-based keywords you can realistically rank for.

3. Content Hubs and Topic Clusters

Rather than publishing one-off blogs, build structured content clusters that build topical authority.

Example Cluster: “First-Time Buyers”

  • Main Pillar: “Complete Guide to Mortgages for First-Time Buyers”
  • Supporting Blogs:
    • “5 Government Schemes for First-Time Buyers in the UK”
    • “What Credit Score Do You Need for a Mortgage?”
    • “How Much Deposit Do You Really Need?”

Internal linking between these articles tells Google your site is a trusted authority on that topic, improving rankings across the board. You can also then tailor an effective Digital PR strategy to help build deeper links into these pages, building authority and supporting the overall performance of the cluster.

4. Local SEO: A Missed Opportunity for Many

If you offer in-person services even if it’s hybrid or Zoom-based local SEO can help you reach qualified leads.

Must-Have Elements:

  • Location Pages: e.g. “Independent Financial Advisor in Bristol”
  • Google Business Profile Optimization: Use categories, respond to reviews, add Q&As, post regularly.
  • Local Backlinks: Consider local events, get listed in business directories, build partnerships with community organisations.

5. Technical SEO: The Foundation You Can’t Ignore

Financial websites tend to be large and complex with multiple product pages, calculators, forms, and FAQs. Technical SEO ensures all of this is crawlable, indexable, and performant.

Key Areas to Address:

  • Core Web Vitals: Ensure fast loading, visual stability, and interactivity
  • Mobile Optimization: Most users now research on mobile, your site must be flawless here
  • Schema Markup: Use FinancialProduct, FAQPage, and Organization schemas where relevant
  • XML Sitemaps and Robots.txt: Keep these clean and updated
  • Duplicate Content: Especially with rates and regulations, ensure content isn’t copied across pages

Digital PR and Ethical Link Building

Earning high-quality backlinks is critical in building authority but you must avoid spammy or black-hat tactics, especially in finance.

Link-Building Strategies That Work:

  • Data-Led PR Campaigns: Commission or analyse data and pitch stories to journalists (e.g. “Average UK Credit Score by Age Group”)
  • Expert Commentary: Offer your advisors as expert spokespeople to react to breaking news
  • Create Free Tools: Mortgage calculators, ISA allowance trackers, or pension age checkers often earn links
  • Publish Original Research or Whitepapers: Journalists and bloggers love citing original data

Example:

Comparison websites have successfully gained thousands of high-authority links by creating utility comparison tools, consumer affordability studies, and reacting quickly to news stories with expert advice.

Measuring SEO Success in Financial Services

Your SEO reporting should tie back to business outcomes not just traffic.

Key Metrics to Track:

  • Organic Visibility: Impressions, ranking positions, and share of voice
  • Engagement Metrics: Time on page, scroll depth, bounce rate
  • Lead Metrics: Form submissions, quote requests, downloads
  • Conversion Attribution: Use GA4 and CRM integrations to connect content to customer actions
  • E-E-A-T Signals: Number of referring domains, quality of backlinks, author profiles built

Tip: Combine data from Google Search Console, GA4, Semrush, and your internal CRM for a full-funnel picture.

Emerging Trends to Watch in 2025

  • AI Overviews in Search Results: Google’s AI-generated summaries mean more zero-click searches, so optimise content for inclusion in these overviews
  • Voice and Conversational Search: More people are searching with natural, question-based queries
  • Search Personalisation: Rankings now vary more by user location, history, and intent local SEO and behavioural data matter more than ever
  • Topical Authority > Page Authority: Building deep, useful content around a theme will outperform isolated “SEO blog posts”

Conclusion

SEO for financial services in 2025 is about trust, authority, and helpfulness. You’re not just competing for clicks  you’re competing to be the most credible option in a high-stakes decision. That means building a search strategy that balances compliance with creativity, data with empathy, and technical structure with user experience.

[blog]_[Director Amanda On The Main Stage @ Brighton SEO]_[Blog Picture]

Director Amanda On The Main Stage @ Brighton SEO

by Cedarwood Digital NewsDigital PR & Outreach tipsGeneral Marketinghome pageLink BuildingPaid SearchPaid SocialSEO

For her fourth time speaking at Brighton SEO, Director Amanda took to the main stage at Brighton SEO to deliver a talk on “Reimagining E-E-A-T: Using Ethos, Pathos And Logos To Boost SEO Campaigns” drawing on skills that she learnt when studying philosophy at school, Amanda discussed how the valuable rhetoric of Ethos, Pathos and Logos can be applied to SEO campaigns to not just improve performance, but most importantly to improve conversion rate and drive sales and leads – which at the end of the day is why everyone does it!

At the event which had over 2,000 attendees, Amanda went into detail about how to apply these principles to your SEO campaigns and why doing so plays such an important role in ensuring your maximising your return on investment. Key focus areas included:

  • Understanding that 87% of people will leave the conversion funnel if they read a negative review or mention of your website – brand perception and awareness is key and building/protecting your reputation plays a key role in this

  • Showcasing “benefits” not “features” – why should I use your product/service, what benefit does it have to me? Rather than just listing a specific feature it has, appeal to the user’s emotional side by helping them to understand how it could help them

  • Matching user intent plays an important role in keeping users in the funnel – understanding what type of content best resonates with them is important here, do they want content that showcases experience or expertise? Or sometimes do they want a mixture of both?

  • Utilising Digital PR effectively to build reputation – how to best use your thought leadership and data-led campaigns to make people find your brand online and ensuring that when people are researching they’re finding what they need to to better understand your brand.

Overall, the outline of the talk focused on how Aristotle utilised “rhetoric” to help persuade an audience to do something – not too different from what we try to do in modern day SEO and provided relatable takeaways that not only help to align E-E-A-T (specifically in YMYL industries) but also help to boost those all important conversion rates.

A big thankyou to everyone who attended the talk – please reach out if you’d like a copy of the deck!

[blog]_[Director Amanda Walls Speaks At The SEO Mastery Summit, Saigon (Vietnam)]_[Blog Picture]

Director Amanda Walls Speaks At The SEO Mastery Summit, Saigon (Vietnam)

by Cedarwood Digital NewsDigital PR & Outreach tipsGeneral Marketinghome pageLead GenerationLink BuildingPaid SearchPaid SocialSEO

Our Director Amanda Walls was on stage at the SEO Mastery Summit, Saigon last week discussing “Using Digital PR To Simultaneously Boost SEO And CRO”

The SEO Mastery Summit is one of the most highly regarded SEO conferences in the world with nearly 500 delegates from around the world attending the week-long conference each year & Amanda was delighted to have been invited to speak at the event. The conference is held each year in Ho Chi Minh City and attracts a huge international audience.

“The SEO Mastery Summit is one of the leading SEO events in the world so it’s great to be able to get on stage and share knowledge with as well as learn from some of the world’s best SEO’s,” she said.

Also on stage, were leading SEO speakers including Craig Campbell, Kavi Kardos, SEO Jesus, Christopher Hofman and many more…

Key themes of the conference focused around the rise of AI and how we can adapt it into strategy to help improve efficiencies, as well as looking at personal branding and the rise of this within SEO. There were many cutting-edge talks discussing recent Google algorithm updates and how to stay ahead of the evolving landscape, as well as some great social networking events and a chance to meet SEOs from all over the world.

Overall, the conference had some great actionable takeaways to bring home for clients, in addition to being a great way to learn from and speak in front of some of the world’s leading SEOs.

[blog]_[4 Digital PR Trends You Need To Be Aware Of In 2024]_[Blog Picture]

4 Digital PR Trends You Need To Be Aware Of In 2024

by Digital PR & Outreach tips

In 2024, digital PR is bigger than ever. 9 out of 10 PR professionals send their pitches to digital media, an increase of 14% since 2022. This growth is largely due to the increasing importance of online visibility for businesses and brands – driven by the rise of social media and online news outlets.

Today, digital PR should be factored into every digital marketing strategy to increase brand awareness, provide high-quality backlinks and increase search engine rankings.

We are now over half-way through the year, so have a strong sense of how the digital PR landscape is looking. It’s now clear to see which trends are here to stay, which campaign styles have been gaining traction, and the new techniques that show long-term potential.

This blog will be looking at the trends we’ve been seeing in 2024 and our predictions for suspected future trends still to come this year. If you’re a digital PR professional or a business owner hoping to land online coverage, staying informed about the latest trends will ensure you’re staying relevant, so read on.

.

What are digital PR trends?

Firstly, let’s check you’re up to speed with what digital PR is all about. In 2024, it’s no hot take that we’re living in an online-centric world; as a result, traditional PR has had to adapt. It’s the art of building visibility online through pitching press releases to online journalists, providing quotes for online articles, and guest posting in blogs.

And what’s the point of all this? Well, digital PR has a whole array of benefits, all ultimately feeding into increased brand awareness and visibility online – at the end of the day, increasing conversions. It improves SEO by earning high-quality backlinks, it will help to establish your company as an authority in its industry, and can even help with crisis management.

Digital PR trends, then, are the shifting behaviours and techniques defining the digital PR industry. This can include new softwares, audience preferences, and particular styles of campaign that are landing with journalists. Below, we take you through the 4 trends you should be aware of this year which are here to stay in 2024.

The top trends for 2024:

  1. We’re increasingly seeing new tools automating aspects of digital PR

AI isn’t going to steal our jobs, but it’s certainly making them easier. Every week there’s another software on the market to help with a different task in digital PR. In a study by Prowly AI came in as the top trend prediction from respondents, with 36% predicting it would be a primary trend in 2024 – they weren’t wrong! 

AI tools and platforms are playing more and more of a significant role in digital PR campaigns. A couple of our new favourites are:

Sourcee: This tool acts as your own personal Journo Request lookout, with the slogan: ‘Letting you know about relevant requests, straight away.’

Midjourney: This can be used to create imagery for your campaign, or to provide inspo for your ideation.

AI technology can help you analyse large amounts of data to create a story, automate tasks like media monitoring, and provide sentiment analysis about a brand on social media. Have a browse at what’s on offer, your boss and clients will thank you!

  1. TikTok as a research tool

I don’t need to tell you that the popularity of this platform continues to grow. And, more and more, brands and agencies are using it in digital PR as a research tool. It’s surprisingly valuable for gaining insights into consumer preferences and trends. Tiktok can also be used to identify viral trends and popular hashtags – helping brands stay relevant to their audience.

A good digital PR campaign addresses an issue or topic of interest of your target audience; where are customers most vocal and transparent about products they’re using? TikTok! Have a look for yourself when ideating your next campaign.

  1. A shift in metrics

If you haven’t got the memo, links are out and relevancy is in. Quality over quantity is what matters now – PRs are digging deeper than surface-level metrics, focusing on how their campaigns can put a brand in front of the right people and drive conversions.

Metrics like brand mentions, relevancy of links, and sentiment analysis are increasingly being paid more attention. Hundreds of links at face value is no longer impressive, but hundreds of links aligned with the brand, in a credible and relevant publication, is.

So, in 2024:

✔️Ensure your campaigns and placements are consistent with your brand’s messaging

✔️Shift away from link-building tactics, focusing instead on creating content that’s genuinely valuable for your audience

  1. Impact of the cost of living crisis

We’ve all seen the price of a Tesco meal deal these days – the cost of living crisis is unfortunately continuing to rise and people are feeling the pinch. In light of this, journalists are looking for tips and stories on how to save money. In our work, we’ve noticed a pattern of good coverage for campaigns like ‘where to find the cheapest school uniforms’ or ‘best deals this bank holiday weekend’. For example, if your brand is in the automotive industry, could you provide tips on fuel efficiency, to save money on petrol? Or, tips for getting the best deal when buying a used car? If you work in the entertainment sector, could you create a guide to a DIY home theatre? 

Equally, the cost of living crisis is just one of the many things making our news very negative in 2024. Considering this, any light-hearted and optimistic content is increasingly popular with journalists – they know it’s what readers want to see, to brighten their day a little.

What future trends can we expect to see?

➡️We’re seeing a surge in data-led digital PR campaigns, with journalists increasingly looking for fresh and fact based stories. PRs that can create a narrative from client research or survey data will stand out in a busy inbox. Raw statistics can be turned into attention-grabbing headlines, especially with the help of…

➡️AI. You guessed it – expect to see AI filtering into more and more areas of digital PR, automating routine tasks and freeing us up to concentrate on strategy and client relationships.

If your digital PR strategy could do with a bit of a spruce up, why not get some professional help? Cedarwood Digital is an award-winning digital PR and SEO agency based in Manchester – drop us a message to get the ball rolling.

[blog]_[why is relevancy so important in digital pr]_[Blog Pictures]

Why Is Relevancy So Important In Digital PR? 

by Digital PR & Outreach tips

Relevancy – you’ve probably heard this term buzzing around LinkedIn recently and may be wondering: is it just another industry fad, or does it actually matter? Surely any coverage is good coverage?

We’re here to break the news that, as a PR, links aren’t the only metric you should be tracking and it’s no lie that the majority of digital pr companies are now also looking at relevance as a key metric of campaign success. To see real growth, a business needs campaigns that are relevant, in publications that are just as relevant. We know how tempting it can be to jump on any old topic that’s trending and exciting, but if it doesn’t resonate with your target market, it can be harmful.

This blog will get into the details of why this is, explaining what exactly relevancy is when it comes to digital PR, why you should care about it and our tips for creating relevant but still newsworthy content. We’ve even shared some examples of our recent and relevant campaigns to give you a bit of inspiration.

But, if you prefer to skip the ramble, here are some key takeaways:

👉Quality over quantity: aim to secure placements that align with your brand, even if it means fewer links

👉Relevant campaigns put you in front of the right people and increases visibility, driving conversions

👉To create a relevant but newsworthy story, you need to understand your audience, and have a close eye on your industry’s trends

What is relevancy in digital PR?

In 2024, the phrase ‘they’re not relevant anymore’ is tossed around in pop culture, as a jab at former Love Islanders or child actors who haven’t survived the cutthroat cycle of mainstream popularity. In fact, it offers an interesting parallel to digital PR, but whilst both brands and celebrities must continuously work to stay connected to their audience – there’s a key difference. 

In digital PR, relevancy isn’t about chasing fleeting trends or viral moments; it’s creating lasting, meaningful connections that align with your brand’s core values and resonate with your target audience. 

So when we talk about relevancy, in practice this means asking yourself “does it make sense for my brand to be mentioned in this particular article and this particular publication”. Securing a feature in a prestigious magazine like GQ might seem like a big win, but if your business has nothing to do with fashion, it’s not a strategically relevant placement.

It’s time for us to move away from the outdated numbers game of link building that characterised the early days of SEO. Today, the best marketers are focusing on quality and brand relevancy, steering clear of spammy tactics.

Relevancy is about ensuring that every mention, every link, and every campaign reinforces your brand’s identity and speaks directly to the audience you’re trying to reach. This approach has a whole host of benefits….

Why is it important to make DPR campaigns relevant to the brand?

There’s a growing consensus in the world of digital marketing that relevancy isn’t just important – it’s crucial for the success of a digital PR campaign, and growth of a business. Here’s why:

➡️Visibility

When your digital PR efforts are relevant, you’re more likely to appear in publications and platforms where your target audience is actively engaged. This targeted visibility not only increases your chances of being seen but also ensures that you’re reaching the people who are most likely to be interested in your products or services. Each mention drives relevant traffic back to your site, boosting what we all ultimately care most about – conversions.

➡️Brand alignment

When your PR activity is in sync with who you are as a brand, it creates a more cohesive narrative for your audience – strengthening your brand image and helping to build trust. From a messaging perspective, you don’t want to confuse your customers by having your brand linked to campaigns that say drastically different things.By prioritising relevancy, you’re building a consistent image that resonates with your core audience.

➡️SEO

A handful of highly relevant links provide far more SEO value than hundreds of non-relevant ones. This is because when a link comes from a source closely aligned with your brand, it carries more weight in the eyes of the search engines. Google is getting increasingly good at understanding context and it now evaluates the relevance of the linking site to your content; when you secure a link from a highly relevant publication, you’re sending strong signals about your site’s authority and relevance in your niche.

➡️E-E-A-T

This is partly because relevant coverage plays a huge part in enhancing your website’s E-E-A-T signals. When you consistently appear in relevant discussions within your industry, you’re demonstrating your expertise and building authority. This improves your standing with Google, boosting your rankings and also positioning your brand as a go-to resource to your audience.

➡️Why the journalists should link to your page

Aside from anything else, relevancy increases the likelihood that a journalist will want to use your content in the first place. Relevant content enhances their article and offers the journalist genuine value. You want the connection to be plain as day, so that it’s no question that they include your content to enhance their article.

Examples of relevancy in our work at Cedarwood

The best way to explain a relevant campaign is just to show you one! Here are three examples in our work recently where we’ve crafted a story both relevant to our client, and newsworthy – resulting in lots of coverage.

  1. A super relevant campaign that went viral just last month across national papers is our newsjacking piece for a printer toner client. We aligned our client’s products with the peak in summer holidays through identifying essential documents to print before boarding your flight. This transformed a mundane product into a timely solution and landed our client widespread coverage:
  1. For our new DIY supplies client, we launched a newsjacking piece where we jumped on a topical trend (apprenticeships) to provide relevant data that appealed to their target audience. We outreached the campaign to outlets in their industry and landed a number of hyper-relevant niche links to the website:
  1. There’s no hiding the fact that you have to be a little more creative in some industries than others when it comes to crafting relevant digital PR campaigns. The vaping space is a great example of this – there’s certainly a less exhaustive list of related topics. So, to get round this, we thought outside the box and submitted FOI requests to local councils to identify how many illegal vapes had been seized over time. With this data, we then created an infographic showcasing the UK’s vape raid hotspots, outreaching it as an asset for journalists.

The outcome was over 150 relevant and targeted links that enhanced E-E-A-T signals across the brand:

How to create relevant but newsworthy content

🔈Audience understanding

Your first step should be getting a deep understanding of your target audience, their interests, and problems they’re facing. But the insights from tools and AI aren’t really enough, so how can you go about this? First, have a clear contact page and form so that people know how and where to go to send you their feedback. 

Secondly, platforms like TikTok are a great way to get a better sense of the thoughts and feelings of your audience. Search your product or service keyword and have a look at what the main discussion points are – is there opportunity for you to provide data or expertise that solves an issue they’re having? For example, searching ‘printing’ into TikTok reveals viral videos surrounding the idea of DIY- printed t-shirts. Therefore, a campaign looking at this new gen-z trend of upcycling our clothes at home, and an expert how-to guide, would be a relevant campaign for a printing company.

🔈Timely, trending content

Relevancy is time-sensitive and journalists don’t want stories that are yesterday’s news. To create relevant stories, you need to be constantly monitoring the emerging trends and events within your niche and create content that offers unique insights on these. Content calendars are a great way to do this, marked with key dates and relevant events. With this, you can then brainstorm ideas in advance, allowing you to newsjack quickly. To return to our printing example, key educational dates like the dissertation submission period or GCSE exam period would be worth marking in advance as this allows you to create timely content surrounding printing dissertations or practice papers.

🔈Keyword research

Whilst often overlooked in digital PR, this shouldn’t be left to the SEOs! In fact, keyword research should be one of the first steps of a digital PR ideation process, as it guarantees that you’re narrowing in on genuinely relevant ideas. Looking at these terms guarantees that your campaigns are going to align with what your audience is actively searching for. Plus, by incorporating these keywords into your pitch, you’re hitting two birds with one stone – speaking the language of your audience, and increasing the likelihood that your content is discovered organically in the SERPs. 

Cedarwood Digital is an award-winning SEO, digital PR & PPC agency based in Manchester. If relevancy isn’t your forte or your campaigns just aren’t landing, how about getting some expert help. Contact us today to find out what we can do for you.

[blog]_[why collaboration between SEO and digital PR is so important]_[Blog Pictures]

Why Collaboration Between SEO and Digital PR Is So Important

by Digital PR & Outreach tipsSEO

In the dynamic world of digital marketing, the crossover between SEO and Digital PR is becoming increasingly vital. SEO and Digital PR are both crucial if you are looking to increase your brand visibility and online presence, and even though they can be viewed as separate roles, collaboration is absolutely essential. By collaborating your SEO and Digital PR strategies, you can successfully achieve brand awareness, increased visibility and more sales. 

In the past, Digital PR agencies and SEO have been seen as completely separate entities, both completed by separate teams with no involvement. However, as high quality links and brand reputation have become more important for improving organic search results, collaboration between SEO and DPR is now extremely valuable. By integrating the two, both elements work together to increase each other’s impact.

Why Is Integrating SEO And Digital PR Essential? 

  • ➡️ Enhanced Online Visibility 

SEO and Digital PR both aim to increase a brand’s online visibility. While SEO efforts focus on on-page efforts, DPR focuses on off-site but both can have a massive impact on driving more organic traffic to a website. When SEO and DPR teams work together, they can target the same areas of a website, and produce on-site and off-site content to increase rankings and visibility. 

When SEO and Digital PR teams work together, they can identify high-value opportunities and target these together to increase visibility. Quality backlinks from Digital PR efforts can enhance domain authority, making it easier for SEO initiatives to achieve better results in the SERPs, alongside on-site optimisations, this can have a huge impact on SEO performance. 

Successful Digital PR strategies can also drive targeted traffic to your website and this is a great opportunity for SEO teams to provide Digital PR teams with information about high intent traffic which will be valuable for the brand and the Digital PR team can then use this data to inform their strategies and create campaigns that will attract the right type of traffic. This collaboration can work really well and generate high intent users for your website. Product placements are an example where this can be extremely effective.  

  • ➡️ High Quality Content 

Combining SEO’s data driven approach to keyword research with PR’s storytelling expertise can result in content that ranks well and engages readers. Both teams can ensure that the content is interesting for users, but also optimised for search engines, and this can also make it compelling enough to attract media attention. Sometimes, you don’t even need to outreach your Digital PR work, you can make the journalists come to you – by targeting relevant keywords and providing data hubs within your content, you can gain natural backlinks without the need for any contact with journalists. However, in order for this to work successfully, it is absolutely imperative that the SEO and Digital PR experts are working together. You can read more about this reverse digital pr strategy in our blog talking all about reverse Digital PR and how it works. 

High quality content is a must for SEO and Digital PR, and by working together, you can create content that is fit for both SEO and Digital PR purposes. 

  • ➡️ Building Brand Authority And Trust 

Building brand authority and E-E-A-T (Experience, Expertise, Authority and Trust) signals is essential for organic performance and one of the many ways to do this and potentially one of the most direct crossovers between SEO and Digital PR is link building. Gaining high quality backlinks from reputable sites is key for SEO performance – it will make the brand more trustworthy in the eyes of search engines and consumers and it can significantly boost the website’s authority and online visibility. This therefore makes Digital PR an essential part of all modern SEO strategies and when both teams work together seamlessly, it can make this process much more effective. 

  • ➡️ Measuring Success 

Having a unified approach between SEO and Digital PR will also allow for a more comprehensive set of metrics to measure campaign success. By combining SEO and Digital PR data and analytics, you can gain deeper insights into how both efforts are performing together and adjust your strategies accordingly. 

Overall, incorporating your SEO and Digital PR strategies goes much further than immediate online visibility but it helps build a strong foundation for long term success in the online space. By understanding these benefits, you can effectively collaborate your SEO and DIgital PR efforts to create an extremely strong online presence.

How Can Digital PR And SEO Teams Collaborate? 

  • ➡️ Align Strategies 

The first step when Digital PR and SEO teams are collaborating on any project or account is to start working together from the very beginning. Both teams should align their objectives and these can be increasing organic traffic, enhancing brand awareness and visibility, or boosting engagement – whatever the goals and objectives are, it is important that both teams are on the same page so that all strategies and projects moving forwards are focused on the same outcomes. 

  • ➡️ Share Keyword Research and Insights 

SEO teams should consistently share keyword research and insights with the Digital PR team so that they can be aware of topics that are newsworthy and have a high search potential. This can help to inform strategy for Digital PR campaigns and ensure they are relevant, but it can also help ensure that all Digital PR content is optimised for SEO from the outset so that it can be uploaded to the website for SEO purposes as well as outreached for Digital PR.

  • ➡️ Coordinate Content Creation 

High quality content takes time to write, and with both SEO and Digital PR teams having expertise in content creation, these teams should definitely be sharing their content with each other. Digital PR teams will often be creating data hubs of content that would be absolutely perfect for the website, by sharing this content, the SEO team can ensure it is targeting the right keywords and once this has been uploaded to the website, it can attract traffic and potentially even receive natural backlinks – a win win situation which would have potentially have been missed if there was no crossover between the two teams. Likewise, SEO teams will also be creating highly targeted content that the Digital PR team can utilise for their benefit as well.

  • ➡️ Cross Team Collaboration 

Overall, creating collaboration between SEO and Digital PR teams needs to focus on consistent communication and teamwork between both teams. This can be achieved through joint training sessions, regular check-ins, collaborative brainstorming and shared tracking tools to ensure everyone is at the same stage throughout the whole strategy. 

Summary

For any business looking to enhance their online presence, it is absolutely essential that Digital PR and SEO teams are working together. When these two teams collaborate, they can create a cohesive strategy that will amplify the impact of both efforts. High quality backlinks from reputable media sources can significantly impact SEO results, and SEO insights can guide DPR efforts to target topics that will drive high intent traffic and engagement. 

The synergy between Digital PR and SEO will not only maximise brand exposure and authority, but will also ensure a strategic approach to content creation and online marketing, ultimately leading to increased visibility, traffic and conversions for the business. 

At Cedarwood Digital, our SEO and Digital PR teams are constantly working together to drive online visibility for a range of businesses. If you are looking to boost the online presence of your business through Digital PR and SEO, make sure to get in touch with us today.

[blog]_[a guide for e-commerce digital pr]_[Blog Pictures]

A Guide For E-commerce Digital PR

by Digital PR & Outreach tips

There’s no question that e-commerce is thriving; e-commerce sales are forecasted to make up a huge 23% of global retail sales by 2027. We’re seeing social media platforms increasingly integrating shopping features and live shopping experiences gaining traction on platforms like TikTok. We’re certainly in a new era of e-commerce but how can traditional e-commerce sites still ensure they’re getting seen? The answer is link-building. It’s an absolute necessity for e-commerce businesses aiming for growth and brand recognition. 

This guide is going to explain exactly what you’re missing out on if digital PR isn’t yet part of your e-commerce strategy and give you the techniques our experts can’t live without.

Why your e-commerce site needs digital PR

In this saturated market, customers now, more than ever, need to really trust a brand to want to purchase from them. In fact, according to Edelman’s Trust Barometer, Gen Z exhibits the highest need for brand trust, with 79% saying it is more important to trust the brands they buy today than in the past. Digital PR is the key to building that trust and establishing your brand as an authority.

But alongside this, digital PR helps strengthen your brand image, attract relevant traffic and boost your organic search ranking for competitive keywords. When high-quality external sites link to your e-commerce store, search engines perceive your website as more authoritative and trustworthy. This translates to improved rankings for relevant keywords in search engine results pages – bingo.

A well-crafted digital PR strategy will secure backlinks not just to your homepage, but also to product and category pages. This “deeper link building” helps you rank higher for specific products and high-intent pages in the SERPs.

If your e-commerce site has physical stores, digital PR will also work in your favour. Press releases can be outreached to specifically target local publications, building brand awareness in your local community.

Plus, the benefits of digital PR extend to your paid campaigns too, enhancing their performance and maximising your return on investment. This is because digital PR can generate positive brand mentions and reviews online and, by incorporating reviews into your landing pages, you add social proof and enhance the credibility of your paid ads.

Whilst things like brand awareness and credibility are important, what we’re all ultimately after in e-commerce is a boost in sales. Digital PR goes beyond vanity metrics – each link, brand mention, and boost in authority helps an e-commerce site outrank their competitors, and get customers on their side. In other words, you significantly increase your conversions!

How to do digital PR for e-commerce: our tips

🧷Product placements

On the topic of trust, product placements are your golden ticket. If a trusted reviewer (say GQ or Vogue) features your new sandal range in their ‘22024 summer holiday must-haves’ list, that’s a powerful way to earn trust and stand out – in a natural way. These high-authority platforms have thousands of readers, and therefore, just as many potential customers for your products. 

Focus on reaching out to publications and review websites that resonate with your brand values. And remember that product placement isn’t just a transaction – you want to build a relationship. Offer journalists early access to new products, and provide valuable industry insights alongside your product details.

We leveraged this technique successfully with our garden furniture client, Hayes Garden World. We used a mixture of media monitoring, and proactive outreach to get our products featured. With this approach, we landed over 65 linked product placements in a year, with £47,000 in referral sales generated! Told you product placements work. Make sure to have a Dropbox file of high-resolution images ready to go, so you can jump on trends and turn a product placement around quickly. 

🧷Internal data

Due to the online interactions on an e-commerce site, they have a far bigger pool of internal data compared to traditional stores. This is because e-commerce sites can track every click, search and product interaction, which provides heaps of insight into browsing habits and product preferences. Additionally, e-commerce platforms often collect customer information like their demographics and purchase history.

Why does this matter? Sales data and customer behaviour patterns can be the foundation for compelling digital PR stories that will stand out in journalists’ inboxes and secure you those valuable links. This is completely unique data and analysis that only you have access to and will attract outlets looking for fresh, data-driven content. It’s also worth analysing customer data anyway to help you tailor your digital PR messaging. Internal data can help you understand your audience’s wants, needs and pain points,  which will inform more effective campaigns.

🧷Content marketing

Great content is a magnet for backlinks and serves as a relatively low-maintenance technique to help attract customers and journalists to your site. We call this approach ‘reverse digital PR’ and here’s how it works:

  1. Start by analysing your website to identify areas where you could establish yourself as a data hub. This could be through informative blog posts, buying guides, in-depth industry reports, or even infographics. Consider what information your target audience is after and what content gaps exist within your niche.
  1. Whilst not essential, incorporating data into your content will boost its authority and newsworthiness. You can leverage internal sales data, customer behavior patterns, or commission external surveys, all to produce content that’s unique and engaging.
  1. Present this information in a clear and visually appealing way, then optimise your content with keywords to ensure it ranks well in the SERPs. If it isn’t ranking, how are journalists and customers going to find it!
  1. Now, you can sit back and watch as you attract backlinks naturally, without the need for constant outreach. Journalists and other websites looking for insightful information to add credibility to their articles, will come across your data and (hopefully) link back, boosting your site’s authority and visibility.

🧷Guest-posting

Guest posting allows you to share your expertise and build valuable backlinks to your e-commerce site. The way this works is you contribute an informative article to relevant industry publications with larger audiences. You’ll then ideally receive a do-follow backlink within the guest post, which acts as a vote of confidence, boosting your site’s authority and ranking. Equally, guest posting exposes your brand and products to a wider audience, and this increased visibility leads to more traffic and potential sales.

🧷Keep your eye out for unlinked mentions

Even mentions of your brand that don’t link to you are valuable – identifying them using a tool like Google Alerts allows you to then reach out to the site owner or article author. Offer additional information or propose a content collaboration, and this could potentially lead to a backlink. Even if you don’t secure a link, this mention is still increasing your brand awareness by getting your name in front of a new audience, so don’t discount it!

Whether you sell dog bowls, windshields, or Bakewell tarts, you’re setting yourself up for success by following the steps in this guide. In 2024, prioritising digital PR within your e-commerce digital marketing strategy is a need and a must. Without it, you’re missing out on valuable links, traffic, and most importantly, paying customers!

Cedarwood Digital is an award-winning digital PR agency specialising in landing reputable links and coverage for e-commerce businesses. If you’re looking for a hand with your digital PR, go ahead and drop us a message – we’d love to hear from you.

[blog]_[Director Amanda On The Main Stage At Brighton SEO]_[Blog Picture]

Director Amanda On The Main Stage At Brighton SEO

by Cedarwood Digital NewsDigital PR & Outreach tipsLink BuildingPaid SearchPaid SocialSEO

Having attended Brighton SEO for over a decade now, I can safely say that it’s one of the best, if not the best SEO conference in the world, so I was absolutely delighted when asked to speak on the main stage this year covering the topic “SEO For YMYL Websites”

For those of you that don’t know what YMYL is, it stands for “Your Money Your Life” and it’s a term that was coined by Google to cover websites that can have an impact on someone’s money or life. At Cedarwood, we specialise in working with companies like this and with years of experience building links in particularly tricky industries i.e. gaming, vaping, medical, legal so it was great to be able to share some knowledge about this with the community.

So what were some of the key takeaways from the talk?

  • User intent is key – matching user intent plays a huge role in the YMYL space and it’s really important that we are keeping this in mind. This ties in really well with the idea of creating a “satisfying amount of content” – that is the right amount of content for a user, not a certain number of words, to answer the questions/queries they might have and allow them to make an informed decision
  • Reputation is important –  in particular your external reputation. Google yourself – see what people are saying about you and make sure that you work to build your reputation with effective Digital PR – this will go a long way to helping what people have to say about you and also what Google are seeing being said about you
  • Showcase your trust signals – whether it’s through industry accreditations or simply by telling people why they should trust you, showcasing this on your website and on external websites plays an important role on building those all important E-E-A-T signals
  • And on the topic of E-E-A-T, making sure that it shines through in everything that you do. Google have openly stated that for YMYL websites they place a heavier weight on E-E-A-T signals so it’s important that those are showcased at every opportunity
  • Finally, making sure that the look and feel of your content matches the expertise of it – there’s no point having great content only for it to look “amateurish” – take time to consider the way content is displayed and that it matches the expertise you are showcasing.

I had a great time in Brighton, got to meet some fantastic people and hear from some thought leaders across the industry.

You can find a link to my full slide deck here: https://www.slideshare.net/slideshow/amanda-walls-brighton-seo-seo-for-ymyl-websites-9pptx/267570020

Until October!

[blog]_[Core Web Vitals - What Is It & How Do I Find Out If I Pass?]_[Blog Picture]

How To Get Media Coverage For Your Business In Seven Steps

by Digital PR & Outreach tipsLink Building

As a small or start up-business, gaining media attention  is important for growth and gives your SEO a significant boost. But, it can often feel like a daunting, nay impossible task. Where do you even begin? And do you need a big budget to make a difference?

At Cedarwood Digital, we work with clients of all shapes and sizes, with a variety of budgets. So, we know first-hand that you can make an impact, regardless of size or budget.

We’ve rounded up our top tips and broken down the process of  landing coverage for your business, so you can start a media storm. 

 

1. Understand what journalists want to see

When creating a press release, keep in mind that journalists receive countless similar emails each  day. Focus on providing something valuable that they can’t get elsewhere! Create fresh content that either supports established ideas with research or challenges them with new data. Surveys that provide journalists with interesting and topical statistics are a great way to get your business featured in the press. Whilst there are companies that will run surveys for you, these can be costly, so SMEs can benefit from using their own customer databases to conduct surveys and research.

Images are also crucial for a strong press release, as we live in an increasingly visual world. Including a few good  images to support your press release saves journalists time and could be the difference between your story getting picked up and falling flat.

 

2. Know your target audience

Craft a unique angle that makes your story resonate with the publications you’re looking to target. Try not to generalise content and send it across all genres of media – this will be obvious  to the journalist and appear lazy. It’s best to brainstorm and research topical news, upcoming events and  media trends relevant to your brand to ensure your content hits the right mark. Don’t neglect regional press, as a local angle can also be a great hook. Though regional publications may have a smaller audience than nationals, they offer the chance to showcase news on a local scale and can be easier to land  features in than the bigger publications. If you’re offering research and statistics that cover the whole of the UK, try breaking your research down into key city demographics so that it is more relevant to regional publications. 

 

3. Build a comprehensive media list 

Whilst you may already be familiar with some key publications you would like to target, it’s useful to go beyond the obvious and expand your horizons to more niche publications as well.  It’s a good idea to think about your ideal customer, and then pinpoint the media outlets they would be using for their news. There are numerous online tools  to help you build out  a thorough media list – with everything from trade journals to nationals. Tools like Roxhill Media, Muckrack, and Cision offer subscriptions, allowing you access to media databases. Or for those with smaller budgets, websites like Hunter.io allow a limited number of free searches for journalist contacts. Both X (Twitter) and LinkedIn can also be good places to start building connections. Monitor #journorequest and #prrequest on X (Twitter) to find relevant feature opportunities and connect with journalists on LinkedIn.

We recommend keeping your media list nice and organised. Categorise the publications by type, size, and geographic reach to make your life easier when you get to the outreach stage.

 

4. Research the targeted journalist

Once you’ve built your media  list, double check that the journalist specialises in your topic. Ensure you’ve got accurate contact details noted as first impressions count and you don’t want to come across as unprofessional!  

Make sure to stay on top of deadlines and publication dates to ensure timely outreach and avoid interrupting journalists when they’re working against the clock. There’s no problem in getting in touch to ask if a certain topic is of interest, but don’t harass them. If you’ve followed up twice via email and have still not had a response, then unfortunately the journalist may just not be interested in your pitch.

 

5. Design your press release to make an impression

Structure press releases in a way that makes them easily digestible to busy journalists. Generally, try to stick to the following rules:

  • ➡️Use a snappy and attention-grabbing headline; assume the journalist is in a rush and reading it on their phone, it needs to grab them! 
  • ➡️It can be useful to think about your press release as an inverted pyramid. Immediately summarise the gist  of the content in the first paragraph, making sure to answer the 5 Ws (who, what, where, when, why). Then, bring in your additional context below with the information becoming less vital as you move down the page. 
  • ➡️Avoid technical terms which aren’t accessible.
  • ➡️Support your story with evidence or data where possible. In particular, including a shocking statistic in the headline is a good technique to get your release noticed and show journalists that it’s news.
  • ➡️Include your contact information at the end of the press release, and make sure to be available for follow up calls.
  • ➡️A ‘Notes to the Editor’ section at the bottom of the release is always useful. This is where you can include relevant background information that does not feature in your press release, such as an overview of your business’ services, how you conducted your research  or a brief history of your business.
  •  ➡️Then you’re ready to press send!

 

6. Add supporting information & special extras to the press release

To give your press release a bit more zest, it’s worth considering what extra support you could provide to each journalist. Publications often want to get unique angles on stories to avoid duplicated articles, so think about offering a case study, interview or photograph to sweeten the deal.

If you have a larger publication in mind that you are eager to work with, then you could offer them the exclusive on the story first; being featured in one large publication with a significant audience could be more worthwhile than coverage in  multiple smaller publications.

 

7. Build relationships with journalists

To establish long-term media relationships, provide journalists with a steady stream of good content, stick to deadlines, and be readily available for interviews and commentary.  This way, you’ll create a great reputation for yourself as a useful contact and build a lasting relationship with the press. 

 

Land media coverage with the help of professionals


With these tips under your belt, you should now be in the best position to get out there and secure coverage for your business. Need a hand getting started? Our digital PR team here at Cedarwood Digital have a proven track record. We deliver campaigns that land you 100% earned links and coverage from top publications because we know what the journalists want to see, and how to execute it.

We’ve achieved excellent results for both SMEs and large international clients alike. Get in touch today to get your brand in front of its target audience.

[blog]_[70 Free Data Sources For Your Digital PR Campaigns (All In One Place!)]_[Blog Picture]

70 Free Data Sources For Your Digital PR Campaigns (All In One Place!)

by Digital PR & Outreach tipsSEO

Over the last few months I’ve spent a lot of time talking about Creating Low Cost High Return Digital PR campaigns – but in order to do that, knowing where to go for free data is a huge bonus!

Below we’ve compiled a quick list of 70 great (free) data sources that you can use for your Digital PR campaigns, so if you are looking for inspiration for your next piece of data analysis, look no further!

Government Agencies:

  1. Office for National Statistics (ONS): Extensive economic, social, and demographic data. (https://www.ons.gov.uk/)
  2. Department for Business, Energy & Industrial Strategy (BEIS): Data on business sectors, energy, and innovation. (https://www.gov.uk/government/organisations/department-for-business-energy-and-industrial-strategy)
  3. Department for Education (DfE): Education and skills data at national and regional levels. (https://www.gov.uk/government/organisations/department-for-education)
  4. Food Standards Agency (FSA): Data on food safety, diet, and nutrition. (https://www.food.gov.uk/)
  5. Environment Agency: Environmental data on pollution, water quality, and waste. (https://www.gov.uk/government/organisations/environment-agency)

Industry Associations & Research Bodies:

  1. Chartered Institute of Personnel and Development (CIPD): Data on HR practices, workforce trends, and employee engagement. (https://www.cipd.org/en/)
  2. Federation of Small Businesses (FSB): Data on small business demographics, challenges, and growth. (https://www.fsb.org.uk/)
  3. Retail Economics: Retail sales data and insights into consumer spending behavior. (https://www.retaileconomics.co.uk/)
  4. Centre for Cities: Research and data on urban economies and city development. (https://www.centreforcities.org/)
  5. The Work Foundation: Research on work, employment, and the changing nature of jobs. (https://www.lancaster.ac.uk/work-foundation/)

Public & Academic Institutions:

  1. Bank of England: Economic data, policy decisions, and financial market analysis. (https://www.bankofengland.co.uk/)
  2. Resolution Foundation: Research on living standards, poverty, and inequality. (https://www.resolutionfoundation.org/)
  3. National Institute of Economic and Social Research (NIESR): Independent economic research and forecasting. (https://www.niesr.ac.uk/)
  4. Joseph Rowntree Foundation: Research on poverty, inequality, and social justice. (https://www.jrf.org.uk/)
  5. The Health Foundation: Independent research on health and social care issues. (https://www.health.org.uk/)

Business & Consumer Data Providers:

  1. Statista: Global market research data and statistics on various industries. (https://www.statista.com/)
  2. Euromonitor International: Market research data and insights on consumer trends. (https://www.euromonitor.com/)
  3. Kantar Worldpanel: Consumer behavior and purchase data across various product categories. (https://www.worldpanel.com/)
  4. Nielsen: Market research data on media consumption, advertising, and consumer trends. (https://www.nielsen.com/)
  5. GfK: Market research data on consumer behavior, retail sales, and brand preferences. (https://www.gfk.com/home)

Data Portals & Open Data Initiatives:

  1. Data.gov.uk: Open data platform from the UK government. (https://www.data.gov.uk/)
  2. London Datastore: Open data platform for London. (https://data.london.gov.uk/dataset)
  3. Scotland’s Open Data Platform: Open data platform for Scotland. (https://opendata.scot/)
  4. Open Data Wales: Open data platform for Wales. (https://datamap.gov.wales/)
  5. Northern Ireland Open Data Platform: Open data platform for Northern Ireland. (https://www.nidirect.gov.uk/articles/open-data)

News & Media Resources:

  1. BBC News: News data and statistics from the BBC. (https://www.bbc.co.uk/news)
  2. The Guardian: Data journalism and interactive features from The Guardian. (https://www.theguardian.com/)
  3. The Times: News data and analysis from The Times (may require free registration). (https://www.thetimes.co.uk/)
  4. The Telegraph: Data journalism and interactive features from The Telegraph (may require free registration). (https://www.telegraph.co.uk/)
  5. Financial Times: Financial data and analysis from the Financial Times (may require free registration). (https://www.ft.com/)
  6. Sky News: News data and statistics from Sky News. (https://news.sky.com/)

Trade Associations & Professional Bodies:

  1. Confederation of British Industry (CBI): Business surveys and economic forecasts. (https://www.cbi.org.uk/)
  2. Institute of Directors (IoD): Data on director attitudes and business decision-making. (https://www.iod.com/)
  3. Chartered Institute of Marketing (CIM): Data on marketing trends, consumer behavior, and advertising effectiveness. (https://www.cim.org/)
  4. Institute of Chartered Accountants in England and Wales (ICAEW): Data on financial reporting, accounting practices, and business confidence. (https://www.icaew.com/)
  5. Law Society of England and Wales: Data on legal trends, access to justice, and the legal profession. (https://www.lawsociety.org.uk/)
  6. Royal Institution of Chartered Surveyors (RICS): Data on property prices, housing market trends, and construction activity. (https://www.rics.org/)
  7. The Chartered Institute of Logistics and Transport (CILT): Data on logistics, transport, and supply chain management. (https://www.ciltuk.org.uk/)

Retail & Consumer Insights:

  1. British Retail Consortium (BRC): Retail sales data and insights into consumer spending trends. (https://www.brc.org.uk/)
  2. Office for National Statistics – Retail Sales:
  3. IMRG Capgemini Online Retail Index: Data on online retail sales and e-commerce trends.
  4. Which?: Consumer research and product reviews from Which?. (https://www.which.co.uk/)
  5. MoneySavingExpert: Consumer finance data, price comparisons, and money-saving tips. (https://www.moneysavingexpert.com/)

Social Media & Online Trends:

  1. Google Trends: Track search trends and see what people are interested in. (https://trends.google.com/)
  2. Sprout Social: Social media analytics and insights (free trial available). (https://sproutsocial.com/)
  3. Brandwatch: Social media listening and analytics platform (free trial available). (https://www.brandwatch.com/)
  4. Buzzsumo: Content marketing insights and influencer identification tool (free trial available). (https://www.buzzsumo.com/)
  5. Talkwalker: Social media monitoring and analytics platform (free trial available). (https://www.talkwalker.com/)

Sustainability & Environmental Data:

  1. Committee on Climate Change (CCC): Independent advice on tackling climate change in the UK. (https://www.theccc.org.uk/)
  2. Met Office: Weather data, climate change information, and environmental data. (https://www.metoffice.gov.uk/)
  3. UK Green Building Council (UKGBC): Data on sustainable construction and green building trends. (https://www.ukgbc.org/)

Health & Wellbeing Data:

  1. The King’s Fund: Independent health research and analysis. (https://www.kingsfund.org.uk/)
  2. NHS Digital: Health data and statistics from the National Health Service. (https://digital.nhs.uk/)
  3. Mental Health Foundation: Data on mental health and wellbeing in the UK.
  4. Cancer Research UK: Cancer statistics and research data. (https://www.cancerresearchuk.org/)

Education & Skills Data:

  1. Department for Education – Education & Training Statistics: Education and training statistics from the Department for Education.
  2. Ofqual: Data on qualifications, assessment, and regulation in education. (https://www.ofqual.gov.uk/)
  3. The Sutton Trust: Research on social mobility and education. (https://www.suttontrust.com/)
  4. The Higher Education Policy Institute (HEPI): Research and analysis on higher education policy. (https://www.hepi.ac.uk/)

Transport & Travel Data:

  1. Department for Transport (DfT): Transport statistics and data on roads, railways, and aviation. (https://www.gov.uk/government/organisations/department-for-transport)
  2. Civil Aviation Authority (CAA): Data on air travel, airports, and aviation safety. (https://www.caa.org.uk/)
  3. National Highways: Data on traffic flow and road conditions on motorways and major A roads in England. (https://www.nationalhighways.co.uk/)

Culture & Entertainment Data:

  1. Office for National Statistics – Culture, Media & Sport: Data on cultural participation, leisure activities, and the creative industries.
  2. Arts Council England: Data on arts funding, cultural participation, and the creative economy. (https://www.artscouncil.org.uk/)
  3. Barbican Centre: Data on audience engagement and trends in performing arts. (https://www.barbican.org.uk/)
  4. British Film Institute (BFI): Data on the UK film industry, cinema attendance, and audience preferences. (https://www.bfi.org.uk/)

Public Opinion & Polling Data:

  1. YouGov: Polling data on public opinion and social attitudes (free basic account available). (https://yougov.co.uk/)
  2. Ipsos MORI: Polling data on public opinion, social issues, and political attitudes. ([invalid URL removed])
  3. NatCen Social Research: Social research data on a wide range of topics (some free data available). (https://www.natcen.ac.uk/)
  4. The Chartered Institute of Public Relations (CIPR): Public relations industry surveys and reports. (https://www.cipr.co.uk/)

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