DIGITAL PR SERVICES - Blog

What Does the AI Mode Google Update mean for Off-Page, Digital PR Marketers?

Thu, 22 May 2025 12:38:05 GMT

Unless you’ve been hiding under a rock, there’s no escaping how quickly AI has moved from an abstract mystery to an everyday tool. The launch of OpenAI and similar models has changed the landscape almost overnight. What once felt like something to think about ‘down the line’ is now here and embedded in the tools we use, the way we search, and the way we work. There’s a lot of noise about AI being a threat to jobs, or to society itself but my interest is more about knowing what we do with it now. How do we, as marketers, specifically digital PR professionals, adapt to this shift and use it to our advantage?

Let’s Talk About Google’s AI Mode for Search

Google didn’t stay the world’s most dominant search engine by sitting still. With tools like ChatGPT starting to eat into its market share (i.e. early adopters using AI as a search engine alternative), Google needed to respond. The result? Google's recent rollout of AI Overviews (previously known as the Search Generative Experience or SGE). As they work to compete with models like OpenAI, this isn't just another algorithm tweak. It's a fundamental shift in how information is presented in search results. Google’s main objective will be to deliver ‘best in class’ AI-powered summaries directly within the search results page.

What is Google’s AI Mode for Search (AI Overview)?

In simple terms, Google now has a highly intelligent research assistant built right into its search engine. Instead of serving up a list of links, it now understands complex queries which it can summarise it in a clear, conversational way. The AI behind this, powered by Gemini, is able to break down your query into key parts, pull relevant information across sources and build a response. It still credits those sources, but the focus shifts from clicking links, to reading the answer upfront. In the near future, answers may also be personalised based on your activity across other Google tools (though you’ll have control over how that data is used).
This has, and will, inevitably change the rules of the game for search visibility. Instead of aiming for the top organic spot, content will need to be the kind that AI trusts, references, and includes in its summaries. It’s not just about ranking anymore. It’s about being useful enough to be quoted. For those of us in Digital PR and link building, this changes the landscape from the ground up. It’s not about if, but how we adapt.

What Does this Mean for Digital PR as a Service?

In all my years working in digital PR (and trust me, it’s been a while), the core of what we do has always been about securing those beautiful high-DA links. Getting digital votes of confidence from relevant, credible domains helped propel sites up the SERPs as it told Google we were the most trusted voices in the room. While links still matter, Google's AI Overviews shows a significant shift in what constitutes as authority and relevance. The era of chasing sheer volume of links is rapidly diminishing because of AI's deeper semantic understanding and, ability to evaluate content quality. This will mean that:

It's not just about keyword rankings:

Unless its specifically product based or capturing audiences at the consideration/purchase stage, it’s no longer about individual keywords, but about proving comprehensive expertise across an entire subject area.

It’s about context over keywords:

AI capabilities have now enabled Google to understand context better than ever before. It’s like having a smart assistant that can instantly read, organise, and interpret the intent behind content. That means there’s less need for keyword-stuffed hyperlinks or obsessing over exact-match terms. Instead, the focus should shift to genuinely answering user queries in a clear, comprehensive, and contextually relevant way.

E.E.A.T is firmly back on the agenda:

And this time... it’s non-negotiable. I’ve never understood why some SEOs resisted it. To me, it’s always aligned perfectly with what PRs do best. Journalists value expertise above all else, and that’s exactly what E.E.A.T stands for: Experience, Expertise, Authoritativeness, and Trust. These have always mattered but now that AI is much better at detecting them, it will mean that content backed by real authors, credible sources and first-hand experience will carry more weight. On the flip side, AI-generated or low-effort content will struggle to surface in AI Overviews.

Is Link Building Still Important in this New Landscape?

In short yes, and arguably more than ever. However, the nature of its importance has evolved. Digital PR shouldn't be judged by how many links point to a page, but by the quality, relevance, and context of those links. These are the signals that help Google understand authority in a meaningful way. With AI now in the mix, it’s less about raw link counts and more about whether those links come from credible, topic-relevant sources that genuinely support the content they’re pointing to.

If Google’s AI is now pulling together its own answers through AI Overviews, the obvious question is: where is it getting that information from? The answer is trusted sources. And how does Google know which sources to trust? A big part of that still comes down to links - not just having them but having the right ones.
In other words, a solid backlink profile still acts as a key trust signal. When your site is consistently linked to by credible, relevant websites, it tells Google, and its AI, that you're a reliable source in your field. That kind of profile doesn’t happen by accident. It comes from links earned through meaningful content and placements

Why Digital PR Matters more than Ever

Because of this shift, I see digital PR playing an even bigger role in SEO. Quality content and quality links matter more than ever, and the days of building low-quality, spammy links are done. AI is much better at spotting patterns that look manipulative, unnatural and most importantly irrelevant. What matters now are the kinds of links Digital PR has always aimed for: coverage in respected publications, mentions in expert roundups, original research being referenced, or insights featured in trusted news stories. In my eyes, this is all just PR!
We're not just building backlinks - we're building trust. Our job is to get brands talked about in the right places, by the right people. We strive to reinforce expertise and credibility, which is exactly what Google's AI is scanning for, when it decides which content to surface, summarise or reference.
So no, link building isn’t dead. But we’re not chasing rankings through volume anymore. We're helping our clients become trusted sources of information. That means our work is still critical, but the KPIs need to shift. Less about raw link count, more about relevance, authority, and long-term brand value.

15 Winning PR Predictions and Strategies You Need to Know for 2025

Sun, 15 Dec 2024 08:00:00 GMT

The PR industry is evolving fast. Thriving in 2025 means that as PR professionals, we have no choice but to adapt and innovate, to stay ahead of the curve. With print media continuing to decline, trust in the media eroding, and social platforms reshaping how stories are told, we face an urgent challenge: how can we remain impactful and credible in the new 'mass media' era?

The old faithful tried-and-tested tactics aren't enough. While the lines between content, commerce, and communication are blurring, clients and stakeholders are demanding more than just coverage - they want results they can see and measure.

Success in 2025 will mean embracing new tools, fostering genuine relationships, and rethinking strategies not just to meet, but exceed expectations. So, what does that look like in practice? From leveraging data to redefining how we engage with journalists, the strategies needed to thrive will have to be bold and necessary. But how? Here are some thoughts on how the PR industry could up its game over the next 12 months:

1. Champion Data-Driven PR Campaigns

In 2025, PR pros will need to think like data scientists. The key to landing coverage shouldn’t just focus on creative ideas - they also need to be aligned with audience led data. Understanding what people are searching for, talking about, and emotionally connecting with are key to creating stories that resonate. Tools like Google Trends, Answer the Public and Exploding Topics provide insights into the themes, questions, and concerns driving public interest. By aligning your campaigns with these insights, you can create narratives that tap into the zeitgeist, increasing the likelihood of media pickup.

2. Become the Beacon of Credibility in a World of Misinformation

In an era where misinformation spreads faster than facts, PR as an industry must become champions of credibility. Journalists and their audiences are increasingly sceptical so anything we’re pitching must show authority and inspire trust. This means creating more E-E-A-T led content (Expertise, Experience, Authoritativeness, and Trustworthiness), while delivering meticulously researched data or expert insights. Whether it’s a white paper, exclusive report or commentary from a qualified specialist, your content should shine as a dependable resource that journalists can rely on - and readers can believe in. Fluffy pieces are becoming less and less effective.

3. Master SEO to Your Elevate PR Expertise

In 2025, every PR pro should see themselves as an SEO. Many already possess key SEO skills from creating high-value content and generating backlinks through their online coverage. Often, the SEO benefits are gained without those doing the work even realising it! If you're in PR, 2025 should be the year to up skill your SEO knowledge. Doing so will help you clearly demonstrate the full impact of your work by combining both skillsets. (see more on how you do this in my Brighton SEO Slides here). It will also play a huge part when having the 'value of PR' conversations with stakeholders.

4. Broaden Your Reach by Targeting Untapped Audiences

Many PR campaigns overlook untapped audiences and miss valuable opportunities to engage with them. In 2025, PR professionals must actively seek out audiences that are relevant but may have been previously overlooked. For example, if you're a beauty brand promoting a new set of lashes, in addition to your usual national, lifestyle, and women’s weekly titles, consider pitching to other relevant groups. Think about beauty enthusiasts with specific needs, such as lash wearers with allergies or sensitive skin and body hair loss, or groups involved in special events like weddings or photoshoots (where lashes play a key role). When building your media list, think outside the box and include contacts that neither you nor your competitors are considering in your day to day.

5. Personalise Outreach Emails Like Never Before

Generic, mass emails won’t cut it in 2025. Journalists are overwhelmed with pitches - some receiving up to 1,000 emails a day! Blanket, long-winded outreach tactics are now unlikely to get noticed. Personalisation is key. Segmenting different niches, re wording angles and even personalising the first paragraph of your pitch can make a huge difference. Reference a recent article they've written that ties to your pitch or, acknowledge a significant life event that’s relevant, such as a new baby, recent move, or new role. Take the time to understand their publication’s editorial calendar and the stories they’ve covered recently. Invest in finding out about their personal interests and approach them in a way where they feel they haven't been blanket emailed. The time taken to do this will improve your open and response rates, even if you don't get to send out as many emails. A huge 2025 trend will be about personalisation and media outreach should be no different.

6. Bring Back Face to Face Journalist Meet Ups

In the post-COVID, work-from-home era, meeting with journalists has become a rarity. Meet ups and face-to-face interactions are more important than ever! Beyond press events and product launches, meeting journalists in real life helps build genuine relationships that stand out and have longevity. In 2025, make the effort to connect in person whether it’s over coffee, lunch or after work drinks. Take the time to understand their beats, interests, and professional dynamics - freelance or staff. This enables your pitches to hit the mark and strengthen your rapport a lot quicker. Let's face it - human interaction resonates better. Set targets for you/your team to meet as many journalists as you can!

7. Stop Letting Outdated Media Lists Hold You Back

Outdated media lists are a common problem with bounce-back emails derailing outreach efforts. Journalists change roles frequently so relying on old contacts wastes time and credibility. Regularly update your lists - whether it’s correcting email addresses, tracking role changes, or adding new contacts. If you have access to tools like Buzzstream, monitor bounce-backs and ensure your outreach lands where it matters. This point seems like a no brainer - I know! But you would not believe the amount of media lists I've had to clean up/ update due to the huge bounce rates I was getting from outreach campaigns.

8. Collaborate with Freelance Journalists

Freelancers are increasingly pivotal in the media ecosystem. Unlike staff journalists, they have more freedom to explore diverse topics making them great collaborative partners. Building strong relationships with freelancers can also open doors to commissioned stories. Offer them exclusives like unique data, expert commentary, or industry insights tailored to their sectors. Take the extra step to ask what kind of data or angles they’re looking for and go the extra mile to get them if you can. These connections can result in more meaningful, targeted media coverage in 2025.

9. Become an Indispensable PR Contact for Syndicated Journalists

Journalists at networks like Reach PLC and PA play a key role in syndication. Their stories often appear in multiple publications, including those that are harder to access. To tap into this opportunity, invest time in understanding their workflow, what they value, and their unique interests. Position yourself as their go-to PR contact for your niche, offering valuable insights that align with their needs and tight deadlines.

10. Make Micro Influencers a Core Part of your Campaign Strategy

In 2025, micro-influencers will solidify their role as essential partners for PR campaigns. Their highly engaged, niche audiences provide a unique opportunity for brands to tell authentic stories that truly resonate. To give your PR campaigns cut through, collaborate with micro-influencers where possible to share genuine, relatable content. Incorporate their storytelling into your brand’s narrative for campaigns that feel more personal and impactful.

11. Prove the Value of PR with Tangible Metrics

Proof that PR drives business outcomes will be even more important in 2025. As PR professionals, we need to get better at measurement to clearly show the value of our work. To show value, we should be creating bespoke reports and tracking metrics that align with key business goals. For example, a simple way to demonstrate increased brand awareness is by tracking brand search - comparing how many people are searching for a brand or product online year over year. Referral traffic is another key metric to measure, showing how often the coverage you’ve secured drives people to visit a brand’s website. And then there's social media engagement. Monitoring how people interact with content linked to your campaigns can reveal even wider impact. By using bespoke relevant metrics, we can clearly show how PR boosts visibility and drives results. You can see more on how to show the value of your work in my Brighton SEO Talk slides here .

12. Tap Into the Power of Podcast Placements

Podcasts have become a powerful tool for reaching targeted audiences, offering a more intimate and engaged platform. In 2025, PR professionals should see podcast placements as a key avenue for building credibility. Position your brand/client experts as valuable voices in their industry. Pitch to secure them guest spots in the same way you do media outreach suggesting ideas, angles and topics they would excel in. Not only does this enhance thought leadership, it also taps into new, highly engaged audiences. Podcast placements are a powerful new media format where expert commentary, unique insights, and storytelling can drive brand credibility.

13. Curate and Repackage Existing Data into a PR Goldmine

You don’t always need to create your own research - valuable data is often already available. Focus on gathering and packaging up existing data from sources like search trends, social media insights, FOI requests, government reports, or industry studies. Curating data into compelling narratives offer journalists ready-to-use resources, making their job easier. Offering them easy to digest data will then increase your chances of building relationships and securing coverage.

14. Give Other Departments a Seat at the Table

In 2025, PR pros need to collaborate more closely with different departments - digital marketing, customer service, and product development if possible. E-commerce teams can offer valuable insights on trending products or popular search terms, while customer service teams can provide direct feedback from existing customers, highlighting pain points or FAQs that could inspire content. Product development teams may also have data on upcoming innovations that PR can use to tell a story. Working collaboratively with other disciplines will be key.

15. Embrace AI so you can Supercharge PR

And then of course, there’s AI. It wouldn’t be a 2025 list without talking about how artificial intelligence is transforming the PR landscape. Automation will streamline repetitive tasks like media monitoring and reporting, freeing up time for more creative work. Tools powered by AI will enhance data gathering, sentiment analysis, and social listening, offering real-time insights that help PR pros craft smarter, more targeted campaigns. AI isn’t just a buzzword - it will become an indispensable part of how we plan, execute, and measure success in the PR world. And all we have to do is embrace it!

Conclusion

2025 is going to be a year of transformation for PR. Agility will be essential, and we must accept that the tactics that worked a couple of years ago won't be as effective. As misinformation spreads and client expectations evolve, we need to think on our feet and merge multiple skillsets across digital and social media. Embracing new trends, building stronger relationships with journalists and using data-driven insights will be key to results driven campaign that resonate. 2025 will be the year for smarter, more strategic thinking if we want to cut through the noise.

TikTok Meets SEO: The Future of Social Search in 2025

Fri, 29 Nov 2024 08:00:00 GMT

Whether you're fully immersed or reluctant to join, TikTok has transformed the way we discover, explore, and even shop for products over the last couple of years. This has quickly made the popular social media app become a serious contender in the search engine space, especially for younger audiences. If you’ve been keeping an eye on the platform’s rise, you’ve probably noticed its growing influence on how people consume tailored content, search for information and make purchase decisions. But what does this shift mean for marketers, SEO pros, and social media strategists? As we head into 2025, the lines between social media and search will continue to blur, and if you’re not adapting to this new landscape, you might be left behind. So, let’s dive into why TikTok is changing the SEO game and how marketers need to rethink their strategies in the year ahead.

The Future of TikTok SEO: How Social Media and Search will collide in 2025

The Rise of TikTok as a Search Powerhouse

For nearly three decades, Google has been the undisputed champion of search, helping us find everything from the best sushi in town to how to fix a broken shower head. But in recent years, there’s been a new challenger on the block - TikTok. While you might associate the app with dance trends, viral memes and political discourse, TikTok is quickly carving out its own space as a go-to search engine, especially among Gen Z.

What makes TikTok so powerful? It’s all about personalised discovery. The app’s For You page (aka FYP) doesn’t just serve you random videos; it tailors its feed to your exact interests, habits, and even mood. People are now turning to TikTok for product recommendations, restaurant suggestions, travel tips, and 'how-to' guides.

In fact, Google’s Senior Vice President, Prabhakar Raghavan, has acknowledged TikTok as a competitor, noting that younger users often turn to TikTok over Google Search and Maps for everyday tasks like 'finding lunch' or the 'local cinema' . He’s also pointed out that GenZ users find TikTok’s content more personalised and engaging, creating "completely new expectations" for search engines (TechCrunch 2022). As more users flock to TikTok, marketers need to think about how to optimise for a platform that emphasises trends and engagement over traditional search methods like keywords and links.

Why TikTok?

TikTok has become a game-changer in how audiences discover and engage with content. At the heart of its success is a personalised algorithm, that tailors every user’s experience with uncanny precision. This isn’t just about serving relevant content - it’s about creating a discovery process that feels effortless and intuitive. TikTok’s ability to deliver snappy, visual content in seconds makes it perfect for today’s 'on-the-go' audience. What sets TikTok apart is its user-generated content, as it resonates deeply because it feels authentic - whether a local restaurant review or a real-world demonstration of a product. Add in features like geo-targeted recommendations and visually immersive experiences, and it’s easy to see why TikTok is becoming a go-to platform for everything from trip planning to shopping inspiration. Its ability to merge entertainment with actionable insights places it at the centre of the modern discovery process.

The Evolution of the Customer Journey

The customer journey today is anything but linear. With shorter attention spans and an abundance of choices, consumers are no longer making decisions based on a single platform or a straightforward process. Instead, they jump between TikTok, Instagram, Trust Pilot and Google, piecing together information at their own pace and on their own terms.
This evolution is fuelled by a growing need for transparency and reassurance. Consumers don’t just want to discover a product - they want to know if it’s worth their time and money. That means comparing prices, reading reviews while seeking recommendations from trusted sources.

Platforms like TikTok shine during the discovery phase by offering more than just engaging, visually driven content. They thrive on relatability, showcasing real people in real situations - whether it’s someone styling an outfit that feels attainable, sharing a behind-the-scenes look at a new restaurant with live menu previews and food reviews, or highlighting beaches with stunning views for the next travel escape. This authenticity and immediacy resonate deeply with consumers, making TikTok a key player in sparking interest and inspiration. Though platforms like TikTok and Instagram take market share of audiences during the discovery and consideration stage, users often pivot to platforms like Google when they want to find a credible platform to make a purchase (i.e. brand website or ecommerce store). The trust and reliability of Google make it indispensable for conversions. For marketers, this means embracing a multi-platform strategy. While TikTok dominates the discovery phase with its relatable and experiential content, platforms like Google remain critical for closing the deal. To succeed, brands need to be present at every stage of the journey, tailoring their approach to meet the unique role each platform plays in the modern decision-making process.

Leveraging Social Media Trends and Search Data

Search and social insight are no longer optional - they are essential pillars of any successful digital strategy. Why? Because they provide a direct window into the minds of your audience, revealing what they care about, what they’re curious about, and even what they’re too embarrassed to ask anyone else. For example, users might turn to Google with deeply personal or niche questions - things they wouldn’t share with friends, family, or even a doctor. These searches uncover untapped queries and emerging trends that traditional research methods simply can’t capture.
Now, pair that with TikTok’s wealth of social data - views, hashtags, trending content, and user engagement - and the opportunities for marketers multiply. Where search data provides a foundation of popular and emerging keywords, TikTok offers context and cultural relevance. It showcases how users are engaging with a topic, what formats are resonating, and which ideas are gaining traction. Brands like Superdrug are already capitalising on this, creating in-store displays based on products that went 'viral' on TikTok. This kind of insight isn’t just reactive; it’s predictive - helping brands identify and align with the next big trend before it peaks.
By integrating search and social data at the start of any strategy or campaign planning, marketers can build ideas and content around what their target audience is already interested in. It’s not about guessing - it’s about meeting customers where they are and providing what they want (before they even know they need it). This synergy between search and social data enables brands to stay relevant, agile, and deeply connected to their audience’s evolving interests.

Capitalising on the Search and Social Merge

Search and social are no longer distinct channels—they’re intertwined, and together, they offer invaluable insights into what your audience cares about. As TikTok cements itself as both a discovery engine and a hub for content consumption, marketers need to think about how to optimise for this evolving space. For example:

1. Use Search and Social Data as Your Starting Point

Whether you’re developing a PR campaign, social strategy, content plan, or rebrand, always ground your approach in search and social data. Search trends reveal untapped opportunities and key audience queries, while social insights like viral TikTok content and emerging trends - offer a pulse on what’s resonating in real time. Combining these data points ensures your strategy is both timely and deeply aligned with user intent, driving greater relevance and engagement.

2. Use Keywords from Search Data to Inform your Social Strategy

Look to search data to see which keywords are trending in your niche. Incorporate these into your social content (captions, hashtags, on-screen text) and lean into untapped queries no one else is answering. Sometimes it's not always about competing for the head tail query with the most search volume - interesting unanswered questions are the baseline for unique content that can cut through.

3. Incorporate TikTok Insights into Your Keyword Strategy

TikTok’s algorithm gives you access to real-time, organic keyword insights. Use TikTok views and trends to inform your SEO strategy, identifying emerging keywords and user interests that might not yet be fully captured on Google.

4. Leverage Social Proof and Trends for SEO

Track viral trends gaining traction on multiple social platforms like TikTok, Instagram and Pinterest. Use these insights to inform your broader content strategy and create content that taps into trending conversations.

5. Align Content with the Customer Journey Across Search and Social

Focus on user intent, not just algorithm updates. Understand the customer journey across search and social platforms, and create content that engages users at every stage - from discovery to consideration to conversion. For example, a user discovers hiking boots through influencer content on TikTok, considers them by searching for reviews on Trustpilot, and then visits the brand’s e-commerce page via a Google search to make a purchase.

6. Test and Create Search Demand Through UGC and Influencer Partnerships

Leverage the power of influencers and user-generated content to create demand for search terms that may not be on the radar yet. Partnering with influencers to drive engagement can generate buzz and lead to increased search volume for specific terms or topics.

7. Think Outside the Box for SERP Visibility

Expand your visibility strategy beyond Google’s search results. Aim for a mix of SERP placements like TikTok videos, Pinterest boards, or featured snippets to maximise your presence across multiple touch points. Strategically aim to place your brand or product in a prominent online publications likely to dominate top SERP positions (e.g. Good Housekeeping, Stylist, Daily Mail or BBC)

8 Prepare for AI’s Evolution in Search and Social

AI is reshaping how users search and interact with content. Tools like ChatGPT and Google Bard are transforming queries into more precise and efficient results. As AI becomes more integrated into search engines and social platforms, marketers should monitor its evolution closely. This shift could merge search and social insights even further, offering new ways to analyse trends, create adaptive content and reach audiences with unparalleled precision. Stay ahead by exploring how these advancements might influence your strategies.

TikTok vs. Google: Trust in the Age of Misinformation

TikTok's rapid ascent as a search platform comes with challenges - chief among them, trustworthiness. While it excels at delivering engaging and viral content, its lack of robust fact-checking and content moderation raises concerns about misinformation. Content that rises to the top is often driven by popularity, not accuracy, creating potential pitfalls for users relying on the platform for advice or information. This is where Google maintains its dominance, offering trusted, credible results that prioritise reliability over virility. For marketers, TikTok’s limitations underscore the importance of ensuring campaigns are grounded in accurate information and credible sources. Building trust through verified content remains crucial, particularly in an era where misinformation can easily take root.

Final Thoughts

TikTok being a new type of search engine isn’t just a trend. It’s a shift in how consumers discover, evaluate, engage with content that drives purchase decisions. As platforms like it continue to reshape search, marketers must stay agile by embracing data-led strategies, leveraging social proofing, and adapting to ever-changing consumer behaviours. By understanding TikTok’s nuances today, the hybrid social-search landscape will help future-proof strategies for the year ahead. The question is no longer if TikTok will disrupt search—it’s how far it will go.

Do DA/TF/DR Metrics Still Matter?

Mon, 28 Aug 2023 15:46:03 GMT

In the dynamic world of search, SEO and PR professionals often rely on metrics like Domain Authority (DA), Trust Flow (TF), and Domain Rating (DR) as benchmarks. Signalling a website's credibility and strength, the influence of these metrics are undeniable. But just how powerful is a backlink when measured by its domain authority or trust flow? Does the true SEO potency of a 'high DA' link resonate with results? Let's delve into my very own website (yes the one you're reading right now) as a case study.

The Rationale Behind DA Metrics

Domain Authority (DA), along with metrics like Trust Flow (TF) and Domain Rating (DR) were designed to provide an estimate of how likely a site is to rank on search engines. These metrics essentially simulate search engine algorithms by taking into account various factors such as:

The number of backlinks
Quality of linking sites
Link diversity
Content quality
Social signals

Why Google Has a Soft Spot for 'High DA' Sites

Google's primary objective is to serve its users with top-notch, reliable content. In this context, a website with a high DA acts as a beacon of reliability. It implies that various trustworthy sites have linked to it, vouching for its content. Thus, in the eyes of Google, high DA translates to credibility and quality – the kind of content that deserves the limelight.

Case Study: This Website

Using my website as evidence, there's a clear link between securing high DA backlinks and a rise in Domain Authority. In April, after gaining a Do follow link from Bright Local (DA 67), my DA increased from 4 to 7. The real game-changer was in May. Backlinks from juggernauts like Slide Share (DA 95) and Substack (DA 91) catapulted my DA from 7 straight to 15 within a month. This highlights the profound influence that high-quality domains can have on boosting your site's DA. It should be noted that DA's will jump quicker at the start (e.g. a new website), and will get harder as your site's authority increases.

Relevancy Matters

High DA links may be important, but let's not overlook the power of relevancy. For a website to rank for key terms, it's essential to be endorsed by relevant sources. In my case, while sites like Slide Share and Substack have certainly elevated this website's authority, it's the targeted nods from Brighton SEO, Barbados SEO, and PR Moments that genuinely resonate with Google. A backlink from a site with a lower DA, if highly relevant, is equally as important. This is also evident as my site has started appearing on the SERPs from positions 26 to 80 in just over a year. With just a handful of backlinks secured to date, it's testament to the power of not just authoritative, but relevant backlinks.

Takeaways

DA and its cousins in the metric world are undoubtedly critical, but they aren't the be-all and end-all. It's essential to see them as tools, providing guidance, not as the ultimate goal. By securing backlinks that resonate with your core expertise and content, you give Google a clearer lens to understand your site's essence. Remember, genuine user engagement, building trust, and establishing your site as an authority is what truly matters.

Author

Written by Isa Lavahun.
Isa is a seasoned digital strategist specialising in search marketing, with a passion for crafting compelling stories that resonate. With over 15 years of experience in the industry and a flair for digital PR, content strategy, and influencer marketing, she leverages her skills to drive visibility and engagement for businesses. Isa is known for her honest counsel, practical advice, and results-oriented approach. Discover more about Isa's journey in digital marketing here

Driving PR Performance with SEO: 20 Metrics to Consider

Wed, 05 Jul 2023 18:55:35 GMT

In an era of tightening marketing budgets, the pressure is mounting on marketers to demonstrate substantial ROI. Yet, amidst these challenges, it's surprising how often the intersection of SEO and PR goes unnoticed. On one side, there are SEO enthusiasts solely focused on links and organic search results, while PR professionals emphasise on coverage and reach. However, amidst the evolving landscape, we mustn't overlook the valuable resource of Digital PR Metrics. These metrics serve as a hidden treasure for both SEO and PR, providing insights that can unlock exceptional results when integrated effectively. By leveraging these metrics, we have the opportunity to showcase to clients and stakeholders the true value of every marketing investment.

Let's take a step back and think about why reporting using the right metrics is so important; Value of work. The call of duty for us marketers is not just to achieve these metrics, but to guide our clients and stakeholders in understanding them. Both PR and SEO professionals need to start demonstrating metrics that are search led, brand led, and conversion led. This helps them understand our work better and recognize its value. With tighter scrutiny on marketing budgets, we must demonstrate how we positively impact both brand and the bottom line. Let's delve deeper into how we can make these connections evident through our metrics.

Search Led Metrics

Search-led metrics help you understand how your campaigns are helping to boost a brand's online presence. They indicate how well you're doing online, how effectively you're meeting your audience's needs, and how you compare to your competitors. By keeping an eye on these metrics, you can get a clearer picture of how PR coverage impacts your entire digital footprint.

1. Website Traffic:

Website traffic provides crucial insights into the audience reach and impact of your PR campaigns. Not only does it tell you how many new visitors have come to your site, it can also shed light on how they interacted with it. Any action tracked signifies engagement, and can be a strong indicator of campaign success. You can track campaign-specific traffic by analysing referral and social sources, or by using specific tracking codes in Google Analytics. Understanding your website traffic data can also help inform future PR strategies, ensuring they align with the behaviours and interests of your target audience.

2.Keyword Visibility:

This metric reflects where your brand stands in search results for certain keywords. While this might seem more related to SEO, it's a metric that PR professionals should definitely consider. If, for instance, you're running a campaign centred on "sustainable fashion", seeing an uptick in your brand's visibility for these terms in Google search results is a sign of success. You can track these shifts by using SEO tools like SEMRush, Ahrefs, or Google Search Console. Not only does it provide evidence of your campaign's broader digital impact, but it also offers additional campaign impact beyond standard metrics.

3. Search Demand:

The aim here is to measure how your campaign affects the demand for your brand or related keywords. A spike in searches for your brand name or terms related to your campaign post-launch, could indicate an increase in brand awareness and interest; a significant PR victory. For example, the press tour for the Barbie movie is currently taking place a few weeks before its release. As you can see, search demand has increased over the last few weeks due to tons of media coverage and social media engagement.

4.Campaign Landing Page Performance:

Not all PR campaigns have a dedicated landing page, but they should. Whether you're promoting a news story, research report, or case study, it's best practice to have a page on your site that details it. Watching how this page performs then becomes a valuable metric. If it's doing well, with a low bounce rate and high time spent on the site, it shows that your message is hitting the mark with your audience. Remember, a successful landing page is not just about design and aesthetics; it's a clear reflection of the effectiveness of your PR efforts. You can track these stats easily through Google Analytics.

5.Domain Authority Uplift:

This metric is important as it measures the 'trust' search engines have in your site. The higher the Domain Authority, the more likely your site is to rank well. A PR campaign that results in a Domain Authority increase indicates improved online credibility for your brand. Reputable publications with a high Domain Authority (e.g. BBC has a DA of 100 and Guardian 95) that link to your website will increase yours over time. The example above is by the Columbia Journalism Review. They launched an online tool where users enter their their demographic information to see how much press coverage their story would attract, if they were to go missing. The tool got lots of coverage, backlinks and shares and the domain authority went from 1 to 35 in just three months.

6.Time Spent on Site:

Think of your website as your home and new visitors as guests. When your PR campaign attracts these guests, how long they stay becomes a crucial metric. If they're spending a significant amount of time, it's like they've come over for dinner, not just a quick visit. This suggests they find your content engaging and relevant. You can track this behavior through Google Analytics, helping you understand which parts of your site hold their interest.

7. Backlinks:

Yes of course, backlinks still hold great importance. But the focus has shifted. It's no longer about the sheer volume or Domain Authority score. The spotlight is now on the quality of these links, their relevance to your content, and the diversity of the sites they originate from. This shift emphasises the credibility and trustworthiness of your brand in the eyes of search engines and users alike.

Brand Led Metrics

Listen up, SEOs (particularly those who consider digital PR as a pricier version of link building) - brand-led metrics are pivotal. These metrics capture how your campaigns influence public perception, build trust, and cultivate brand loyalty. They also prove how digital PR affects more than just your search rankings. It's not just about backlinks; it's about sentiment, recognition, and affinity - the cornerstones of a compelling brand image. Both SEO and PR pros should recognise the importance of benchmarking and reporting on brand-led KPIs. Sharing them with stakeholders again shows 'value of work' and a comprehensive understanding of campaign success.

8. Brand Sentiment:

A PR campaign's impact on your brand sentiment can be evaluated through social listening tools (e.g. Buzzsumo, Meltwater).They help capture and analyse public opinion about your brand during and post-campaign, even if it's not a direct objective. Positive sentiment amplifies your brand reputation, making it a valuable metric to report on.

9. Reviews:

During a campaign, customer reviews and comments about your brand, product, or service can be instrumental in gauging the shift in brand perception. By using social media monitoring or online review platforms, you can track and analyse these reactions. Notably, positive comments or reviews can be further leveraged as testimonials or case studies, adding an extra layer of authenticity and trust to your brand.

11. Brand Search:

Look at the 'Direct' traffic in Google Analytics. This measures the number of users who came to your website by typing your URL into their browser or through a bookmark. An increase during or after a PR campaign indicates growing brand recognition.

12. Social Media Following and Engagement:

Growth in your social media followers or increased engagement (likes, shares, comments) after a PR campaign indicates broader brand reach and resonance. This can be tracked directly on each social media platform or through social media analytics tools. It's always recommended to benchmark social media following before and after a campaign to monitor growth.

13. Journalist Feedback

Positive responses and feedback from journalists serve as a great indicator of the success of your PR efforts and relationships built. These nuggets of validation are more than just feel-good moments, they underline the value you're bringing to your brand's image and reputation. Whether it's via email, social media, or direct communication, be sure to document these feedback points and share them with stakeholders, as they provide an additional dimension to the value of your talents.

Conversion Led Metrics

Quantifying direct commercial impact of PR campaigns is a challenging, yet important task. It's not always straightforward to connect the dots between PR efforts and tangible outcomes such as sales or sign-ups. However, with the smart use of tools like Google Analytics, certain SEO tools, and even CRM systems, you can bridge this gap. PR's influence extends far beyond visibility and brand image; it can drive meaningful actions from audiences. Demonstrating how PR campaigns directly contribute to business bottom-line, from lead generation and sales to subscriptions and sign-ups - has never been more important. Therefore, conversion-led metrics deserve a prominent spot in your campaign reporting, offering a more complete picture of your PR strategy's effectiveness. By tracking and reporting on conversion-led metrics, you validate the strategic importance of PR within the broader marketing mix.

14. Assisted Conversions

This metric shines a light on the indirect impact your PR campaign may have on conversions. For example, a user might find your site through a PR article, leave, and later return directly to make a purchase. Google Analytics provides a way to track these assisted conversions, underpinning the value of PR in the conversion journey.

15.Referral Traffic

Each piece of coverage from your PR campaign that includes a link, regardless of it being follow or nofollow, can direct traffic to your website. Referral traffic can be tracked through Google Analytics, enabling you to observe the behaviour of your 'campaign' visitors, including their conversion journey.

16.Sales

While this metric might be harder to track in PR campaigns, it's possible. You can use unique tracking codes or UTM parameters on campaign-specific landing pages to observe the direct impact of PR on sales in Google Analytics. Plus, monitoring sales peaks that align with your campaign launch and traffic spikes can also offer extra insights. Not all sales will be directly attributable to PR coverage, but spotting these trends can provide strong evidence that your campaign is contributing to business performance.

17. Lead Generation

PR campaigns can often stimulate interest, leading to inquiries, form submissions, or newsletter sign-ups. Google Analytics, as well as your CRM system, can help track the source of these leads to your PR efforts.

18. Attendance/Footfall

For PR campaigns promoting physical events or store locations, tracking the increase in footfall or attendance is key. While traditional methods might include guest lists or physical counters, advanced solutions may involve geo-location tracking or Wi-Fi analytics to provide more precise data. This direct correlation between PR efforts and physical visits can provide compelling evidence of campaign effectiveness.

19. Downloads

If your PR campaign is focused on promoting an app or store, tracking downloads can be an effective conversion metric. You can track this using platform-specific analytics or by using UTM parameters on the download links shared in your campaign. This gives you a clear picture of how many users were prompted to download your app directly from the PR activity.

20. AI (Artificial Intelligence):

Finally, we must acknowledge the upcoming role of AI in transforming PR reporting metrics. With AI's evolution, it is set to aid PR and SEO professionals in better data analysis, in-depth insight discovery, and more accurate measurement of campaign ROI. To stay ahead, it's crucial to keep abreast of new AI tools and integrate them into our metrics evaluation.

Conclusion

PR and SEO professionals in the digital landscape must embrace the symbiotic relationship between brand value and online visibility. SEOs should recognise the impact of brand-led metrics, which highlight the significance of PR in shaping brand perception and reputation. Likewise, PR practitioners should value search-led metrics, showcasing the reach and visibility achieved through SEO efforts. By embracing this holistic approach and leveraging both sets of metrics, PR and SEO can drive comprehensive campaign success, demonstrating the true business impact of their collaborative efforts.

The Meghan Markle SEO Strategy: Why the Media Keep her Trending

Fri, 19 May 2023 11:35:55 GMT

Being an SEO strategist is a bit like being a digital detective. I get my kicks from diving into a sea of data, sifting through online trends and hunting for clues. Meghan Markle, the Duchess of Sussex, has captivated the world since her entrance into the royal family. Her marriage to Prince Harry, the subsequent 'Megxit', and her highly-publicised interviews have kept her in the public eye. Even though she no longer holds an active royal role, the fascination of the British press with Meghan Markle (years after her move to the US and her departure from the Royal Family), is no coincidence. As much as they 'wished her gone' to have a 'private life', articles about her are written daily, sometimes hundreds of them. But why? What does Meghan Markle have to do with media outlets and their SEO strategy? More than you might think. Let's Dig in

Public Figures and SEO: A Complicated Romance

Public figures like Meghan Markle play a substantial role in shaping SEO strategies for the media industry. SEO, is all about relevance, and public figures by virtue of their popularity, often emerge as 'hot topics.' As they attract a significant amount of online searches, content related to them can help websites improve their visibility on search engines.

Royal Family Search Data and Trends

The enduring popularity of Meghan Markle versus the Royal Family isn't merely a matter of public opinion – it's a data-backed reality. A detailed analysis of search data trends over the past few years illustrates that she consistently ranks high, often eclipsing the Royal Family. Whether it's her philanthropic efforts, interviews, or Netflix deals, her ventures in America invariably command high search volumes and robust engagement rates.

Despite stepping away from active royal duties, Meghan Markle is undeniably a key figure in the British media's SEO strategy. The data speaks volumes: she commands a higher search volume than any other member of the Royal Family, garnering an impressive 550,000 UK monthly searches and a staggering 5.8 million global monthly searches. Consequently, the content demand related to Meghan Markle significantly surpasses that of any other royal. Prince Harry, garners an equal UK monthly search volume of 550,000, yet his global monthly volume falls short at 3 million.

Though another noteworthy figure Kate Middleton, the Princess of Wales commands 301,000 UK monthly searches (and 3.1 million globally), she still lags behind Meghan. Other significant figures such as King Charles, Prince Andrew and Prince William all fail to match Markle's search demand. On the lower end of the scale, we find royals like Prince Edward and Sophie Wessex, with UK monthly search volumes of 110,000 and 27,000 respectively, and even lesser globally. And Queen Camilla secures the least attention with just 9,900 UK monthly searches and 63,800 globally.

A compelling revelation is the enduring public interest in Princess Diana, who passed away over 26 years ago. Her search volume still outweighs that of several current members of the Royal Family, especially when compared to the least searched member, Queen Camilla, the new wife of King Charles. The ongoing fascination with Meghan Markle and the lingering legacy of Princess Diana, as reflected in search data, underscores the complexities and changing dynamics of public interest.

Keyword	UK Monthly Search Volume	Global Monthly Search Volume
Meghan Markle	550,000	5.8 Million
Prince Harry	550,000	3 Million
King Charles	368,000	1.6 Million
Kate Middleton	301,000	3.1 Million
Prince William	301,000	1.7 Million
Prince Andrew	246,000	1.2 Million
Princess Diana	135,000	1.6 Million
Prince Edward	110,000	399,900
Sophie Wessex	27,000	65,100
Queen Camilla	9,900	63,800

Source: SEMRush

The Power of Negative Click Bait

Media outlets understand the power they hold in shaping public opinion through consistent positive or negative portrayals of public figures. By continuously generating stories that provoke strong emotions, online publications ensure increased web traffic and higher engagement. The allure of negative click bait is undeniable. Media industries (particularly the British press), know stories will elicit passionate responses from readers, leading to more clicks, comments, and shares. Regardless of the audience's stance on Meghan Markle, consistently writing about her is a win-win situation for any media business.

This relationship between SEO strategies and media trends shows us how the media landscape works today. Media outlets don't just report on public figures; they guide the conversation, shape what people think, and take advantage of the digital economy. As we move forward, these strategies will keep evolving, but public figures like Meghan Markle will continue to be central to these changes. Understanding this isn't just interesting—it's a key insight for anyone working in digital marketing.

Written by Isa Lavahun.
Isa is a seasoned digital strategist specializing in search marketing, with a passion for crafting compelling stories that resonate. With over 15 years of experience in the industry and a flair for digital PR, content strategy, and influencer marketing, she leverages her skills to drive visibility and engagement for businesses. Isa is known for her honest counsel, practical advice, and results-oriented approach. Discover more about Isa's journey in digital marketing here

DIGITAL PR SERVICES - Blog

What Does the AI Mode Google Update mean for Off-Page, Digital PR Marketers?

Let’s Talk About Google’s AI Mode for Search

What is Google’s AI Mode for Search (AI Overview)?

What Does this Mean for Digital PR as a Service?

It's not just about keyword rankings:

It’s about context over keywords:

E.E.A.T is firmly back on the agenda:

Is Link Building Still Important in this New Landscape?

Why Digital PR Matters more than Ever

15 Winning PR Predictions and Strategies You Need to Know for 2025

1. Champion Data-Driven PR Campaigns

2. Become the Beacon of Credibility in a World of Misinformation

3. Master SEO to Your Elevate PR Expertise

4. Broaden Your Reach by Targeting Untapped Audiences

5. Personalise Outreach Emails Like Never Before

6. Bring Back Face to Face Journalist Meet Ups

7. Stop Letting Outdated Media Lists Hold You Back

8. Collaborate with Freelance Journalists

9. Become an Indispensable PR Contact for Syndicated Journalists

10. Make Micro Influencers a Core Part of your Campaign Strategy

11. Prove the Value of PR with Tangible Metrics

12. Tap Into the Power of Podcast Placements

13. Curate and Repackage Existing Data into a PR Goldmine

14. Give Other Departments a Seat at the Table

15. Embrace AI so you can Supercharge PR

Conclusion

TikTok Meets SEO: The Future of Social Search in 2025

The Future of TikTok SEO: How Social Media and Search will collide in 2025

The Rise of TikTok as a Search Powerhouse

Why TikTok?

The Evolution of the Customer Journey

Leveraging Social Media Trends and Search Data

Capitalising on the Search and Social Merge

1. Use Search and Social Data as Your Starting Point

2. Use Keywords from Search Data to Inform your Social Strategy

3. Incorporate TikTok Insights into Your Keyword Strategy

4. Leverage Social Proof and Trends for SEO

5. Align Content with the Customer Journey Across Search and Social

6. Test and Create Search Demand Through UGC and Influencer Partnerships

7. Think Outside the Box for SERP Visibility

8 Prepare for AI’s Evolution in Search and Social

TikTok vs. Google: Trust in the Age of Misinformation

Final Thoughts

Do DA/TF/DR Metrics Still Matter?

The Rationale Behind DA Metrics

Why Google Has a Soft Spot for 'High DA' Sites

Case Study: This Website

Relevancy Matters

Takeaways

Author

Driving PR Performance with SEO: 20 Metrics to Consider

Search Led Metrics

1. Website Traffic:

2.Keyword Visibility:

3. Search Demand:

4.Campaign Landing Page Performance:

5.Domain Authority Uplift:

6.Time Spent on Site:

7. Backlinks:

Brand Led Metrics

8. Brand Sentiment:

9. Reviews:

11. Brand Search:

12. Social Media Following and Engagement:

13. Journalist Feedback

Conversion Led Metrics

14. Assisted Conversions

15.Referral Traffic

16.Sales

17. Lead Generation

18. Attendance/Footfall ​

19. Downloads ​

20. AI (Artificial Intelligence): ​

Conclusion

The Meghan Markle SEO Strategy: Why the Media Keep her Trending

Public Figures and SEO: A Complicated Romance

Royal Family Search Data and Trends

The Power of Negative Click Bait

18. Attendance/Footfall

19. Downloads

20. AI (Artificial Intelligence):