digital PR

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When people get in touch with me to ask for advice on their outreach and link building campaigns, they normally ask me about their ideas, their content and their pitch. I guess that’s why I always end up discussing outreach emails and content assets – both of them are sexy things to talk about. Time … Read more

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conference speaker recommends digital pr

  This article was last updated in February 2021 after Google’s John Mueller publicly stated that he thought it was a pity that digital PR often gets bucketed with spammy link building.  A couple of years ago Danny asked me to write an article about digital PR so that we could rank for the term, … Read more

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Do you ever wonder how you manage to get anything done in SEO?

It seems each year – heck, each week! – there is a new tactic everyone NEEDS to implement, and a handful that have fallen out of favour.

This is especially true when it comes to outreach or digital PR, or whatever new jargon phrase is cool right now for talking about link building.

I am talking about the process of reaching out to people who manage websites and getting them to feature your content with a link.

I’ll be honest:

When I first started promoting content, the idea of reaching out to “real people” over email seemed alien.

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You know what bothers me?

Articles that tell people they should – definitely, absolutely, no-doubts-about-it – rely on PR to support their SEO strategy.

You know why it bothers me?

Because it’s like recommending someone to use a spoon for whisking eggs.

Will the spoon get you there at some point?

Sure.

Is it the most efficient way to whisk eggs?

Of course not.

All this to say that PR and link building have different objectives.

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When it comes to writing successful pitches, everyone agrees:

1. You should never use templates
2. You’ve got to personalise every single email

But how long would it take to write unique pitches for every person that you’re targeting? A few days?

… And what if you’re contacting 100 people? Would that take a full week?

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Link-buying is a topic we discuss often at our offices.

On one side of the room, you’ll hear a team member mentioning that a blogger has asked for money or that we have lost the relationship with a publisher due to a new editor who now requests compensation.

On the opposite corner, you’ll hear me talking to a worried new client, who needs reassurance that we won’t exchange payment for features.

Dedicating part of our budget to buying links would certainly make a side of our work easier (i.e. getting those features up fairly quickly) but we’ve identified far too many reasons why it would be detrimental to our growth.

Today I will share why we refuse to exchange money for links, and hopefully this post will spark a constructive discussion about this practice.

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After promoting over 1000 infographics, our media relations team have learnt several lessons. In this post each member of the team will share some techniques on how to promote visual content and how these steps have helped us get results.

We have used an example throughout the post: The Herb Guide to Cooking Vegetarian, a campaign that started very slow, but by following these 6 steps, ended up securing placements on large publications, including Huffington Post, UK and US.   

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