A run through on how SearchWorks Digital can work with a PR agency

1. And

2. Clients know influence is now online

3. Is Google influential?
2,000,000,000
searches a month, from the UK alone.

4. When someone wants to find
something online, 90% of them
use Google.
Search engine traffic is where
someone doesn't know what site
they need and trusts Google to
get them to the right place.
35% of all traffic to sites in the UK,
comes from search engines.
Google is the Internet navigation point.

5. Google is how people find info on
products and services
??
PR Influence:
• Offline radiating to Online
• Thought leadership
• Reviews from:
o End users
o Thought Leaders
• How to and Help

6. The influence of
search engine usage.

7. The influence of
search engine usage.

8. The influence of
search engine usage.

9. The influence of
search engine usage.

10. Overview
Wants Online Influence.
Goes to...
Who work with...
Influencing on behalf of
the client. Client
Relationship / Brand
custodian
Subject specialist: Search
marketing
AptitudesSpecialisations
Relationships / Ideas /
Process
Data analysis / Process /
'Industrialisation' of
processes.

11. Structure for SEO relationship
Activity Split Out: 70% PR Company / 30% SearchWorks
SearchWorks SEO Planning 10%
PR Agency : Content Origination -
20%
PR Agency: Content Production -
20%
PR Agency: Content Outreach:
Goal A: Awareness/Influence
Goal B: Affect SEO: weblinks 30%
SearchWorks:
Low level link building. 20%
SEO plan inlaid into your influence
strategy
Idea generation, source material for
content, continuity with brand and
influence strategy.
Content creation, whatever media suits
the plan.
Build up 'influence' relationships with
'Mainstream Online Media' related to the
brand. Be the online gatekeeper.
Lower level linkbuilding that is done
simply for rankings, is done with
SearchWorks

12. 10% for planning

13. 20% Link building
For far more detail on link analysis, see here:
Advanced Linkbuilding Methodologies PPT
Site Research:
- Data Analysis
- Human Checks
Content
SEO PlanInfluence Plan Outreach Team Webmasters
Content & ££ for
link placement
Targeted
Links
Google
Rankings
Online
Influence

14. Conclusions
• Google is the most influential site on the internet. Clients know this
• Content needs to be in the right places on Google to create influence
• PR creates the right content to influence
• SEO steers content to the influencing places on Google.
• PR and SEO make very good companions.
Influence Keywords used to find
content that influences...