How to do Digital PR from an SEO perspective

Addressing the Digital PR theme from an SEO perspective means dedicating space to one of the most important themes. Today it is crucial to work in order to optimize not only the pages and the incoming links, but also the relationships with the public. Namely the people who could help you achieve the goal.

What does it mean? Try to think about the work to be done with link building: it is increasingly difficult to work in order to reduce the risks of running into Google's shirts. The search engine suggests getting links in a natural way, and content marketing seems to be the main road.

But there are areas where spontaneous mentions become a mirage. Is there a need for human intervention? It depends on what you mean, Digital PR can be the right solution to go from link building to link earning . Without constraints or forcing, but creating relationships.

What are Digital PR: definition

The question is interesting: what are Digital PR? Simple answer: the web version of what public relations is. This branch of marketing deals with finding opportunities and developing relationships with contacts that could help you gain visibility.

Doing Digital PR can be a way forward to weave relationships with figures useful for your SEO goal. If on-page optimization concerns only your ability to highlight keywords and optimize web pages, the off-page becomes the sore point because it does not depend only on your professional work. Call other people.

Namely bloggers, journalists, influencers , webmasters and professional profiles who can insert a link on a web page. Publishing good content can be a good lever to achieve these results, but often it is not enough. Digital PR can help you get what you need. That is, relationships with individuals who could somehow help you gain benefits.

Digital PR and SEO, which relationship?

The indispensable work, at least in my point of view, of Digital PR compared to SEO is divided into two essential branches. The first concerns the ability of these activities to improve their brand. And just at one of the last web marketing events I heard this illuminating phrase:

"The best way to do SEO is to take care of your brand."

Think about inbound marketing : you need to be found by those who need you, and with a blog you can create informational content to meet your needs . Not only to those commercial that provide for a transaction, a specific action. Try to go further: why not increase branded searches, i.e. those that have your personal or company name as their subject?

Digital PR can help you cultivate the goal. And they allow you to work with the earning link. Because through the relationships you create with the actors of this path you can advise and work in order to get what you need. I'm talking about mentions, quotes and hyperlinks.

How to do Digital PR for SEO

Digital public relations appear to be the solution to global ills. Or at least everyone seems to have found the key to getting good inbound links without getting their hands dirty. It's true? In part this is so, but to have good results you have to work in order to structure a Digital PR strategy.

What does this mean? How can you get good results? Here is an example to consider to carry on your winning link earning business. Do you want to deepen? I advise you to deal with this topic with the utmost attention, now doing Digital PR is important.

Create good content

Everything starts from here, from the content marketing activity. But don't limit your vision of the topic: I'm not just talking about free ebooks and infographics. Think of useful content for a particular niche as something broad, in this range fall offline and online events.

Make outreach bloggers

This action is decisive for your Digital PR strategy because now you need to identify the individuals who are part of your plan. In other words, you have to scan the net and find out which contacts are useful for the project. In some cases we work on Instagram, in others on YouTube, but for those who do SEO it is important to discover bloggers , journalists, webmasters and other figures who could be useful.

The link profile must be at the center of this activity. You need to use tools like Semrush, Majestic and SEOzoom to find useful names to insert in the Excel file. Here you have to create columns with various parameters (quality / quantity of the links for example) to paginate the names you have identified.

Streamline the list

Did you do your research? Perfect, now start removing what is not needed. Organize the names of bloggers to define topics, quality of content already published, best SEO NYC metrics and link profile. This will help you get better results once the hyperlinks are entered.

Contact people

Now you have the right names, you must contact them by email and write what you need: who you are, what you do and what you propose. In your message you must be clear and direct, by sending the public an immediate message. But above all personalized, based on what are the needs of the case.

One of the typical errors is that of sending the same message to the selected contacts. Bloggers, webmasters, influencers, journalists: different jobs, different roles, customized solutions.

And remember to follow individuals before, during and after the insertion of the link. Without becoming hostile when the results don't come: not everyone will be willing to help you. But you cannot leave the field as soon as things go wrong: doing Digital PR means maintaining good relationships in any case, even with those who do not accept your proposal. Nobody is obliged, on the other hand.

Measure the results

Once you get the link you have to start a data analysis job. The SEO tools that I have indicated can help, to these I add Ahrefs which is designed specifically for those who work with activities related to links. Do not forget, however, to make the most of your sensitivity: maintain relationships with those who have collaborated, do not use the names you have selected only to obtain a hyperlink.

Management of Third Party Tags, Best Practices

This article is about

Use of tags on your site and implications on cookies and performance

On most of the websites you visit today, third-party software is collecting data and loading content. And they are doing it both before your eyes and behind the scenes. This is done through third-party tags, i.e. fragments of codes that can collect important information used for marketing analyzes (for example Google Analytics, Adobe) or to provide forms to customers who intend to review products, as happens in most e -commerce.

In this article:

1. Tag management and governance
2. Time management
3. Priorities
4. Website performance
5. Revenue and conversions
6. Best practices
7. The Ebiquity + Blue Triangle advantage
8. The best third party tag management

Unfortunately, however, the tags weigh down the page and are difficult to manage. They can lead to long loading times, worsening user experience, productivity in the workplace and overall company revenue.

This post is intended to recommend best practices on tag management and governance, developed over years of work experience with corporate clients from the most varied sectors.

Ebiquity and Blue Triangle worked closely on various web performance projects. Recently, the two companies have helped Marriott (Marriott International is an American multinational that manages and grants numerous franchise accommodations) to carry out a large-scale tag management project, which has generated extraordinary results in terms of performance, UX, productivity and hotel reservations. Here are the focal points discussed during the joint webinar organized by the two companies.

Tag management and governance

Let's list and discuss together the issues the two organizations have recently faced with regards to tag management and governance:

Time management

Those who find themselves having to manage tags and performance monitoring tools work to make IT organizations leaner. However, due to the problems listed above, it remains necessary to devote time and energy to managing third-party tags. It is possible to seize good opportunities following every single action taken.

Understanding what not to do is as important as understanding what to do.

We often find that companies are unable to manage their time effectively. However, strategic planning is a fundamental building block of tag management.

Priority

Development teams are expected to improve their business day after day, but too often organizations invest most of their resources in areas that will not pay back what they invested. And all this at the expense of what matters most.

Without the support of "Data Driven Insights" (which is the mantra of Ebiquity!), The risk of incorrectly indicating priorities to your work team is very high.

Website performance

A slow page speed translates into a bad browsing experience and, to a lesser extent, a drop in revenue and conversions. As the number of added tags increases, the site becomes more complex and difficult to manage. And a site full of tags can become a very slippery surface to walk on if handled incorrectly.

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In addition to effective tag management (which we'll discuss later), you should establish rules that tell your third-party vendors how to behave, requiring them to stick to their tag performance agreements.

Note that tag performance issues may arise at any time that you and your vendors will not be able to control. For example, the long outage of AWS on February 28 last year has had major repercussions on several third-party technologies.

Revenues and conversions

Blue Triangle analyzed the performance of the top 500 e-commerce sites in the United States between Black Friday and Cyber ​​Monday and found that on average third-party tags slowed page loading speed by 22% (compared to previous month). This contributed to a general slowdown of 5%. At first glance, this latter figure may not seem much, but it is easy to understand that a delay of this kind is able to make companies lose millions of sales.

Blue Triangle and Ebiquity have partnered with Marriott to help the company with a governance and tag management project applied to the Home Page. The result was an 8% improvement in performance, which translated into a significant increase in online bookings.

Best practices

Nowadays, companies need a large amount of data and information, since most of it depends on it. To exploit this data in the best possible way, companies must prepare a plan that allows them to get the maximum return from an initial investment based on third-party software.

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How to best manage and govern these tags to increase revenue

The only way to achieve long-term success is to build governance that fits perfectly with business processes. To do this you will first need to ask the right questions, then offer the correct directions to your development team.

Think of one of the many tags you have on your website and answer the following questions:

Who is responsible for this technology?

Who should do insights that guide business decisions about that technology?

What are the planned actions that team members need to complete using this information?

Who should set priorities that are part of a wider vision of the organization?

Answering these questions should solve most of the organizational problems discussed above. Now you will need to focus on User Experience issues and those involving the various levels of a company.

Monitoring and performance of each of the third-party tags based on actual user experiences is the first step towards improving business processes.

From here, you will have to examine each of your tags and answer this question: does the commercial advantage offered by this tag outweigh the impact on sales of the performance?

Using Blue Triangle's revenue calculator, we can quickly answer this question: in the case of one of the customers I recently helped overcome the impasse his site was in, the Youtube.com tag blocked other items while loading page, increasing the overall load time by 1.4 seconds.

Is the Youtube.com tag alone able to increase the business by 37 thousand dollars during every single week? It's hard to believe it, but it's true!

The Ebiquity + Blue Triangle advantage

Ebiquity and Blue Triangle are trying to merge their skills, creating a revolutionary technology with a consultative approach capable of increasing the long-term gain of each portal. The shared service will provide users with over twenty years of experience in the Ebiquity sector, its ability to optimize performance, the functions of the MarTech and AdTech platforms and the analytical features of the Blue Triangle technology.

What does this mean in practice?

What has been said means that not only will you receive a performance management and monitoring platform that uses and monitors real user data to find more revenue opportunities, but you will also understand how your business organization should remodel itself to obtain even more important revenues. Tags can significantly alter the earnings of a company active on the web, therefore it will be worth optimizing the site (and with it the management of the tags) to maximize revenues.