While search-led digital PR is not new, in Australia the practice remains in its infancy compared to other markets, writes Ed Raine (main photo), head of digital strategy at performance marketing agency Jaywing…
For many organisations across the globe, SEO is a core part of their digital marketing strategy, a channel which offers unparalleled ways to drive continuous traffic and reach users at all stages of their customer journeys. Even with Google’s continued attempts to prioritise clicks on paid listings, the top organic position is still one of the most sought after real estates in marketing, driving on average between 30-40 per cent of all clicks according to Advanced Web Rankings data.
But despite this global awareness and investment in SEO as a whole, it is clear Australia is less developed when it comes to search-led digital PR initiatives. To put this into perspective, there are 877 per cent more monthly searches on Google for ‘Digital PR’ in the UK compared to Australia, when population wise the UK is only two and a half times larger.
Traditional PR and digital PR are not to be confused – digital PR in most scenarios is a strategy for acquiring quality media coverage to assist with a website’s organic search (SEO) results. While the brand awareness from the media coverage certainly should not be sniffed at, the underlying goal is to build strong authority, brand mentions and quality backlinks to help improve website rankings.
Some traditional PR will achieve these goals too. For example, new startups often see their SEO performance grow in the early stages due to coverage relating to funding, key hires and product developments.
Digital PR looks to create continuous opportunities for coverage on sites which are valuable from an SEO perspective, which could be very different to traditional industry press. Digital PR also factors in ways to attract backlinks from that coverage rather than just the coverage itself, this is often called as a ‘linkworthy asset’ – something that is foundational to the coverage and must feature in the release to complete the story.
Digital PR is not a new strategy in Europe or North America, larger brands have been using this approach to offpage SEO (often referred to as link building) since early 2013 when websites around the world started to receive ranking penalties for abusing paid link building strategies at scale. Digital PR and content-led link building initiatives were quickly seen as a way to not only achieve relevant backlinks, but allow a more scaled approach by creating things which were fundamentally more shareable and useful for more websites.
Since then, UK-based agencies such as Rise at Seven, have built a reputation off focusing on search-led digital PR, transforming PR to align with performance marketing objectives.
Our agency, which has offices in the UK and Australia, has seen the significant differences in approach to offpage SEO. While we speak to many prospective clients still working on offpage tactics, which go against Google’s Webmaster Guidelines, our UK team has a large digital PR division that directly supports their SEO team. The two services are often delivered in tandem.
In the last 12 months we’ve started to see a change in client demand, which is perhaps a sign digital PR is becoming more popular and sought after by marketers. This is likely an outcome of digital trends spreading around the global marketing community, but also a necessary focus as on-page SEO opportunities begin to thin for established players.
It is not entirely clear why Australia has lagged behind other parts of the world in the digital PR space, but it is likely due to a slightly different media landscape and the approach to digital marketing in the local market.
These differences have meant our team have adapted their strategies from those which are successful overseas, which includes:
Expand media horizons – Compared to the UK, it is clear there are a lot less media outlets to engage. This can often mean less chance of success and a lower overall success for campaigns that do break through. It is vital that we consider how our campaigns can be globalised, increasing the number of sites it may be relevant for.
Piggy back if you’re a smaller brand – Getting media coverage can often be much more difficult if you are a smaller brand without strong consumer awareness. Finding ways to align your campaign with topics and brands which people do want to talk about is a great way to gain coverage as a smaller business.
Invest in quality and quantity can come – Rather than seeing quality and quantity as two contrasting approaches, deliver campaigns which can achieve both because they are newsworthy and shareable that all media outlets want to cover your story. This is often a mindshift for marketers, because it means they need to take more risks and invest more heavily in a few great ideas, rather than executing loads of half-baked ideas which nobody will want to cover. To put this into perspective, we aim for quarterly hero campaigns, but fill the periods in between with smaller tactical campaigns.
While the digital PR strategies of Australian organisations remain in their relevant infancy when compared to some international markets, there is a growing understanding and acceptance that it is needed in order to ensure continuous opportunities for organic search growth in increasingly competitive industries. Marketers who recognise this now and invest appropriately will once again see competitive advantage in search.
Analytics Partners has found that 80 percent of brand messaging outperforms performance messaging – a trend that it expects to continue in 2023 amid difficult economic conditions. The marketing analytics company analysed hundreds of billions in marketing spend to create its latest ROI Genome Insight Report, “The Marketer’s Guide to Survive (Even Thrive) in 2023”, […]
SBS continues to benefit from this year’s FIFA World Cup with 1.71 million viewers tuning in to watch Sunday’s Australia v Argentina match. The bulk of views (1.26 million) were linear, with a further 448 000 coming in via SBS ON Demand. This match was the top-rated program – combined linear and digital – across […]
Merrick Watts fronts new Lion work. Other knockabout characters could’ve included the Honey Badger or Deborah Hutton.
Study finds 51% of Aussies addicted to their phones. B&T betting they’ve got the most irritating ringtone too.
Burgundy double-breasted suits no longer the biggest eyesore at Lowes as retailer unveils Twistie-themed range.
It’s exciting news for Melbourne radio listeners today. Well, it’s bad news if you can’t stand Charlie Pickering.
Adelaide-based Argon’s founder and studio director Jason Lehman is urging businesses to review their approach to dealing with customers after noticing an increased demand for positivity and optimism in the wake of Covid-19. “What we’ve noticed throughout 2022 is that businesses and consumers in Adelaide have been craving positivity and optimism. With the darkest days […]
Aussie legislators again set to take all the fun out of ‘big tech’ as it probes algorithms, privacy and disinformation.
Planning on downing nine schooners at lunch purely for medicinal purposes? You’ll empathise with this gout-free read.
by B&T Magazine
This could be seen as yet more evidence of adland’s local talent war. Thankfully, the limbo war is yet to escalate.
Keep Left appear to take inspiration from the Rolling Stones for press photo. As in ‘Paint It, Black’ not ‘Brown Sugar’.
This story will probably make no sense to anyone over the age of 24. Alternatively, read it & feel instantly younger.
Thinking you probably need to work until you’re 127 to pay off your credit card debt? Make it 137 with this Amazon news.
This is a really powerful and important ad, hence why B&T is running it. Don’t worry, you won’t cry or anything.
Nothing says Christmas quite like a Coke, does it? Well, maybe a bourbon & Coke? Or, maybe just bourbon then?
Admittedly, this one’s for the art directors among the B&T readership. Of which, we’re quite sure, there are none.
MINI appearing to confirm it’s the gayest car on the road with new partnership with Sydney WorldPride 2023.
Do you love hearing super-rich, ultra-privileged white people bang-on about how hard life can be? This doco’s for you!
In its defence, the Daily Mail is the authoritative industry source on which MAFS star is up on drug charges.
Compass Studio – an independent PR and Digital Marketing agency – has bolstered their client roster and team in a sign of things to come for the sustainable and for purpose focused agency.
The Daily Telegraph declares it’s more than just bikie gang war & NRL stories with annual Bradfield Oration.
Leading independent sport and entertainment consultancy Gemba continues its growth with expansion into the European market and the appointment of Claire Kelly as General Manager – Europe.
Has a tradie’s expensive-looking ute confirmed your suspicions about their shameless overcharging? Confirm it here.
Thrive’s staff footy tipping comp thrown into chaos four months from start of season with arrival of new head of sport.
B&T continuing with its “year in review” analysis. Although “analysis” is probably a shameless oversell.
SXSW is coming to Sydney next year and eating enormous slabs of meat and wearing cowboy boots won’t even be mandatory.
Its been a good first 6 months for Flex & Froomes. CADA, the home of Hip Hop and R&B, has revealed that the Flex & Froomes podcast has now officially surpassed 1 Million downloads. Since launching just 6 months ago, the Flex & Froomes podcast has seen huge success: winning bronze at the Australian Podcast […]
Kate Meade’s neighbours set to be woken up by her car at 4am as she moves to new breakfast time slot.
There really could only be one winner of TIME’s Person Of The Year. Still, Meghan would’ve put a cat among the pigeons.
Thinking of a complete career change? B&T can heartily recommend defamation law judging by the last 12 months.
It’s certainly the conundrum of our time – keeping the pizza grease off the gaming console.
WONGDOODY has launched a new online space to share insights, opinions and trends to set marketers up for success in 2023. The site hosts 25 short reads penned by marketers and creatives from around the world, giving their insights into the trends and forces that will shape the coming year in marketing. WONGDOODY’s chief experience […]
Pinterest has dusted off its crystal ball (or data bank) to unveil its latest predictions for the key trends that will be shaping 2023. Whilst other socials have focused on wrapping up 2022, the image sharing platform is looking to the future with its ‘not-yet-trending’ report. Despite the alarming accuracy of its past predictions ( […]
In more favourable news for Network 10’s bottom line, its annual hairspray budget set to plummet as Peter Helliar exits.
New categories announced for Women Leading Tech. Alas, the caber toss continuing to be criminally overlooked.
by B&T Magazine
When it comes to beer ads there’s only two strategies – the humour card or sweaty men in tight shorts digging ditches.
© 2022 The Misfits Media Company Pty Limited. All Rights Reserved.
Please wait while we sign you in with LinkedIn.
This may take some time.
Please be patient and do not refresh the page.
(A new window from LinkedIn should open for you to authorize the B&T login. If you don’t see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)
Australia Lags When It Comes To Digital PR – B&T