20 Crucial Tips from Search London: PR and ROI Insights


20 Crucial Tips from Search London: PR and ROI Insights

This month’s Search London event focused on PR and the ROI of Keyword Research Data. From advising upon how brands can earn links from tops sites like Mashable to structuring keyword data to identify opportunities.

SEO Marketing Consultant Arik Johnstone spent the evening at last month’s event and has written up 20 of the best tips and hints.

How Learning PR Techniques Made Me Awesome at Outreach by Pete Campbell, Founder of Kaizen Search

Pete Campbell talks about how his agency started to approach content marketing campaigns like a PR agency would, by pulling together a plan, a framework and being meticulously thorough in their outreach pitches. Here are some of the key points Pete made:

1. We need to step up our game. Journalists and bloggers are bombarded by pitches: the standard outreach email is no longer good enough.

2. Campbell references a quote by Seth Godin “PR & Marketing is no longer about the stuff that you make but all about the stories you tell.”

3. PR’s have focus, they think of one huge idea and approach it from multiple angles. They have multiple link building opportunities, minimizing their risk and maximizing their chances of success.

4. Create a PR Framework:

  • Think about your client’s target customer, ask them these five questions:
  • What do they love/hate about your product
  • What stops them from buying your product?
  • What emotions do they associate with your product?
  • What magazines and websites do they read?
  • What else are they interested in?
  • Decide on a topic and theme – make of a list of upcoming trends you could use.
  • Think about where you want to get links from – what are those gold sites? Start off with 25 and cut this list down to 10. Do your homework: do they link to third-party sites? Have they linked to your competitors? Search your topics and make a list of journalist names.

5. To come up with a good idea, you first need 100 rubbish ones. To generate this number within half an hour use the 6-3-5 method. 6 people come up with 3 ideas every 5 minutes until the half an hour is up. This will leave you with 108 ideas and at least one of those will be good!

6. Your ideas should have at least three of these:


Please click on the image to enlarge it. 

7. Reverse engineer your headlines: ask your target audience questions to shape your ideal headline. Google consumer surveys are a cheap and effective way of doing this. Analyze the data and create your headlines

8. Call journalists after you’ve sent them an email; don’t give up until they say no. Be sure to sell the hook. Increase your chances by offer exclusive content and a supporting ‘media alert’.

Understanding ROI with Advanced Keyword Research by Jono Alderson, Head of Insight at Linkdex

9.Good SEO isn’t about having the best rankings for keywords: it’s about intent –alignment. Keywords are just a medium to find results.

10.We need to understand the marketplace, to do this we need to understand strengths, weaknesses, opportunities and emerging trends as well as:

  • Consumer intent
  • Business intent
  • Competitor intent

11. Good comprehensive, effective, keyword research underpins good strategy. It can help you identify what your consumers want and what stage of the buying cycle they are at.

12. “Keyword research” rarely resembles research, it is often a ‘ranking wish list’ and this is a mistake because there could be opportunities that you’ve not thought of. You don’t know what you don’t know. Some of the world’s biggest brands, doing the most sophisticated marketing, only track a few thousand keywords. This is often due to a lack of the right tools or processes.

13. It’s not about stumbling across a hidden gem: it’s about already having found and classified them all, tactically picking opportunities. Group by topic, find behavioral clues and add real-world context.

14. Understand the language in the market, look at variants, plurals, stems, synonyms, typos. Slice and dice keywords, there are over 266 keywords that imply someone is looking for young drivers car insurance

15. Target phrases relating to your core strengths, where visitors are early in their buying cycle, where you don’t have highly performing content.

16. Use existing strengths, focus on topic groups where you’ve got top 10 rankings, where competitors are weak and consumers are actively researching questions.

17. Target language which indicates high purchase intent, where you aren’t outranked by competitors who don’t rank for longer-tail queries.

18. Track and react over time, refine your understanding of ‘the market’. It’s really easy to improve the performance of a group of keywords which everybody else is ignoring just by creating content.

19. Pick an easy win. Deploy proof-of-concept tactics for small, un-competitive niches.

20. Keyword research is an ongoing process, keyword and topics come and go, especially for markets with serialised products


These tips were collected on the day, so if you spot any errors, please get in touch with us or leave a comment below.

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