PR has changed. PR has always been a powerful marketing tool which can make or break reputations, but regardless of the industry’s successes, public relations agencies haven’t always truly ‘got’ online.
The use of PR as an SEO technique is largely non-existent within PR agencies, except for a few specialists, like my company PR Agency One and a handful of other competitors who I respect.
This lack of adoption of SEO PR is down to the fact that PR agencies fail at measuring their impact on search engine visibility.
So what has all this got to do with Majestic? This software has changed the way we plan and report our campaigns and I think it should be more widely adopted by PR agencies. Previously we have used other SEO tools and just utilised the odd Majestic report from our SEO mates. Now we can’t live without Majestic!
I’ve picked five reasons why PR agencies should use Majestic, but there are probably more; (please feel free to add any of your thoughts in the comments section below).
1) For researching a client for a pitch
Going into a pitch blind is suicide. We use Majestic to research the client and their competitors. We can delve deep into historic press coverage, identify partners, active bloggers within the business and it can stimulate a whole new direction of creative thinking. We can use Majestic Citation Flow and Trust Flow graphs as part of our presentations too.
2) Building media lists based on trust
All PR people are great at using industry tools like Gorkana to build a media list of journalists and contacts, but when we start working in new niches identifying the most trusted news sources can be difficult to ascertain. Majestic’s trust flow, changes all that. If you are not sure which is the most trusted source, Majestic SEO can help.
Take this comparison between Legal Week and Legal Futures. Both are good legal titles, and while Legal Futures is also well respected and has a loyal readership, we can now accurately put a figure on how much more trusted Legal Week is in comparison. Over the course of a PR campaign these metrics can be very useful for planning and measurement purposes.
3) Finding new outreach targets
Using Majestic tools we can find relevant blogs, partner sites and media titles to target for coverage and links. Running a Majestic report is a really thorough way to expand on a media list and it will throw up lots of unexpected results that other competitor searches will not.
4) Duplicating a competitors link profile
Is a client being outranked by a competitor? If this is because they have a better quality link profile then we can identify those links and target those sites with content. Just like an SEO would do.
We can aim to duplicate and better their profile to ensure a website’s visibility is maximised.
5) For evaluating a PR campaign
Majestic is great for evaluation. Of course we mainly use Google Analytics to measure our PR but that is not always possible and in any case we want to evaluate the impact of our press coverage off site. Majestic’s citation and trust metrics are perfect for doing this type of analysis.
I am the Managing Director of PR Agency One, a UK based Public Relations Company. Feel free to get in contact for a chat about what you’ve read here or anything else.