Gini Dietrich

Use Media Relations to Get on the First Page of Google

By: Gini Dietrich | January 20, 2015 | 

Use Media Relations to Get on the First Page of GoogleBy Gini Dietrich

Last week I wrote a blog post about how to use an editorial calendar to create lots of content ideas from one topic.

In the comments, Stephanie Vermillion asked, “Is there a suggested number of total content pieces you need to develop expertise on the main topic in the eyes of Google?”

It’s such a good question, it deserves it’s own blog post.

The short answer is no.

You could have one epic piece of content that gives you expertise on that topic—in the eyes of Google—or you could create 200 pieces.

The number of pieces does not matter.

What does matter is whether people are sharing it on the social networks. Whether they comment on it. And, most importantly, whether they link to it.

That is what develops your expertise on a topic—from a Google perspective—not how many times you discuss it.

An Example

Let’s take the topic “PR Metrics” as an example.

If I open Google and type that into the search bar, you’ll see there are two Spin Sucks posts on the first page of Google results…in the sixth and seventh spots (and look how old that seventh one is) .

You’ll see that it’s also personalized with a Google+ update I posted.

On the second page are some additional personalized results for me, which is great. People I know are sharing our content!

PR Metrics Incognito

But I also want to see what people who don’t know me or Spin Sucks see when they search the topic.

In that case, I do a search with the same term incognito (click on file and then on new incognito window on the Mac).

We come up eighth and ninth in search results on the first page. What’s frustrating about this particular search is the PR Daily comes up before us…and it’s an original Spin Sucks piece that they syndicated.

PR Metrics Personalized

Extend Your Reach and Your Search Results

All-in-all, not a bad experiment. Google sees we have expertise when it comes to the metrics you should consider for PR campaigns.

But what if I want the coveted number one spot?

In this case, I am going to have to create more content, but I’m not going to do it on Spin Sucks.

With the moz toolbar clicked on (I turn it off most days because it’s a distraction), I create a quick spreadsheet to see what the domain authority of my first page competitors are. This will help me determine where I can compete and where I need to build relationships.

You’ll see a third have lower domain authority than we do and two others are in our realm of competition. I can probably compete with those just by creating more content here on the topic.

But to compete with the ones that have much higher domain authority? I should easily be able to increase our first page search results with some good, old fashioned media relations.

Screen Shot 2015-01-20 at 5.54.26 AM

In this case, I should pitch contributed content to Mashable, PRSA, and Meltwater. I write for OPEN so it’s ridiculous that they are beating us in search results. Shame on me!

When I write a new piece for OPEN or I get columns placed with the three listed above, I link to one of our PR metrics blog posts. I also use the term “PR metrics” when I link to a Spin Sucks blog post (like I did there).

When that content publishes, I have earned the very valuable link from a higher domain authority site to show Google we are experts on the topic (which increases my search results) AND my domain authority begins to crawl up from 68 to the 70s.

Media Relations Comes in Handy

When it comes down to it, we have six blog posts on Spin Sucks (all but two were written by me) that talk about PR metrics…and two of those show up on the first page of Google search results.

Now it’s time to use my traditional media relations skills to extend that reach and show Google we are the definitive expert on the topic.

We’ll end up with 10 or so pieces of content that talk about PR metrics around the web.

So, Stephanie, it doesn’t matter how many pieces of content you create. I would like to be in the number one spot in search results just from our blog posts. But I need to extend that a bit with media relations.

I’ll do the experiment and keep you posted. About 30 days after our content is published elsewhere, we should see a shift in our search results.

More to come!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • kbrovall

    ginidietrich SpinSucks supergreat sharing! Useful – yes! Keep up your great action!

  • ginidietrich

    kbrovall Thanks! SpinSucks

  • kbrovall

    ginidietrich SpinSucks u r welcome!

  • ElissaFreeman

    Wow – I love a great ‘how to.’ Thanks for sharing @ginidietrich …

  • Wow, this post should be titled “What Gini´s been cooking lately!” See, that´s the reason I read Spin Sucks every day: there is always have something new to learn. I love it.
    Thank you Gini for sharing your “secret sauce”. 🙂

  • I just blogged about how all the work you put in as well as the rest of the first page resultees (minus Mashable) and three companies spent money on AdWords to trump all that effort. And I wonder if you took the $ and time it took to get on the results page and just bought AdWords which would have stronger results.

    I just see to big an arms race now with everyone doing. If I type public relations metrics you lose one entry. But two of the three who bought adwords are back. It cost you my guess tens of thousands of dollars to get to this point of time investment for pr metrics. But measuring public relations comes back a TON of paid ads the same three as before plus ragan and others. And you don’t show up. Same with Measuring PR. You don’t show.

    My point is you can pay to show up in all the various searches easily and it is much harder doing it the content marketing route. You have been VERY successful considering about a gazillion people and businesses want those slots. Not everyone can win. In fact over 99.99999% will lose. So I just don’t like the odds of the long term dollar investment required to get there when I can take that same money (if I have it up front) and just buy the slot.

    I guess my point is people and businesses totally underestimate and under-cost what it takes to be very successful taking this route. I have experienced some success for one client having media relations build some good search results but not by design. It was a buy product of just working to get the media coverage. Media relations should be a part of all integrated marketing programs for sure. But perspective is needed when weighing effort vs rewards is all.

  • Corina Manea I just read the audit checklist from moz and now I have more work to do. Which means you’ll get more on your to-do list, as well! 

    And congrats on your blog anniversary!

  • ElissaFreeman The tools have changed, but the process has not.

  • ginidietrich Yay! Can´t wait.
    Thank you so much.

  • Howie Goldfarb Sure, you can definitely pay-to-play. And yes, it’s taken a long time to build our authority to be able to rank for specific terms (measuring PR isn’t one we’ve focused on; I’ve only done PR metrics so far). BUT it’s far more credible than Google ads. Pretty much everyone knows the righthand sidebar and the very top are paid ads and don’t click on them. Unless you’re looking for the lowest price on something, it’s rare you’d go there vs. the organic search listings.

  • I love it when you give people an insight into the robot brain.

  • Eleanor Pierce LOL!! I have an idea for you that came from this. I put it on the agenda to discuss. 🙂

  • ginidietrich Eleanor Pierce I’m excited! #NerdTime

  • Wow. I can’t tell you how many times I’ve searched for this answer on Google, only to come up empty handed. Thanks so much for this detailed, extremely helpful post! 
    I have to say, I love how media relations comes into play here. It’s easy to get sidetracked by new things (for me, a fascination with how SEO works!), but at the end of the day, you really can’t get best results unless you use ALL those skills in your PESO toolkit.
    Anyway, thanks so much for the great answer and for making me feel like I have a personal SEO tutor – too cool! 🙂

  • josgovaart

    hckramer Zoek maar eens op Hoe schrijf ik een pitch uit voor een pr bureau

  • jvanrijn

    josgovaart hckramer Zoek maar eens op “mobile email statistics” 😉

  • hckramer

    josgovaart Geen wonder dat jullie er zoveel winnen 😉 Maar wordt daar veel op gezocht dan?

  • josgovaart

    hckramer Genoeg. Heb er geen honderden per dag van nodig. Heel gericht longtail-publiek. Hoor het elke keer weer.

  • hckramer

    josgovaart Nice!

  • It’s posts like this that make me laugh and laugh and laugh when people say “Oh, Lindsay? She works on Facebook.” Most excellent piece Gini. Bookmarked.

  • JodiEchakowitz

    And this is the reason why I love Spin Sucks! Always have great answers to questions we all have. Can’t wait to see the results of your experiment.

  • These are the types of posts I bookmark in my  “now I know better” folder. It is also the only one that competes in volume with my life folder of “should’ve have know better” 😉

  • This is a “wish I knew this 10 years ago” kind of post. I know so much more now but still get frustrated when I see someone beat me in ranking and I know my stuff is so better.
    At least that’s what my mom says…

  • Page Authority the trusted metric that offers real value over simple vanity.  
    When is the Rand Fishkin webinar scheduled? 
    Great post!

  • JodiEchakowitz took the words right out of my mouth. Looking forward to seeing the results of your experiment ginidietrich.

  • EdenSpodek JodiEchakowitz We started it today so we’ll see!

  • Digital_DRK You know, that’s a really good idea!

  • KristenDaukas I sent you an email before the holidays, but now I’m thinking I sent it to an address you no longer use. I have some ideas for you! Shoot me a note.

  • annelizhannan You crack me up! LOL!!

  • JodiEchakowitz Ahhhh…love you!

  • belllindsay Wait. You don’t work on Facebook?

  • SMVermillion I’m so glad you asked the question! When I responded to it yesterday, I thought, “Oh, there is a blog post in this.” So thank you!

  • ginidietrich Digital_DRK Ohhh, a really good idea!

  • There are several posts of yours I have in a “How To” and refer to constantly for “further reading” when working with our clients, because they layout things so well and lay a great foundation for our work in certain areas. This is now one of them that will be used often (the lead magnets posts is another)

  • ginidietrich Only when I’m sober.

  • LauraPetrolino You’re welcome.

  • ginidietrich

    meaghanhalloran SpinSucks Thanks, Meaghan!

  • ginidietrich

    josgovaart Thanks, Jos! Hope you’re well!

  • ginidietrich I was being aloof. Hah! j/k.. didn’t get it.. will email you now!

  • Thanks for this, Gini. I follow the same approach with my content too.
    I’m under the impression that if you submitted the original piece, before it’s syndicated, using “Fetch as Google” then the original content should rank higher than the syndicated content. Is this incorrect?
    A couple more questions:

    – How do you get so many comments?
    – How do you regulate SPAM on your blog?

    You’re awesome.

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  • TaraFriedlundGeissinger

    LauraPetrolino I agree. This post is gold!

  • LauraPetrolino Completely agree with you! Thanks ginidietrich for the insight. Looking forward to hearing what happens after your experiment.

  • JoshuaJLight LOL! I don’t really have to regulate spam with Akismet and Livefyre. About once a week, I have to delete a handful of comments, but those two tools catch the rest. As for comments, I don’t know…people are crazy (and fun)!

  • ginidietrich JoshuaJLight I’ll have to try out those tools. Spam is driving me crazy 🙂

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