We decided to take a look at our link building PR results over the last 12 months.
We’ve created what could be the first such report of its kind, benchmarking just what PR for SEO can do (with the important caveat that OF COURSE, PR is about more than link building – it just happens to be something the majority of e-commerce and marketplace clients we pitch to need support with, too).
In it, alongside some relevant client case studies, we have been able to show:
- average agency results per quarter
- average PR results per client (per month), including:
- number of pieces of coverage and links achieved
- Domain Authority of links achieved
- link to coverage % (including the % of those links that are follow links)
- total social shares per month
- the impact of PR on site visibility
- why you should use PR instead of buying links (it still goes on)
- and more!
a) go through the slides based on what you do for a living (click the right link below to get straight to those personalised slides, with recommendations of which slides might be of most interest if you don’t have much time) OR…
b) watch a video of me talking through the slides (with subtitles too, if you can’t watch with sound)
1. Watch me talk you through the slides
2. Slides if you work in PR
- A graph showing our coverage over the year, as well as the number of links we achieved that quarter (as a % of total coverage). It’s worth mentioning that we don’t use paid newswires to syndicate – there’s no SEO value in them as far as I’ve ever been able to tell!
- Which enabled us to identify an average three month period of results for us – nearly 1,500 links a month, on average:
- Which gets us to average PR results per client, per month:
And finally, the obvious question – why did we do this?
The idea that you’re only as good as your last story, month or campaign is widely held in PR, I feel.
You can have an amazing month for a client, but if the next piece of work you do doesn’t perform as well, those results are quickly forgotten.
We have a ‘Coverage of the Month’ wall we swap out at the beginning of each month. We have canvases of creative campaigns, framed front pages and other examples of our work dotted around. I have always been keen to create a culture where the team are proud not just of what they’re doing there and then, but of what’s come before it, too. One where, in those tougher times (and every agency has them for every client at some point), you look at your work and say ‘right, we’re pretty bloody good at this, how do we fix it?’
When I presented the results internally, I could see just how much it meant to have pulled it together. It proves consistent good work. It demonstrates our collective conscientiousness and shows that our creativity – though not always flashy and in your face – works.
And what started for me as a way to benchmark PR results so we can give realistic expectations of results to ever-more measurement-conscious clients and potential clients slowly became a framework to look at and track agency performance. Then, once I was knee-deep in that data, I got to thinking – this could be of public interest, too. I know I’d have been interested in an agency of a similar size sharing these results – from average DAs to the link to coverage ratio, how else are you supposed to know how you’re getting on? It also serves to highlight the benefits of PR working closely with technical SEO teams – something that came up in a pitch yesterday!
I’m proud of what we, a small (ish) team based in Gloucester, can and will continue to do.
So, that, and exactly because we’re a small (ish) team based in Gloucester, working with clients from startups through to household names, is why I decided to share it. I hope it is of some interest!