Love Island is about to begin, and The World Cup is fast approaching – but despite all the fake tan and football related noise, which brands have managed to cut through and make headlines this week? As ever, we’ve summed up our favourite PR campaigns of the week. Find out how Greggs went viral, how Google mocked Americans, and how Twitter used its own data to map out Premier League fans. Greggs go undercover at gourmet food festival Foodies Festival is London’s top food festival, with some of the biggest names in the business attending – including Michelin star chefs and TV celebrity cooks. Despite this, food-on-the-go retailer Greggs decided to go undercover as ‘Gregory and Gregory’ to see how people reacted to their menu once they took away the Greggs branding. The brand installed a pop-up in the market area of the festival so that they would convincingly blend in with the upmarket array. They invited foodies to trial the new menu, filmed their … [Read more...] about How Greggs, Google, and Twitter stole the headlines this week
Headlines this week
Powerful PR campaigns come in many forms, and though not every brand has as much PR clout as Britain’s Royal family, a creative angle or inspiring story can still catch the media’s attention, despite how loud the Royal buzz may be. We’ve taken a look at some of the brands that have managed to make headlines and gain coverage this week alongside huge stories like the royal wedding. Shoebox Britain: Are Britain’s homes getting smaller? Britain’s housing crisis is a much-covered topic across national media, with the focus usually on the struggles of first time buyers and unattainable London property prices. However, building control and warranty provider LABC Warranty has brought a new angle to the debate. It has analysed blueprint data that goes as far back as the 1930s and found that the average home has decreased in size. This information has been displayed creatively as housing floor plans, which journalists can include in their coverage, alongside charts … [Read more...] about A royal announcement, Re:scam, and reinventing cover songs: Our favourite PR campaigns this week
My last column, When Linking Experts Go Underground, elicited some interesting responses, and a private email with the following awesome request: OK Eric – if you really follow hundreds of SEM news sources every day, you are seeing literally thousands of headlines every week. How do you spot the few that actually relate to and impact link building, and when you do spot them, would you please send them to me with your analysis/reasoning why? HAHAHAH just kidding but not really… As I read it I had one of those forehead slapping Eureka! moments. In other words, among the daily deluge of millions of news items, stories, announcements, press releases, etc., that scream at all of us, there are a couple, and just a couple, that indicate or lead to a real linking opportunity or a strategy idea. But you can’t find the “just a couple” that matter unless you scan through all of the nonsense and non-news and know what to look for and why, all based on headline and … [Read more...] about Headlines That Lead To Links and Why
A new report saying that 44% of Google users fail to click from Google News to newspaper web sites got some buzz this week. However, after a closer look at the report, I don’t see it providing the damning evidence that Google really is a content vampire, as some news publishers have accused it of being. More on that below, along with some fascinating stats on how search has grown into a major news channel in many ways, with the notable exception of local news. The report is News Users 2009, produced by Outsell and based on survey conducted in July 2009 to measure news consumption habits in the United States. It involved nearly 3,000 US consumers. Search Engines: Growing As “First Thing In Morning” News Resource One question surveyed how people got their morning dose of news. What did they check “first thing” in the morning? Responses from 2009 were compared to those from a similar question asked in 2006. TV was the top choice. Print newspapers tied with … [Read more...] about 44% Of Google News Readers Only Scan Headlines? Maybe Not!
First the news, which has already been widely reported: Yahoo is more deeply integrating Facebook on its homepage and across many of its properties. It has also changed the name of “Yahoo Profiles” to “Yahoo Pulse” (currently not working) and made the property more of a social media dashboard that manages sharing with third party sites as well as across Yahoo. Here are the relevant bullets from the formal announcement: Facebook Integration —Yahoo! has reached an important milestone in its partnership with Facebook. Starting this week, people who use both Yahoo! and Facebook can link their accounts and view and share updates with friends across both networks. People who connect their accounts can consume their Facebook News Feed on the Yahoo! homepage and in Yahoo! Mail and other Yahoo! sites and services. Additionally, people who create and share content on Yahoo! sites – including Yahoo! News, Yahoo! Sports, Flickr, and many Yahoo! entertainment … [Read more...] about With Deeper Facebook Integration, Is This Yahoo’s ‘Tom Jones Moment’?
What is the most important ranking factor? Ask 1,000 SEOs and you’ll get a wide variety of answers. Getting links and creating great content would definitely be two of the more popular answers, and for good reason. After all, that’s what Google says are the two most important ranking factors. But there’s one other factor you can — and should be — focusing on. It’s something that could double your traffic. Yet so many people are overlooking it. Your organic click-through rate. You’re losing weight but not exercising. You’re constantly tired and having unexplained aches and pains. All of these symptoms point to something. Are people bouncing off your pages like rubber balls? Is your click-through rate ridiculously low? If so, it’s dragging down your overall domain-level engagement metrics. What’s the cure? Is it to build more links to your crappy content? Is it to create more infographics or dream up some PR stunts? All of … [Read more...] about 5 brilliant headline hacks for crazy high organic click-through rates
Statistics about headlines are dire enough to push anyone into a terminal case of writer’s block. If I believe the blog posts that say some 8 in 10 people will read my headline but only 2 of those 10 will read my body copy, it’s enough to stop my writing process altogether. Let me be the first to remind you: these stats aren’t junk. There’s a great deal of content available in the world today, so readers simply must be discerning. If they aren’t selective about what they read, they won’t get anything else done. Being choosy is just part of being smart. But, there are easy and reliable ways to pull together headlines that work. And if you do that, you can get the reputation management results, or the awareness-boosting stats, you’re looking for. Here’s my 5-step process: For my reputation management clients, this is a really easy task. They simply must tell me what terms are delivering content that harms their reputations. When they do … [Read more...] about 5 Hacks to Write The Headlines Your Readers Want
In June 1997, in a soccer match between France and Brazil, Roberto Carlos scored an impressive free kick. The given data: distance from the gate about 35 meters and a defense wall made from great players ( Zidane included). Yet, the Brazilian, after a moose run with the outside of his leg, launches a kick that reaches 137 kph and ends up in the net, after the ball avoids the wall. Here we are, almost 20 years later, and sports commentators and experts are still discussing the physics behind his exceptional success. Did Carlos know about the kinematics and dynamics of his execution? Unlikely. One thing is certain—the execution was successful precisely because it didn’t defy physics’ regularities. There is so much content out there, and within this sea of articles we want our own posts to miraculously stand out and be read by thousand of readers. The truth is, there is no secret recipe and most of the paths have been already tried. Instead of trying to reinvent the … [Read more...] about Boost Your Content Marketing Using This Framework
I really don’t like BuzzFeed. I’m scornful of viralnova. I feel more than annoyed by the supposed feel-good site, Upworthy. Every time I see a post from these sites in my Facebook news feed (which is much more often than I’d like) I have a virtual vomit build-up inside my mouth. With headlines like, “All The Science Reasons Redheads Do That Redhead Thing They Redhead Do So Well” (*eyeroll*) and “Clear Your Next 10 Minutes Because This Video Could Change How Happy You Are With Your Entire Week”, it’s clickbait in its purest form. And my au contraire nature naturally rebels. I resist the urge to click on those headlines (thankfully that part is easy!). But I can’t help feeling they’re tricking millions of people to (gladly) click and share. There must be a way to make this white hat, no? Headline Writing History I’m a scholar of the Jakob Nielsen school of usability. As a blogger, I use the Yoast SEO plugin and fill in the … [Read more...] about How to Write Headlines Google Will Love & You and I Will Click, Read, and Share
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we have a couple of updates from Facebook, an emphatic ’no we’re not going to take on Google’ from Wikipedia, what times of day you can bug the support team at AdWords and swearing. Facebook adds new video metrics to Page Insight From this week, Facebook’s Page Insights has been redesigned and now includes new video metrics much demanded from publishers. Minutes Viewed: The total minutes of watch time spent on the video. This is one of the most requested video metrics from publishers, and we’re excited to make it available today. 10-Second Views: The number of times the video was viewed to 10 seconds. If the video is shorter than 10 seconds, this metric refers to the number of times people viewed at least 97 percent of the video. Sound-on vs. Sound-off: A breakdown between views with sound and views without sound is … [Read more...] about Six of the most interesting SEM news stories of the week