Browser Media MD Joe Friedlein recently did a very useful presentation, which he called: “How PR can be one of the most effective tactics for SEO?” He based the presentation around a case study featuring ParkLet, a car-parking rental scheme that wanted to increase visibility across search engines, promoting the concept of space rental while minimising negative reviews. 

Finding a hook 

For Browser Media, the challenge was how to create a buzz around a not very well known brand in a niche sector (as it was at the time). So its starting point was to look at what stats ParkLet had to offer – at which point it came up with the idea of a Price Guide Tool which would allow potential landlords and tenants to see a realistic market value for parking spaces in their area.

Having found its hook, Browser then needed to publicise it. The way it did this was to distribute a press release online, engage with key stakeholders (editorial, blogs, forums) and build appropriate links. Of significance were regional publications since these tied in well with the specific nature of the Price Guide Tool. 

Longevity 

According to Friedlein, this approach attracted significant coverage in online and offline media. Among 400 links, it appeared within MoneySaving Expert, Yahoo Cars, TechCrunch and Parking News. Overall ParkLet secured a 124% increase in site traffic as a result of this work and a 9% increase in new contracts year on year.

The significance of developing a compelling editorial device wasn’t lost on the client, ParkLet MD Luke Kelly, who said: “The online pricing tool provided an excellent platform for the team to capture the attention of relevant parties. What was created as a one-off campaign is proving to have incredible longevity. It has developed a life of its own and the number of link is growing everyday.”

At the end of his presentation, Friedlein provided a useful snapshot which encapsulates key considerations for agencies. 

Unique

 - What did you do that is unique?

 - What unique data do you have?

 - Do you have interesting case studies? 

Timely

 - Can you match story with current news agenda? 

Interactive

 - What can you do on your site that will act as link bait?

 - How can you bring it to life online?

 - Have you used offline PR to promote the online tool? 

Longevity

 - Can you create a campaign that can be repurposed

 - Can you create an online tool that has a long shelf life? 

Graft

 - Follow proven methodology and work at it

 - Don't expect universal take up