Garrett Sussman: Well, next up we got Carrie Rose. I am excited. Carrie is on the billboard. Sorry, Devin. Carrie is the CEO and founder of Rise at Seven, a search first creative agency based in England. She once worked on SEO with the Kardashians. Not a big deal. Nice flex. And her first ever viral piece of content was photoshopping a politician half naked for a general election. What the? Yeah. She once optimized a brand site to position one that resulted in her receiving a legal letter from Dwayne The Rock Johnson presenting – deep breath because this is a long title – The Ten Lessons I Haven’t Shared on LinkedIn From Off-Site SEO Earning Over 50k Links Through Content Marketing. Please welcome Carrie Rose.

Carrie Rose: Hello everybody. Hello everybody. It was funny because I got an email a couple of weeks ago saying we want some free fun facts. I just sent free fun facts about being sued by The Rock and things like that. But yeah, I don’t know if everybody else included the same. So I’m actually going to start with a little bit of a story. So all over social media at the minute, everyone’s talking about brand is the new SEO and most people in the industry are like, fuck. We’re fucked. We’re SEOs. What can we do about brand? Right? There’s about four thousand two hundred posts on LinkedIn today. So I literally looked this morning to look at the update. There’s 4,200 posts that state that brand is the new SEO. And actually, there’s a 147,000 posts saying SEO is dead. So literally people are scared. People are thinking what the hell is going on. I’m going to actually tell you why I actually don’t think brand is the new SEO or why SEO isn’t dead and why that is slightly kind of incorrect.

So I’m going to tell you a story. Three months ago, I am insanely proud to say that my agency got appointed as the SEO agency for Red Bull. But I’m going to tell you it’s one of the most iconic moments of my life. I was very proud of the team. But actually the brief, when it landed on my desk, it was the most interesting brief I think I’ve ever seen. It came from the board of Red Bull. It was the C-suite of Red Bull. And essentially what they said is, we have one of the biggest brands in the world. They have 99 global fame. Most people in the world know who Red Bull are. Well, they have a really bad brand consideration problem within the energy drink category. Monster, Celsius, Prime, Lucas Ade, they’ve all came over and stole their lunch money essentially. And they’re shitting themselves and they think SEO is the way to solve this. And I was like mind blown and we got chosen to be the agency to kind of help them. So let’s take a look at this. So we had a look at their playgrounds. So the way that Red Bull is structured is they have seven different playgrounds. Their playgrounds is essentially their keyword buckets that they wanna play in. One of them might be gaming. One of them might be Formula One which is one of their biggest sponsored events. It might be things like dance and music. 

And what we looked at was 29,000 monthly searches around energy drink related terms within the gaming sector. So people actually drink Red Bull when they’re about to have a gaming session because they want fast reaction times, they want to stay up all night, etc., etc. And by the way, Red Bull were nowhere to be seen. Like literally nowhere. Top ten roundups, blue links, gaming reviews on social, products in consideration. Red Bull had zero visibility within the gaming space. And actually there’s people within Red Bull who are KPI’d on sharer’s shelf. So there’s people that go in their little cars and they sell Red Bull to get as much sharer’s shelf in any retail store, and they’ve achieved 50% by the way. So Red Bull has 50% share of shelf right now. So it’s majorly available in any supermarket store. But when it comes to Google, their share of search is 0.05%. There’s just nowhere to be seen. And that’s why brand is not enough to rank. Brand is not the new SEO. It doesn’t mean you have the biggest brand in the world like Red Bull spending literally millions if not billions on marketing building one of the biggest brands. It doesn’t mean Google’s gonna rank you. So much that when we won them, the first thing we did is we put redbull[.]com into SEO monitor to find out who are their competitors. Who does Google think their competitors are? We thought a few energy drink brands might come up but it weren’t. It was GamesRadar. It was PC Gamer. Was gamerant[.]com. Google did not think Red Bull is an energy drink brand. So we knew that was the problem. 

 

And it was the exact same for Ninja. So Ninja started working with us about three years ago. Ninja again, the biggest brand in the world when it comes to air fryers. You saw that whole air fryer trend on TikTok and things like that. That was literally driven by Ninja themselves. You know, Ninja air fryer recipes, content, pushing products, creators. It was literally the drivers behind that. But when they came to us, their average rank was 15 by the way. They couldn’t get past page two and they just really struggled with it. And we got them to position one in those two years. But really why that is, is because Google isn’t looking for brand signals. Google is actually looking for category signals. 

You know Red Bull? Red Bull didn’t come up in the energy drink category. Ninja really struggled in the air fry category. So Google is actually looking for brand + category signals. And why is that? Why is Google looking for that? Because that’s what people are looking for. We as humans, I studied psychology by the way, so before I got into marketing that’s what I studied. I studied people. I was obsessed with brains. And really we’re quite simple humans. We want to understand what is it I can buy from you? Really simply, what would I go to you for? And that’s why Dyson are trying to own the category for cordless vacuums. Ring doorbell, Ooni pizza oven, HubSpot, inbound marketing, they’re owning their category. And in the UK, when I pulled this data, if I typed in any of these non brand terms by the way, so cordless vacuum, doorbell, pizza oven, every single one of these brands ranked number one. And that’s not literally a coincidence. It’s because they own their category. They’re giving category signals to both users and the internet. 

So as marketers, what our role is to do is to train. It’s to train the internet and our audience to associate their brand with category terms. That’s ultimately what we’re trying to do. And really the role of that is then to drive brand salience. So if anybody doesn’t know what brand salience is, brand salience is So say if you guys decide you want a pizza tonight and you’re thinking which brand do I wanna go for, the brand that comes to mind first and you go and buy is brand salience. It’s the brand that comes to mind when you decide to go and buy. And we have a role in that when it comes to SEO and I’m gonna tell you how. Because as search marketers, I believe we can engineer it. I think we can engineer category signals in the brain. So Google talks about this a lot. So when it comes to humans trying to understand and remember people, so it’s all about memory. Right? We’re trying to remember brands and we’re trying to remember what is it they sell. Our memories aren’t that good. So I don’t know about you guys but I’ve been here for the last two days and so many people have come up to me. I’ve got, my god, Carrie, follow you on LinkedIn. We met a couple of years ago and I’m looking at them thinking, shit, who are they? I’m like I can’t even remember their name. We’re really, really bad at remembering things by the way. Google came up with this concept called the 7, 11 and 4. And essentially what this is, is this is how you get remembered. You need to spend 7 hours with somebody, 11 interactions across 4 platforms. That’s how you become remembered. So that’s how you become remembered within your category. You need 7 hours, 11 interactions across 4 different platforms. And that’s why multi channel search isn’t just a search volume thing. It isn’t just a platform thing. It’s a human thing. It’s a psychology thing.

And when I talk about category signals and brand signals, it’s not just about generating more branded search. It’s not about getting more people to search for Ninja air fryer. It’s about things like this. It’s training Google and people with off-site category signals. So it’s things like links into your category pages. It’s keyword mentions alongside our brand in high traffic media sites. It’s keyword mentions on UG social. It’s positive category signals in reviews. And these are the things that we can engineer and I’m gonna tell you exactly how we do it at Rise at Seven. And that means the traditional pillars of SEO are now redundant. If you go to any conference, everyone talks about the three pillars of SEO but really all they do is serve the website. Technical SEO, on-site content, and links. It’s no longer about links anymore and that’s crazy for me to say because I’ve literally built an agency that makes $8 million a year off links like it’s crazy. But what we’re talking about now is technical has always remained kind of the same. Right? Content is now about experience and relevancy. And off page isn’t just about links anymore, it’s about signals. Authority signals, trust signals, category signals, and discovery. So that’s the role of off-site. And just to give you context, when we did the pitch for Red Bull, we told them if you ignore off-site, you’re ignoring 60% of the SEO opportunity. That’s how big it is for Red Bull. It’s fucking crazy.

So who am I? I didn’t even introduce myself. I went straight into this. So my name is Carrie. So I’m the CEO and founder of UK and USA SEO agency called Rise at Seven. And what we do is we create category leaders. It’s all about category leaders. And we’re doing it for these sort of brands. So,SIXT, who’s in the audience? I’ve just seen him. Hello. So SIXT is one of our clients, been our client for the last couple of years. What they want to do is lead the category in car rental. Take Kroger. Right now, we’re going after the gift card category. Bumble is all about dating. So what they’re trying to build is category leaders and we can do that with SEO. And in this talk, what I’m going to be talking about is lessons that I haven’t shared on LinkedIn. So anyone that follows me, I share a lot of LinkedIn by the way. I share building an agency, you know, the things that are up and down. I’m talking about the successes and the falls of building SEO for many of these brands. And I give away my tips and tricks. But I’m actually gonna tell you guys some of the things that I haven’t shared on social media. Some of the tactics and lessons that I’ve learned I guess by doing this for twelve plus years. And I’m gonna break it down into three lessons. Strategic lessons, creative lessons, and executional lessons.

So when we start with strategic lessons, I think the whole industry when it comes to SEO and especially link building, they focus too much about where links are coming from. It’s all about high DA websites. Right? I can buy you links on high DA sites, things like that. But I think the industry is losing sight of where we’re actually pointing links to. And I’ll tell you an example. Most clients when they come to us, when we’d audit their backlink profile, I’d say a good 90% of that backlink profile usually points to the homepage or the blog. That’s a problem. Take this one as an example. So this is Dojo. In this case study example, I’ve chose Dojo for a reason because most people in this room probably have never heard of them. They’re a B2B card machine provider. We’ve been doing SEO for them for about six years. And the reason I’m using this one as an example is because I wanna prove the point that they haven’t got a big brand but it is possible to increase rankings because of this. When we did the backlink audit of Dojo, essentially what we found is around 16.5% of the links that they had pointed to their category pages. So hardly any of them. It weren’t the majority. Hardly any of those links were pointing to the category pages. And their top three core categories actually only had maximum of three links. Most of the links that they had was pointing to the homepage and the blog. This is a problem. We need to get links into our money pages. That’s where we make we literally make money. So the way that we structure this at Rise at Seven, I’m giving away all these tips and tricks is like this. So take the card machine category. That’s one of their number one revenue providers, traffic drivers. So the card machine category for Dojo, what we do is we look at building links directly into that URL. So it’ll be Dojo forward slash card machine. We want links into that. Under that URL, we would then expand it into the card machine forward slash report. What we do is then build a digital PR campaign under that to build deeper level links and then close the content around that, and that will be category signals to Google that we are trying to build category signals, category leaders in the card machine.

So I kind of break it down. So there’s two ways of doing this. We want category links and we want campaign page links. So when we do this, there’s always massive differences. So if you’re building links into campaign pages, there’s massive difference because often when with a campaign page, you have content on the website. Right? You have a small bit of content that you push out to the media. So here’s some really interesting data, and you have a lot of content back on your website because you want to position as a resource. You want to get links as a resource. These kind of resources that you build is usually evergreen. They last you know two to three years. They’re building links consistently. And these campaign pages are really useful for evergreen growth. When it comes to category pages, there’s not a lot you can do to change that, right? So take Ninja air fryer. We couldn’t add content onto the category page. There’s not a lot you can do on there because they’re very protective over what those products are. So you can’t put any new content on there. So the content that you do create, you have to give to journalists. You have to add value to their stories. So we’re giving content to the media, and as a result of them, we’re getting not a resource link, we get a credit link because we’re being valuable to those journalists. 

These category page links are often fast. We need them fast and often they’re small bursts of activity. So they’re not kind of long evergreen but they’re small bursts of activity. And I’m literally gonna break you down an example of it. So in order to build links into category pages, we need to be fast. And what we do is I’ve built my agency and there’s a team called Rise Live and essentially what they’re doing is they’re watching the news so you guys don’t have to. They’re staying up to date with culture all the time to look at stories that they can apply to your to your brands essentially. And let’s take the card machine category for Dojo. A lot of clients come to us and they have a product that they want to push. They have a message that they want to push. And often I have to tell clients, listen I can’t exactly push that to the press because I’m just going be honest with you, no one gives a shit. No one cares about these new product features or that you’ve got a new CEO. Like literally nobody cares. What you have to do is find something that people do care about. So take Dojo, they have this card machine, and they actually have this new part of it. So it’s a new service where you – and it was called the Dojo Seat Booker. So with the Dojo Seat Booker, you could literally go to a restaurant, you could pre-book your table, you can choose your seat. So if you wanna sit near the window or anything like that, you can pre-book your meal and you can pay before you even go. So this is a new service that they wanted to push. But I had to kind of tell them no one cares. No one cares about this pre-book. It’s not PR-worthy in order to get links into that page. We need to think of a hook that where to make them to make them interested. And the way to do that is injecting yourself into culture and your customer’s interest because the thing on the left hand side is what you as a brand are interested in, and the thing on the right hand side is what your customers are interested in. What you need to do is find a sweet kind of spot in the middle. And I’ll give you an example. So it was God, I can’t remember how long ago, maybe about seven months ago or something like that. There was a viral TikTok of this guy who took I think it took him like eight months to get into this exclusive restaurant in London. He basically did a mini-TikTok about it where, oh my god, it took me eight months to get into this restaurant and here’s a review about it. It went viral. I think it got like 1.3 million views or something like So this was a media moment. A media moment where somebody waited so long to get into this exclusive restaurant. And everybody in the comments was talking about, oh my god I’ve been trying to get in there too. It takes months. Oh my god you need to try this other restaurant. It takes six months, three months, whatever it is. So there’s all this content talking about all these exclusive restaurants and how long it takes to get in. So what we did is we compiled a list. Obviously, we’re trying to promote this seat booker kind of feature of our card machines and was like, here is all the restaurants in London and here’s how long it takes you to get into these restaurants. We pushed out to the media of viral TikTok reveals that it takes eight months to get into this. Here’s a list of how long it takes to get into the rest of them. We pushed it out to the media. And this was in literally two hours. We pulled this kind of list really, really fast and we pushed it out to the media and it landed on ITV, it landed on Telegraph, The Times, Lad Bible, things like that. And what we did is we built 54 links into that category. Because remember, what I’ve done is I’ve gave journalists a really valuable piece of content. A list of restaurants that are really exclusive to get into and this is how long it takes to kind of get there. I haven’t got any content on my website because I need category links, remember. But I’ve provided all of that to the journalists and asked for a credit link. 54 of them did. 54 people at press, all high authority linked into the card machine category.

So then step number two, I wanted to build deeper level pages, deeper level links. And what we created is a campaign. So again, the client came to us and said, okay, you guys are doing some good stuff. There’s this other thing what we wanna promote is around data security. We’re really secure around data. And I was like, no one cares. No one cares that Dojo takes data security seriously. It’s not something I can promote and build links into. But they’re like, but we want our product, our card machines to rank for secure payment terms. I said, okay, we need to go find a hook. We need to go find a story. Something that people are actually interested in. And what we notice is password hacking and credit card breaches and things like that. Every single Christmas spikes. Basically, people are stealing your passwords to hack and try steal data and money and all that sort of stuff. It happens every single Christmas. So, we knew this was an evergreen thing. It happens every single year and this is a story that we wanna tap into. So we created a report and it was the most hacked passwords. So if any of you guys have got your dog as know, Alfie123 or if you have your kid’s name or your old place of work or anything like that, they’re the most hacked passwords. We put them all into a list and revealed it out to the media. And, it got a shit ton of media. It’s such an impressive. It was on TechRadar, Lad Bible again, Whales Online, Yahoo, The Sun, Mail Online. It got picked up everywhere of these are the passwords that most people have and the most hackable kind of passwords. And if you can see, this is a screenshot of the email that we sent to these media. Basically said recent research from us, the card machine providers from Dojo have found all these passwords that are the most easy to hack and by the way you should change it. So this is just a screenshot example of a category signal. We didn’t link from Dojo, we linked into the card machine. That’s what we wanted. And we built 107 links with that report because everybody was like, oh my god, I keep my passwords keep getting hacked and we got 107 links back into that. So to kind of summarize this, we got 54 into the card machine. We got 107 links into that digital PR campaign. We built some closer content all around date security and as a result, machine traffic went up 152%. Because again, what we’re doing is we’re engineering links to go into your categories to say this is the category that we want to be known for. So I think it’s less about getting links from high DA publications. Yes, there was high DA, know, ITV, Telegraph, The Times, things like that. But actually the most important thing was where the links were pointing to. We increased their backlink profile by new referring domains into the card machine category and got massive massive increase in traffic. 

So I guess the summary of that is we need to be the source. We need to be the source that people cite and that’s how you’ll win. And I don’t think enough agencies or enough SEOs are creating really good resources anymore. I don’t think that’s what we’re doing. And just kind of like a second little tip on that. There’s a huge reason why these stories, you know the trending viral TikTok stories. There’s a huge reason why these links are actually more valuable than any other. And it’s because often when there’s a viral breaking news trending story, they’re often getting pulled into top stories. Journalists by the way, a KPI to get into top stories because they get more visibility in the Google SERP. That’s ultimately what journalists are KPI’d on. How do I get into those top stories? And top stories is often driven by reactive breaking news, trending news, and often they’re driven by TikTok. TikTok is the biggest place to understand where people are going viral. What stories are they creating? And just to kind of give context, top stories is now triggered for 23 million keywords in the US alone. It’s been triggered quite a lot when it comes to these sort of topics. So when you’ll get more visibility in top stories, they’re getting a shit ton of traffic. And links on high traffic pages by the way are more valuable than any other page. That’s what you want. You want high traffic pages. That’s what you want. 

So secondly, creative lessons. This is where we’re going to get regarding your roles as SEOs. I think there’s a lot of pressure to start being brand marketers. Right? But actually, I’m going to kind of go against this a little bit. I don’t know if you guys saw this, but this was a study by Tom Capper. Tom Capper is an absolute genius. I love his work. Follow him on social media. I’m obsessed with his work from – He actually works at Mars. And he basically was looking at the helpful content update in 2023 to 2024. And he said, there’s something interesting about this helpful content update. I don’t think there’s anything to do with helpful content at all. He said, I’ve looked at 1.8 million URLs and I’ve found something. And this is where this brand authority thing came from. He basically said, if you have loads of links pointing to your website, high quality links and a high DA, but you don’t have high brand authority signals, you are negatively impacted during the helpful content update. If you have high domain authority, so really good links, at the same time of building high brand authority, they’re positively impacted by the helpful content update. So he’s basically saying that you need to be building links and brand at the same time in order to be rewarded. That’s basically what the helpful content was all about. He didn’t think it was actually anything to do with helpful content. He thought it was to do with brand.

And in the latest Google algorithm leak, which I believe Mike leaked, was Google It said Google uses brand related signals such as brand mentions in top news outlets and branded search volume as key ranking factors. And this is true as well for AI Overviews. So we went and tested this. So one of our clients is Pooky. Again, a really, really small brand that not many people have heard about. And essentially what they sell is lighting. And one of their key categories that they wanted to kind of generate demand for, we wanted to test whether branded search volume, whether branded search volume and demand plus links at the same time is actually enough to increase organic non brand search. So the category we chose to create demand for was rechargeable lights. So the strategy was create off-site branded category signals and links in tandem to drive on-site growth. Let’s go test this. Let’s go be cheeky and let’s go test this. They spent £20,000 by the way, just £20,000 doing a big test with creators, PR, SEO to build this kind of demand. The goal was to get as many people to search for Pooky rechargeable lights so that when it comes to rechargeable lights as a non-brand category, they rank. That was the test. So what we did is we worked with social creators. Social creators, we wanted to steal their audience. We wanted to steal their visibility. And what the role of the SEO is to do is to provide the social media team with insight. I don’t think you guys need to learn how to create content and optimize on social search. That’s not your role. You’re not there gonna get out your iPhones and start creating 15-second videos. I don’t think that’s the role you guys are gonna play. The role that you guys are gonna play is that top kind of bar. You’re gonna give them an SEO brief. You’re gonna tell them what platforms people are searching on you’re gonna get that data from keyword[.]tool. That’s where you get search volumes for social platforms like TikTok, Instagram, YouTube and Pinterest. And what you can see is that in the lighting keyword group for this brand, Google TikTok was actually searched for more as in like search volumes on TikTok were higher than Google itself. So we knew straight away TikTok was the place to go to create branded branded search. The keywords is the keyword research that every SEO does and that’s what we provided to the social media team. We want you guys to include lighting, living room lighting, Pooky’s rechargeable lights. These are the keywords we want you to include within your social content. The intent is people are exploring. They’re in purchase mode and they’re evaluating. And what we gave is optimization suggestions. So we want to make sure that these keywords are mentioned in the first five seconds of voice over. By the way, voice over on social search is higher impact of rankings than written.

So that’s just a little bit of a tip of a ranking factor. If you guys are interested in social search by the way, just Google TikTok SEO. We rank number one I think for it. And there’s a guide of how to optimise social content at both TikTok, Instagram, YouTube, anything like that. And it’s literally It tells you exactly how to do it. So it might be useful. And then what we The last thing we do as an SEO is we look at well who’s got the most visibility? It was this girl called Ruby’s Cottage Renovation. She basically bought a cottage and renovated it. But what we found is that her content actually ranked for 17 keywords around rechargeable lights. So rather than going and trying to get Pooky to rank, we just used her visibility and actually got Pooky to rank within her content. It was a lot faster. Was a lot easier. 

So that’s the role of the SEO. It’s not to go and create optimized content on TikTok. It’s to actually give them insight to go create content on TikTok. So we went ahead and did it. We got 25 creators and these aren’t massive influencers and spent about £10,000 by the way for 25 in total. So he’s not spending a shit ton of money. And we got them to create content, optimize around social, using those keywords, showing the product in place. We built links into the rechargeable light section. It was things like I don’t know if you saw this on TikTok, but it was like the trend around us females never use the big light. It’s always a sidelight, right, in our living rooms. We created that trend. The big light debate basically on TikTok, and how to use lighting to make your space feel bigger. We built links into that rechargeable category. And what happened is because we were building links and we were creating demand on social through those creators, is searches for Pooky rechargeable lights went up 4,496%. More and more people were searching for Pooky rechargeable lights. Not just rechargeable lights, they wanted Pooky rechargeable lights because we were creating these demand moments. This is what happened to traffic and links. We built links into that category and traffic went up. And just to give you context, they ranked nowhere on Google. Literally, didn’t even rank on like page 10 or page 15. They had zero visibility for the rechargeable like keyword. Within four weeks, we got them to position four. We didn’t do anything on-site, not one thing. All we did is off-site brand signals and built links and we got to position four. I actually googled it last week and we ranked number two now. 

So this is what I mean. Google is not looking for brand signals, it’s looking for category signals. Rechargeable lights, push that. And so much that the rechargeable lights search volume went from 7,400 to down 9,000 searches a month. So we’re building demand for the category. Right? That’s what it’s all about. And because we ranked number four, we’re getting more traffic. As a result of that, we had massive brand salience and revenue went up 23% that year. It was a really, really successful case to do just for twenty thousand pounds like crazy.

So the last lesson is executional. I have three and a half minutes. I think I’m gonna do it. So when it comes to links and PR, digital PR, there’s a new version of parasite SEO. People calling it this fake version of parasite SEO. If you Google anything like best air fryers, best beauty products for moisturizers for dry skin, or even if you Google best sex toys, mostly it’s the media that rank. Right? And when we looked at this for Red Bull, it weren’t Monster that came up, it weren’t Celsius or Prime, it was actually wired[.]com, Business Insider, USA Today and Men’s Health. They were stealing the visibility in the SERP when it comes to energy drink related-search. And my mom taught me something. My mom taught me if you can’t beat them, join them. So it’s no longer about getting links. Right? It’s no longer about getting links from wired[.]com but we wanna be featured in them. We want to get that visibility because we’re never gonna beat wired[.]com. We’re never gonna beat Business Insider when it comes to those rankings. But what we can do is get real estate from them.

So what we did is we – this is for a beauty brand called Revolution Beauty. We analyzed 757 best beauty product keywords, and the combined volume was 650,000, and we looked at which publications have the highest visibility for those keywords. And it came out Cosmo Magazine, Glamour Magazine, Allure, Elle, Good Housekeeping. We looked at all the keywords that these rank for. So clearly these are optimizing their news articles for these keywords. And what we did is we reached out to them. So a little bit of a tip. You know how Google likes fresh content? Well, journalists have clicked on to that and what they do is they update their articles all the time. And that’s why you’ll see odd numbers like 13 face moisturizers or 27 best SPFs. It’s because what journalists are doing is updating their articles all the time and adding new products. And what they’re dying for is I need more products. Shit. I’ve done an article about 12 of the best beauty products. I need another to update it because I need to update it in the next hour. What we do is we go to them and say, hey, we’ve no issue. I haven’t updated the article in the last three days. By the way, I’ve got Elemis. Elemis is a really good SPF to use every single day. Do you wanna feature it within their article? And they’re like, yeah, thank you so much. I needed something like this. All of a sudden it went from 12 to 13. So that’s what journalists are looking for. They’re looking for fresh content. Their SEO is just like us. And what we’re doing is we’re stealing their visibility. Cosmo articles, remember, they have the highest visibility. So this article itself for face moisturizers, SPF, it’s position one for over 55 keywords. And we by the way, my client was Look Fantastic. You can see the very first link, LMS, was Look Fantastic. It’s not about getting a link from them, it’s about getting real estate. That’s what we want as SEO is real estate. The second one again was independent. It ranks for 689 total keywords and it ranks number one in the UK by the way for best sun cream UK, best sun cream, best sunscreen, and best body SPF. And again, we got Look Fantastic Place in there because we knew journalists wanted to update those articles. We did it again with eye creams. So Glamour, remember Glamour was one of the most highest visibility. Was, okay, let’s go and send them some of our eye creams. Again, it went from 12 best products to 13 best eye creams. And essentially, what we did is we got 16 stories covering best moisturizers, about 31 across the 90s lipstick trend by the way. Best night creams across five. What we did is we created more discoverability because rather than trying to beat them, just joined them. We went and got our client featured in them and installed real estate.

But one of the things I’m gonna tell you is there’s a high chance of these being affiliate links. And I know the SEOs in the room are, I want a follow link. I don’t want an affiliate link. Well, guess what? Affiliate links are on the rise. What’s happening is publishers are moving to affiliate-driven, SEO driven powerhouses. That’s what’s happening. And just to give you context, this is the last slide. I’ve got another slide after this but this is a screenshot of market in the digital PR space. In the UK, by the way, there’s now just an 11% chance of a followed link because the media is clocked on to how they can make money. They’re literally making everything an affiliate program kind of powerhouse. In the US actually, slightly behind. So 86% chance of a followed link in the US. They haven’t clocked on to it yet. I think some have, some in the mass media, but actually it’s a lot easier to get followed links in the US. Germany is really difficult. Spain, Italy, feel free to take a screenshot. I’m going to be sharing these on my social media. But it’s really useful just to understand how difficult it is in each market in order to get follow links because I know the SEOs in the room are like, I really just want follow links. Of course we do. Don’t we all want follow links? It’s no longer about follow links anymore. It’s all about signals. It’s all about real estate. 

This is the last slide. If anybody in this room is thinking, okay, I need my PR team to get on board with this because I’m an SEO. I need my PR team to buy into this. I’m actually hosting a training session completely free. Next Tuesday morning, I think it’s in Manhattan. Yeah. It’s at 8:30am. Completely free for in-house brands and I’m gonna be training how to turn headlines into dollars because I think the PR teams within your brands, they need to understand SEO. I think they need to understand the role of SEO, role of AI Overviews, the role of the way that Google is changing. So I’m hosting a training session. If you think you either wanna be there or your PR team or anything like that, it’s completely free. Drop me a DM and we’ll get you on it. Thank you very much.