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Carrie Rose

4 Apr, 16 tweets, 5 min read

How Aldi is driving serious online rankings, drove 200,000 people by 8am this morning, got a product ranking no.1 in DAYS all through product PR and why (when done right) can be one of your biggest SEO, link and traffic drivers... (a thread)

(And why SEO can be short term too)

Aldi’s middle aisle has become of the most loved marketing tactics and now gone virtually. It’s essentially an aisle full of home/garden products at super cheap price and yes you can get a BARGAIN

One of their most popular products (every year) is the egg garden chair. Retailing at £149.99 you can’t get it any cheaper anywhere else

They bring it out same time every year and use product PR to build the hype

They got every national press and regional press talking about the egg chair revealing the date it will be online and a sense or urgency because “it will sell out”.

It’s essentially ... a drop. Think supreme drops, where the hype is huge. (Product PR)

All articles are linking back to the page with BUY HERE or EGG CHAIR anchor text , with links in the hundreds from high DA websites 60+

As a result ...

This morning when the egg chair dropped, 200K people was in the online queue waiting to buy one.

Google ranks that page 1st and 2nd for “egg chair” term. How?
👉🏼 it’s the most in demand page that users want for that term
👉🏼 because PR made it that!
👉🏼 a tonne of high quality links pointing to that page/sub category

And although the online queue highlights that the egg chair has sold out, users don’t care! they want to wait to see what other bargains they can find

Link and traffic numbers to this page is also huge ... sending signals to google that it’s what users want and now ranking 2nd

Other products on Aldi’s site are benefiting as a result and Aldi’s site wide authority is benefitting. They rank for a number of home product searches, theyve built the hype using product PR meaning they don’t have to spend money getting their products seen on ads.

Aldi aren’t anywhere on the shopping ads list, because they don’t have to be. Google serves them top rankings, the media recommend them as the go to retailer - they get the traffic for free.

We use this EXACT same strategy for all our clients. Product PR is one of the biggest...

Link and traffic drivers. Driving so many clients to higher positions with deeper level inbound links.

It doesn’t just work in fashion/home too - we do this for clients in jewellery space, automotive, gambling, beauty, travel, and even forex trading too.

Creating the hype and driving more people to search is what we do best. Getting a product trending, getting our clients at the centre of Cornwall holiday conversations, getting our jewellery client front and centre to every celebrity engagement article online

Product PR is hardly ever measured by or through organic search. It’s often a tactic used by traditional PRs, but knowing how to effectively drive links and rankings at the same time - is what makes it much bigger

https://twitter.com/CarrieRosePR/status/1252610404318162944

Here’s some of my own threads showing how we’ve done it previously ... riseatseven.com/blog/missguide…

https://twitter.com/CarrieRosePR/status/1252610404318162944

riseatseven.com/blog/how-we-cl…

https://twitter.com/CarrieRosePR/status/1266299641827483649

Missguided lingerie

https://twitter.com/CarrieRosePR/status/1266299641827483649

I meant this page ***

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More from @CarrieRosePR

Carrie Rose

@CarrieRosePR

13 Mar

Here's (some ideas) of what travel companies should be doing to get ready for the doors opening for international bookings ✈️:

👉Add "anywhere/anytime" selections into your booking forms - people don't know where and when they want to go, they just want to find a deal and a safe location. Don't rely on them knowing an exact date and location and instead be the experts that tell them the best places to go

👉Pull internal search and offsite search data and understand which locations people are "googling" the most. Where is most in demand, which location pages are getting the most traction, where does everyone feel safe to go

Read 7 tweets

Carrie Rose

@CarrieRosePR

20 Jan

There's only so much talent in digital PR right now and if you haven't noticed, everyones hiring.

Senior people who have been there and done that in digital PR are extremely rare and it will cost you a lot to get recruiters to help, they come with pre-existing ways of working..

my advice... create them. Progress your team you've got, dedicate someone to training.

My focus is to create the next level of digital PR talent - we have 25 in our digital PR team alone and growing even further. International countries (europe mainly) is even harder ...

And our focus is to train the next german PRs, spanish and Dutch to our standard.

It's faster to do that in 6 months that to get someone in at this rate.

Read 4 tweets

Carrie Rose

@CarrieRosePR

18 Jan

We’ve been thinking about completely scrapping emails and going 100% on slack. Here’s reasons why we WONT be doing that:

1. It’s hard to hold people accountable to deadlines on slack. As someone who must set 20 tasks a day to their staff, I can’t remember half of them. Email ...

Is easier traceable, easier to find the deadline and easier to hold someone accountable without going through hundreds more messages that you sent between setting that task and chasing for it.

2. Slack has become the way to “chat at the water cooler”. Small talk, gossip, generic

Chat, is a big part of our slack now. We have multiple groups to keep convos focused, but strict tasks, documents, convos all get lost in it. Use email to separate it out.

3. You can’t bcc - I use this a lot when keeping people in the loop

Read 6 tweets

Carrie Rose

@CarrieRosePR

18 Jan

Building links on top tier domains in the financial/medical space builds trust and authority with Google

In 6 months, we drove a 329% increase in organic traffic for a forex trading client of ours and 53% increase in organic conversions. A thread on how...

AskTraders came to us having NEVER landed a link on a national press before. Most of their backlinks were niche domains, financial press, and blogs.

They'd heard of our work and challenged us to change that.

So we came up with 3 strategies...

1. Press had never heard of AT before and the brand was so low, we couldn't even track it. So we needed to build authority with the media and ran a newsjacking strategy.

We used AT's traders as well as our newsjacking team at Rise, to push comments and data

Read 14 tweets

Carrie Rose

@CarrieRosePR

17 Jan

Paid social drives organic search, but here’s why they BOTH should work together... (a thread)

You’ve all seen these ads right...

They’re everywhere. Paid Facebook, Instagram and even tiktok ads promoting the new massage guns.

And as a result, we’ve seen a 77% increase in search demand. People wanting one more than ever!!!

Plus 368K monthly search is HUGE rn for a new product push

However who’s capturing those searches? The brand that’s promoting the massage guns?

No! Fucking AMAZON!

The brands putting paid behind these products aren’t even getting the organic traffic

Read 8 tweets

Carrie Rose

@CarrieRosePR

19 Oct 20

How we turned around a 3 year decline in organic for a client in the medical space in 2 months, improved conversion rate by 135%, got them to rank in the top 10 for their biggest keyword for the first time EVER and get shortlisted for an award for it...

@riseatseven

This client had lost visibility after every single “core” and “medic” update in the last 3 years and had to triple PPC spend to compensate. @riseatseven lasered in on the technical issues that had never been dealt with and made some huge brave changes ...

So what did it involve...
Tech SEO ✔️
Content ❌
Links ❌

Removed over 54% of pages onsite becauce they were absolutely worthless
Approx 50,000 previously canonicalised pages were added to robots
The site was also duplicated across at least 20 sites owned by the Group