How do you ensure that your brand continues to be seen in Google’s search results pages? The signs are clear: Google is evolving its algorithm to provide a more ‘human-like’ experience. In recent times, aspects like relevance, measured by page dwell time, have become vital to consider if you don’t want to end up on page seven of the search results page.
In this eBook, Firefly looks at what these developments mean for brands, as well as how UK companies in the technology sector fare against their US, French and German competitors in the search rankings.
Traditionally, the media relations aspect of public relations focuses on gaining awareness through media coverage. In the past few years the overlap between search engine optimisation (SEO) techniques and PR is becoming blurred.
In this guide, Firefly examines how PR and SEO overlap, offer a few tips on how best to improve your brand, and look at a few tools which can help you manage this new environment.
PR has always had an issue proving its worth. For years it has relied on the much-maligned Advertising Value Equivalence (AVE) methodology, comparing the volume area of media coverage to the equivalent value in paid-for advertising space. Thankfully, with the advent of digital channels and the availability of free analytics tools such as Google Analytics, we can say goodbye to AVE.
In this guide, Firefly looks at how PR measurement has evolved – and how it will continue to change.
When it comes to senior executives, many live the brand. But what would you do – what could you do – if another individual has the same name as an important senior director? In this guide, the Firefly team looks at how PR and social content can help support executive online visibility projects – and reveal their grapplings with adult film actors.
Do you want to find out how to make your PR content go further after you’ve secured coverage for your brand? Many businesses aren’t utilising the content and the coverage they produce to help them deliver business results and ROI, and are even missing out on some of the basics
In a new eBook, Firefly Communications looks at how brands can optimise PR content and coverage through paid, earned, shared and owned media, to stop content from becoming disposable.
To download the whitepaper, please fill out the form below and we’ll send it across directly.
Content marketing, brand journalism, call it what you will. It’s a phrase that inspires a range of emotions, but it’s certainly here to stay.
In a new, no frills eBook, Firefly Communications reviews a range of content marketing on a variety of sites, analyses how it is presented, how compelling it is and what marketers can learn from it.
To download the paper, please fill out the form below and we’ll send it across directly.
Setting PR objectives can be the toughest part of a campaign – the wrong objectives can direct your PR team down a rabbit hole for months, wasting spend and misdirecting communications efforts at a goal which may not be achievable, realistic or aligned with the business
In this brief guide, Claire Walker gives practical advice on how marketing and PR staff can set PR objectives that will make a difference. The guide precedes our longer guide to measurement and evaluation in PR, so for a more in-depth read, have a look here.
PR in the age of Voice Search
Ok Google, how do I – as a marketer – learn how voice search will affect me? And how do I affect it?
Millions of households in the UK have an Amazon Echo or Google Home, and we’re increasingly using virtual assistants on our smart devices, like Siri and Cortana. Voice technology presents a complex set of challenges for marketers – in this paper we’ll explain what’s important to know an how to get prepared.