Inbound links on the up in technical PR coverage

I recently performed a clippings analysis for a client’s technical PR campaign – one that I’ve been working on for three years now. For online coverage I used a number of metrics to evaluate the content, including the number of hyperlinks back to the client’s Web site it contained.

When I compared 2009’s coverage to 2008’s I noticed something really interesting. The number of inbound links generated had increased by 25%. Now this could be a statistical anomaly so I compared 2008 to 2007 and found that the number of inbound links in that period had doubled.

I then double checked across a couple of other clients and found that their clippings analysis told the same story. The number of online clippings was stable in all of the mature accounts I looked at, allowing for the occasional outstanding story of course, but the quantity of inbound links had increased substantially year on year over the last three years.

My feeling is that online publishers in the engineering sectors are wising up to what clients and PR agencies really want from their coverage. We don’t want highly complex metrics that allow the publisher to carefully monitor requests for literature sent via the magazine’s own Web site. And we don’t want ‘home pages’ built on the magazine Web site for stories to link to. We want links to our Web sites, ideally in the form of embedded links that are relevant to our subject matter. Put lots of these in, online magazines, and you will find the number of advertisers who buy from you will rocket. You won’t need to send out analysis that proves your Web site is the best then – Google Analytics will tell clients the truth. And if you perform well it will be common sense that tells them where to put their advertising dollar.

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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