Outreach

1000 666 JBH - The Digital PR Agency

The anatomy of a back link

We hear that all the time: “Can you get us 200 links per month?” Or: “We would like 100 links for this campaign with a DR of 50+.” Those are traditional metrics in Digital PR, but do they really provide the full picture? And more importantly: Do they have positive impact on your organic rankings?

Sometimes they do, other times they do not. If the number alone was all that mattered, we could easily buy thousands of links within seconds. Those would probably rather hurt your rankings though, then improve. (We strongly advise against bulk link buying.) That is why it is time to look at more than just the pure number of links.

About the link itself

There are first and foremost a few things to look at that concern the link itself.

Relevance

A high DR, DA or TF is great, but you also want your links to be topically relevant. Topical TF in Majestic is a good metric to measure this.

With topical relevance comes the target market and language. That does not mean that links from foreign websites are not good, but they should be relevant to your brand and the content you publish that deserved the link.

Link type

Links can come in many shapes and forms, the one we strive for is a link in content. For those, it is important how a link is embedded. Does it seem natural? Is it relevant? Does it make sense that this journalist is mentioning your brand in that context and not a competitor? If the answers to those questions are negative, the link might give the impression of a paid link that has been shoehorned in by a not-so-clever link builder.

Other types of links that can be good are image links. However, a high number of image links in a backlink profile can also be an indicator of spam.

Site wide links or links in the navigation are nice if you want to connect your different brands. The value they bring for SEO though is disputed as it can be easily manipulated.

The same applies to links in user comments or directories. If you can easily access a forum or a comment section or submit links in a directory, the value for SEO is low. Those tactics worked in the past, but Google’s algorithm has evolved over time. If it is too easy, it probably does not make a big impact.

Follow vs. nofollow

Google has changed its stance on nofollow links plenty of times. They now seem to hold more value than they used to, but a follow link is still preferred in the industry. Links marked as “sponsored” hold the least value but can still get you some brand exposure. Keep in mind that a natural backlink profile always has a certain percentage of all link types. If a profile looks “too clean”, it probably is.

About the donor website

The link itself is a nice achievement but when it comes to measuring value it is also important to look at the rest of the website.

Traffic

Is this website getting traffic? Is it ranking for a significant number of keywords? Do both numbers align? If a website ranks for 500 keywords but the traffic estimate is only 20 visitors per month, the value of the website is questionable.

You also want to take penalties into account. A website can have a high TF but have been penalised by the search engine. Traffic and ranking drops are a good indicator to recognise a penalised site.

Syndication

It is no secret that duplicate content is not good for SEO and yet, syndication is an acknowledged tactic. Where duplication ends and syndication starts can be hard to determine at times.

When it comes to outreach campaigns, one journalist might publish your story and others re-publish what the first one wrote. That can significantly increase the number of links to your campaign. When measuring their value though, the first link is a lot more important than the syndication links.

Paid links

We may sound like a broken record, but: buying links is not a recommended way to do SEO in 2021. Yet, we still see many websites doing it. This can also impact your outreach campaigns. You might have gotten the link without any payment in return, but if that same website is also selling links, your link might get devalued too. This aspect is hard to measure as neither we nor Google’s algorithm could ever determine for sure whether a link was paid for or not. But if it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck. Try not to reach out to those websites in the first place.

Is the URL indexed?

This last one seems to be the most obvious one, but still is forgotten many times. If the URL of the page that is linking to you is not indexed in Google, the link cannot pass any value. Simple as that. The link should not only be devalued in your reporting, but it should also not be counted towards your KPIs until it is indexed.

What matters to the journalist?

When we do an outreach campaign, the audience we are primarily trying to reach are journalists. Those that can pickup our content and publish new content around it with a link. In that context, we should also look at those metrics that matter to journalists. Amongst those we find the number of page views, the time spent on page, comment activity and social shares, in short: engagement metrics.

Those figures do not have a direct impact on rankings, but they increase your chances of attracting links significantly. Additionally, it provides brand exposure.

Counting links and noting DA, DR or TF figures remains the most feasible way to measure the success of a backlink campaign, but there is more to take into your reports and campaign creation. Most importantly, one single link is not tipping the scale, it is your overall backlink profile that matters.

1024 682 Jane Hunt

Who’s who in the WorldWideWeb: Blogger, influencer, content creator, journalist

When we run a digital PR campaign, we do that to gain visibility for brands. We create bespoke content and get it in front of those that can republish or reference it or even link to it. Traditionally, those people were journalists and the ultimate goal was to get a link in national newspapers like The Guardian or The Sun.

But the landscape has changed, traditional publishing and journalism have a different look now and there is more competition to gain an audience than ever before. In certain ways, the internet has democratised the world of publishing. It has never been easier to build a website and publish content and this expands the media landscape. This also changes the approach of an outreach agency like JBH – whom should we reach out to these days?

Journalist outreach

When a brand approaches an outreach agency to help with digital PR and content marketing, they usually think of journalist outreach and this is still what we do on a daily basis, we promote content by informing journalists about it. But what is a journalist? This is how Wikipedia defines a journalist:

“A journalist is a person who collects, writes, photographs, processes, edits or comments on news or other topical information to the public.”

To say this differently: A journalist gathers information and provides it to an audience in images and text.

When we do our research to find journalists and websites that are topically relevant, we see more and more websites coming up that can be labelled as “blog”. In that case, the person who can publish content does not qualify as a journalist, but a blogger. Should we reach out to them?

Blogger outreach

If we go back to the definition of a journalist, gathering and providing information in text and images – we could say the same about a blogger, right? Also blogging has changed over the past few years. Originally, blogs were a form of online journaling, a public diary. Over the years, they have become more professional, some of them would probably qualify as an online magazine.

The style is still mostly informal and personal, but that is a technique that also journalists use more and more these days to connect with their audience. With content management systems like WordPress, Wix or Squarespace and off the shelf templates, everybody can create a professional looking website within a short time. That removes the reliance on third-party publishing platforms like Blogspot which were originally used for blogging.

The quality of a blog

Bloggers these days refer to themselves more and more as “content creators” because that is what they essentially do, and the term “blogger” has a negative connotation. When we hear the word “blog” we still often think of a child-like diary with some images, but when we look at some of these “diaries”, we see a beautiful website that provides useful information. If the travel blogger introduces himself as a “content creator who runs a travel website”, the whole thing becomes more official character and is no longer seen as a childish diary. Look at the following images:

Screenshot of National Geographic Travel on 09/09/2020 Screenshot of Notes from the Road blog on 09/09/2020
Screenshor from Uncornered Market Blog on 09/09/2020 Screenshot from Conde Nast Traveler on 09/09/2020

Do you recognize any of them? Two are established travel magazines, the others are travel blogs. In the top left corner is National Geographic Traveler, the top right corner is a blog called Notes from the Road. The bottom left corner is another blog called Uncorneredmarket and the bottom right is Condé Nast Traveler. The difference is that two of them go back a long time and were born from print publishing, they also have a team of writers and photographers (journalists) whereas the others are run by a person or a couple and exist only online.

The quality of the writing and the images do not give that away and they might even share the same audience. If we look at a link metric like TrustFlow, the uncorneredmarket with 49 can easily hold a candle against Condé Nast that has a TrustFlow of 42 (of course, there are a few more metrics to look at to judge the quality of a website, but we speak about those another time). Why would we not consider these blogs a publication to reach out to? Every publication once started small and grew over time. Maybe todays blogs are the Condé Nasts of tomorrow. Maybe, in 10 years from now, you would be happy you had gotten that link when the magazine was merely a small blog.

Influencer outreach

Most bloggers these days also connect with their audience on social media channels and share their stories in imagery. They also promote certain brands on their websites and as such, they could be seen as influencers because they can influence their audience to buy a certain product or visit a certain place. Influencer marketing is generally seen as a separate type of campaign and many brands make use of this opportunity these days.

Also the term influencer has more and more of a negative connotation because of fake influencers and those abusing privileges, but does it really matter how we call a content creator when it comes to digital PR campaigns? What should matter is the reason why we are reaching out to somebody and the quality of their website.

As long as it is a credible, authoritative website with real content and an engaged audience in the right topical niche, it is worth speaking to all of them: journalists, content creators, bloggers or influencers.

1024 682 Rebecca Moss

Tapping into a new market: Digital PR for international markets

Last week, we covered the basics of entering a new market. We looked at keywords, translations, search intent and some particularities of different markets. Once the website is launched and everything in place, you might want to launch a first digital PR campaign to attract backlinks in the market where you just launched your website. You get as far as translating your content marketing piece and the press release but get stuck at the outreach stage. How to approach a journalist in that market? Does the same campaign work across markets or do we need to make changes?

At this point, just a translation will not do the job. Already when you create the asset, the content piece to outreach with, you want to take local knowledge into account. There might have been facts in your data set that are not interesting for a UK audience but could be beneficial if highlighted for a different target market. Visuals also play a key role in a data-led campaign and this can change from one market to the next.

Why does this look different?

The most important consideration for any digital PR campaign is always whether it will resonate with the audience. Visuals play a key role in this matter and are at the same time one of the big traps you could walk into. To demonstrate what we mean by that, we look at some major publications and how they appear in different markets.

This is Vanityfair for Italy:

Screenshot taken on https://www.vanityfair.it/ on 26/08/2020

Screenshot taken on https://www.vanityfair.it/ on 26/08/2020

This is the same publication for English speaking markets:

Screenshot taken on https://www.vanityfair.com/ on 26/08/2020

Screenshot taken on https://www.vanityfair.com/ on 26/08/2020

That is Vanityfair on the same day for Spain:

Screenshot taken on https://www.revistavanityfair.es/ on 26/08/2020

Screenshot taken on https://www.revistavanityfair.es/ on 26/08/2020

And that is the French version:

Screenshot taken on https://www.vanityfair.fr/ on 26/08/2020

Screenshot taken on https://www.vanityfair.fr/ on 26/08/2020

If we compare all those websites, the only constant seems to be the font of the logo, everything else is changing from images to colour schemes and use of text. The reason for this is a difference in audience perception.

It is not a coincidence or singular case. To prove that we look at Business Insider in different markets.

Germans are very business-like:

Screenshot taken from https://www.businessinsider.de/ on 26/08/2020

Screenshot taken from https://www.businessinsider.de/ on 26/08/2020

Italians even embed Facebook in their business insights:

Screenshot taken from https://it.businessinsider.com/ on 26/08/2020

Screenshot taken from https://it.businessinsider.com/ on 26/08/2020

The French do it too:Screenshot taken from https://www.businessinsider.fr/on 26/08/2020

Screenshot taken from https://www.businessinsider.fr/on 26/08/2020

The Mexican version gets a bit more colourful:

Screenshot taken from https://businessinsider.mx/ on 26/08/2020

Screenshot taken from https://businessinsider.mx/ on 26/08/2020

The Nordics put images to the right side:

Screenshot taken from https://www.businessinsider.com/nordic?IR=C on 26/08/2020

Screenshot taken from https://www.businessinsider.com/nordic?IR=C on 26/08/2020

We could continue playing this game, but you know what we are trying to say. It is best to have a look at some publications in each market before you design your visuals.

How to approach a journalist?

Your asset and the press release are ready, and you start working on your outreach list. You identify suitable websites and journalists for that market, and you start contacting them. No response. What could you possibly have done wrong?

The first thing to look at is the tone of voice you used in your press release and the way how you address the journalist. Your English press release might have started with a casual “Hi Tom” and the translator correctly translated it. But there are markets where casual is too casual. Whilst Italians take these things easy, a journalist in France or Germany will in most cases immediately bin your email if you are not super polite. The English “you” has two different equivalents in other languages. There is an informal way and a formal one. If a language has both variants, you are in most cases better off using the formal way of address and of course their surname. In the English-speaking world, an email that starts with “Dear Mr. Smith” might seem overly polite and would probably make you feel old. However, it is crucial in other markets to keep this type of etiquette.

Why does nobody respond?

Another place to look for clues could be your subject line. Did you translate that one from English? If the answer is yes, look at last week’s example of the movie titles that had changed completely in the different markets. Maybe it is worth reviewing your subject line to get journalists in other markets to open your email.

Once your press release has been updated, take another look at your content asset. We already spoke about design, but are you providing enough detail for that market and are the facts interesting for the audience? One example would be the methodology which should be extremely detailed in markets like Germany and not have a single hole. Journalists in that market are very detail oriented and want to know where exactly the data comes from to ensure accuracy before they republish or link to anything.

That is still no guarantee for a successful digital PR campaign as there is one important factor we have not yet talked about: the media landscape in that country. It is crucial to know the market well to be fully aware of all the traps. In Germany for example, it is important to know that many publications belong to the same media group. Depending on the topic of your campaign and the angles, you might have reached out to multiple journalists and different publications that are all working under the same editorial guidelines. Those are usually the same across a portfolio of publications that are under the same roof. We can for example look at the publishing house Bauer and their portfolio of publications.

This is their lifestyle portfolio:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

Screenshots taken from https://baueradvertising.de/portfolio/ on 26/08/2020

The women’s magazines:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

Those are aimed at women too:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

If you target food publications:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

The health topic is clearly underrepresented:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

There are only 3 for cars:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

And let’s not forget those aimed at men:

Screenshot taken from https://baueradvertising.de/portfolio/ on 26/08/2020

As you can see, there’s a wealth of publications in one hand (and we only looked at one publishing house). Even with multiple angles, if it doesn’t adhere to their guidelines, you will have a hard time because one rejection of your campaign is equal to a rejection of up to 8 publications.

There is only one solution

Before you plan a digital PR campaign for a market you are not familiar with, it is best to get somebody on board who is! Learn as much as you can about the market and its particularities to know what works for the journalist and the reader once you get the journalist to read your press release.

At JBH it would be our pleasure to assist with your international digital PR campaigns. Get in touch!

1024 682 Jane Hunt

Guest posting and how to not get your links: The SEMrush case

It is one of our most loved SEO tools and a must for anybody who is serious about SEO: SEMrush. But in June 2020 some negative headlines made the news, or shall we better say, made Twitter?

Screenshot of a Tweet by John Locke on 3rd June about SEMrush guest posting services.

This reminds a lot of those emails we occasionally get from what we call a “link broker”. They are offering links that supposedly “look natural” on high-quality, authoritative websites… for a price. Some of that money is for the link broker himself, some is for the writer who creates a beautiful, natural article about playing poker games in between changing diapers and the rest is for the webmaster who manages the website that the link will be placed on. That is the very definition of a paid link!

What SEMrush claimed though is that they have a team of digital PRs that is reaching out to journalists, similar to an outreach agency. The statement also included that they wouldn’t pay the other website and that the payment is merely for digital PR services. But there is a but: If they reach out to journalists the same way we do at JBH, why do they charge per link and how do they guarantee certain stats? We all love the idea of that, but if you are doing outreach the natural way, you should get more than one link out of it and there will naturally be links from different websites with very different stats. Everybody who can guarantee that there will only ever be links from websites with a DR of 50+ and minimum 5000 visitors per month, is probably not doing it the natural way. Head over to our case studies if you’d like to get an idea of the results of a link building campaign that uses digital PR.

Paid links vs. unnatural links

“Natural” seems the new buzzword when it comes to link building. A few years ago, the main discussion in SEO was about paid links and non-paid links, now it is more about natural and unnatural. In his response to SEMrush, Google’s John Muller clearly classified unnatural links as being spam:

Tweet by John Muller about SEMrush guest posting on 3rd June

What this means is that even if you are not paying for a link, the moment it looks as if you might have paid for it, it could become a problem. This will either be a manual penalty, an algorithmic penalty (Penguin is still part of Google’s algorithm) or it simply won’t have any impact as the algorithm ignores such links. Is that worth the investment?  The money might be better spent by creating great content and using an outreach agency to promote that content. The journalists that see value in your content will link to it and promote it further.

The biggest difference here is the person who writes the piece of content that contains the link. In guest posting or services such as the one SEMrush was offering, somebody writes the content with the link based on clear instructions on topic and link embedding for that particular article. In natural outreach, a journalist writes the content and decides where and how a link might be included. The only guideline that is followed in that case is the editorial guideline of the website the journalist is writing for.

When looking at a link, ask yourself whether the whole article is written in the same style as the rest of the website. Is the topic standing on its own or does if fit in well with the rest of the website? Is the author mentioned and if yes is he or she a regular contributor to that website? Are there internal links in the article that connect it to the rest of the website? Does the link to your website look legit or shoe-horned? By answering these questions, you should be able to tell whether a link is natural or not.

The SEMrush controversy

We have not tested the SEMrush marketplace, why would we anyways? But we are suspicious of what SEMrush was offering at the beginning of June. We give them the benefit of the doubt and say that they might have just described their digital PR services in an unfortunate way, but it certainly caused some controversy within the SEO industry with headlines that read “SEMrush selling links”. The fact that their own backlink audit tool flagged such links as being toxic (as discovered and tested by Tom Rayner) shows that they know the difference between a good and a bad link:

Tweet by John Rayner about SEMrush guest posting on 3rd June

The case caused a controversy that led to SEMrush taking their guest posting service down after a few days:

Tweet by SEMrush about shutting down their guest posting service

It also led to Google’s John Muller clearly warning on guest posting for links. He repeatedly mentioned that such links should get a rel=nofollow and rel=sponsored tag. If done right, these links are useful to reach a wider audience and promote your business, but the value for SEO is highly questionable and in the worst case harmful.

The steps to a successful backlink campaign: Can you do it on your own?
1024 683 Rebecca Moss

The steps to a successful backlink campaign: Can you do it on your own?

There are two things in the digital world that can make or break an online business: content and links. If you have a business with a website that already attracts users, you probably know about the content side of things.

After all, that is what helps customers to find your website, to engage with it and to eventually make a purchase, sign up for a newsletter or support your cause (or whatever else you want them to do). But what about those links? How many backlinks does your website have? And more importantly: How many of those links are legit and well-deserved? This is where link building becomes relevant.

Link building via digital PR campaigns

Whilst the content on your website is entirely in your own hands, the link building depends on many external factors that you cannot always influence, or can you? In the early days of the internet and SEO, you could simply pay somebody to link to your website. But the rules have changed, and paid link building is not only losing its impact but can also lead to search engine penalties and destroy all SEO efforts you have made over the years. Therefore, that is not a viable option. So, what is? The answer is simple: digital PR and backlink campaigns!

Before you get on the job though, it is important to understand what makes a successful backlink campaign and how to create one. Let us break this down into the steps that lead to links:

Step 1: Ideation

Before you can run any campaign, not just in digital PR, you need an idea. What will it be about? For any content you create that is meant to get people to talk about it – and link to it – there are a few things to keep in mind when you bounce off ideas:

  • Is this a newsworthy story? Are journalists going to be interested in this?
  • Is it going to speak to the right audience and media? (Identify first: Who is your target audience?)
  • If the main angle does not work, are there other angles to pitch to journalists?
  • Is it time-sensitive and if yes, will we get it out on time?
  • Is it adding additional value, or has it been done many times before in the same way?
  • Is it in line with your brand without being advertising?

Some examples might make this easier to understand.

Newsworthy, relevant but highly time-sensitive campaigns

A highly time-sensitive topic, but also highly relevant for a wide audience is this interactive map by tripsguard. The map and a detailed list were launched in June 2020 and tell you which countries you can travel to. It is something the world has been waiting for and therefore gained a lot of attention.

Screenshot of the interactive infographic by tripsguard.com

But there are some downsides as this campaign will only be relevant for a short period of time and it will require constant updates as the information can change anytime. The creators also took a risk because creating such a campaign takes some time and the topic is of such relevancy that others might have thought of it too. Chances are that somebody else is working on something similar that launches a day before you launch.

Backlink campaigns with multiple angles

A campaign about dog-friendly holidays was published on tails.com and is the perfect example for a campaign that allows multiple outreach angles. The obvious are pet-friendly and holiday related websites that might be interested in the data and the supporting information. By adding an ordered list of UK cities, it makes the campaign relevant for local press, tourism boards or tourist attractions in those locations. The results of this successful backlink campaign are summarized in this case study about tails.com.

Screenshot of the infographic by tails.com: Ruff guide to the UK's most dog friendly staycations

Flexibility, reactive PR and the shelf life of a backlink campaign

The bathroom brand Victorian Plumbing launched a DIY related campaign at the end of March 2020, just a few days after the UK went into lockdown. The original idea was following a different approach that suddenly was no longer suitable given the circumstances. A reactive PR approach had to be taken. Luckily, the creators were flexible and found ways to present the data in a more suitable way. You can read more about this in the related case study.

With the lockdown in mind, the whole topic of DIY works also became highly relevant at that time, but it remains a timeless topic. Over the past few months, people had more time for it, but they will always need to unblock drains or assemble furniture. This campaign has a very long life-cycle and will keep on attracting links.

Screenshot of the infographic (UK map) by victorianplumbing.co.uk: UK's most stressful DIY jobs revealed

Step 2: Data collection or research

Once you know what your campaign will be about, the next step is to collect the data that will make the content for your campaign. How you get this data entirely depends on the topic of your campaign. Sometimes, you will have the data available in your business intelligence, other times it will require in-depth research or even market surveys. How complex this process might be, should not be a reason for you to not pursue a specific topic for your campaign, but you should be honest about the work it requires. This might be the point to get an expert involved, such as a researcher or a digital PR agency.

Step 3: Content creation

Now that you have your data ready, what are you going to do with it? When you were discussing the idea in the first step, you might have had something in mind. When looking at the data, is that sill suitable? Does the type of content you are going to create resonate with your audience and with the journalists you want to reach out to?

There are plenty of content types, some of them are more suitable in each situation than others. If your data is numbers heavy, you might want to visualize it in an infographic that summarizes your main findings.

If your data has scientific character and if that would resonate with your audience, you might want to think about a white paper.

If your topic is complex and explaining your data requires detailed information and imagery, maybe a video is a good idea.

Just to name a few other types of content you could create: podcasts, videos, images, memes, infographics – static and interactive -, virtual reality content, quizzes, blog post, personality tests, interviews, eBooks, webinars etc.

Image of different types of charts, a laptop and male hand with pen and paper./ Photo by Lukas on Pexels

Photo by Lukas on Pexels

It mostly depends on the data you have and who you are trying to reach, but you should keep in mind that some of these content assets require a lot of work. For an infographic, you most likely need a designer, for a video you might need a videographer, for a white page you would want an academic writer, virtual reality or interactive pieces might even require programming skills. You might want to try some free tools to create it yourself, but you want quality above all else. Publishing a poorly made campaign can damage your brand and it will not get you the attention you want. If you have these specialists in your team that is great, if not, maybe check what a digital PR agency can do for you.

Step 4: Spread the word

Now that you have amazing content published on your website, you need to tell the world about it – and not just anybody, but you want to reach journalists, bloggers, webmasters that could pick it up, reference your content and link back to your website. How do you find those contacts? And more importantly, how do you get their contact details?

Most PRs are building their relationships on Twitter, but that takes time and it does not mean that there will be a suitable contact for any type of campaign in an existing network. You might have the contact of the politics editor at a national newspaper, but that will not get you far if your content is about sports.

Alternatively, you can research the internet for websites that have published similar content but finding the contact details is a different story. There are tools such as Roxhill, Gorkana or Cision that have extensive databases for any topic, but these tools require a certain budget.

Apart from that, you mostly need to budget for time because outreach is a full-time job and journalists will not wait three days for you to reply to their follow up questions. Keep that in mind when you start outreaching.

Man on a laptop looking at different data visualisations.

Photo by Campaign Creators on Unsplash

Step 5: Watch and learn

If you got all the previous steps right, you probably have some really good backlinks now pointing to your campaign, your rankings have increased and your website is getting more traffic, or not? Would you even have data ready to support these statements? If not, it is time to get it because it is hard to speak of a successful campaign if you are not monitoring the results.

Instead of just looking at the number of links you received, you should also look at the websites that these links are coming from. Are those the websites you wanted to get attention from? Are they authoritative and trustworthy? Do they mention your brand in the right way? Do they get any traffic?

You also want to look at the impact it had on your own website rankings and traffic. If there was no significant movement in any of these areas, look at your overall campaign again and at the responses you received. You might find ways to improve it or learn a thing or two for your next campaign.

Why not let a digital PR agency do the heavy lifting?

You are familiar now with the steps to a successful backlink campaign, you understand what it takes and where things can get complicated because it is not a one-size-fits-all approach and it takes expertise in multiple areas to get it right. If you feel confident that you and your team can handle it easily, you are incredibly lucky. If there are certain steps of the process you are in doubt about, that is okay. Most website owners feel that way and that’s why digital PR agencies exist. Please get in touch to find out how JBH can support your business.