Our unique digital PR
process explained

Reachology is not only different to traditional PR agencies, but we’re also different to most digital PR agencies. Sure, we offer many of the same services – pro-active news content, leadership profile building, newsjacking and crisis communications. But there are a few things we do differently. Knowing where you are as a business is the first step in getting to where you want to be. That’s why offer a free digital audit that gives you a 360-degree view of your company, your competitors and the wider market. Once we’ve designed your strategy, we measure the impact every step of the way, and we don’t stop working until we’ve hit our targets. No excuses. That’s the Reachology Way.

The length of a campaign depends on your business sector and what you aim to achieve. It’s best to invest a minimum of 6 months in a campaign, so we can properly measure the impact. Most of our clients commit to a 6 or 12-month retainer, so we can get to know each other better and put together meaningful strategies. But if you want to look at a shorter project, such as a product launch, we can work with you on this too.

We are different to other agencies. The biggest bugbear that most companies have is that PR agencies and creative agencies don’t measure results in a way that you can take into a boardroom. They can be fluffy and leave you unsure about what you’re getting for your monthly retainer. Reachology does things differently. We are open, honest and transparent with your budget and use easy-to-understand metrics – Q-Flux (backlinks) and ReachScore (coverage). You’ll know what our targets are, and you’ll get a report each month to show you how we’re doing. We don’t give excuses. Instead, we keep working until we’ve hit the target that we agreed.

A metric developed by Moz.com. DA is a helpful guess at how a site will perform in search relative to other, similar sites trying to rank in its niche. It is not a direct replacement for PageRank. Moz uses link counts, known factors related to link manipulation, spam and link quality and traffic estimates to build its scores. Plus others, which they are not clear about (probably for commercial reasons).

Relevance is often misunderstood in link building. The most important thing is that the link is placed naturally and is relevant to the article it appears in. The next important element is the page title, then the overall theme of the site. If you have all of these factors covered, then the link could be more powerful. The relevance of the domain is not as crucial as some SEO people would have you believe.

We have great relationships with local, regional, national media, as well as the broadcast media in the UK and international territories including the US, Ireland and Australia. To ensure your content has legs, we’ll also post across social media sites, to boost your online visibility.

We’ll analyse your business and your competitors, and factor in your commercial goals; then we’ll put together your unique strategy. We’ll work with you to create content with the impact that gets you in front of the media. Depending on your strategy, this could be press releases, social media content, videos and podcasts or thought leadership reports.

Our team at Reachology will do the legwork, creating the content, crafting the messaging, filming the videos. We know your day job is to run your business, so it’s our job to run your newsroom, as an extension of your in-house team. Everything we do will be agreed upon in advance by you, so you remain in control of the strategy and the tactics.

Backlinks are hyperlinks from one website to another. They were first used by Google to determine how trusted a given page is by other people, the logic being that people only link to other pages they trust. Reachology uses strategies to earn backlinks and our sister company UK Linkology offers a guaranteed link building service where sites are usually compensated.

Anchor text are the words used in a hyperlink that the reader sees. For example: look at these “red shoes” on this site that are on sale, the anchor text is the quoted text. It informs the user precisely what to expect on the linked page. Anchor text with keywords in was once a powerful ranking signal, but nowadays it is best used sparingly.

These are backlinks that are within the text of a page and are ‘within context’ – i.e. they are relevant, timely and naturally occurring.

Google is an answers engine, and websites providing the best answers will usually rank the highest. You should try to provide the best content you can, at every opportunity, even when it is for placing backlinks on other sites.

The algorithm is actually made up of multiple algorithms, each with a job to do. They measure the quality, relevance, freshness and popularity of the content and assign values to assist Google to rank pages. Your SEO strategy will involve creating content and backlinks that is favoured by the algorithm.

A ranking factor is something that helps a website to rank well in search engines. Known ranking factors are content, backlinks and RankBrain – the latter being a machine learning component that measures results and adapts them to improve user satisfaction.

The first rule of digital PR is that Google is all-powerful, so we need to understand how it operates. To rank websites, Google uses web crawlers that scan and index pages. Every page gets rated according to Google’s opinion of its authority and usefulness to the human using the web. Then, Google uses an algorithm with over 200 known factors to put the websites in order on a search results page. This is what you see when you type in a search.

Newsjacking means you’ll have relevant content and good reasons to reach out to the media and your wider audience. To newsjack, you need to be across every platform that delivers news content. News breaks quickly, whether it’s on the BBC website, a trade journal or Twitter. Reachology makes sure you’re on top of what’s happening in your sector and has content specialists armed with targeted, well-thought-out content to put you in the conversation.

We prefer to think of ourselves as an extension of your in-house team, whether you’re a start-up, a growth business or you’re listed on the stock market. We work alongside you; so we know your business inside out; we understand your commercial goals and we care about supporting you to achieve them.