[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fusing-data-to-empower-digital-pr-strategies":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":355,"breadcrumbs":356,"reading_minutes":170,"category":364,"head":366},"2024-02-26T16:57:28",{"rendered":6},"\n\u003Cp>A well-researched digital PR strategy is essential to set your business up for success, and leveraging data can assist in establishing strong foundations.\u003C\u002Fp>\n\n\n\n\u003Cp>Putting together a long-term strategy can feel overwhelming; there is no one-size-fits-all approach in digital PR, however, by harnessing data you can ensure that you stay on the path for a relevant and compelling strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Begin by identifying your business objectives. What do you want to achieve by the end of the strategy? Are you looking to improve brand awareness, increase website traffic, generate more leads, or increase rankings for a specific keyword? Your goals should be measurable and realistic, allowing you to steer your strategy with relevant campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve set clear goals it’s time to begin data research.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audience-insights\">Audience Insights \u003C\u002Fh2>\n\n\n\n\u003Cp>One of the most valuable insights you can hold as a business is understanding your customer. You want to be privy to their behaviour including the websites they frequent, what they read, and the social media platforms they follow. By knowing this, you can create campaigns that resonate with them, resulting in better engagement and conversion rates.  \u003C\u002Fp>\n\n\n\n\u003Cp>You can find this data by using tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.similarweb.com\u002F\">SimilarWeb\u003C\u002Fa>. Take the Impression site for example; we can see that the top five industries searched by our visitors include: Online marketing, computers and technology, social networks, programming and developer software, and search engines. We are also able to identify that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchat.openai.com\u002F\">ChatGPT\u003C\u002Fa> is among the most popular visited domains.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"558\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fsimilarweb-example-digital-pr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27389\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Using this data we can guide our internal digital PR strategy to include \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">b2b\u003C\u002Fa> content surrounding AI and technology. Whilst the ‘social’ steer of SimilarWeb suggests that Linkedin is the best platform for marketing our content, as 92% of Impression’s social traffic is driven through here – perfect if social impressions are your measurement goal! \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"your-competitor-profiles\">Your Competitor Profiles\u003C\u002Fh2>\n\n\n\n\u003Cp>Mapping your competitors is a great way to reveal gaps and weaknesses in your digital PR strategy. You can do this by conducting a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flink-intersecting-for-digital-pr-a-source-of-inspiration\u002F\">link intersect\u003C\u002Fa> using a tool such as Ahrefs – in short a link intersect shows you where your competitors have backlinks and your business does not. \u003C\u002Fp>\n\n\n\n\u003Cp>By identifying these gaps it allows you to direct your strategy and make informed decisions on campaigns that are likely to land backlinks in these missing domains. This is key if one of your measurables is SEO-driven.\u003C\u002Fp>\n\n\n\n\u003Cp>Having a diverse and relevant backlink profile is a significant factor in search engine algorithms, and a link intersect can help you map out the different verticals you should go after in your strategy. We strongly recommend that you include both direct organic competitors and aspirational ones in your analysis, so you’re staying ahead of the game. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keyword-analysis\">Keyword Analysis \u003C\u002Fh2>\n\n\n\n\u003Cp>Many aspects go into growing your business, and often multiple products that you want to promote – so, where do you start? If you haven’t got specific targets then keyword research can play a fundamental part in kicking off your strategy and deciding where to focus your digital PR efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>Understanding the keywords relevant to your business allows you not only to optimise your content but also to identify the words and phrases potential customers use when searching for products or services in your offering. These are the keywords you want to target in your digital PR strategy to help direct more relevant traffic to your site – essential if your objectives are conversion or ROI.\u003C\u002Fp>\n\n\n\n\u003Cp>Keyword research can also help guide your strategy by sharing insights on topics and themes that are relevant to your audience, that we identified earlier on. With your newfound knowledge of your customer, you can match up their interests with your website’s keyword opportunity and create engaging campaigns that resonate with them.  \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>If you would like further advice on your digital PR strategy then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team, or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR page\u003C\u002Fa> to learn more about the work we do.\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],143,[15,16,17,18,19,20,21,22],"post-27381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":167},[25,122],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How to use data to empower Digital PR strategies",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":66},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":58,"link_text":61},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":51,"guid":64,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":65},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":67,"id":67,"title":68,"filename":69,"filesize":70,"url":71,"link":72,"alt":45,"author":73,"description":45,"caption":45,"name":74,"status":75,"uploaded_to":51,"date":76,"modified":76,"menu_order":51,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":84,"thumbnail-width":85,"thumbnail-height":85,"medium":86,"medium-width":87,"medium-height":88,"medium_large":89,"medium_large-width":90,"medium_large-height":91,"large":92,"large-width":93,"large-height":94,"1536x1536":95,"1536x1536-width":96,"1536x1536-height":97,"2048x2048":98,"2048x2048-width":99,"2048x2048-height":100,"post-thumbnail":101,"post-thumbnail-width":102,"post-thumbnail-height":103,"12_col":104,"12_col-width":105,"12_col-height":106,"default_landscape":107,"default_landscape-width":108,"default_landscape-height":82,"default_portrait":109,"default_portrait-width":82,"default_portrait-height":108,"6_col_and_margin_short":110,"6_col_and_margin_short-width":102,"6_col_and_margin_short-height":106,"11_col_and_margin":111,"11_col_and_margin-width":112,"11_col_and_margin-height":106,"9_col_rectangle":113,"9_col_rectangle-width":114,"9_col_rectangle-height":115,"11_col":116,"11_col-width":117,"11_col-height":106,"staff_image_696_600":118,"staff_image_696_600-width":81,"staff_image_696_600-height":82,"rectangular_thumbnail":119,"rectangular_thumbnail-width":120,"rectangular_thumbnail-height":121},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":123,"reduced":27,"top_overlap":124,"bottom_underlap":124,"disable_observer":-1,"heading":125,"cta_text":126,"cta_link":127,"items":128},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[129,143,155],{"type_key":16,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":148,"image":149,"authors":150,"category":154},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":152,"image":153},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},{"type_key":16,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":166},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":164,"image":165},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},{"type":168,"style":169,"heading":28,"date":4,"updatedAt":4,"reading_minutes":170,"image":171,"imageAlt":28,"categories":172,"collections":354},"blog-post","light",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fmaximalfocus-HakTxidk36I-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[173],{"id":10,"count":174,"description":175,"link":141,"name":142,"slug":176,"taxonomy":177,"parent":51,"meta":178,"acf":179,"head_links":180,"resource_count":181,"yoast_title":182,"yoast_meta":183,"yoast_json_ld":228,"_links":326,"path":141},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[184,186,189,192,195,198,201,203,205,207,210,213,216,219,222,225],{"property":185,"content":182},"title",{"property":187,"content":188},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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