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Measuring PR’s impact on DriveTime’s SEO (search engine optimization). 

Download the DriveTime Case Study

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“Our company understands the value of SEO, making TrendKite’s SEO Impact a tangible metric that helps connect the dots between PR activities and real business outcomes.”

Cristopher Piper, Director of Market Strategy, DriveTime

THE PROBLEM

The Rules of SEO Keep Changing

For many years, DriveTime depended on their SEO agency to get them ranked high in Google. But then Google changed their algorithm to favor quality content and backlinks, and traditional SEO strategies stopped working. DriveTime saw their position in search fall and turned to PR to fix the problem.

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"Because of Google’s algorithm changes, PR is now critical for SEO, so we’ve actually shifted link-building responsibilities from the SEO team over to the editorial team at DriveTime."
Cristopher Piper, Director of Market Strategy, DriveTime

THE SOLUTION

Google is Making PR the Hero, and Now SEO Data can be Tracked with TrendKite

Before TrendKite, reporting on PR’s SEO impact required multiple tools and was very manual and time consuming for the DriveTime editorial team. Now with Moz metrics integrated directly into TrendKite dashboards & reports, DriveTime can identify high SEO impact pubs to pitch, benchmark their results, and hold their agency accountable to attaining high SEO impact coverage and links.

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"In our eyes, it matters most that our key messages are pulling through on websites that actually matter - publications with high SEO Impact - rather than using archaic measurements such as ad value equivalency or relying solely on estimated reach to judge performance."
Cristopher Piper, Director of Market Strategy, DriveTime

ABOVE AND BEYOND WITH TRENDKITE

Connecting the Dots between PR and Real Business Impact

According to Chris, SEO Impact is the best and easiest way for the editorial team to prove PR’s ROI to the rest of the company. He includes SEO impact in his monthly and executive reports and sees it as a way to earn PR a respected seat at the marketing table.

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"Our company understands the value of SEO, making TrendKite’s SEO Impact a tangible metric that helps connect the dots between PR activities and real business outcomes."
Cristopher Piper, Director of Market Strategy, DriveTime

Spotlight Features

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SEO Impact Score

Measure influence on search engine ranking by using SEO Impact.

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TAGGING

Organize and curate coverage to include in reports and graphs with article tags.

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INTERACTIVE REPORTS

Transform your media dashboards into engaging, interactive, and shareable reports.

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