Proprietary Research Studies: Your Way to SEO + GEO Visibility

Becoming THE SOURCE has never been so important

One definitive tactic that wins at every update these days is becoming the source of something LLMs cannot easily replicate or summarize without giving credit.

Creating and marketing studies that are driven by your own data is how you do it, if you do it right.

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Cyrus Shepard published a study that identifies 5 common trends among winning websites in Google. One of those winning tactics is publishing unique studies.

As we are creating and marketing data-driven studies for our clients, we also see these consistently become top-cited sources for LLMs:

Data-driven PR campaigns win every race: They do well in Google, they send lots of great links, they get cited by LLMs, they go viral on Reddit, etc.

So, how to market proprietary data?

Find unique angles

You may think you don’t have data that could tell a unique story.

In most cases, you are wrong.

For example, Ramp is a payment processor. Boring? No! They were coming up with great, well-researched articles that are fully driven by their own data!

Use your own data in creative ways!

Don’t publish more than you can promote

This is a common question: How many should I do?

My answer is always the same: Do exactly as many as you can promote properly, because the marketing part is as important as asset creation.

Make sure to:

• Repackage your asset on social media (and then repackage more!)

• Reach out to journalists covering these topics

• If you have a Reddit presence, seed it there. Reddit loves unique studies.

The success (and future organic visibility of your asset) directly correlates with how much effort you put into promoting it.

Buzzsumo has great outreach tools I’ve been using for years.

Prioritize updates over brand new assets

I am a huge advocate of working with what you have already done. I love looking at rankings, citability, backlinks, new data, etc., to see if it is possible to update an asset to give it more life because that usually results in better organic visibility.

When you refresh an old asset, you have an opportunity to work on existing results (improve rankings, re-optimize, focus on what triggered more engagements, etc.) Less work than working on a new asset, better results because you can make more informed decisions!

If you need help brainstorming, let me know! Data-driven PR is what we have been doing for more than 15 years!