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How to earn visibility & links with content
 

How to earn visibility & links with content

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Presentation of Kevin Gibbons, Managing Director of BlueGlass UK, at the event "Digital Marketing 2013" in Zurich, Switzerland.

Presentation of Kevin Gibbons, Managing Director of BlueGlass UK, at the event "Digital Marketing 2013" in Zurich, Switzerland.

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  • Can you stylize this a bit more?
  • Make this a quote with this picture of Greg: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/131102_548639935164027_34711351_o.jpg
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  • Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033
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  • Change to BlueGlass.com

How to earn visibility & links with content How to earn visibility & links with content Presentation Transcript

  • How to Earn Visibility & Links with Content SES London
  • http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content
  • “Content marketing” Growth vs. Penguin updates:Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/
  • Google hates this kind of link building
  • Google has more signals on quality than ever
  • Your bounce rates (back to SERPs)
  • Referring traffic from links
  • Referring traffic from social shares
  • Your writers’ authority & influence
  • Your brand’s reputation
  • Correlation shows social has great data – but don’t give up on links yet!http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/
  • Re-educating clients on quality vs. quantity is hard!2011 Link Building Monthly Report: 2013 Link Building Report:
  • You need quality, method & patience to pay off
  • Be remarkable…http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
  • Be insightful…
  • Be first…
  • Be creative…
  • Be creative…
  • Be useful…
  • Be useful…
  • Be unique…
  • Be unique…
  • Be agile…
  • Be quick…
  • Be prepared to adapt!
  • For best outreach results, you need an audience –social media = likes/shares/retweets, but rarely links
  • 1) A client/boss who is focused on the end result & prepared to learn along the way
  • 2) Your publish button is your biggest link building weapon
  • Useful outreach metric: average links per post
  • 3) Send Google brand signals they can’t ignore http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  • (or just make your brand the market leading keyword!)
  • 4) Your outreach placements generate natural links & co-citations themselves