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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-update...
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/g...
Re-educating clients on quality vs. quantity                    is hard!2011 Link Building Monthly Report:   2013 Link Bui...
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_ow...
(or just make your brand the market leading keyword!)
4) Your outreach placements generate natural        links & co-citations themselves
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
How to earn visibility & links with content
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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.

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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
  • *Internal data*
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  • Change to BlueGlass.com
  • Transcript of "How to earn visibility & links with content"

    1. 1. How to Earn Visibility & Links with Content SES London
    2. 2. http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content
    3. 3. “Content marketing” Growth vs. Penguin updates:Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/
    4. 4. Google hates this kind of link building
    5. 5. Google has more signals on quality than ever
    6. 6. Your bounce rates (back to SERPs)
    7. 7. Referring traffic from links
    8. 8. Referring traffic from social shares
    9. 9. Your writers’ authority & influence
    10. 10. Your brand’s reputation
    11. 11. 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/
    12. 12. Re-educating clients on quality vs. quantity is hard!2011 Link Building Monthly Report: 2013 Link Building Report:
    13. 13. You need quality, method & patience to pay off
    14. 14. Be remarkable…http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
    15. 15. Be insightful…
    16. 16. Be first…
    17. 17. Be creative…
    18. 18. Be creative…
    19. 19. Be useful…
    20. 20. Be useful…
    21. 21. Be unique…
    22. 22. Be unique…
    23. 23. Be agile…
    24. 24. Be quick…
    25. 25. Be prepared to adapt!
    26. 26. For best outreach results, you need an audience –social media = likes/shares/retweets, but rarely links
    27. 27. 1) A client/boss who is focused on the end result & prepared to learn along the way
    28. 28. 2) Your publish button is your biggest link building weapon
    29. 29. Useful outreach metric: average links per post
    30. 30. 3) Send Google brand signals they can’t ignore http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
    31. 31. (or just make your brand the market leading keyword!)
    32. 32. 4) Your outreach placements generate natural links & co-citations themselves
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