Outreach: Choisir les bonnes cibles - SEO Camp Montréal 2013

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Peu importe que vous cherchiez à acquérir des liens ou à obtenir de la visibilité, il est primordial de comprendre quels sont les sites et contacts potentiels qui vous rapporteront le plus de …

Peu importe que vous cherchiez à acquérir des liens ou à obtenir de la visibilité, il est primordial de comprendre quels sont les sites et contacts potentiels qui vous rapporteront le plus de bénéfices et vous offriront le plus grand potentiel de succès. Cette présentation établira les bases d'un bon processus de qualification des prospects et remettra en question quelques idées préconçues, notamment la foi aveugle aux données.

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  • 1. Outreach: choisir lesbonnes ciblesDavid BélangerStratège, Inbound Marketing@DavidBlg1OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 2. Nous sommes Nurun. Notre obsession, c’estla compréhension des vérités consommateurset des technologies émergentes. Notre mission,c’est de concevoir des produits et servicesingénieux, adaptés à un monde connecté.2OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 3. AtlantaNancyShanghaiQuébec TurinMontréalParisMilanTorontoSan FranciscoChicoutimiMadridbureauxdans le monde1,200+employés14 ansdans lindustrieCommerce de détailAutomobilesServices financiersMedia et divertissementMode et beautéDOMAINES DEXPERTISEServicesGouvernementTélécommunicationsVoyage et tourismeSanté et pharmaceutiqueOUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL 3
  • 4. OutreachEssential to get links, social shares and acquire notoriety.4OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 5. Qualifying Prospects5OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉALFour key indicators to analyzeAuthorityObtain SEO benefitsEngagementCommunicate efficientlywith the right audienceRelevanceMakes sense for SearchEngines & usersQualityProtect yourtrustworthiness
  • 6. AuthorityYou need to be mentioned by those who have it.6OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 7. Authority / SEO Metrics7OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Domain Authority• Number of Linking Root Domains• Page Authority• Link Attributes• Number of Links on the Targeted Page
  • 8. EngagementLeverage their communities to reach out to yourpublic.8OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 9. Engagement Metrics9OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Comments• Social Shares• RSS Feed & Newsletter Subscribers• Social Media Followers• Social Authority
  • 10. QualityDon’t give Google a reason to question you.10OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 11. Quality Warnings11OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Domain Name & URL Structure• Trustworthiness• Quantity (And Type) of Ads Displayed• Date of Last Update
  • 12. RelevanceStand out for your quality, not your weirdassociations.12OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 13. Relevance13OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Topical• Semantic• Natural or Logical
  • 14. That’s interesting, but how do I know ifthey will link to me?14OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 15. Content Indicators15OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Bylines & bios - Do they accept contributors?• Who are they linking to?• Analyze their tone• Research their content to understand their objectives• Learn whos behind the website
  • 16. Let’s Bust Some Myths.
  • 17. Myth #1 – Metrics are the mostimportant thing to consider17OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 18. 18OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 19. Its a prospect. How will it develop?This is Brendan Gallagher. He weighs 178 lbs and is5’9 tall, both are well below the leagues average(203.5 lbs, 6’1).He wasn’t supposed to succeed. The result: Rookieof the year candidate.Look beyond the metrics and evaluatepotential.19OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 20. Don’t forget about relevance!20OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL• Dont throw away a relevant prospect because his authority doesn’tmeet your ideal.• Absolute numbers mean nothing. You need perspective.• In Canada, metrics are lower. There are fewer prospects.
  • 21. Other Myths21OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉALMyth #2 - Build a large list of prospectsso you dont have to repeat theprocess every few weeksSERPs change daily.Monitor to see whos moving up and down.It will affect who youll want to reach out to.Myth #3 - My keyword(s) have to be onthe pageMove beyond the keywords.Think about semantic association & relevance.
  • 22. ConclusionThink long term. Don’t cheat. Do the work.22OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 23. Prioritize and categorize your prospects23OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉALUse these criteria to identify your prospects based on their potential value.You’ll then be able to plan your outreach efforts accordingly.AuthorityObtain SEO benefitsEngagementCommunicate with theright audienceRelevanceMakes sense for SearchEngines & usersQualityProtect yourtrustworthiness
  • 24. Here’s one to get your startedI shared the link on Twitter, go check it out @DavidBlg24OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
  • 25. 25Merci.25OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉALDavid Bélanger@DavidBlg