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.
Biography Of Angeliki Cooney | Senior Vice President Life Sciences | Albany, ...
Outreach: Choisir les bonnes cibles - SEO Camp Montréal 2013
1. Outreach: choisir les
bonnes cibles
David Bélanger
Stratège, Inbound Marketing
@DavidBlg
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2. Nous sommes Nurun. Notre obsession, c’est
la compréhension des vérités consommateurs
et des technologies émergentes. Notre mission,
c’est de concevoir des produits et services
ingénieux, adaptés à un monde connecté.
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4. Outreach
Essential to get links, social shares and acquire notoriety.
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5. Qualifying Prospects
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Four key indicators to analyze
Authority
Obtain SEO benefits
Engagement
Communicate efficiently
with the right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness
6. Authority
You need to be mentioned by those who have it.
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7. Authority / SEO Metrics
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• Domain Authority
• Number of Linking Root Domains
• Page Authority
• Link Attributes
• Number of Links on the Targeted Page
9. Engagement Metrics
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• Comments
• Social Shares
• RSS Feed & Newsletter Subscribers
• Social Media Followers
• Social Authority
10. Quality
Don’t give Google a reason to question you.
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11. Quality Warnings
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• Domain Name & URL Structure
• Trustworthiness
• Quantity (And Type) of Ads Displayed
• Date of Last Update
12. Relevance
Stand out for your quality, not your weird
associations.
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14. That’s interesting, but how do I know if
they will link to me?
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15. Content Indicators
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• Bylines & bios - Do they accept contributors?
• Who are they linking to?
• Analyze their tone
• Research their content to understand their objectives
• Learn who's behind the website
19. It's a prospect. How will it develop?
This is Brendan Gallagher. He weighs 178 lbs and is
5’9 tall, both are well below the league's average
(203.5 lbs, 6’1).
He wasn’t supposed to succeed. The result: Rookie
of the year candidate.
Look beyond the metrics and evaluate
potential.
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20. Don’t forget about relevance!
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• Don't throw away a relevant prospect because his authority doesn’t
meet your ideal.
• Absolute numbers mean nothing. You need perspective.
• In Canada, metrics are lower. There are fewer prospects.
21. Other Myths
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Myth #2 - Build a large list of prospects
so you don't have to repeat the
process every few weeks
SERPs change daily.
Monitor to see who's moving up and down.
It will affect who you'll want to reach out to.
Myth #3 - My keyword(s) have to be on
the page
Move beyond the keywords.
Think about semantic association & relevance.
22. Conclusion
Think long term. Don’t cheat. Do the work.
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23. Prioritize and categorize your prospects
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Use these criteria to identify your prospects based on their potential value.
You’ll then be able to plan your outreach efforts accordingly.
Authority
Obtain SEO benefits
Engagement
Communicate with the
right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness
24. Here’s one to get your started
I shared the link on Twitter, go check it out @DavidBlg
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