36 TIPS, TRICKS AND TOOLS
FOR BAITING BRAND
SIGNALS THROUGH
CONTENT
STACEY CAVANAGH
HEAD OF SEARCH
TECMARK

@staceycav
Link Bait
@staceycav
@staceycav
@staceycav
@staceycav
But I don‟t believe Google
has rooms full of people
„doing‟ this manually

@staceycav
BRANDS MAKE NOISE.

@staceycav
@staceycav
GUEST BLOGGING
EDITORIAL
UP YOUR GAME.

@staceycav
ALL GUEST BLOGGING WAS
NOT MADE EQUAL

@staceycav
Play here and be seen by few

@staceycav
Play here and be seen by many

@staceycav
I hereby dub thee…

“Guest editorial contributor”

@staceycav
@staceycav
@staceycav
@staceycav
THE FIRST HURDLE IS FINDING
THE RIGHT PUBLICATIONS

@staceycav
AND NOT LIKE THIS…

@staceycav
#1
• Which publications does your
client/boss/industry read?
• What‟s the best piece of coverage
your biggest competitor s...
#2

http://www.magazinesubscriptions.co.uk/magazines

@staceycav
#3

http://www.allyoucanread.com/

@staceycav
#4
Clean up your language

@staceycav
SURVEYS MAKE NOISE

@staceycav
@staceycav
I asked 1000 Americans to name a British City
other than London.

http://blogsession.co.uk/2013/09/british-cities/
@stacey...
@staceycav
@staceycav
@staceycav
@staceycav
@staceycav
@staceycav
@staceycav
The investment in that piece of
content:
•

$25 on survey responses

•

2 hours on writing the post
and some of the initia...
@staceycav
@staceycav
AWESOME. SO ALL I NEED TO IS
ASK SOME PEOPLE A
QUESTION?

@staceycav
@staceycav
AND NOBODY GAVE A CRAP.

@staceycav
#5
Surveys are kick ass – but
only if the results tell an
interesting story

@staceycav
#6

www.quicksurveys.com

@staceycav
#7

http://www.google.com/insights/consumersurveys/home

@staceycav
DISCOUNT ALERT!!!
http://www.google.com/insights/consumersurveys/offer/eventcard

@staceycav
#8

https://www.onepoll.com/

@staceycav
FREEDOM OF
INFORMATION

@staceycav
https://www.gov.uk/make-a-freedom-of-information-request
@staceycav
@staceycav
It‟s generally free to request the information
but authorities can make a reasonable
charge if answering your request will...
@staceycav
FOI REQUESTS
We‟ve asked:
•

local councils about businesses in debt to them
(accountancy)

•

the DSA about disqualified ...
#9

http://goo.gl/MN1Ij8

@staceycav
#10

https://www.whatdotheyknow.com/

@staceycav
#11

http://journalisted.com/

@staceycav
#12

@staceycav
IMAGES FOR LINKS
ATTRIBUTION

@staceycav
@staceycav
@staceycav
@staceycav
@staceycav
#13
Share your photos on Flickr
under Creative Commons.

@staceycav
#13.5
And tell people how to
attribute.

@staceycav
#14
On Page SEO for your
images.

@staceycav
On Page SEO for your
images.

@staceycav
#15
Off page SEO for your image
pages!

@staceycav
@staceycav
@staceycav
#16
Chase up those who
don‟t credit!

http://www.google.com/imghp

@staceycav
#17

http://www.imageraider.com/

@staceycav
#18

Learn more at http://moz.com/blog/say-hello-to-fresh-alerts

http://freshwebexplorer.moz.com/

@staceycav
PASSIVE IMAGE LINK
BUILDING IS GREAT.

@staceycav
ACTIVE IMAGE LINK
BUILDING IS AWESOME

@staceycav
#19
CENTRE OUTREACH
AROUND IMAGES

@staceycav
#20
IF SOMEONE (INFLUENTIAL) USES
ONE OF YOUR IMAGES AND CREDITS
PROPERLY, OFFER THEM MORE
EXCLUSIVE ONES

@staceycav
BUILD IT AND THEY
WILL COME.

@staceycav
#21

http://www.buzzstream.com

@staceycav
#22

http://www.grouphigh.com/

@staceycav
#23

http://www.inkybee.com/

@staceycav
#24

http://backtweets.com/

@staceycav
@staceycav
#25

http://www.helpareporter.com/

@staceycav
#26

http://flacklist.com/

@staceycav
#27

http://www.newscertified.com/

@staceycav
#28

http://muckrack.com/

@staceycav
#29

http://wordpress.org/plugins/title-split-testing-for-wordpress/
@staceycav
#30

http://www.outbrain.com/

@staceycav
#31

Clicks available for pennies with carefully targeted
non-commercial keywords.

@staceycav
#32

Approx $0.10 per view
https://www.stumbleupon.com/pd

@staceycav
#33

http://www.zemanta.com/?wpst=1

@staceycav
#34

http://www.reddit.com/ad_inq/

@staceycav
#35

https://www.facebook.com/advertising/

@staceycav
#36

Pick up the phone!

That‟s my Nan!
@staceycav
THANK YOU

@staceycav

http://www/gplus.to/staceycav

stacey.cavanagh@tecmark.co.uk
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Stacey Cavanagh_SearchLove London 2013

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Transcript of "Stacey Cavanagh_SearchLove London 2013"

  1. 1. 36 TIPS, TRICKS AND TOOLS FOR BAITING BRAND SIGNALS THROUGH CONTENT STACEY CAVANAGH HEAD OF SEARCH TECMARK @staceycav
  2. 2. Link Bait @staceycav
  3. 3. @staceycav
  4. 4. @staceycav
  5. 5. @staceycav
  6. 6. But I don‟t believe Google has rooms full of people „doing‟ this manually @staceycav
  7. 7. BRANDS MAKE NOISE. @staceycav
  8. 8. @staceycav
  9. 9. GUEST BLOGGING EDITORIAL UP YOUR GAME. @staceycav
  10. 10. ALL GUEST BLOGGING WAS NOT MADE EQUAL @staceycav
  11. 11. Play here and be seen by few @staceycav
  12. 12. Play here and be seen by many @staceycav
  13. 13. I hereby dub thee… “Guest editorial contributor” @staceycav
  14. 14. @staceycav
  15. 15. @staceycav
  16. 16. @staceycav
  17. 17. THE FIRST HURDLE IS FINDING THE RIGHT PUBLICATIONS @staceycav
  18. 18. AND NOT LIKE THIS… @staceycav
  19. 19. #1 • Which publications does your client/boss/industry read? • What‟s the best piece of coverage your biggest competitor secured? • What publications do your customers/clients‟ customers read? @staceycav
  20. 20. #2 http://www.magazinesubscriptions.co.uk/magazines @staceycav
  21. 21. #3 http://www.allyoucanread.com/ @staceycav
  22. 22. #4 Clean up your language @staceycav
  23. 23. SURVEYS MAKE NOISE @staceycav
  24. 24. @staceycav
  25. 25. I asked 1000 Americans to name a British City other than London. http://blogsession.co.uk/2013/09/british-cities/ @staceycav
  26. 26. @staceycav
  27. 27. @staceycav
  28. 28. @staceycav
  29. 29. @staceycav
  30. 30. @staceycav
  31. 31. @staceycav
  32. 32. @staceycav
  33. 33. The investment in that piece of content: • $25 on survey responses • 2 hours on writing the post and some of the initial social social sharing @staceycav
  34. 34. @staceycav
  35. 35. @staceycav
  36. 36. AWESOME. SO ALL I NEED TO IS ASK SOME PEOPLE A QUESTION? @staceycav
  37. 37. @staceycav
  38. 38. AND NOBODY GAVE A CRAP. @staceycav
  39. 39. #5 Surveys are kick ass – but only if the results tell an interesting story @staceycav
  40. 40. #6 www.quicksurveys.com @staceycav
  41. 41. #7 http://www.google.com/insights/consumersurveys/home @staceycav
  42. 42. DISCOUNT ALERT!!! http://www.google.com/insights/consumersurveys/offer/eventcard @staceycav
  43. 43. #8 https://www.onepoll.com/ @staceycav
  44. 44. FREEDOM OF INFORMATION @staceycav
  45. 45. https://www.gov.uk/make-a-freedom-of-information-request @staceycav
  46. 46. @staceycav
  47. 47. It‟s generally free to request the information but authorities can make a reasonable charge if answering your request will take a particularly long time. @staceycav
  48. 48. @staceycav
  49. 49. FOI REQUESTS We‟ve asked: • local councils about businesses in debt to them (accountancy) • the DSA about disqualified drivers by town (automobile) • VisitBritain about their spend marketing Britain as a tourist destination in various countries (travel) @staceycav
  50. 50. #9 http://goo.gl/MN1Ij8 @staceycav
  51. 51. #10 https://www.whatdotheyknow.com/ @staceycav
  52. 52. #11 http://journalisted.com/ @staceycav
  53. 53. #12 @staceycav
  54. 54. IMAGES FOR LINKS ATTRIBUTION @staceycav
  55. 55. @staceycav
  56. 56. @staceycav
  57. 57. @staceycav
  58. 58. @staceycav
  59. 59. #13 Share your photos on Flickr under Creative Commons. @staceycav
  60. 60. #13.5 And tell people how to attribute. @staceycav
  61. 61. #14 On Page SEO for your images. @staceycav
  62. 62. On Page SEO for your images. @staceycav
  63. 63. #15 Off page SEO for your image pages! @staceycav
  64. 64. @staceycav
  65. 65. @staceycav
  66. 66. #16 Chase up those who don‟t credit! http://www.google.com/imghp @staceycav
  67. 67. #17 http://www.imageraider.com/ @staceycav
  68. 68. #18 Learn more at http://moz.com/blog/say-hello-to-fresh-alerts http://freshwebexplorer.moz.com/ @staceycav
  69. 69. PASSIVE IMAGE LINK BUILDING IS GREAT. @staceycav
  70. 70. ACTIVE IMAGE LINK BUILDING IS AWESOME @staceycav
  71. 71. #19 CENTRE OUTREACH AROUND IMAGES @staceycav
  72. 72. #20 IF SOMEONE (INFLUENTIAL) USES ONE OF YOUR IMAGES AND CREDITS PROPERLY, OFFER THEM MORE EXCLUSIVE ONES @staceycav
  73. 73. BUILD IT AND THEY WILL COME. @staceycav
  74. 74. #21 http://www.buzzstream.com @staceycav
  75. 75. #22 http://www.grouphigh.com/ @staceycav
  76. 76. #23 http://www.inkybee.com/ @staceycav
  77. 77. #24 http://backtweets.com/ @staceycav
  78. 78. @staceycav
  79. 79. #25 http://www.helpareporter.com/ @staceycav
  80. 80. #26 http://flacklist.com/ @staceycav
  81. 81. #27 http://www.newscertified.com/ @staceycav
  82. 82. #28 http://muckrack.com/ @staceycav
  83. 83. #29 http://wordpress.org/plugins/title-split-testing-for-wordpress/ @staceycav
  84. 84. #30 http://www.outbrain.com/ @staceycav
  85. 85. #31 Clicks available for pennies with carefully targeted non-commercial keywords. @staceycav
  86. 86. #32 Approx $0.10 per view https://www.stumbleupon.com/pd @staceycav
  87. 87. #33 http://www.zemanta.com/?wpst=1 @staceycav
  88. 88. #34 http://www.reddit.com/ad_inq/ @staceycav
  89. 89. #35 https://www.facebook.com/advertising/ @staceycav
  90. 90. #36 Pick up the phone! That‟s my Nan! @staceycav
  91. 91. THANK YOU @staceycav http://www/gplus.to/staceycav stacey.cavanagh@tecmark.co.uk
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