Will Critchlow - The Future of Link Building

Will Critchlow - The Future of Link Building






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    Will Critchlow - The Future of Link Building Will Critchlow - The Future of Link Building Presentation Transcript

    • The future of link building WILL CRITCHLOW
    • Here are the kinds of things we’ve seen today
    • @hannah_bo_banna
    • PsychographicOnlineMassPublishing
    • Info vs plain graphic
    • Much of What Makes Leaders Great Also Makes Them Great MarketersVia the White House Flickr Feed: http://www.flickr.com/photos/whitehouse/8191317327/ - Inbound marketing in
    • Where did my “submit link” button go?
    • Links are deadI want to make it 100% clear that this is not what I am saying
    • Links are deadIf you tweet that I said this, I will hunt you down
    • It’s link building that is in troubleI’ve been answering SEOmoz Q&Asince it looked like thisAll the answers to “why don’t Irank?” used to be “you need morelinks”.Now?
    • Dear GOD.Not those links
    • I’m not here on a moral crusadeI just happen to prefer flywheels over explosive unsustainable growth
    • …and I’m not risk averseI have invested in all kinds of risky things (defined as “things that might not work”)
    • This is the last linklove
    • The future of link builders
    • There’s a bigger problem
    • We broke directoriesThey used to be the best way of finding great things on the web
    • We broke commentsNow we all have to run akismet
    • We broke forumsMany legitimate forums and communities closed under the onslaught of forum spam
    • We took a 150-year-old form of communication“Distribution of the slave population of the United States”, 1861
    • As practiced by respected newspapers“The Ebb and Flow of Movies”, 2008
    • And ruined it Thanks @ChrisLDyson
    • Try to make the design support the dataPlease tell me this was a joke
    • Incidentally, a good use of PinterestMaybe the only one I’ve found yet - http://pinterest.com/scottcowley/ugly-infographics/
    • Guest columns have existed foreverDoes your process look like this? Please tell me no. [Hat-tip Carson Ward]
    • We can’t even clean up after ourselvesWithout hacking people off
    • information tied to verified onlineprofiles will be ranked higher thancontent without such verification Eric Schmidt, Executive Chairman, Google
    • You think:“how can I game that”
    • There’s an even bigger problem
    • Ad agencies are better than usHonda Cog
    • Artists are better than usOK Go
    • Celebrities are better than us@ladygaga
    • Celebrities are better than us@willcritchlow
    • Brands are better than usRed Bull has videos of pigeons doing backflips
    • Loss leaders are hard to compete withSnow Fall – How they made it
    • STOP
    • Stop worrying about your hosting IP address
    • Start worrying about CDNs, edge nodes and site speed
    • Stop worrying about linking C-blocks
    • Start worrying about how manyjournalists you have in your address book
    • Stop worrying about anchor text
    • Start worrying about being misquoted
    • Stop worrying about nofollow
    • Start worrying whether anyone will click
    • Stop calling it link juice
    • For the love of GODstop calling it link juice
    • Link equity plays much better in the board room
    • The future of link builders
    • Hire the right VP Marketing or you’lljust end up with a bunch of blue pens with your logo on them
    • We understand amplificationFrom Thomas Baekdal
    • If you aren’t naturally technicalStart here – incredible deck from Jamie @ SEOmoz
    • Earn attention instead of shares
    • Measure links based on engaged visitorsI made you a custom report and advanced segments for non-bounces and >2 pages
    • Engage spidey sense
    • We can instantly tell Mom & Pop from Thin Affiliate
    • We know why no-one is linking to youYour site is ugly, your content sucks, no-one knows who you are
    • We know how influential a person isHaha. Just kidding.
    • Power searchingWe can find out who people are, where they write, what they own
    • Homework time
    • Inspired by Entrepreneurial DesignBy Gary Chou of USV - Course here and blog post write-up here
    • Make yourself uncomfortable
    • = 1 hour or less See here = an afternoon = day or more
    • Not extrovert?
    • Get a journalist to run a story based on your tipCall 3 journalists & tell them you thought they’d be interested in a story you found online
    • Present to a crowd of 200+ people See Justin Briggs’ explanation of how
    • Present to a boardBonus points for getting shouted at
    • Negotiate with a salespersonGet more than 10% off retail price of something (doesn’t have to be a car!)
    • Record a screencast or webinarGet it watched by more than 20 people. Camtasia / Google+ Hangouts on air
    • Reach out to a hero get an answer
    • Visit a newsroom
    • Debate a business caseWith 3+ colleagues who you don’t normally work with. We have enjoyed 2078 & 4168
    • Sell something door to doorDon’t want to go outside? Make 10 cold calls
    • Run a live usability testOffer to buy a stranger a coffee. Resist the urge to coach them
    • Answer 3 customer calls
    • and website instant chatI highly recommend olark.com
    • Read to a childIn some ways, they’re an easy audience. In others…
    • Not technical?
    • Install a web serverI’d start with Apache. Send enough traffic that it breaks. Fix it.
    • Build a web crawlerCrawl 10,000 pages. Discover how little of the web is nicely-formatted HTML
    • Search through some log filesFind 3 crawlers on your site that aren’t googlebot, slurp or bingbot
    • Build a tool
    • Contribute to an open source projectGithub makes some parts of this really easy. The hard part is working out git
    • Make something and sell a copy online
    • Work out who someone anonymous is
    • Run a conversion rate test end to endI recommend Optimizely. Don’t worry if you don’t get significant results
    • Install and play with rTake some Google Analytics data and strip seasonality
    • Not creative?
    • Film and edit some videoPhone camera. iMovie / Premiere Elements. Lower third. Cut a scene. Improve audio.
    • Make a graphic Get 20 shares
    • Make an interactive graphic
    • Build a wireframeTry Balsamiq. If you can’t think of anything, rework distilled.net homepage & send me it
    • Remove someone from a photoBefore After
    • Rewrite / redesign a landing pageCheri Percy wrote about our own conversion rate trials and tribulations
    • Write for a publication you’ve previously boughtBonus points for calling yourself a “published author”
    • Thanks. WILL CRITCHLOWwill.critchlow@distilled.net @willcritchlow
    • Image credits http://www.flickr.com/photos/seandreilinger/440479819/ http://www.flickr.com/photos/cabbit/5443790000/ http://www.flickr.com/photos/ballookey/265114990/ http://www.flickr.com/photos/latzko/6928444437/ http://www.flickr.com/photos/theseanster93/5027792986/ http://www.flickr.com/photos/timriley/246432530/ http://maddieonthings.com/post/45025427385/austin-tx-sxsw http://www.flickr.com/photos/johngreenaway/3356358479/ http://www.flickr.com/photos/99411713@N00/6170567978/ http://www.flickr.com/photos/mulmatsherm/2221223106/http://upload.wikimedia.org/wikipedia/commons/2/2a/New_York_Stock_Exchange_Boardroom_-_New_York_-_Flickr_-_hyku_(3).jpg http://www.flickr.com/photos/wrherndon/4630505899/ http://upload.wikimedia.org/wikipedia/commons/b/b7/Al_Jazeera_English_Newsroom.jpg http://www.flickr.com/photos/jfraissi/3710938389/ http://www.flickr.com/photos/alreadytaken/1338047903/ http://www.flickr.com/photos/rcpl/5125999205/ http://upload.wikimedia.org/wikipedia/commons/thumb/d/d2/TrakAxPC_Video_Editing_Software_Screenshot.png/1024px- TrakAxPC_Video_Editing_Software_Screenshot.png http://www.flickr.com/photos/mrsmagic/3300485968/ http://upload.wikimedia.org/wikipedia/commons/2/22/Seattle_Ugly_Mug_02.jpg http://www.flickr.com/photos/quinnanya/2596039804/ http://www.flickr.com/photos/hugosimmelink/1505553447/