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/