Go Big or Go Home - BrightonSEO April 2013
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Go Big or Go Home - BrightonSEO April 2013

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How I took a gamble on 'big' content for link building. My presentation for BrightonSEO April 2013.

How I took a gamble on 'big' content for link building. My presentation for BrightonSEO April 2013.

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Go Big or Go Home - BrightonSEO April 2013 Go Big or Go Home - BrightonSEO April 2013 Presentation Transcript

  • go big or go home… Hannah Smith @hannah_bo_banna
  • …a phrase usually used togoad someone into anoutlandish or awesome act @hannah_bo_banna
  • @hannah_bo_banna
  • …actually often said act is pretty dumb @hannah_bo_banna
  • @hannah_bo_banna
  • today‟s not aboutbig drinking @hannah_bo_banna
  • today’s aboutbig content @hannah_bo_banna
  • WTF?! @hannah_bo_banna
  • expensive content @hannah_bo_banna
  • WTF?! @hannah_bo_banna
  • takes more than40 hours to create @hannah_bo_banna
  • plusfurther time to outreach @hannah_bo_banna
  • sounds like a gamble? @hannah_bo_banna
  • funnilyenough @hannah_bo_banna
  • I used to be abetting shop manager @hannah_bo_banna
  • @hannah_bo_banna
  • gambling is amug‟s game @hannah_bo_banna
  • which presents something of a problem @hannah_bo_banna
  • because investing inbig content @hannah_bo_banna
  • is a majorgamble @hannah_bo_banna
  • and I amrisk averse @hannah_bo_banna
  • this is the story of how I learned to embrace gambling @hannah_bo_banna
  • but first,some context… @hannah_bo_banna
  • @hannah_bo_banna
  • it was always a competitive niche… @hannah_bo_banna
  • Jan 2012: we‟d been workingtogether for over a year… @hannah_bo_banna
  • „small‟content @hannah_bo_banna
  • @hannah_bo_banna
  • + some guest blogging @hannah_bo_banna
  • consistentresults @hannah_bo_banna
  • then @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • it got @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • the stuff we were doing @hannah_bo_banna
  • playing itsafe @hannah_bo_banna
  • smallcontent @hannah_bo_banna
  • smallgamble @hannah_bo_banna
  • smallreward @hannah_bo_banna
  • these consistentresults @hannah_bo_banna
  • were not going to be enough @hannah_bo_banna
  • to reallycompete @hannah_bo_banna
  • the client washappy @hannah_bo_banna
  • the client washappy @hannah_bo_banna
  • the client washappy @hannah_bo_banna
  • but we were onborrowed time @hannah_bo_banna
  • go big or go home? @hannah_bo_banna
  • soundsrisky @hannah_bo_banna
  • remember, I‟mrisk averse @hannah_bo_banna
  • but @hannah_bo_banna
  • is it really agamble? @hannah_bo_banna
  • maybe not when you‟re the agency @hannah_bo_banna
  • but you still need topersuade the client… @hannah_bo_banna
  • they are the ones that stand to lose @hannah_bo_banna
  • @hannah_bo_banna
  • they agreed to a test  @hannah_bo_banna
  • don‟t expect the client topay more @hannah_bo_banna
  • we pitched to goslower @hannah_bo_banna
  • moved from a 4 week content cycleto an 8 week content cycle @hannah_bo_banna
  • we absorbed some risk @hannah_bo_banna
  • weover-delivered @hannah_bo_banna
  • likecrazy @hannah_bo_banna
  • wefigured @hannah_bo_banna
  • if we couldprove it worked @hannah_bo_banna
  • we could pitch for more money later @hannah_bo_banna
  • it was agamble @hannah_bo_banna
  • but that nagromped home @hannah_bo_banna
  • @hannah_bo_banna
  • 148linking root domains @hannah_bo_banna
  • whathappened next @hannah_bo_banna
  • it‟s not about going big once @hannah_bo_banna
  • @hannah_bo_banna
  • 101linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 79linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 74linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 197linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 55linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 188linking root domains @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 6 linking root domains(don‟t panic, it‟s new) @hannah_bo_banna
  • it‟s not been thesmoothest ride @hannah_bo_banna
  • 250200150100 50 0 Linking Root Domains @hannah_bo_banna
  • however @hannah_bo_banna
  • per £1 invested in content& outreach @hannah_bo_banna
  • we‟re now building more than doublethe number of links @hannah_bo_banna
  • we‟re twice as effectivenow as when we were playing it safe @hannah_bo_banna
  • but it‟s not just about links @hannah_bo_banna
  • results you actually care about @hannah_bo_banna
  • Jan 2012versus Jan 2013 @hannah_bo_banna
  • improved rankings for head terms @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • 45% increase in organic traffic @hannah_bo_banna
  • increased conversions @hannah_bo_banna
  • conversions are money #justsayin @hannah_bo_banna
  • happy client @hannah_bo_banna
  • @hannah_bo_banna
  • 5 tips forgoing bigor how to avoid going home @hannah_bo_banna
  • @hannah_bo_banna
  • your content needs to support the brand‟spositioning @hannah_bo_banna
  • in order to getsign off @hannah_bo_banna
  • & in order to berepeatable @hannah_bo_banna
  • „whacky‟ ideas @hannah_bo_banna
  • cost too much time @hannah_bo_banna
  • & are hard torepeat @hannah_bo_banna
  • @hannah_bo_banna
  • evergreen content is far less risky @hannah_bo_banna
  • @hannah_bo_banna
  • use your best idea first @hannah_bo_banna
  • but have plenty more in yourback pocket @hannah_bo_banna
  • it‟s not about going big once @hannah_bo_banna
  • @hannah_bo_banna
  • set benchmarks for„success‟ @hannah_bo_banna
  • before launch @hannah_bo_banna
  • @hannah_bo_banna
  • don‟t believe the hype @hannah_bo_banna
  • “great content produces out-sized returns” @hannah_bo_banna
  • one coldemail @hannah_bo_banna
  • @hannah_bo_banna
  • sadly, that only happens sometimes @hannah_bo_banna
  • great content gets you top-tierguest posts @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • a word of warning @hannah_bo_banna
  • I was hoping to build a flywheel @hannah_bo_banna
  • #naive @hannah_bo_banna
  • nevertheless @hannah_bo_banna
  • investing inbig content @hannah_bo_banna
  • is a majorgamble @hannah_bo_banna
  • that canpay off @hannah_bo_banna
  • & if you too are in a rut @hannah_bo_banna
  • smallcontent @hannah_bo_banna
  • smallgamble @hannah_bo_banna
  • smallreward @hannah_bo_banna
  • & it‟s notenough @hannah_bo_banna
  • to reallycompete @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • @hannah_bo_banna
  • HANNAH SMITHCaffeine AddictSEOmoz AssociateWriter for State of Search & SEO Chicks Principal Consultant, Distilled hannah.smith@distilled.net @hannah_bo_banna
  • Image CreditsShots - http://www.thethirstypig.com/2011/01/13/100-shots-at-blue-frog-%E8%93%9D%E8%9B%99/Please drink responsibly - http://lmaotwitpics.com/2012/12/27/drink-responsibly/Ladbrokes - http://www.flickr.com/photos/jaggers/8047471537/sizes/l/F*ck Yeah - http://www.fastcodesign.com/1669791/infographic-the-rise-of-tumblrs-fuck-yeah-movement1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/Clock - http://digitalbloggers.com/gregfionascott/how-to-stop-procrastinating/Your best shot - http://www.forbes.com/sites/jessicahagy/2012/10/04/40-things-to-say-before-you-die/2/Go big or go home - http://kristiehuey.com/GO-BIG @hannah_bo_banna