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 Presentation Transcript

  • 1. go big or go home… Hannah Smith @hannah_bo_banna
  • 2. …a phrase usually used togoad someone into anoutlandish or awesome act @hannah_bo_banna
  • 3. @hannah_bo_banna
  • 4. …actually often said act is pretty dumb @hannah_bo_banna
  • 5. @hannah_bo_banna
  • 6. today‟s not aboutbig drinking @hannah_bo_banna
  • 7. today’s aboutbig content @hannah_bo_banna
  • 8. WTF?! @hannah_bo_banna
  • 9. expensive content @hannah_bo_banna
  • 10. WTF?! @hannah_bo_banna
  • 11. takes more than40 hours to create @hannah_bo_banna
  • 12. plusfurther time to outreach @hannah_bo_banna
  • 13. sounds like a gamble? @hannah_bo_banna
  • 14. funnilyenough @hannah_bo_banna
  • 15. I used to be abetting shop manager @hannah_bo_banna
  • 16. @hannah_bo_banna
  • 17. gambling is amug‟s game @hannah_bo_banna
  • 18. which presents something of a problem @hannah_bo_banna
  • 19. because investing inbig content @hannah_bo_banna
  • 20. is a majorgamble @hannah_bo_banna
  • 21. and I amrisk averse @hannah_bo_banna
  • 22. this is the story of how I learned to embrace gambling @hannah_bo_banna
  • 23. but first,some context… @hannah_bo_banna
  • 24. @hannah_bo_banna
  • 25. it was always a competitive niche… @hannah_bo_banna
  • 26. Jan 2012: we‟d been workingtogether for over a year… @hannah_bo_banna
  • 27. „small‟content @hannah_bo_banna
  • 28. @hannah_bo_banna
  • 29. + some guest blogging @hannah_bo_banna
  • 30. consistentresults @hannah_bo_banna
  • 31. then @hannah_bo_banna
  • 32. @hannah_bo_banna
  • 33. @hannah_bo_banna
  • 34. @hannah_bo_banna
  • 35. @hannah_bo_banna
  • 36. it got @hannah_bo_banna
  • 37. @hannah_bo_banna
  • 38. @hannah_bo_banna
  • 39. the stuff we were doing @hannah_bo_banna
  • 40. playing itsafe @hannah_bo_banna
  • 41. smallcontent @hannah_bo_banna
  • 42. smallgamble @hannah_bo_banna
  • 43. smallreward @hannah_bo_banna
  • 44. these consistentresults @hannah_bo_banna
  • 45. were not going to be enough @hannah_bo_banna
  • 46. to reallycompete @hannah_bo_banna
  • 47. the client washappy @hannah_bo_banna
  • 48. the client washappy @hannah_bo_banna
  • 49. the client washappy @hannah_bo_banna
  • 50. but we were onborrowed time @hannah_bo_banna
  • 51. go big or go home? @hannah_bo_banna
  • 52. soundsrisky @hannah_bo_banna
  • 53. remember, I‟mrisk averse @hannah_bo_banna
  • 54. but @hannah_bo_banna
  • 55. is it really agamble? @hannah_bo_banna
  • 56. maybe not when you‟re the agency @hannah_bo_banna
  • 57. but you still need topersuade the client… @hannah_bo_banna
  • 58. they are the ones that stand to lose @hannah_bo_banna
  • 59. @hannah_bo_banna
  • 60. they agreed to a test  @hannah_bo_banna
  • 61. don‟t expect the client topay more @hannah_bo_banna
  • 62. we pitched to goslower @hannah_bo_banna
  • 63. moved from a 4 week content cycleto an 8 week content cycle @hannah_bo_banna
  • 64. we absorbed some risk @hannah_bo_banna
  • 65. weover-delivered @hannah_bo_banna
  • 66. likecrazy @hannah_bo_banna
  • 67. wefigured @hannah_bo_banna
  • 68. if we couldprove it worked @hannah_bo_banna
  • 69. we could pitch for more money later @hannah_bo_banna
  • 70. it was agamble @hannah_bo_banna
  • 71. but that nagromped home @hannah_bo_banna
  • 72. @hannah_bo_banna
  • 73. 148linking root domains @hannah_bo_banna
  • 74. whathappened next @hannah_bo_banna
  • 75. it‟s not about going big once @hannah_bo_banna
  • 76. @hannah_bo_banna
  • 77. 101linking root domains @hannah_bo_banna
  • 78. @hannah_bo_banna
  • 79. @hannah_bo_banna
  • 80. 79linking root domains @hannah_bo_banna
  • 81. @hannah_bo_banna
  • 82. @hannah_bo_banna
  • 83. 74linking root domains @hannah_bo_banna
  • 84. @hannah_bo_banna
  • 85. @hannah_bo_banna
  • 86. 197linking root domains @hannah_bo_banna
  • 87. @hannah_bo_banna
  • 88. @hannah_bo_banna
  • 89. 55linking root domains @hannah_bo_banna
  • 90. @hannah_bo_banna
  • 91. @hannah_bo_banna
  • 92. 188linking root domains @hannah_bo_banna
  • 93. @hannah_bo_banna
  • 94. @hannah_bo_banna
  • 95. 6 linking root domains(don‟t panic, it‟s new) @hannah_bo_banna
  • 96. it‟s not been thesmoothest ride @hannah_bo_banna
  • 97. 250200150100 50 0 Linking Root Domains @hannah_bo_banna
  • 98. however @hannah_bo_banna
  • 99. per £1 invested in content& outreach @hannah_bo_banna
  • 100. we‟re now building more than doublethe number of links @hannah_bo_banna
  • 101. we‟re twice as effectivenow as when we were playing it safe @hannah_bo_banna
  • 102. but it‟s not just about links @hannah_bo_banna
  • 103. results you actually care about @hannah_bo_banna
  • 104. Jan 2012versus Jan 2013 @hannah_bo_banna
  • 105. improved rankings for head terms @hannah_bo_banna
  • 106. @hannah_bo_banna
  • 107. @hannah_bo_banna
  • 108. 45% increase in organic traffic @hannah_bo_banna
  • 109. increased conversions @hannah_bo_banna
  • 110. conversions are money #justsayin @hannah_bo_banna
  • 111. happy client @hannah_bo_banna
  • 112. @hannah_bo_banna
  • 113. 5 tips forgoing bigor how to avoid going home @hannah_bo_banna
  • 114. @hannah_bo_banna
  • 115. your content needs to support the brand‟spositioning @hannah_bo_banna
  • 116. in order to getsign off @hannah_bo_banna
  • 117. & in order to berepeatable @hannah_bo_banna
  • 118. „whacky‟ ideas @hannah_bo_banna
  • 119. cost too much time @hannah_bo_banna
  • 120. & are hard torepeat @hannah_bo_banna
  • 121. @hannah_bo_banna
  • 122. evergreen content is far less risky @hannah_bo_banna
  • 123. @hannah_bo_banna
  • 124. use your best idea first @hannah_bo_banna
  • 125. but have plenty more in yourback pocket @hannah_bo_banna
  • 126. it‟s not about going big once @hannah_bo_banna
  • 127. @hannah_bo_banna
  • 128. set benchmarks for„success‟ @hannah_bo_banna
  • 129. before launch @hannah_bo_banna
  • 130. @hannah_bo_banna
  • 131. don‟t believe the hype @hannah_bo_banna
  • 132. “great content produces out-sized returns” @hannah_bo_banna
  • 133. one coldemail @hannah_bo_banna
  • 134. @hannah_bo_banna
  • 135. sadly, that only happens sometimes @hannah_bo_banna
  • 136. great content gets you top-tierguest posts @hannah_bo_banna
  • 137. @hannah_bo_banna
  • 138. @hannah_bo_banna
  • 139. @hannah_bo_banna
  • 140. a word of warning @hannah_bo_banna
  • 141. I was hoping to build a flywheel @hannah_bo_banna
  • 142. #naive @hannah_bo_banna
  • 143. nevertheless @hannah_bo_banna
  • 144. investing inbig content @hannah_bo_banna
  • 145. is a majorgamble @hannah_bo_banna
  • 146. that canpay off @hannah_bo_banna
  • 147. & if you too are in a rut @hannah_bo_banna
  • 148. smallcontent @hannah_bo_banna
  • 149. smallgamble @hannah_bo_banna
  • 150. smallreward @hannah_bo_banna
  • 151. & it‟s notenough @hannah_bo_banna
  • 152. to reallycompete @hannah_bo_banna
  • 153. @hannah_bo_banna
  • 154. @hannah_bo_banna
  • 155. @hannah_bo_banna
  • 156. HANNAH SMITHCaffeine AddictSEOmoz AssociateWriter for State of Search & SEO Chicks Principal Consultant, Distilled hannah.smith@distilled.net @hannah_bo_banna
  • 157. 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