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   ...
Image CreditsShots - http://www.thethirstypig.com/2011/01/13/100-shots-at-blue-frog-%E8%93%9D%E8%9B%99/Please drink respon...
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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.

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Go Big or Go Home - BrightonSEO April 2013

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