Screw Link Building - It is Called Relationship Building - On a Budget
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Screw Link Building - It is Called Relationship Building - On a Budget

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Jo Turnbull's presentation at SES NYC March 2013 on Relationship building on a budget.

Jo Turnbull's presentation at SES NYC March 2013 on Relationship building on a budget.

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  • Building a relationship is between client and blogger/partner On a budget
  • Incorporates SEO, Social Media and PPC
  • Search London Jan 2012 – 592. January 2013 – 1100 – relationship building In the last year that really grew
  • Search London Jan 2012 – 592. January 2013 – 1100 – relationship building
  • No time like the present, if you want to get ahead, do it now. JDI @winesurfer
  • Build that relationship with the blogs
  • Build relationship with the bloggers
  • How to apply: To win travel ’ s Biggest, Baddest Bucket List, it ’ s very straightforward to apply. But hurry, there are only 10 days left to enter. Entries close on the 31 st March 2013.   Step one: Applicants must create a video application in English and up to three minutes in length telling us about your favourite destination around the world – whether that ’ s the city you live, your best holiday or the place you ’ ve always dreamed of travelling to.   Step two: Upload your video together with a completed application form and travel blog-style entry to www.mydestination.com/bbb . The video and blog entry can be of two different locations in order to showcase creativity and diversity.

Screw Link Building - It is Called Relationship Building - On a Budget Screw Link Building - It is Called Relationship Building - On a Budget Presentation Transcript

  • Screw Link Building – It is calledRelationship BuildingOn a BudgetPresenter Jo TurnbullNew York | March 25–28 #SESNY
  • New York| March 25–28, 2013 | #SESNYThe Beginning of SEO Jo• Worked client side• Moved agency September 2009• i-level then MEC• Organizer Search London• Freelance• Blogger at State of Search• Business Director at iProspect Sydney, AustraliaAll from Relationship Building @SEOJoBlogs 1 2
  • New York| March 25–28, 2013 | #SESNYCase Studies• Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 2 3
  • New York| March 25–28, 2013 | #SESNYWhy build a relationship vs a link?• Low cost for you/client• Long term• Beneficial to you and the client• Quality link building is about relationship building• Stay current with shifting market dynamics• Don’t be left behind – Google updates @SEOJoBlogs 3 4
  • New York| March 25–28, 2013 | #SESNYHow to build relationships• Honest and open• Attend events• Take the long term view• Do something different – stand out• Ask why? @SEOJoBlogs 4 5
  • New York| March 25–28, 2013 | #SESNYCase Study 1.Search London• Search London, took over ownership October 2010 when organizer stepped down – 200 members• Goal - to grow the event – not just for links• Wanted to know more people in search• Was it going to be a success or not?• How do I get people to attend?• Lots of competition – London• Links not as important as Relationship Building @SEOJoBlogs 5 6
  • New York| March 25–28, 2013 | #SESNY1. Search London – Why? @SEOJoBlogs 6 7
  • New York| March 25–28, 2013 | #SESNYJanuary 2012 @SEOJoBlogs 7 8
  • New York| March 25–28, 2013 | #SESNYJanuary 2013 @SEOJoBlogs 8 9
  • New York| March 25–28, 2013 | #SESNYSearch London - members•Jan 2012 – 592 members•5 meetups 2012•January 2013 – 1100 members•Increase 86%•As of March 2013 – 1230 membersAll of this through Relationship Building @SEOJoBlogs 9 10
  • New York| March 25–28, 2013 | #SESNY Search London - How• Strong domain - www.meetup.com - attracts new members• Good speakers – don’t be afraid to ask – Finlay Clark from Google first meetup January 2011 – Lisa Myers – CEO and Founder of Verve Search – Paddy Moogan – Author of Linkbuildingbook.com – Kelvin Newman – Brighton SEO – Judith Lewis – Head of Search at Beyond, Blogger at SEOChicks – Richard Baxter – CEO and Founder of SEOGadget• Catchy titles each presentation – Search in 2011 – Link building post panda – Schema markup – The value of SEO and social @SEOJoBlogs 10 11
  • New York| March 25–28, 2013 | #SESNYSearch London - How• Guest post – SEOGadget• Interact with others at the event• Don’t spam people – send an email announcing event, reminder and post event• Central venue – Easy to get to, easy to find, not weather dependant• Use Twitter #SearchLondon and encourage others – Updates, remaining tickets left• Film presentations for later @SEOJoBlogs 11 12
  • New York| March 25–28, 2013 | #SESNY Search London - Results• New Search London website (BETA) – www.searchconferences.com – Will feature meetups in Sydney• Google’s Pierre Far asked to speak at the meetup• First day time event – Google Campus March 20th• Now Search London has nearly 1,230 members in 2 years (from 200 October 2010)• Search London organizing team @SEOJoBlogs 12 13
  • New York| March 25–28, 2013 | #SESNY So what? Could I have built this from links?• Invited to guest post – Linkdex, Blueglass• Client confidence• Personal brand has increased in industry• People want to sponsor the event• Latest conference in front of entrepreneurs• More links to SEO Jo Blogs and referrals• Cost = $60 every 6 months and cost venue hire through sponsorship @SEOJoBlogs 13 14
  • New York| March 25–28, 2013 | #SESNYCase Studies• Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 14 15
  • New York| March 25–28, 2013 | #SESNYCase Study 2.SEO Jo Blogs - 2012• Work freelance in Perth, Australia• Ran 5 meetups• Attended 2 Brighton SEOs• SMX London and SMX NYC• LinkLove• SearchLove• UK Search AwardsAll of this from Relationship Building @SEOJoBlogs 15 16
  • New York| March 25–28, 2013 | #SESNYHow to get started @SEOJoBlogs 16 17
  • New York| March 25–28, 2013 | #SESNYBe Honest and Approachable• Don’t be afraid of using your contacts• Find a good blog in your field• Use Rapportive to find email address – plugin for gmail• Use Followerwonk• Follow people on Twitter and @tweet them• Engage in the community – be sociable and share tweets• Is there a public Facebook group?• Personalize the email• Short version of the email (no one likes long emails) @SEOJoBlogs 17 18
  • New York| March 25–28, 2013 | #SESNYAttend relevant events• Many events eg meetup.com, trade shows, new product launches• Travel bloggers/food bloggers/mommy bloggers• Approach with interest in the event• Speak to other bloggers• Speak to the pressCould you build these relationships just from link building? @SEOJoBlogs 18 19
  • New York| March 25–28, 2013 | #SESNYAttend Relevant meetups @SEOJoBlogs 19 20
  • New York| March 25–28, 2013 | #SESNYThink about the long term• Don’t just be looking for that one link• It is ok to have more than one guest per different blog• Become a regular contributor• Great blog – State of Search, SEOmoz, Search Engine Land• Encourage others to guest post on your site• Interview others on your site - Search Predictions 2013Could you have the same results from link building? @SEOJoBlogs 20 21
  • New York| March 25–28, 2013 | #SESNYDo something different• Make sure you stand out• Wanted to be a blogger for State of Search• Already many UK based bloggers• Wanted to combine travel and work• First State of Search Euro Roadshow• US Roadshow• Soon to be Australia Roadshow• Result = Blogger for State of Search• Cost = No additional outside of pre-planned travel @SEOJoBlogs 21 22
  • New York| March 25–28, 2013 | #SESNYResults• Now regular blogger State of Search – European Best Search Blog 2012• Post on Brighton SEO was one of the top 3 read posts September 2012.• Met 16 SEOs all over Europe• Met 6 SEOs from the US• Invited to attend the UK Search Awards• Job in Sydney iProspect, Australia @SEOJoBlogs 22 23
  • New York| March 25–28, 2013 | #SESNY @SEOJoBlogs23 24
  • New York| March 25–28, 2013 | #SESNY 25
  • New York| March 25–28, 2013 | #SESNY Traffic to SEOJoBlogs.com saw a peak in traffic on the day of the event. Could this have been achieved without establishing those relationships? @SEOJoBlogs25 26
  • New York| March 25–28, 2013 | #SESNYCase Studies• Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 26 27
  • New York| March 25–28, 2013 | #SESNYCase Study 3.Vacation rentals• Holiday apartments in Europe• The client has a blog that has not been updated• Sole KPI – increase in rankings• Only off site work allowed @SEOJoBlogs 27 28
  • New York| March 25–28, 2013 | #SESNYDo something different – for your clients• Engaged in blogger outreach• Reciprocal blogging• Relationship with the bloggers• Good blogs via meetups/search events• Updated the client blog weekly with photos of new cities visited @SEOJoBlogs 28 29
  • New York| March 25–28, 2013 | #SESNYResults• Increase in number of referring sites to client’s site• More natural link profile• Increase in rankings for key terms – one from 10 to 5 in 6 weeks• Brought forward fresh way of thinking• Now the agency is engaging in blogger outreach• Built up relationship with blog sites• Formed travel site Globaltravelhunter.com• Cost =$ 300 @SEOJoBlogs 29 30
  • New York| March 25–28, 2013 | #SESNYCase Study 3.Retail client• Take every opportunity• Client moved to new location in a new shopping mall• “Melville Jewellers” in Western Australia• www.melvillejewellers.com.au• Decided to have “official launch party”• Leaflets, advertisement in local paper• Prize draw – collect customer details• Result = doubled sales for the day• Cost = $1,000 promotion @SEOJoBlogs 30 31
  • New York| March 25–28, 2013 | #SESNYDo something different – for your clients • Loyal customer 13 years wins star prize • Continue to receive increased number of customers @SEOJoBlogs 31 32
  • New York| March 25–28, 2013 | #SESNYBuilding relationships takes effort @SEOJoBlogs 32 33
  • New York| March 25–28, 2013 | #SESNYWork on what you can do for your clients• Brainstorm ideas for content• Buzz monitoring tools – buzz numbers, Brandwatch, Radian6• What are people saying about the brand? – Positive, negative, neutral• Topsy (what is trending)• Google Instant Search – don’t click enter• Google Insights/Trends• Be prepared to address negative mentions• The BodyForm Rant of Truth in response to negative comment from “Richard” @SEOJoBlogs 33 34
  • New York| March 25–28, 2013 | #SESNY Find good blogs• List of travel blogs• Advanced search queries – travel blogs inurl:guest-post – travel blogs “write for us”• Check out the blogs on the 10th page and work backwards• Engage with blog communities – MyBlogGuest – BloggerLinkUp – Make contacts with who you know already @SEOJoBlogs 34 35
  • New York| March 25–28, 2013 | #SESNYHow to check the blogs are genuine• Social media profiles established• Contact us page• Do they have Google Authorship?• Look to see if there other sites on same IP address• Send a test email – do they respond?• SEOmoz – PA and DA, number of backlinks• Searchmetrics – how visible are they in the SERPs and how long? @SEOJoBlogs 35 36
  • New York| March 25–28, 2013 | #SESNYPersonalize email• Find the contact’s name and address it in the email• Mention if there has been communication before – Did they follow you back on Twitter? – Did your colleague introduce you both?• Compliment them on the blog• Explain why you want to write• Suggest a couple of topics• Get their buy in @SEOJoBlogs 36 37
  • New York| March 25–28, 2013 | #SESNYInteraction with the clients• Agree on the content theme with client• Adhere to brand guidelines and sign off post title• Share the blogs with the client• Personalize the emails• Why should these bloggers want your content?• Remember – stick to a budget @SEOJoBlogs 37 38
  • New York| March 25–28, 2013 | #SESNYWhen the post is live• Tweet• Don’t be afraid to promote• Share internally• Share with friends• Stay in touch with the blogger• Share the blogger’s posts interesting for you @SEOJoBlogs 38 39
  • New York| March 25–28, 2013 | #SESNYLong term• Don’t just look for the sponsored post• Build up relationship with the blog owner• Check out the past posts on the blog• Can the blogger help run a competition? – Look for comments on competition – Who enters the competition? - more potential bloggers• Don’t give up• Email follow up, no more than twice @SEOJoBlogs 39 40
  • New York| March 25–28, 2013 | #SESNYDo something different – Competition• Prize = visit 25 world wide destinations in 6 months• All expenses paid• Winner blogs• Paid US $50,000 after 6 month period• Applications close on 31st March• http://www.mydestination.com/bbb/competition @SEOJoBlogs 40 41
  • New York| March 25–28, 2013 | #SESNYDo something different – Sponsor an event• London Bloggers Meetup – over 1,200 members• January 2010 O2 stopped being the only UK operator to offer the iPhone• iPhone on Vodafone UK• Great opportunity to win free iPhone• 75 Bloggers + attended• Vodafone ranked number 2 after O2• Cost = bar tab in London ($2,500) + iPhone @SEOJoBlogs 41 42
  • New York| March 25–28, 2013 | #SESNYSummary1) Honest and approachable2) Attend events3) Take the long term view with a business/client4) Do something different5) Why would they want to work with you?•Building the relationship between the client and the blogger•Stick to a budget @SEOJoBlogs 42 43
  • New York| March 25–28, 2013 | #SESNYThank you - NYCAsk the Turn“bull” some questionsturnbull.jo@gmail.com @SEOJoBlogs 43 44