Life After Link Building
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Life After Link Building

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Reboot your thinking about link building and start to focus on making better content.

Reboot your thinking about link building and start to focus on making better content.

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Life After Link Building Presentation Transcript

  • 1. Life After Link Building presented by Woj Kwasi
  • 2. Reboot... A New Approach to Marketing Your Site
  • 3. Woj Kwasi 15 years experience • Web Development • SEO • Online Marketing Head Honcho: Kwasi Studios
  • 4. Kwasi Studios Websites for Robots & Humans Inbound Marketing & Content Strategy
  • 5. Who Likes Link Building?
  • 6. Got better things to do with your budget?
  • 7. Links Are Important Google interprets a link from page A to page B as a vote by page A for page B. https://support.google.com/webmasters/answer/40349?hl=en
  • 8. Snowball Effect Votes cast by pages that are themselves "important" weigh more heavily & help to make other pages "important." https://support.google.com/webmasters/answer/40349?hl=en
  • 9. Natural vs Unnatural "...algorithms can distinguish natural links from unnatural links." https://support.google.com/webmasters/answer/40349?hl=en
  • 10. Natural Links These links develop as part of the dynamic nature of the web when other sites find your content valuable & think it would be helpful for their visitors. https://support.google.com/webmasters/answer/40349?hl=en
  • 11. Unnatural Links Unnatural links to your site are placed there specifically to make your site look more popular to search engines. https://support.google.com/webmasters/answer/40349?hl=en
  • 12. Google's Bottom Line Only natural links are useful for the indexing & ranking of your site. https://support.google.com/webmasters/answer/40349?hl=en
  • 13. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/276669/Guaranteed-SEO-Results-My-Totally-Made- Up-Interview-With-Matt-Cutts
  • 14. BUT HOW DO I GET NATURAL LINKS???
  • 15. Don't Forget The SEO Pyramid Get all of these things right http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  • 16. For Best Results… …start with a strong base build upwards http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  • 17. Today's Basic SEO Principles Authors Content Links Rankings http://www.youtube.com/watch?v=Sq7FHxkIQCw (c/o @dejanseo)
  • 18. CREATE GREAT CONTENT GREAT AUTHORS
  • 19. EARNS GREAT LINKS GREAT CONTENT
  • 20. CREATE GREAT RANKINGS GREAT LINKS
  • 21. Don't Rely Soley on SEO Index search is no longer the dominant method used
  • 22. Other Search Combined >= Indexed Search These channels need to be part of your digital strategy
  • 23. Inbound Marketing Traditional methods of link building now need to include social media & other search channels http://www.kunocreative.com/blog/bid/69900/2012-Will-Divide-SEO-Practitioners-Into-Two-Camps
  • 24. So, IS Link Building Dead??
  • 25. Just Consider a Different Approach
  • 26. DO #RCS
  • 27. Measure Beyond Rankings
  • 28. Total Traffic & Sources
  • 29. Conversion Rate
  • 30. Educate Your Clients
  • 31. …AND THEN?
  • 32. Create Awesome Content
  • 33. Change Your Focus http://moz.com/ugc/how-to-do-seo-in-2013
  • 34. Google Mission Statement 1998 Google's mission is to organize the world's information, making it universally accessible & useful.
  • 35. Google Mission Statement 2013 Google's mission is to organize the world's information & make it universally accessible & useful.
  • 36. What's Changed 1998 to Now?
  • 37. We're talking trillions of pages
  • 38. Quick Delivery
  • 39. Quality & Relevance
  • 40. War Against Spam
  • 41. Change your Focus NOW!
  • 42. Earn Your Links
  • 43. Focus on creating content
  • 44. How Do I Create Content?
  • 45. Start With Your Own Backyard
  • 46. Check Your Inventory
  • 47. Do a Content Audit
  • 48. Do a Site Crawl
  • 49. Export URLs into Excel
  • 50. Include Real Titles
  • 51. …META Descriptions
  • 52. How easy or difficult is finding a page when navigating the site? • Scored from 1-5 (5 = easy to find) Findability
  • 53. Quality of the page? • Structure • Writing • Clarity • Tone Usability
  • 54. Simple or complex? Written for its ideal audience? Knowledge Level
  • 55. What type of call to action is needed? Is there one? How effective is it? Actionability
  • 56. Who is the page is pitched at? Who should it be pitched at? Audience determined by various personas. Audience
  • 57. Name, Title Age, Gender, Location, Family Life, Likes/Dislikes Personas http://marketingbeforefunding.com/2013/02/26/complete-guide-to-creating-a-customer-persona-for-your-startup/ Photos: http://www.flickr.com/photos/jasontravis/
  • 58. Michael, the MD of the investment bank, mid 40s, wants the deal to run smoothly & for the clients to be happy and confident with their choice. He isn't likely to spend much time using the software at all. He is much more interested in face to face relationships and good news. Meet Michael
  • 59. Minimum Viable Persona
  • 60. Is content accurate & up to date? Accuracy
  • 61. Any 1s, 2s, 3s & 4s ? Fix these first! Identify The Problem Areas
  • 62. Improve User Experience
  • 63. User Experience Drives Links
  • 64. It‘s Time to… Get Creative
  • 65. A Lecture on Creativity https://www.youtube.com/watch?v=ijtQP9nwrQA
  • 66. To Get Into the Open Mode...
  • 67. #1 SPACE Somewhere quiet Seal Yourself Off
  • 68. #2 TIME For a specific duration - 1.5 hours
  • 69. #3 TIME Persevere More pondering time
  • 70. #4 Confidence Fear of making a mistake Openness to anything
  • 71. #5 HUMOUR Laughter brings relaxation Gets us open faster
  • 72. Playis distinct from “ordinary” life both as to locality & duration Johan Huizinga - Dutch Historian
  • 73. Want Some Samples?
  • 74. Random Affinities http://moz.com/blog/growing-your-audience-with-random-affinities Two ideas + no obvious connection except audience = random affinity - Ian Laurie
  • 75. Visualise Data
  • 76. http://www.birchstudio.com/blog/data-visualization/
  • 77. http://www.birchstudio.com/blog/data-visualization/
  • 78. Inbound Marketing Chart
  • 79. Inbound Marketing Town!
  • 80. Keyword Research?
  • 81. Keyword Research? Content Idea Research!
  • 82. Ubersuggest.org
  • 83. People are Asking Questions
  • 84. …and They Want Answers!
  • 85. Soovle.com
  • 86. Use Social Media
  • 87. ...Carefully!
  • 88. Dogs or Cats?
  • 89. Target Multiple Personas
  • 90. Who Doesn’t Enjoy a GOOD Infographic
  • 91. Or a Good Picture?
  • 92. Get Interactive
  • 93. http://debt.co.uk/football/wages/
  • 94. http://debt.co.uk/football/wages/
  • 95. http://www.slideshare.net/hawkt/an-event-apart-five-big-asasea-takeaways Promote an Event with Slideshare
  • 96. Make a Video
  • 97. Dollar Shave Club http://www.youtube.com/watch?v=ZUG9qYTJMsI
  • 98. Tippexperience http://www.youtube.com/user/tippexperience
  • 99. Cater for ALL Platforms!
  • 100. TEST Experiment TEST!!
  • 101. http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
  • 102. http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
  • 103. Thank You @WojKwasi /KwasiStudios kwasistudios.com Any questions?