0
Life After
Link Building
presented by Woj Kwasi
Reboot...
A New Approach to Marketing Your Site
Woj Kwasi
15 years experience
• Web Development
• SEO
• Online Marketing
Head Honcho:
Kwasi Studios
Kwasi Studios
Websites for Robots & Humans
Inbound Marketing & Content Strategy
Who Likes
Link Building?
Got better
things to do
with your
budget?
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....
Snowball Effect
Votes cast by pages that
are themselves "important"
weigh more heavily & help
to make other pages "importa...
Natural vs Unnatural
"...algorithms can
distinguish
natural links
from
unnatural links."
https://support.google.com/webmas...
Natural Links
These links develop as part of the dynamic
nature of the web when other sites find your
content valuable & t...
Unnatural Links
Unnatural links to your site
are placed there specifically
to make your site
look more popular
to search e...
Google's Bottom Line
Only natural links
are useful for
the indexing &
ranking of your site.
https://support.google.com/web...
http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/276669/Guaranteed-SEO-Results-My-Totally-Made-
Up-...
BUT HOW
DO I GET
NATURAL
LINKS???
Don't Forget
The SEO Pyramid
Get all of these
things right
http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyra...
For Best Results…
…start with a strong base
build upwards
http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyram...
Today's Basic SEO Principles
Authors
Content
Links
Rankings
http://www.youtube.com/watch?v=Sq7FHxkIQCw (c/o @dejanseo)
CREATE
GREAT
CONTENT
GREAT
AUTHORS
EARNS
GREAT
LINKS
GREAT
CONTENT
CREATE
GREAT
RANKINGS
GREAT
LINKS
Don't Rely Soley on SEO
Index search is no
longer the dominant
method used
Other Search
Combined >= Indexed Search
These channels need to be part of your digital strategy
Inbound Marketing
Traditional methods of
link building now need
to include social media &
other search channels
http://www...
So, IS Link
Building Dead??
Just Consider a
Different Approach
DO #RCS
Measure Beyond
Rankings
Total Traffic
&
Sources
Conversion
Rate
Educate Your Clients
…AND
THEN?
Create
Awesome
Content
Change Your Focus
http://moz.com/ugc/how-to-do-seo-in-2013
Google Mission Statement 1998
Google's mission is to organize the world's information,
making it universally accessible & ...
Google Mission Statement 2013
Google's mission is to organize the world's information
& make it universally accessible & u...
What's Changed 1998 to Now?
We're talking
trillions of pages
Quick Delivery
Quality & Relevance
War Against Spam
Change your Focus NOW!
Earn
Your
Links
Focus on
creating
content
How Do I Create Content?
Start With Your
Own Backyard
Check Your
Inventory
Do a Content Audit
Do a Site Crawl
Export URLs into Excel
Include Real Titles
…META Descriptions
How easy or difficult
is finding a page when
navigating the site?
• Scored from 1-5
(5 = easy to find)
Findability
Quality of the page?
• Structure
• Writing
• Clarity
• Tone
Usability
Simple or complex?
Written for its ideal audience?
Knowledge Level
What type of call to action is needed?
Is there one?
How effective is it?
Actionability
Who is the page is
pitched at?
Who should it be
pitched at?
Audience
determined by
various personas.
Audience
Name, Title
Age, Gender, Location, Family Life, Likes/Dislikes
Personas
http://marketingbeforefunding.com/2013/02/26/compl...
Michael, the MD of the
investment bank, mid 40s,
wants the deal to run smoothly
& for the clients to be happy
and confiden...
Minimum Viable Persona
Is content accurate & up to date?
Accuracy
Any 1s, 2s, 3s & 4s ? Fix these first!
Identify The Problem Areas
Improve User Experience
User Experience Drives Links
It‘s Time to…
Get
Creative
A Lecture on Creativity
https://www.youtube.com/watch?v=ijtQP9nwrQA
To Get Into the Open Mode...
#1 SPACE
Somewhere quiet
Seal Yourself Off
#2 TIME
For a specific duration
- 1.5 hours
#3 TIME
Persevere
More pondering
time
#4 Confidence
Fear of making a mistake
Openness to anything
#5 HUMOUR
Laughter brings relaxation
Gets us open faster
Playis
distinct from
“ordinary” life
both as to
locality &
duration
Johan Huizinga - Dutch Historian
Want
Some
Samples?
Random Affinities
http://moz.com/blog/growing-your-audience-with-random-affinities
Two ideas + no obvious connection
excep...
Visualise Data
http://www.birchstudio.com/blog/data-visualization/
http://www.birchstudio.com/blog/data-visualization/
Inbound Marketing Chart
Inbound Marketing Town!
Keyword Research?
Keyword Research?
Content Idea
Research!
Ubersuggest.org
People are Asking
Questions
…and They Want Answers!
Soovle.com
Use Social Media
...Carefully!
Dogs or Cats?
Target Multiple Personas
Who
Doesn’t
Enjoy a
GOOD
Infographic
Or a Good Picture?
Get
Interactive
http://debt.co.uk/football/wages/
http://debt.co.uk/football/wages/
http://www.slideshare.net/hawkt/an-event-apart-five-big-asasea-takeaways
Promote an Event with Slideshare
Make a
Video
Dollar Shave Club
http://www.youtube.com/watch?v=ZUG9qYTJMsI
Tippexperience
http://www.youtube.com/user/tippexperience
Cater for ALL Platforms!
TEST
Experiment
TEST!!
http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
Thank You
@WojKwasi
/KwasiStudios
kwasistudios.com
Any questions?
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Life After Link Building
Upcoming SlideShare
Loading in...5
×

Life After Link Building

521

Published on

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

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
521
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Life After Link Building"

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

    Clipping is a handy way to collect important slides you want to go back to later.

×