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Creating a Link Building Machine
 

Creating a Link Building Machine

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How to create link building assets that stand the test of time - and are incredibly effective. Presentation from the Blueglass TPA conference. ...

How to create link building assets that stand the test of time - and are incredibly effective. Presentation from the Blueglass TPA conference.

Follow me on Twitter: http://www.twitter.com/rosshudgens

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    Creating a Link Building Machine Creating a Link Building Machine Presentation Transcript

      • Creating A Link Building Machine
      • Ross Hudgens, SEO Manager
      • @RossHudgens http://rosshudgens.com
    • A LINK BUILDING MACHINE IS A LINKABLE ASSET THAT SYSTEMATICALLY AND EASILY PILES UP LINKS.
    • TO DO SO, A LINK BUILDING MACHINE COMBINES AS MANY OF THE FOLLOWING SEVEN PROPERTIES AS IS POSSIBLE.
    • PROPERTY ONE. A GIANT TARGET MARKET. LINKABLE ASSETS CAN ONLY “ FAIL ” IF THEY APPEAL TO A SMALL TARGET MARKET
    • WHAT CONCEPTS CAN YOU BUILD ASSETS AROUND WITH A LARGE MARKET SIZE? HOLIDAYS July 4 th , Halloween, Christmas, Thanksgiving, Valentine ’ s Day
    • WHAT CONCEPTS CAN YOU BUILD ASSETS AROUND WITH A LARGE MARKET SIZE? VIRAL, TIME SENSITIVE EVENTS Death of Osama, Hurricane Irene, Charlie Sheen
    • WHAT CONCEPTS CAN YOU BUILD ASSETS AROUND WITH A LARGE MARKET SIZE? BLOCKBUSTER MOVIES Transformers, Harry Potter, Captain America, X-Men
    • WHAT CONCEPTS CAN YOU BUILD ASSETS AROUND WITH A LARGE MARKET SIZE? MISC. SUBJECTS WITH WIDE APPEAL Sitting in a Chair is Killing You, Why Startups Fail
    • WHAT CONCEPTS CAN YOU BUILD ASSETS AROUND WITH A LARGE MARKET SIZE? INTEREST GROUPS LGBTs, Veterans, Green, Internet MTKG, Republicans, Religion, Breast Cancer Research
    • PROPERTY TWO: SUBJECT MATTER THAT IS EVERGREEN
      • STEVE JOB ’ S KEYNOTE – NO
      • CHARLIE SHEEN – NO
      • HURRICANE IRENE – NO
      • HALLOWEEN FUN FACTS – YES
      • HOW TO MAKE MONEY ONLINE – YES
      • MORTGAGE RATES WIDGET – YES
      • BIGGEST SALES WIDGET - YES
    • PROPERTY THREE. ABILITY TO HAVE INCENTIVIZED PLACEMENT W/ RETAINED BENEFIT IN A NO-FOLLOW STATE
    • WHAT IF YOU TOLD HIGH-TRAFFIC SITES YOU WERE GOING TO BUY STUMBLEUPON TRAFFIC TO THE PAGE WHERE YOU ’RE LINKED TO ON THEIR SITE? WOULD THEY LINK TO YOU?
    • INCENTIVIZE EMBED ON HIGH TRAFFIC SITES WITH NO-FOLLOW ALLOWANCE/ BOUGHT STUMBLEUPON TRAFFIC . YOU WILL RECEIVE LINKS IN DROVES.
      • PRO TIP:
      • ASK WEBMASTERS FOR AN EMBED BOX.
      • MAKE IT CLEAR THE CONTENT IS STILL FROM YOU FOR FULL-TRANSPARENCY.
    • WHAT IF YOU HAD THE ABILITY TO PROMOTE A PIECE OF CONTENT TO VIRAL EFFECT MULTIPLE TIMES?
    • ONE INFOGRAPHIC PROMOTION – THREE TIMES HITTING DIGG HOMEPAGE W/ THREE DIFFERENT URLS
    • PROPERTY FOUR . ABILITY TO BE COLD PITCHED TO WEBMASTERS WITH A HIGH ACCEPTANCE RATE
    •  
    • BROKEN LINK BUILDING . Use this “ Check My Links ” Chrome Extension. Thank me later. http://rosshudgens.com/broken-links
    • COMMERCIAL INTENT . IT IS THESE TWO WORDS THAT CAN SINGLE HANDIDLY MAKE THE BEST PIECE OF CONTENT IN THE WORLD NOT GET LINKED TO. THE GOAL OF THE MARKETER IS TO DISSOLVE THIS BELIEF WHEN PITCHING .
    • HOW?
      • Pretend to be an attractive female (or be one)
      • Disassociate oneself from the domain
      • Show philanthropy through identifying broken links and reporting them
      • When “suggesting a link”, SUGGEST TWO .
        • P.S - one of the links isn ’t yours.
    • PROPERTY FIVE . CREATES ADDITIONAL LINKS BACK TO THE WEBSITE THROUGH PASSIVE DISCOVERY AT A HIGH LINK/VIEW RATIO
      • Create external hyperlinks that double as advertisements and have clear “calls to embed”.
      • Bigger External Links + Incentivizes to Link
      • =
      • More Pageviews/Conversions/Embeds
      PRO TIP:
    • EXAMPLES:
    • PROPERTY SIX . ASSET IS THE LEADING VALUE PROPOSITION FOR A TARGET MARKET PAIN POINT IN AN ENVIRONMENT WHERE ZERO-SUM CONDITIONS EXIST
    • MANY LINKABLE ASSETS FILL A SINGULAR NEED/ACTION EVENT, ESPECIALLY AS IT COMES TO PAIN POINTS. IN THESE CONDITIONS, A SECONDARY ASSET IS NOT REQUIRED. THUS, IT IS NOT CITED AS FREQUENTLY.
    • COMPARE THIS TO NON-SINGULAR EVENTS/AREAS W/O MUCH PAIN, WHERE THERE IS ROOM FOR MULTIPLE PLAYERS. BLOGS / INFOGRAPHICS / NEWS / AWARDS / ENTERTAINMENT / SHOPPING / FOOD
    • MULTIPLE SOURCES DIVIDE LINKS. NO PAIN POINT LOWERS THE LIKELIHOOD THEY EVER OCCUR. TOP ASSETS IN ZERO-SUM ENVIRONMENTS DRAW MANY PASSIVE LINKS. SECOND TIER ASSETS IN NON-ZERO ENVIRONMENTS DO NOT.
    • “ GREAT CONTENT ” IS NOT ENOUGH. BUILD THE BEST CONTENT IN THE INDUSTRY FOR AN AREA OF PAIN .
    • PROPERTY SEVEN . THE ASSET IS PROPERLY APPLIED TO THE CYLICAL LINK BUILDING PROMOTION TIMELINE.
    •  
    • STEP ONE . SOCIAL. IDENTIFY HIGH TRAFFIC SITES TO EMBED/PREMIER CONTENT IF INFOGRAPHIC/NEWSWORTHY MATERIAL. TRY TO ALIGN PROMOTIONS TO MAXIMIZE ECHO/BRAND IMPRESSION EFFECT WITH SOCIAL MENTIONS. Content Based Promotion for LB http://rossh.gs/og3iXy
    • USE GOOGLE ALERTS / TWITTER SEARCH / BLOG SEARCH TO IDENTIFY ALL FRESH MENTIONS OF YOUR CONTENT ONLINE. MAKE SURE EVERYTHING IS LINKED TO PROPERLY. http://www.google.com/blogsearch
    • STEP TWO . COLD OUTREACH.
      • CONTACT ALL SITES LINKING TO COMPARABLE ASSETS USING BROKEN LINK STRATEGY.
      • EXPORT ALL EXISTING LINKS FROM MULTIPLE COMPETITORS IN EXCEL AND COLOR CODE.
      • MONITOR LNK GROWTH, WHEN IT HITS AN ACCEPTABLE THRESHOLD, EXPORT AGAIN AND MATCH AGAINST EXISTING LINKS TO FIND NEW LINK SOURCES.
      • WHEN BROKEN LINK BUILDING, NOTE ALL BROKEN LINKS.
      • EXPORT ALL SITES IN EXECEL THAT LINK TO SAID SITES AND CONTACT W/ SPEED.
    • STEP THREE . REPURPOSE. CREATE LAYERS WHEN DESIGNING INFOGRAPHICS AND UPDATE WITH NEW STATISTICS . HUGE MARKET WILL CREATE NEW APPEAL/TOTALLY NEW LINKS THE NEXT YEAR.
    • CONTENT AUDIT AFTER 6-9 MONTHS. WHAT NEW LINKABLE ASSETS HAVE APPEARED IN YOUR NICHE AND ARE APPEARING ON LINK LISTS? CONTACT THE PEOPLE THAT LINK TO THEM. MAINTAIN “ TOP CONTENT ” POSITION. MONITOR GROWTH.
    • SUMMARY :
      • ONE . APPEALS TO A GIANT TARGET MARKET
      • TWO . SUBJECT MATTER IS EVERGREEN
      • THREE . CAN HAVE INCENTIVIZED PLACEMENT W/ RETAINED BENEFIT IN NO-FOLLOW STATE
      • FOUR . HAS HIGH ACCEPTANCE RATE WHEN COLD PITCHED
    • FIVE . CREATES ADDITIONAL LINKS THROUGH PASSIVE DISCOVERY AT A HIGH LINK/VIEW RATIO SIX . LEADING ASSET FOR A PAIN POINT IN A ENVIRONMENT WHERE ZERO-SUM CONDITIONS EXIST SEVEN . THE ASSET IS PROPERLY APPLIED TO THE CYCLICAL LINK BUILDING PROMOTION TIMELINE
    • IT IS DIFFICULT TO HAVE ALL SEVEN LINK BUILDING MACHINE PROPERTIES CO-EXIST AT ONCE. TRY FOR FIVE OR SIX. IF YOU CAN GET SEVEN, YOU WIN THE INTERNET.
    • SOURCES :
      • http://1x.com/photo/44418/all/latest-additions/first-steps
      • http://1x.com/photo/44416/all/latest-additions/you-wouldn039t-like-me-when-im-angry
      • http://1x.com/photo/35947
      • http://www.flickr.com/photos/spangles44/3082877920/
      • http://www.billshrink.com/blog/6589/the-christmas-season-by-the-numbers/
      • http://www.medicalbillingandcoding.org/sitting-kills/
      • http://namesake.com/blog/2011/05/infographics/a-breakdown-of-the-takedown-osamas-last-hour/
      • http://gapingvoid.com/2007/04/28/the-echo-chamber-revisited/
      • http://www.seomoz.org/beginners-guide-to-seo
      • http://www.seomoz.org/blog/the-noob-guide-to-online-marketing-with-giant-infographic-11928
      • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
      • Ross Hudgens, SEO Manager
      • Full Beaker Inc
      • @RossHudgens | http://rosshudgens.com