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Austin SEO Meetup 4/1/09 with BuzzStream
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Austin SEO Meetup 4/1/09 with BuzzStream

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Presentation to the Austin SEO Meetup on 4/1/09 about SEO link building and BuzzStream.

Presentation to the Austin SEO Meetup on 4/1/09 about SEO link building and BuzzStream.

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Transcript

  • 1. My Link Building Story
  • 2. My Experience The first million visitors are the hardest
  • 3. What You Need
    • A good story
      • What does your site offer that's unique?
        • The most… the only…. the largest
      • What problem does your site solve?
    • Basic writing & persuasion skills
    • Industry knowledge
    • Basic on-site optimization
      • Crawler-friendly
      • Good URL structure
      • Page optimizations (good unique titles, meta tags, kw density, etc.)
  • 4. Our Strategies
    • Content Promotion
    • Link Requests
    • PR for Link Building
  • 5. Srategy 1: Content Promotion 1.0
    • What we did
      • Forums
      • Usenet news
      • Emailing friends
      • Printable flyers and postcards to apt renters
      • Link exchanges
      • Industry associations
      • Awards
      • Directories
      • “ Do follow” site sponsorships (quasi paid link)
  • 6. Content Promotion 2.0
    • What I'd do today...
      • Biz dev (n-way link exchanges with trusted partners)
      • Blogging
      • Twitterhawk (Twitter search + automated Tweets)
      • Widgets
      • Relevant “do follow” blog comments
      • Facebook Connect (announce users’ activity to friends)
      • Wikis
      • Indirectly-Paid Links (contests, donations, paid reviews)
  • 7. Strategy 2: Link Requests
    • Co-citation/hubs
    • .edu sites
    • Similar category, not competitive
  • 8. Link Requests: co-citation/hubs
    • A site that links to multiple of your competitors
    • Free way to find...
      • Google search: linkdomain:competitorA.com linkdomain:competitorB.com -linkdomain:yoursite.com
    • Paid way to find...
      • SEOBook Hub Finder
      • SEOMoz Linkscape
  • 9. Link Requests: .edu sites
    • .edu's are high authority
    • Webmasters will add legitimately valuable resources
    • Google search: linkdomain:competitorA.com linkdomain:competitorB.com -linkdomain:yoursite.com site:.edu
    • Research, research, research
      • Understand who you're contacting
      • Who is responsible? Web editor, web admin, department secretary, director of department
  • 10. Link Requests: similar category sites
    • Find related sites that don't compete
    • Your site likely has 2 topics
      • My topic: apartment + city
        • Real estate > Rentals > Apartments
        • US > State > City
      • Go up 1 conceptual level and combine: City + Real Estate
    • Give us a link, get free ad impressions
      • “ Join our directory of realtors who help Denver first time home buyers!”
      • Self-serve system to generate the correct geo-specific anchor text + deep backlink
  • 11. Link Requests: How To Pitch
    • Research site owner – find a person
    • Track your prospects
      • URL, PageRank, name, email, Twitter ID, Linkedin
    • Personalized email “Hi Mary, I was wondering if you could point me in the right direction... who is responsible for the Dept of Urban Studies website?”
    • BE HUMAN
    • Use multiple channels (Linkedin, Twitter, Email, Phone, US mail)
    • 3 tries, 2 channels, then move on
    • Tools: Twellow, Zabasearch, Broadlook Diver
  • 12. Strategy 2: PR-SEO
    • PR for Link Building
    • Blogger outreach
  • 13. PR-SEO – PR for Link Building
    • Coverage in mainstream media
      • Newspapers and TV
    • Very high influence links
    • Reporters expect to be pitched
      • Website owners and bloggers may get huffy
    • You don't always get a link
      • Approach many
      • Pitch your website, not your company
    • Bloggers often cover news stories
  • 14. PR-SEO – Finding Reporters
    • Find reporters via news monitoring
      • Be creative “ your landlord ” “ apartment rents ” “ vacancy rate ” “ facing eviction ”
      • Look for competitors & complements: Zillow, Trulia
    • Segment your contacts
      • Real estate beat reporters local/natl, Tech reporters, Multi-family industry trade press, Lifestyle/personal finance, Local interest, Startup/Web 2.0
  • 15. PR-SEO – Finding Reporters
    • Tools
      • Google Alerts, Topix.net, Technorati, Trackur, Vibemetrix, Filtrbox
      • Factiva (historical news), free via APL http://www.ci.austin.tx.us/library/databases.htm
      • EBSCO (industry trade pubs), free to UT students
  • 16. PR-SEO – Reporter Research
    • Research and record
      • Name, email, phone, publication, category, city
      • Relevant story
      • Recent coverage
    • Tools
      • Daylife
      • Media Bistro
      • Vocus/Cision/PR Newswire
      • Search: twittering journalists
      • Broadlook Diver
  • 17. PR-SEO - Pitching
    • When you find a reporter...
      • Short intro/elevator pitch for your site (100 words)
    • When you have news...
      • Do NOT send one-size-fits-all press releases
      • Write a version for each segment
      • Email each reporter personally, 1-line informal intro
      • Paste your segment-specific story at the end
    • Tools
      • Bad Pitch Blog
  • 18. PR-SEO What to Pitch
    • News is...
      • Major company news – round of VC, big client win
      • New product features
        • Apartments + Sex Offenders + Google Maps
        • Industry Calendar + Google Calendar
        • Top 20 Best Cities for X
        • Whatever is new/shiney (Facebook, iPhone/Android app)
      • Someone else's news where you're relevant
        • Zillow home valuations ... “What the Neighbors Pay”
      • Evergreen research tools – rent pricing trend graphs
  • 19. PR-SEO - Blogger Relations
    • Rules of Engagement
      • #1 Must be personalized & relevant
      • #2 Follow instructions
        • Sometimes giving bloggers stuff is ok (never ok for reporters)
      • #3 Build a relationship
        • Comment on their blog (add value)
        • Find, follow, and engage via Twitter
        • Email them via their preferred method
    • Beware of the the PR blacklist
      • Lifehacker, Chris Anderson
  • 20. Additional Resources
    • Laura's presentation http://www.slideshare.net/LauraAlter/linkbuilding-presentation
    • Wiep.net, The Perfect Link Request
    • http://wiep.net/talk/link-building/link-request-email-template/
    • WebInkNow, How to Pitch the Media http://www.webinknow.com/2007/02/how_to_pitch_th.html
  • 21. BuzzStream for Link Building
    • CRM for link prospects
    • Automates contact info & metics research
    • Create campaigns based on advanced searches
    • Tracking outreach
    • Tracking payments
    • Backlink checker
    • Team coordination/sharing
  • 22. The Link Building Process Find Prospects Review site Research contact info Research metrics Record in spreadsheet Personalized outreach Record in spreadsheet Check for link Make outreach list Lookup previous outreach
  • 23. The BuzzStream Process Find Prospects Review site BuzzMark It Personalized outreach Advanced Search
  • 24. BuzzMarker
    • Prospects
    • Existing links
    • Paid links
  • 25. Link Prospect CRM
  • 26. Advanced Search
  • 27. Outreach Tracking
  • 28. Track Link Payments
  • 29. Backlink Checker
  • 30. Thanks! Free private beta invites for SEO Meetup http://kl.am/M7 Jeremy Bencken Co-founder, BuzzStream [email_address] Twitter: @jeb512 Note, capital “M”