Guess What?• Links existed before the  invention of the PageRank!
In the Beginning....• Links were acquired because of their potential  to drive traffic• Links had to be earned naturally, ...
The Perception of LINKS• When links became algorithmically  important, the paradigm shifted:    High Rankings = $$$    Man...
Losing the Way• Link acquisition efforts became mainly driven  for SEO purposes• This lead towards manipulative linking  s...
Things Get CrazyTo compete, many enterprisesengage in:   –   Link buying   –   Automated link generation   –   Affiliate m...
Enter the Penguin• An update aimed at penalizing websites with  unnatural link profiles• The diversity and composition of ...
Enter the Penguin• Penguin is a “behavior modification”algo  update• Shot across the bow against manipulative  linking pra...
The Post-Penguin Shift• It was completely  devastating for some  businesses...
ThePost-PenguinShift
The Post-Penguin Shift• Most businesses have changed the way they  do link-building
The Post-Penguin Shift• PP (Post-Penguin), we’re called to remember  the original impetus for building links: traffic &  e...
The Post-Penguin Shift• Major market shift  towards content-  strategies
The Post-Penguin Shift• Return to evaluating links based on potential  to send traffic and build audiences
The Post-Penguin Shift• Abandonment of  manipulative linking  strategies
View Links the Way Google (Ideally) View ThemGreat links:  – Can drive targeted traffic  – Are earned naturally based on m...
Evaluate links from multiple angles•   Would your Director of SEO like this link?•   Would your PR team like this link?•  ...
If you answered NO to any of these questions…...you probably don’t want that link, and youmay need reconsider your link bu...
Good Links Are Earned:• Providing true value  with content
Good Links Are Earned:• By leveraging existing  [and creating new]  relationships
Good Links Are Earned:• By being different and noteworthy
Enterprises Can Best Leverage:•   Your People•   Your Relationships•   Your Brand Recognition & Trust•   Your Knowledge Ba...
But Don’t Forget…The Bigger they are, the harder they fallLarger and more well known brands aremore likely to be under the...
The Goals of Content Marketing•   Create a defensible link-profile•   Drive traffic•   Increase brand exposure•   Create i...
Methods for Effective Content Marketing• Strategy: A plan of action for creating and  marketing content• Production: Creat...
Content Strategies• 6-12+ month plans are typical• Involve deep niche research  – Content opportunities in the marketplace...
Content ProductionDifferent content mediums are better in differentscenarios, depending on goals•   Content types include:...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content ProductionDifferent content mediums are better in different scenarios, depending on goals•   Content types include...
Content PromotionTwo Major Targets for promoting content  – Social, distributed audiences  – Established, large, centraliz...
Content PromotionThere are two primary methods utilized forgaining exposure for content:  – Blogger Outreach and Online PR...
Content PromotionGreat Content Can be Forgotten, This is Not aField of Dreams  – Leverage Relationships and Get Content Ho...
We produced powerfulinfographics under tightdeadlines for the Christmasholiday season
– IG content featured on Mashable.com– Secured strategic content syndication  relationships with major pet related  sites ...
– Achieved placement of IG’s  multiple times on major Yahoo!  Content properties such as  Yahoo! Shine– Content shared by ...
Begin With a Strategy of DifferentiationThe key is finding ways to demonstrate valueover the competition.
Find Ways to be DifferentWhat can your business offer thatyour competition can’t?Create remarkable content basedon that
Find Ways to be DifferentWhat information, stats or data does yourbusiness have that is not well known in themarketplace?C...
Leverage your peopleBigger businesses have untapped power in theirhuman elementGreat content comes from experts with apass...
Leverage your marketing materials• Digital content can often serve a dual  purpose, and be used as sales/marketing  collat...
Ditch the SilosGreat content strategies rely on a strategicintersection of sales, marketing, PR, and SEO
Ditch the SilosSales, Marketing & PR need to work togetherBring these teams together and worksymbiotically
Leverage RelationshipsLinks and exposure are more easily earnedthrough existing relationships.This is one of the biggest a...
You Have a Deep Well of        Knowledge & Experience• Enterprises can leverage their more  entrenched and intimate knowle...
Get Buy In:            (Wow your internal audience)• Proving the value of content  initiatives is essential to secure  com...
Get Buy In:           (Wow your internal audience)• Promote your content internally and find  ways to create content that ...
Putting Theory into Action• Great content strategies  rely on symbiotic agency-  client partnerships
The Client-Agency Relationship• Agencies must prove they  are invested in  understanding AND  championing your brand.
The Client-Agency Relationship• True partnerships are structured in a way  where you win or lose together.
The Client-Agency Relationship• Everything starts with fostering education and  education for the agency about the client’...
Takeaways• There’s a return towards evaluating links  based on their inherent ability to drive traffic• Manipulative linki...
Takeaways• Content is the driving force behind high-  quality, natural link acquisition• Content marketing has the primary...
Takeaways• Enterprises have an advantage in their  knowledge, people and relationships• Content marketing is the solution ...
Takeaways• Quick wins and internal promotional  strategies help create intra-company buy-in• Agency relationships need to ...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
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Enterprise Link Building in 2012 and Beyond...

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Presentation by the VP of Buiness Development of BlueGlass Interactive, Loren Baker given at the SES Conference in San Francisco on August 15, 2012.

Published in: Technology, Business
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Enterprise Link Building in 2012 and Beyond...

  1. 1. Guess What?• Links existed before the invention of the PageRank!
  2. 2. In the Beginning....• Links were acquired because of their potential to drive traffic• Links had to be earned naturally, as they were human curated based on inherent value
  3. 3. The Perception of LINKS• When links became algorithmically important, the paradigm shifted: High Rankings = $$$ Many Links = High Rankings Ergo; Links = $$
  4. 4. Losing the Way• Link acquisition efforts became mainly driven for SEO purposes• This lead towards manipulative linking schemes
  5. 5. Things Get CrazyTo compete, many enterprisesengage in: – Link buying – Automated link generation – Affiliate manipulation – Content farms – Link networks – And on & on....
  6. 6. Enter the Penguin• An update aimed at penalizing websites with unnatural link profiles• The diversity and composition of your link profile becomes increasingly important
  7. 7. Enter the Penguin• Penguin is a “behavior modification”algo update• Shot across the bow against manipulative linking practices
  8. 8. The Post-Penguin Shift• It was completely devastating for some businesses...
  9. 9. ThePost-PenguinShift
  10. 10. The Post-Penguin Shift• Most businesses have changed the way they do link-building
  11. 11. The Post-Penguin Shift• PP (Post-Penguin), we’re called to remember the original impetus for building links: traffic & engagement...
  12. 12. The Post-Penguin Shift• Major market shift towards content- strategies
  13. 13. The Post-Penguin Shift• Return to evaluating links based on potential to send traffic and build audiences
  14. 14. The Post-Penguin Shift• Abandonment of manipulative linking strategies
  15. 15. View Links the Way Google (Ideally) View ThemGreat links: – Can drive targeted traffic – Are earned naturally based on merit – Are helpful to the user/reader – Help make the web a better resource
  16. 16. Evaluate links from multiple angles• Would your Director of SEO like this link?• Would your PR team like this link?• Would a Google Quality Rater like this link?• Would you show this link to the audience here at SES?• Would your CEO like this link?• Would Matt Cutts like this link?
  17. 17. If you answered NO to any of these questions…...you probably don’t want that link, and youmay need reconsider your link building strategy.
  18. 18. Good Links Are Earned:• Providing true value with content
  19. 19. Good Links Are Earned:• By leveraging existing [and creating new] relationships
  20. 20. Good Links Are Earned:• By being different and noteworthy
  21. 21. Enterprises Can Best Leverage:• Your People• Your Relationships• Your Brand Recognition & Trust• Your Knowledge Base and Experience
  22. 22. But Don’t Forget…The Bigger they are, the harder they fallLarger and more well known brands aremore likely to be under the the web’s“microscope”
  23. 23. The Goals of Content Marketing• Create a defensible link-profile• Drive traffic• Increase brand exposure• Create immediate conversion events
  24. 24. Methods for Effective Content Marketing• Strategy: A plan of action for creating and marketing content• Production: Creating Differentiated content• Promotion: Getting exposure for the content you create
  25. 25. Content Strategies• 6-12+ month plans are typical• Involve deep niche research – Content opportunities in the marketplace – Competitive analysis
  26. 26. Content ProductionDifferent content mediums are better in differentscenarios, depending on goals• Content types include: – Infographics
  27. 27. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics
  28. 28. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles
  29. 29. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles – Videos
  30. 30. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles – Videos – Blog posts
  31. 31. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles – Videos – Blog posts – Kinetic Typography
  32. 32. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles – Videos – Blog posts – Kinetic Typography – Interactive Infographics – HTML5 content
  33. 33. Content PromotionTwo Major Targets for promoting content – Social, distributed audiences – Established, large, centralized audiences
  34. 34. Content PromotionThere are two primary methods utilized forgaining exposure for content: – Blogger Outreach and Online PR – Social Media Promotion
  35. 35. Content PromotionGreat Content Can be Forgotten, This is Not aField of Dreams – Leverage Relationships and Get Content Hosted on Influential 3rd Party Sites – Expand Your Messaging to Audiences and Transition them into Brand Advocates
  36. 36. We produced powerfulinfographics under tightdeadlines for the Christmasholiday season
  37. 37. – IG content featured on Mashable.com– Secured strategic content syndication relationships with major pet related sites Dogster.com and TheDogFiles.com
  38. 38. – Achieved placement of IG’s multiple times on major Yahoo! Content properties such as Yahoo! Shine– Content shared by a number of celebrities on Twitter including Alyssa Milano & Guy Kawasaki
  39. 39. Begin With a Strategy of DifferentiationThe key is finding ways to demonstrate valueover the competition.
  40. 40. Find Ways to be DifferentWhat can your business offer thatyour competition can’t?Create remarkable content basedon that
  41. 41. Find Ways to be DifferentWhat information, stats or data does yourbusiness have that is not well known in themarketplace?Create remarkable content based on that
  42. 42. Leverage your peopleBigger businesses have untapped power in theirhuman elementGreat content comes from experts with apassion for your business and industry.Use this to your advantage
  43. 43. Leverage your marketing materials• Digital content can often serve a dual purpose, and be used as sales/marketing collateral offline• Use this to your advantage
  44. 44. Ditch the SilosGreat content strategies rely on a strategicintersection of sales, marketing, PR, and SEO
  45. 45. Ditch the SilosSales, Marketing & PR need to work togetherBring these teams together and worksymbiotically
  46. 46. Leverage RelationshipsLinks and exposure are more easily earnedthrough existing relationships.This is one of the biggest advantage enterpriseshave over their smaller competitors
  47. 47. You Have a Deep Well of Knowledge & Experience• Enterprises can leverage their more entrenched and intimate knowledge of their industry to create differentiated content
  48. 48. Get Buy In: (Wow your internal audience)• Proving the value of content initiatives is essential to secure commitment of long-term strategies.
  49. 49. Get Buy In: (Wow your internal audience)• Promote your content internally and find ways to create content that will be popular internally to create buy-in from all stakeholders
  50. 50. Putting Theory into Action• Great content strategies rely on symbiotic agency- client partnerships
  51. 51. The Client-Agency Relationship• Agencies must prove they are invested in understanding AND championing your brand.
  52. 52. The Client-Agency Relationship• True partnerships are structured in a way where you win or lose together.
  53. 53. The Client-Agency Relationship• Everything starts with fostering education and education for the agency about the client’s needs and position in the marketplace
  54. 54. Takeaways• There’s a return towards evaluating links based on their inherent ability to drive traffic• Manipulative linking should be avoided at all costs.
  55. 55. Takeaways• Content is the driving force behind high- quality, natural link acquisition• Content marketing has the primary goal of helping a client achieve recognition through differentiated content
  56. 56. Takeaways• Enterprises have an advantage in their knowledge, people and relationships• Content marketing is the solution for long- term growth, and relies on the creation and promotion of high quality content.
  57. 57. Takeaways• Quick wins and internal promotional strategies help create intra-company buy-in• Agency relationships need to be “partnerships” based on deep understanding of mutual goals
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