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.

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

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Transcript

  • 1. Guess What?• Links existed before the invention of the PageRank!
  • 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. The Perception of LINKS• When links became algorithmically important, the paradigm shifted: High Rankings = $$$ Many Links = High Rankings Ergo; Links = $$
  • 4. Losing the Way• Link acquisition efforts became mainly driven for SEO purposes• This lead towards manipulative linking schemes
  • 5. Things Get CrazyTo compete, many enterprisesengage in: – Link buying – Automated link generation – Affiliate manipulation – Content farms – Link networks – And on & on....
  • 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. Enter the Penguin• Penguin is a “behavior modification”algo update• Shot across the bow against manipulative linking practices
  • 8. The Post-Penguin Shift• It was completely devastating for some businesses...
  • 9. ThePost-PenguinShift
  • 10. The Post-Penguin Shift• Most businesses have changed the way they do link-building
  • 11. The Post-Penguin Shift• PP (Post-Penguin), we’re called to remember the original impetus for building links: traffic & engagement...
  • 12. The Post-Penguin Shift• Major market shift towards content- strategies
  • 13. The Post-Penguin Shift• Return to evaluating links based on potential to send traffic and build audiences
  • 14. The Post-Penguin Shift• Abandonment of manipulative linking strategies
  • 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. 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. 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. Good Links Are Earned:• Providing true value with content
  • 19. Good Links Are Earned:• By leveraging existing [and creating new] relationships
  • 20. Good Links Are Earned:• By being different and noteworthy
  • 21. Enterprises Can Best Leverage:• Your People• Your Relationships• Your Brand Recognition & Trust• Your Knowledge Base and Experience
  • 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. The Goals of Content Marketing• Create a defensible link-profile• Drive traffic• Increase brand exposure• Create immediate conversion events
  • 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. Content Strategies• 6-12+ month plans are typical• Involve deep niche research – Content opportunities in the marketplace – Competitive analysis
  • 26. Content ProductionDifferent content mediums are better in differentscenarios, depending on goals• Content types include: – Infographics
  • 27. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics
  • 28. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles
  • 29. Content ProductionDifferent content mediums are better in different scenarios, depending on goals• Content types include: – Infographics – Motion Graphics – In-Depth Articles – Videos
  • 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. 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. 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. Content PromotionTwo Major Targets for promoting content – Social, distributed audiences – Established, large, centralized audiences
  • 34. Content PromotionThere are two primary methods utilized forgaining exposure for content: – Blogger Outreach and Online PR – Social Media Promotion
  • 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. We produced powerfulinfographics under tightdeadlines for the Christmasholiday season
  • 37. – IG content featured on Mashable.com– Secured strategic content syndication relationships with major pet related sites Dogster.com and TheDogFiles.com
  • 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. Begin With a Strategy of DifferentiationThe key is finding ways to demonstrate valueover the competition.
  • 40. Find Ways to be DifferentWhat can your business offer thatyour competition can’t?Create remarkable content basedon that
  • 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. 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. 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. Ditch the SilosGreat content strategies rely on a strategicintersection of sales, marketing, PR, and SEO
  • 45. Ditch the SilosSales, Marketing & PR need to work togetherBring these teams together and worksymbiotically
  • 46. Leverage RelationshipsLinks and exposure are more easily earnedthrough existing relationships.This is one of the biggest advantage enterpriseshave over their smaller competitors
  • 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. Get Buy In: (Wow your internal audience)• Proving the value of content initiatives is essential to secure commitment of long-term strategies.
  • 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. Putting Theory into Action• Great content strategies rely on symbiotic agency- client partnerships
  • 51. The Client-Agency Relationship• Agencies must prove they are invested in understanding AND championing your brand.
  • 52. The Client-Agency Relationship• True partnerships are structured in a way where you win or lose together.
  • 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. 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. 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. 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. 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