SES London 2012 - Lisa Myers - Key linkbuilding strategies


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Talk by Lisa Myers at SES Conference & Expo in London, February 2012, on Key Link Building Strategies

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SES London 2012 - Lisa Myers - Key linkbuilding strategies

  1. 1. LinkDevelopmentLisa MyersCEO, Verve Search #SESLondon @LisaDMyers
  2. 2. How to generaterelevant links
  3. 3. + SEO TOOLS
  4. 4. 1.Target audience2.Link Analysis & management3.Link Prospecting4.Creative & Implementation
  5. 5. #1{ target audience
  7. 7. Put yourself in their “shoes”
  8. 8. • What are they thinking when trying to solve a problem/finding info?• What would they search for?• What sites would they visit?@LisaDMyer #SESLondon
  9. 9. Social Influencers• Identify social influencers within the industry/market you are link building to• Which channels are they using; Twitter, facebook, LinkedIn?@LisaDMyer #SESLondon
  10. 10. #2{ link analysis &management
  11. 11. tools...
  12. 12. What to analyse: The Basics• Anchor text• Depth of links (what pages are linked to)• Type of links (sources)• Authority & Strength of linksAnalyse your own site & your competitors!@LisaDMyer #SESLondon
  13. 13. Use of Anchor Text@LisaDMyer #SESLondon
  14. 14. Depth of Links@LisaDMyer #SESLondon
  15. 15. Type of Links@LisaDMyer #SESLondon
  16. 16. # Domains Linking@LisaDMyer #SESLondon
  17. 17. Filtering
  18. 18. Link Building Management
  19. 19. Assigning TasksAssign link targets to the right peoplee.g. SEO, client, guest post writer etc
  20. 20. Set a task in competitor view@LisaDMyer #SESLondon
  21. 21. #3{ link prospecting
  22. 22. Finding Relevant Sites• Keyword + “article”• Keyword + “blog”• Keyword + “directory”Keyword inurl: “write for us”Keyword inurl:”guest posts”Keyword intitle: “write for us”and so on...@LisaDMyer #SESLondon
  23. 23. Large Scale Link Prospecting• Using scraper tool (like this Chrome extension )• SEOmoz (Pro Acc!)• Excel Spreadsheet extensionFollow: @JustinBriggs@LisaDMyer #SESLondon
  24. 24. #4{ creative & development
  25. 25. Types of Link Development• Utilising Existing Relationships• Link Building• Link baiting• Article/Content Marketing@LisaDMyer #SESLondon
  26. 26. Utilising Existing RelationshipsOften it is the simplest idea that gives you themost link juice!For example;- Would your partners, customers etc link to you?- Which University did the CEO go to?@LisaDMyer #SESLondon
  27. 27. Apple.comLinks to domain= 35.8 MILLION!PR=9/10
  28. 28. link building
  29. 29. Link Building• Directories• Blog & forum commentsUsually low quality so work best as fillers.Should NOT be Primary Link Dev Strategy
  30. 30. link baiting
  31. 31. {A piece of digital content (article, video,infographic, etc) that specifically increasesthe chances for generating “organic links”
  32. 32. intelligent provoking interestingfunny GREAT IDEAcompetitions newsworthy educational
  33. 33. Host the content!• This type of link development requires you to host the content on the domain you are doing link dev for!!• Creating a fab link bait or social media campaign that is not on your domain = lost link equity@LisaDMyer #SESLondon
  34. 34. Spread the Word• Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in....• Use the already identified social influencers!@LisaDMyer #SESLondon
  35. 35. INTEGRATE Email Landing/Campaign Your Website Campaign Page Offline (mail campaign)
  36. 36. real examples{link bait
  37. 37. City Inn{advent calendar
  38. 38. Result• LOTS of links & Social Mentions• Generated the equivalent of 50% of their average monthly traffic• Increased email database considerably• Twitter followers increased by 300%
  39. 39.
  40. 40. #1
  41. 41. article marketing
  42. 42. Give something backHave something to trade, why should theybe linking to you? - Content (must be relevant!) - Discount/competition - Breaking news - Free “something” - YOUR USPs??!!
  43. 43. The Process• Do your research (list of sites, find out as much about the site as you can)• Hunt down most appropriate contact• Tone of voice in email, although best to call!• Tailor your email to person• Be direct, don’t waffle.• Develop a relationship• Follow up• ALWAYS, ALWAYS be polite and personable!
  44. 44. Writing the content• Spend time writing the article, it’s got to be good! Include stats, research or similar. real examples• Make sure the angle is appropriate for target site• Including keywords that you are targeting for surrounding text {article marketing• ANCHOR TEXT (ideally your main target keyword)• Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you!
  45. 45. Yale Door• Needed links and relevant traffic from websites with similar or relevant contentAngle/Idea- Free “keyless lock” competition/give away- First 10 orders of the composite door get’s free lock worth £200@LisaDMyer #SESLondon
  46. 46. Stuff.TVinks to domain= 378,071Monthly visits circa.150,000(UK)circa 240,000 (global)74% male readers67% of visitors between 25 –44
  47. 47. Coolestgadgets.comLinks to domain= 425,886Monthly visits ca. 60,000 (UK)72% male readers60% of visitors between 25 – 44
  48. 48. Wired.comLinks to domain= 7,79 MILLIONPR= 8Worldwide readership
  49. 49. Thank You! Email: Web: #SESLondon