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Link Development - SES London 2012

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My presentation from SES London 2012 on Link Development strategies. From link prospecting and research and link analysis. To link development strategies including: link reclamation, link baiti and ...

My presentation from SES London 2012 on Link Development strategies. From link prospecting and research and link analysis. To link development strategies including: link reclamation, link baiti and content outreach (article marketing).

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    Link Development - SES London 2012 Link Development - SES London 2012 Presentation Transcript

    • Link Development Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
    • How to generate relevant links
    • SEO TOOLS +
      • Target audience
      • Link Analysis & management
      • Link Prospecting
      • Creative & Implementation
    • #1 { target audience
      • AGE
      • GENDER
      • LOCATION
      ?
    • Put yourself in their “shoes”
      • What are they thinking when trying to solve a problem/finding info?
      • What would they search for?
      • What sites would they visit?
      #SESLondon @LisaDMyers
    • Social Influencers
      • Identify social influencers within the industry/market you are link building to
      • Which channels are they using; Twitter, facebook, LinkedIn?
      #SESLondon @LisaDMyers
    • { link analysis & management #2
    • tools...
    • What to analyse: The Basics
      • Anchor text
      • Depth of links (what pages are linked to)
      • Type of links (sources)
      • Authority & Strength of links
      • Analyse your own site & your competitors!
      #SESLondon @LisaDMyers
    • Use of Anchor Text #SESLondon @LisaDMyers
    • Depth of Links #SESLondon @LisaDMyers
    • Type of Links #SESLondon @LisaDMyers
    • # Domains Linking #SESLondon @LisaDMyers
    • Filtering
    • Link Building Management
    •  
    • Assigning Tasks Assign link targets to the right people e.g. SEO, client, guest post writer etc
    • Set a task in competitor view #SESLondon @LisaDMyers
    • { link prospecting #3
    • 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...
      #SESLondon @LisaDMyers
    • Large Scale Link Prospecting
      • Using scraper tool (like this Chrome extension http://goo.gl/c7erv )
      • SEOmoz API www.seomoz.org/api (Pro Acc!)
      • Excel Spreadsheet
      • http://justinbriggs.org/quick-link-prospectingwith-scraper-extension
      • Follow: @JustinRBriggs
      #SESLondon @LisaDMyers
    • { creative & development #4
    • Types of Link Development
      • Utilising Existing Relationships
      • Link Building
      • Link baiting
      • Article/Content Marketing
      #SESLondon @LisaDMyers
    • Utilising Existing Relationships
      • Often it is the simplest idea that gives you the
      • most link juice!
      • For example;
      • Would your partners, customers etc link to you?
      • Which University did the CEO go to?
      #SESLondon @LisaDMyers
    • Apple.com Links to domain= 35.8 MILLION! PR=9/10
    • link building
    • Link Building
      • Directories
      • Blog & forum comments
      • Usually low quality so work best as fillers.
      Should NOT be Primary Link Dev Strategy
    • link baiting great digital content
      • A piece of digital content (article, video,
      • infographic, etc) that specifically increases
      • the chances for generating “organic links”
      {
    • GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking
    •  
    • 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
      #SESLondon @LisaDMyers
    • 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!
      #SESLondon @LisaDMyers
    • INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)
    • real examples {link bait
      • City Inn
      • {advent calendar
    •  
    • 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%
      • SEO-Chicks.com
      • #SEScrapmas
      • #SEO2022
    •  
    • #1
    •  
    • article marketing Using a piece of content to get a link can be very EFFECTIVE!
    • Give something back
      • Have something to trade, why should they
      • be linking to you?
        • Content (must be relevant!)
        • Discount/competition
        • Breaking news
        • Free “something”
        • YOUR USPs??!!
    • 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!
    • Writing the content
      • Spend time writing the article, it’s got to be good! Include stats, research or similar.
      • Make sure the angle is appropriate for target site
      • Including keywords that you are targeting for surrounding text
      • 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!
      real examples {article marketing
    • Yale Door
      • Needed links and relevant traffic from websites with similar or relevant content
      • Angle/Idea
      • Free “keyless lock” competition/give away
      • First 10 orders of the composite door get’s free lock worth £200
      #SESLondon @LisaDMyers
    • Stuff.TV inks to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
    • Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
    • Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership
    • Thank You! Email: [email_address] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com #SESLondon @LisaDMyers @LisaDMyers