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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 Presentation Transcript

  • 1. Link Development Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
  • 2. How to generate relevant links
  • 3. SEO TOOLS +
  • 4.
    • Target audience
    • Link Analysis & management
    • Link Prospecting
    • Creative & Implementation
  • 5. #1 { target audience
  • 6.
    • AGE
    • GENDER
    • LOCATION
    ?
  • 7. Put yourself in their “shoes”
  • 8.
    • What are they thinking when trying to solve a problem/finding info?
    • What would they search for?
    • What sites would they visit?
    #SESLondon @LisaDMyers
  • 9. Social Influencers
    • Identify social influencers within the industry/market you are link building to
    • Which channels are they using; Twitter, facebook, LinkedIn?
    #SESLondon @LisaDMyers
  • 10. { link analysis & management #2
  • 11. tools...
  • 12. 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
  • 13. Use of Anchor Text #SESLondon @LisaDMyers
  • 14. Depth of Links #SESLondon @LisaDMyers
  • 15. Type of Links #SESLondon @LisaDMyers
  • 16. # Domains Linking #SESLondon @LisaDMyers
  • 17. Filtering
  • 18. Link Building Management
  • 19.  
  • 20. Assigning Tasks Assign link targets to the right people e.g. SEO, client, guest post writer etc
  • 21. Set a task in competitor view #SESLondon @LisaDMyers
  • 22. { link prospecting #3
  • 23. 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
  • 24. 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
  • 25. { creative & development #4
  • 26. Types of Link Development
    • Utilising Existing Relationships
    • Link Building
    • Link baiting
    • Article/Content Marketing
    #SESLondon @LisaDMyers
  • 27. 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
  • 28. Apple.com Links to domain= 35.8 MILLION! PR=9/10
  • 29. link building
  • 30. Link Building
    • Directories
    • Blog & forum comments
    • Usually low quality so work best as fillers.
    Should NOT be Primary Link Dev Strategy
  • 31. link baiting great digital content
  • 32.
    • A piece of digital content (article, video,
    • infographic, etc) that specifically increases
    • the chances for generating “organic links”
    {
  • 33. GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking
  • 34.  
  • 35. 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
  • 36. 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
  • 37. INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)
  • 38. real examples {link bait
  • 39.
    • City Inn
    • {advent calendar
  • 40.  
  • 41. 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%
  • 42.
    • SEO-Chicks.com
    • #SEScrapmas
    • #SEO2022
  • 43.  
  • 44. #1
  • 45.  
  • 46. article marketing Using a piece of content to get a link can be very EFFECTIVE!
  • 47. 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??!!
  • 48. 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!
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
  • 53. Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership
  • 54. Thank You! Email: [email_address] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com #SESLondon @LisaDMyers @LisaDMyers