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 content outreach (article marketing).

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Link Development - SES London 2012

  1. Link Development Lisa Myers CEO, Verve Search #SESLondon @LisaDMyers
  2. How to generate relevant links
  3. SEO TOOLS +
  4. <ul><li>Target audience </li></ul><ul><li>Link Analysis & management </li></ul><ul><li>Link Prospecting </li></ul><ul><li>Creative & Implementation </li></ul>
  5. #1 { target audience
  6. <ul><li>AGE </li></ul><ul><li>GENDER </li></ul><ul><li>LOCATION </li></ul>?
  7. Put yourself in their “shoes”
  8. <ul><li>What are they thinking when trying to solve a problem/finding info? </li></ul><ul><li>What would they search for? </li></ul><ul><li>What sites would they visit? </li></ul>#SESLondon @LisaDMyers
  9. Social Influencers <ul><li>Identify social influencers within the industry/market you are link building to </li></ul><ul><li>Which channels are they using; Twitter, facebook, LinkedIn? </li></ul>#SESLondon @LisaDMyers
  10. { link analysis & management #2
  11. tools...
  12. What to analyse: The Basics <ul><li>Anchor text </li></ul><ul><li>Depth of links (what pages are linked to) </li></ul><ul><li>Type of links (sources) </li></ul><ul><li>Authority & Strength of links </li></ul><ul><li>Analyse your own site & your competitors! </li></ul>#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
  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 <ul><li>Keyword + “article” </li></ul><ul><li>Keyword + “blog” </li></ul><ul><li>Keyword + “directory” </li></ul><ul><li>Keyword inurl: “write for us” </li></ul><ul><li>Keyword inurl:”guest posts” </li></ul><ul><li>Keyword intitle: “write for us” </li></ul><ul><li>and so on... </li></ul>#SESLondon @LisaDMyers
  24. Large Scale Link Prospecting <ul><li>Using scraper tool (like this Chrome extension ) </li></ul><ul><li>SEOmoz API (Pro Acc!) </li></ul><ul><li>Excel Spreadsheet </li></ul><ul><li> </li></ul><ul><li>Follow: @JustinRBriggs </li></ul>#SESLondon @LisaDMyers
  25. { creative & development #4
  26. Types of Link Development <ul><li>Utilising Existing Relationships </li></ul><ul><li>Link Building </li></ul><ul><li>Link baiting </li></ul><ul><li>Article/Content Marketing </li></ul>#SESLondon @LisaDMyers
  27. Utilising Existing Relationships <ul><li>Often it is the simplest idea that gives you the </li></ul><ul><li>most link juice! </li></ul><ul><li>For example; </li></ul><ul><li>Would your partners, customers etc link to you? </li></ul><ul><li>Which University did the CEO go to? </li></ul>#SESLondon @LisaDMyers
  28. Links to domain= 35.8 MILLION! PR=9/10
  29. link building
  30. Link Building <ul><li>Directories </li></ul><ul><li>Blog & forum comments </li></ul><ul><li>Usually low quality so work best as fillers. </li></ul>Should NOT be Primary Link Dev Strategy
  31. link baiting great digital content
  32. <ul><li>A piece of digital content (article, video, </li></ul><ul><li>infographic, etc) that specifically increases </li></ul><ul><li>the chances for generating “organic links” </li></ul>{
  33. GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking
  35. Host the content! <ul><li>This type of link development requires you to host the content on the domain you are doing link dev for!! </li></ul><ul><li>Creating a fab link bait or social media campaign that is not on your domain = lost link equity </li></ul>#SESLondon @LisaDMyers
  36. Spread the Word <ul><li>Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in.... </li></ul><ul><li>Use the already identified social influencers! </li></ul>#SESLondon @LisaDMyers
  37. INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)
  38. real examples {link bait
  39. <ul><li>City Inn </li></ul><ul><li>{advent calendar </li></ul>
  41. Result <ul><li>LOTS of links & Social Mentions </li></ul><ul><li>Generated the equivalent of 50% of their average monthly traffic </li></ul><ul><li>Increased email database considerably </li></ul><ul><li>Twitter followers increased by 300% </li></ul>
  42. <ul><li> </li></ul><ul><li>#SEScrapmas </li></ul><ul><li>#SEO2022 </li></ul>
  44. #1
  46. article marketing Using a piece of content to get a link can be very EFFECTIVE!
  47. Give something back <ul><li>Have something to trade, why should they </li></ul><ul><li>be linking to you? </li></ul><ul><ul><li>Content (must be relevant!) </li></ul></ul><ul><ul><li>Discount/competition </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Free “something” </li></ul></ul><ul><ul><li>YOUR USPs??!! </li></ul></ul>
  48. The Process <ul><li>Do your research (list of sites, find out as much about the site as you can) </li></ul><ul><li>Hunt down most appropriate contact </li></ul><ul><li>Tone of voice in email, although best to call! </li></ul><ul><li>Tailor your email to person </li></ul><ul><li>Be direct, don’t waffle. </li></ul><ul><li>Develop a relationship </li></ul><ul><li>Follow up </li></ul><ul><li>ALWAYS, ALWAYS be polite and personable! </li></ul>
  49. Writing the content <ul><li>Spend time writing the article, it’s got to be good! Include stats, research or similar. </li></ul><ul><li>Make sure the angle is appropriate for target site </li></ul><ul><li>Including keywords that you are targeting for surrounding text </li></ul><ul><li>ANCHOR TEXT (ideally your main target keyword) </li></ul><ul><li>Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! </li></ul>real examples {article marketing
  50. Yale Door <ul><li>Needed links and relevant traffic from websites with similar or relevant content </li></ul><ul><li>Angle/Idea </li></ul><ul><li>Free “keyless lock” competition/give away </li></ul><ul><li>First 10 orders of the composite door get’s free lock worth £200 </li></ul>#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. Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
  53. Links to domain= 7,79 MILLION PR= 8 Worldwide readership
  54. Thank You! Email: [email_address] Web: #SESLondon @LisaDMyers @LisaDMyers