A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet

A creative & strategic approach to link development is the difference between SEO success and failure Gary Preston– Strategy Director

Today 30/04/10
Link development objectives
Why a creative approach is key
Defining link development targets
Using Customer Motivations
Tools to get you started

Objectives for Link Development in SEO
Improve individual rankings for target keywords
Gain links on websites that influence your customer
Improve indexation and the authority of your content
Its not about making this bigger!

30/04/10 Easy to Deploy link development tactics... Are Easy to Replicate by your competitors... Why a creative approach is key

No Competitive Edge Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link You Competitor

SEO Analysts & PRs working in Harmony 30/04/10 Lucy - PR “ I’ve been doing this for years & now I can work out ROI from my PR coverage!” Rik – SEO Analyst “ I know where I need Editorial Links to point, but I don’t know how to sell-in to journalists & content publishers!” Creative SEOs + Creative PRs = SEO-PR

30/04/10

Clear Winner... Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link Link You Competitor Quality Link Quality Link Quality Link Quality Link

Why prioritise your Link Development?
“ Even if you have the best link development team
in the world you still need to prioritise!”
Nobody has Unlimited:
Time
Money
Target Link Development to areas of your site that will deliver ROI

Define Priority URLs for Link Development homepage £300k* sportsshoes.com/football/ £600k* sportsshoes.com/running/ £200k* sportsshoes.com/outdoors/ * Figures only used for illustration

Approach is applicable to all sites.. homepage £500k* sovereign.com/destinations/Cyprus £350k* sovereign.com/destinations/Portugal £400k* sovereign.com/destinations/Mexico External Link External Link External Link * Figures only used for illustration

A Link Development Strategy “ PageRank plus other factors determines how deep we'll go within a site.” Matt Cutts (Google Engineer) Enough PageRank flowing to this level so pages are indexed and gain visibility in SERPs = “ Long Tail” traffic To drive positions for generic keywords like “Running Shoes”, “Mens Running Shoes” etc. External Link External Link External Link External Link External Link External Link

Product Placement & Expert Comment 30/04/10
Post Christmas – big trend in getting fit...
Found key journalists who were training for Marathons. We asked them to test equipment....

Advocacy and Badge programme 23 rd April 2010
Clubs given an official “Kit Reviewer” Badge that links to the main “running” category URL
Blog Content = Review content for SEO & Conversion

This works... 30/04/10 Position 1 for “Running Shoes” 47% increase in all Non Brand Traffic from “Running” Keywords 75% increase in Revenue from “Running” Keywords

Getting Creative with your Link Development 30/04/10
These are examples of many tactics that we use
Which gain quality links.....
That powers your relevant content into top SERPS

Persona Driven Link Development 30/04/10 Position 1 for “Villas in Tuscany” 80% increase in all Non Brand Traffic 35% increase in Bookings

Think Personas & Target Media 30/04/10 Position 1 for “Airport Parking”

Finding Media Targets
Google itself! Use your understanding of the search behaviour of your target customers
Double Click Ad Planner (See top sites by Category)
Gorkana (media contact database)
Response Source (Journalist Requests)
30/04/10

Changing Pre-conceptions
SEO-PR is much more than:
Optimising press releases to include keywords
Publishing press releases on online newswire services
Asking your PR team to ensure there is a link to the website
30/04/10 But the above might be a good start ...

Everything we do has an SEO objective
SEO+PR = SEO-PR
“ The execution of editorial and creative content development techniques, to gain strategically relevant links ”
How we define ‘Online PR’ 30/04/10

We are the best in the universe at link building
We have a strategic approach to our creative thinking
Our culture is one of healthy innovation
Customer led, underpinned by business case

We have broken free of silo thinking and are joining the dots for our clients – join us!
www.propellernet.co.uk
Twitter.com/propellernet

A creative & strategic approach to link development is the difference between SEO success and failure - Propellernet

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