BUILDING	  YOUR	  LINK	  DEVELOPMENT	  CALENDAR	           RHEA DRYSDALE | @Rhea         Outspoken Media
What	  you	  know	  about	  Outspoken	  Media:	         Online	  ReputaIon	  Management	               Social	  Media	  Br...
What	  we	  actually	  look	  like:	    (and	  women	  are	  as	  crude	  as	  men,	  just	  ask	  @josephschaefer)	  
We	  do	  more	  with	  less.	          6	  team	  members	          Focus	  on	  process,	  not	  tools	  (oUen	  unrelia...
How	  do	  we	  do	  it?	   Process	  maps	            and	  sexy	  calendars!	  
I	  agree	  with	  Rand	  and	  JusIn.	  We	  need	  to	  focus	  on	  more	  strategic	  content	  marke2ng.	            ...
If	  link	  dev	  is	  1st	  base,	  	  content	  markeIng	  is	  3rd.	  
Are	  we	  really	  ready	  for	  3rd	  base?	  
Current	  link	  development	  process:	               	  	  	  	  Can	  I	  have	  a	  link?	               	  	  	  	  C...
How	  do	  we	  break	  the	  cycle?	  
Stop	  treaIng	  SEO	  like	  fast	  food!	  
Or,	  find	  a	  way	  to	  ensure	  customized,	  high-­‐quality	  results	  with	  your	  fast	  food,	  scalable	  proce...
Moment	  of	  inspiraIon.	  Yes,	  from	  a	  chic-­‐flick.	  ;)	  h@p://www.youtube.com/watch?v=TG1qceS9NM4	  	  
We	  want	  to	  be	  consultants.	  	  Not	  a	  vendor.	  
2nd	  Moment	  of	  InspiraIon	       Client     wanted     links                                                      	  ...
Proposed	  link	  development	  strategy:	                               INFOGRAPHICS	                                  LI...
That	  sucks,	  but	  	  we	  can	  do	  this!	  
What	  I	  didn’t	  anIcipate:	         Liele	  success	  pitching	  as	  the	  client.	  Had	  to	  turn	  to	  personae....
Something	  had	  to	  change.	  
We	  needed	  to	  get	  to	  3rd	  base.	  
Calendars	  were	  the	  basis	  for	  change.	  	            We	  (all	  of	  us!)	  base	  our	  	            work	  aro...
Client	                           Agency	        Leadership	  calendar	             Internal	  resources	        Budget	  ...
We	  revamped	  our	  process:	  
Tracking	                                              Implementa2on	  Link	  Development	  Process	  Map	                ...
Think	  OODA	  Loops:	  OutspokenMedia.com/seo/seo-­‐and-­‐ooda-­‐loops/	  
OBSERVEACT             ORIENT      DECIDE
Proposal	  Phase	           Technical	  -­‐	  Current	  limita2ons	  (content,	  CMS,	  host	  environment,	  code	       ...
Intake	  Phase	            Data	  collecIon	  	  -­‐	  analy2cs,	  logins,	  webmaster	  accounts,	  necessary	           ...
Research	  &	  Discovery	  Phase	           Review	  –	  data/content,	  query	  meets	  intent?	  If	  no,	  build	  reso...
Strategy	  Approval	  Phase	            ExpectaIons	  –	  defined,	  strategy	  re-­‐visited	  if	  necessary	          App...
ImplementaIon	  Phase	                                                         ACT.	             Tracking	  setup	  -­‐	  ...
Tracking	  Phase	           Manage	  expectaIons	  –	  internal	  and	  external	           System	  of	  accountability	 ...
Now,	  we	  have	  the	  process.	  	   Just	  need	  the	  calendar...	  
CreaIng	  Your	  Link	  Development	  Calendar	  Factors	  to	  consider:	      CONTRACT	                                 ...
Calendar	  files:	                 Mozilla	  list	  of	  holiday	  .ics	  files	  by	  country:	          hep://www.mozilla....
CommemoraIve	  months/dates:	     hep://en.wikipedia.org/wiki/List_of_commemoraIve_months	  	  	             hep://en.wiki...
Will	  your	  calendar	  deliver	  results?	  
This	  is	  AWESOME:	       http://pointblankseo.com/link-building-                    strategies
THIS	  IS	  USEFUL:	  
Want	  it?	      Tweet	  us:	  @OutspokenMedia	  Or	  email:	  rhea@outspokenmedia.com	  
THANK YOU !GET LIVEBLOGGINGCOVERAGE:OUTSPOKENMEDIA.COM/BLOG  Rhea Drysdale  Outspoken Media  rhea@outspokenmedia.com  @Rhea
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Building a Link Development Calendar

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My presentation from Linklove Boston 2012 on April 2nd. Gives a rundown on link development process maps and how to structure your calendar to actually get results.

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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • great idea for link building
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey Rhea, why did you restricted the download? It's so much easier to view it as PDF. :)
       Reply 
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    Your message goes here
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Transcript of "Building a Link Development Calendar"

  1. 1. BUILDING  YOUR  LINK  DEVELOPMENT  CALENDAR   RHEA DRYSDALE | @Rhea Outspoken Media
  2. 2. What  you  know  about  Outspoken  Media:   Online  ReputaIon  Management   Social  Media  Branding   SMALL  BUSINESS  MARKETING   Blogging   SEO   Women   CONTENT  CREATION  
  3. 3. What  we  actually  look  like:   (and  women  are  as  crude  as  men,  just  ask  @josephschaefer)  
  4. 4. We  do  more  with  less.   6  team  members   Focus  on  process,  not  tools  (oUen  unreliable)   Natural,  low-­‐risk  approach  to  link  development  
  5. 5. How  do  we  do  it?   Process  maps   and  sexy  calendars!  
  6. 6. I  agree  with  Rand  and  JusIn.  We  need  to  focus  on  more  strategic  content  marke2ng.   But,  content  is  inImate.  
  7. 7. If  link  dev  is  1st  base,    content  markeIng  is  3rd.  
  8. 8. Are  we  really  ready  for  3rd  base?  
  9. 9. Current  link  development  process:          Can  I  have  a  link?          Can  I  have  a  link?          Can  I  have  a  link?          Can  I  have  a  link?          Can  I  have  a  link?   = $  
  10. 10. How  do  we  break  the  cycle?  
  11. 11. Stop  treaIng  SEO  like  fast  food!  
  12. 12. Or,  find  a  way  to  ensure  customized,  high-­‐quality  results  with  your  fast  food,  scalable  process.  
  13. 13. Moment  of  inspiraIon.  Yes,  from  a  chic-­‐flick.  ;)  h@p://www.youtube.com/watch?v=TG1qceS9NM4    
  14. 14. We  want  to  be  consultants.    Not  a  vendor.  
  15. 15. 2nd  Moment  of  InspiraIon   Client wanted links          YAY!          We  build  links.  
  16. 16. Proposed  link  development  strategy:   INFOGRAPHICS   LINK   OUTREACH   STRATEGIC   CONTESTS   PARTNERSHIPS  
  17. 17. That  sucks,  but    we  can  do  this!  
  18. 18. What  I  didn’t  anIcipate:   Liele  success  pitching  as  the  client.  Had  to  turn  to  personae.   Effect  on  internal  team  morale.   Client  delays  with  legal,  markeIng  and  IT.   THAT  THE  CLIENT  HAD  HIRED  ANOTHER  SEO  TO  DO  THE  SAME  THING!  #@(!  
  19. 19. Something  had  to  change.  
  20. 20. We  needed  to  get  to  3rd  base.  
  21. 21. Calendars  were  the  basis  for  change.     We  (all  of  us!)  base  our     work  around  calendars.  
  22. 22. Client   Agency   Leadership  calendar   Internal  resources   Budget  restricIons   Budget  restricIons   Development  calendar   Methods  match  goals?   Department-­‐level   Development  Imeframe   PoliIcal  roadblocks   Seasons  (holidays  kill   outreach!)  
  23. 23. We  revamped  our  process:  
  24. 24. Tracking   Implementa2on  Link  Development  Process  Map   Strategy   Approval   Research  &   Discovery   Intake   Proposal  
  25. 25. Think  OODA  Loops:  OutspokenMedia.com/seo/seo-­‐and-­‐ooda-­‐loops/  
  26. 26. OBSERVEACT ORIENT DECIDE
  27. 27. Proposal  Phase   Technical  -­‐  Current  limita2ons  (content,  CMS,  host  environment,  code   freeze,  redesign,  etc.)   Financial  –  Budget,  goals,  2meframe,  and  contract  length   Assets  -­‐  Brand/reputa2on,  resources  
  28. 28. Intake  Phase   Data  collecIon    -­‐  analy2cs,  logins,  webmaster  accounts,  necessary   approval  process,  business  insight,  internal  calendars  &  resources   MarkeIng  –  Marke2ng  campaigns,  social  media,  IT,  and  PR  processes   Outreach  access  (email  as  client)  
  29. 29. Research  &  Discovery  Phase   Review  –  data/content,  query  meets  intent?  If  no,  build  resources.  If   yes,  move  forward.     Strategy  formaIon  –  based  on  2meframe,  resources  and  goals   DocumentaIon  –  in  the  event  of  turnover  
  30. 30. Strategy  Approval  Phase   ExpectaIons  –  defined,  strategy  re-­‐visited  if  necessary   Approvals  –  received  for  strategy-­‐level  and  calendar  defined  for  future   work   Calendar  creaIon  –  responsibili2es  assigned  to  individuals  and  dates  
  31. 31. ImplementaIon  Phase   ACT.   Tracking  setup  -­‐  analy2cs  setup  and  goal/conversion  tracking   Tools  -­‐  raven  for  pitching,  placements,  rankings,  traffic,  conversions  
  32. 32. Tracking  Phase   Manage  expectaIons  –  internal  and  external   System  of  accountability  –  budget,  strategy  and  standing  mee2ngs   Client  communicaIon  –  keep  ac2on-­‐focused,  data-­‐driven  and  be   open  to  change  if  focus  shi_s  (goals/resources)  
  33. 33. Now,  we  have  the  process.     Just  need  the  calendar...  
  34. 34. CreaIng  Your  Link  Development  Calendar  Factors  to  consider:   CONTRACT   WEB  SITE   RESOURCES   LENGTH   INDUSTRY-­‐ SEASONAL   SPECIFIC  
  35. 35. Calendar  files:   Mozilla  list  of  holiday  .ics  files  by  country:   hep://www.mozilla.org/projects/calendar/holidays.html     Google  calendar  search  for  “interesIng  calendars”: heps://www.google.com/calendar/render?pli=1     iCal  calendars:   hep://www.apple.com/downloads/macosx/calendars/     Outlook  holidays  by  country  built  in:   hep://www.addicIveIps.com/microsoU-­‐office/add-­‐holidays-­‐in-­‐ outlook-­‐calendar/    
  36. 36. CommemoraIve  months/dates:   hep://en.wikipedia.org/wiki/List_of_commemoraIve_months       hep://en.wikipedia.org/wiki/Awareness_days       hep://en.wikipedia.org/wiki/InternaIonal_observance       hep://en.wikipedia.org/wiki/List_of_environmental_dates       hep://healthfinder.gov/nho/nho.asp     hep://www.epromos.com/educaIon/calendars/    
  37. 37. Will  your  calendar  deliver  results?  
  38. 38. This  is  AWESOME:   http://pointblankseo.com/link-building- strategies
  39. 39. THIS  IS  USEFUL:  
  40. 40. Want  it?   Tweet  us:  @OutspokenMedia  Or  email:  rhea@outspokenmedia.com  
  41. 41. THANK YOU !GET LIVEBLOGGINGCOVERAGE:OUTSPOKENMEDIA.COM/BLOG Rhea Drysdale Outspoken Media rhea@outspokenmedia.com @Rhea

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