• Save
Building a Link Development Calendar
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Building a Link Development Calendar

on

  • 3,535 views

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.

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.

Statistics

Views

Total Views
3,535
Views on SlideShare
3,122
Embed Views
413

Actions

Likes
6
Downloads
0
Comments
3

9 Embeds 413

http://www.boom-online.co.uk 384
https://si0.twimg.com 7
https://twimg0-a.akamaihd.net 6
http://storify.com 6
http://fr.flavors.me 3
http://tweetedtimes.com 2
http://us-w1.rockmelt.com 2
http://wayneb77.tumblr.com 2
http://webcache.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 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
    Are you sure you want to
    Your message goes here
    Processing…
  • great idea for link building
    Are you sure you want to
    Your message goes here
    Processing…
  • Hey Rhea, why did you restricted the download? It's so much easier to view it as PDF. :)
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Building a Link Development Calendar Presentation Transcript

  • 1. BUILDING  YOUR  LINK  DEVELOPMENT  CALENDAR   RHEA DRYSDALE | @Rhea Outspoken Media
  • 2. What  you  know  about  Outspoken  Media:   Online  ReputaIon  Management   Social  Media  Branding   SMALL  BUSINESS  MARKETING   Blogging   SEO   Women   CONTENT  CREATION  
  • 3. What  we  actually  look  like:   (and  women  are  as  crude  as  men,  just  ask  @josephschaefer)  
  • 4. We  do  more  with  less.   6  team  members   Focus  on  process,  not  tools  (oUen  unreliable)   Natural,  low-­‐risk  approach  to  link  development  
  • 5. How  do  we  do  it?   Process  maps   and  sexy  calendars!  
  • 6. I  agree  with  Rand  and  JusIn.  We  need  to  focus  on  more  strategic  content  marke2ng.   But,  content  is  inImate.  
  • 7. If  link  dev  is  1st  base,    content  markeIng  is  3rd.  
  • 8. Are  we  really  ready  for  3rd  base?  
  • 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. How  do  we  break  the  cycle?  
  • 11. Stop  treaIng  SEO  like  fast  food!  
  • 12. Or,  find  a  way  to  ensure  customized,  high-­‐quality  results  with  your  fast  food,  scalable  process.  
  • 13. Moment  of  inspiraIon.  Yes,  from  a  chic-­‐flick.  ;)  h@p://www.youtube.com/watch?v=TG1qceS9NM4    
  • 14. We  want  to  be  consultants.    Not  a  vendor.  
  • 15. 2nd  Moment  of  InspiraIon   Client wanted links          YAY!          We  build  links.  
  • 16. Proposed  link  development  strategy:   INFOGRAPHICS   LINK   OUTREACH   STRATEGIC   CONTESTS   PARTNERSHIPS  
  • 17. That  sucks,  but    we  can  do  this!  
  • 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. Something  had  to  change.  
  • 20. We  needed  to  get  to  3rd  base.  
  • 21. Calendars  were  the  basis  for  change.     We  (all  of  us!)  base  our     work  around  calendars.  
  • 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. We  revamped  our  process:  
  • 24. Tracking   Implementa2on  Link  Development  Process  Map   Strategy   Approval   Research  &   Discovery   Intake   Proposal  
  • 25. Think  OODA  Loops:  OutspokenMedia.com/seo/seo-­‐and-­‐ooda-­‐loops/  
  • 26. OBSERVEACT ORIENT DECIDE
  • 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. 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. 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. 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. ImplementaIon  Phase   ACT.   Tracking  setup  -­‐  analy2cs  setup  and  goal/conversion  tracking   Tools  -­‐  raven  for  pitching,  placements,  rankings,  traffic,  conversions  
  • 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. Now,  we  have  the  process.     Just  need  the  calendar...  
  • 34. CreaIng  Your  Link  Development  Calendar  Factors  to  consider:   CONTRACT   WEB  SITE   RESOURCES   LENGTH   INDUSTRY-­‐ SEASONAL   SPECIFIC  
  • 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. 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. Will  your  calendar  deliver  results?  
  • 38. This  is  AWESOME:   http://pointblankseo.com/link-building- strategies
  • 39. THIS  IS  USEFUL:  
  • 40. Want  it?   Tweet  us:  @OutspokenMedia  Or  email:  rhea@outspokenmedia.com  
  • 41. THANK YOU !GET LIVEBLOGGINGCOVERAGE:OUTSPOKENMEDIA.COM/BLOG Rhea Drysdale Outspoken Media rhea@outspokenmedia.com @Rhea