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Low cost link building with data  - Brighton SEO 2013 - by @staceycav
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Low cost link building with data - Brighton SEO 2013 - by @staceycav

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My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data. ...

My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data.

In this talk, I discussed using unique data as the basis for compelling content (link bait content) that baits the brand signals Google is looking for.

I discussed:

- Surveys and acquiring good, credible survey responses as a really low cost
- Using Google Analytics to find stories and insight you can turn into compelling content
- The Freedom of Information Act
- Improving existing datasets

Any questions at all contact me via Twitter (@staceycav).

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    Low cost link building with data  - Brighton SEO 2013 - by @staceycav Low cost link building with data - Brighton SEO 2013 - by @staceycav Presentation Transcript

    • LOW COST LINK BUILDING WITH JUICY, JUICY DATA STACEY CAVANAGH HEAD OF SEARCH TECMARK @staceycav
    • @staceycav ‘Link Building’ I hate the term ‘link building’ because it’s far too often associated with crap like this...
    • @staceycav
    • @staceycav And this…
    • @staceycav And this…
    • @staceycav And this…
    • @staceycav And this…
    • @staceycav And this…
    • @staceycav
    • @staceycav That’s not what I mean by ‘link building.’
    • @staceycav And when I say ‘low cost’ I’m talking in £ terms
    • @staceycav You’ll need to invest time
    • @staceycav DATA FOR LINK BAIT • Versatile and multi-format • Cross niche • Can be ‘newsworthy’
    • IF YOU WANT COMPELLING CONTENT, DATA SHOULD… • Tell a story • Back up or contradict an existing story • Get an emotional response @staceycav
    • BEFORE SOURCING DATA… @staceycav Who is going to give a crap?
    • GETTING GOOD DATA WITHOUT SPENDING A FORTUNE • Surveys • Google Analytics • Freedom of Information Requests • Take existing data and improve it @staceycav
    • SURVEYS @staceycav
    • @staceycav I asked 1000 Americans to name a British City other than London. http://blogsession.co.uk/2013/09/british-cities/
    • @staceycav
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    • @staceycav The investment in that piece of content: • $25 on survey responses • 2 hours on writing the post and some of the initial social social sharing
    • LOW COST SURVEY RESPONSES www.quicksurveys.com @staceycav
    • LOW COST SURVEY RESPONSES http://www.google.com/insights/consumersurveys/home @staceycav
    • DISCOUNT ALERT!!! @staceycav http://www.google.com/insights/consumersurveys/offer/eventcard
    • @staceycav ANALYTICS
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    • @staceycav INVESTMENT • Money spent: £0 • Time spent: 16 hours
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    • @staceycav FREEDOM OF INFORMATION
    • @staceycav Freedom of Information https://www.gov.uk/make-a-freedom-of-information-request/the-freedom- of-information-act
    • @staceycav WHY SHOULD YOU CARE? Data obtained this way is often of public interest. That means that normal people care and therefore journalists and bloggers care.
    • @staceycav
    • @staceycav It’s generally free to request the information but authorities can make a reasonable charge if answering your request will take a particularly long time.
    • @staceycav FOI REQUESTS We’ve asked: • local councils about businesses in debt to them (accountancy) • the DSA about disqualified drivers by town (automobile) • VisitBritain about their spend marketing Britain as a tourist destination in various countries (travel)
    • @staceycav AMAZING (FREE) TOOL www.whatdotheyknow.com
    • @staceycav IMPROVE EXISTING DATA
    • @staceycav • Update out of date data • Improve the formatting of existing data • Put data into more meaningful context
    • @staceycav http://www.concerthotels.com/ipod-visualized-as-vinyl
    • @staceycav
    • @staceycav MAKE IT ‘STICKY’ SUCCES • simple • unexpected • concrete • credible • emotional • stories
    • @staceycav OUTREACH Find the folk who give a crap
    • @staceycav JOURNALISTS www.journalisted.com
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    • @staceycav SUPER HACK!!
    • @staceycav PAID OUTREACH
    • @staceycav • Think like a journalist • Tell stories • You don’t need to be a PHD statistician IN SHORT