The Habits that Land You Links #brightonseo 2014 by @staceycav

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@staceycav's deck from #brightonseo on the habits that land you links.

@staceycav's deck from #brightonseo on the habits that land you links.

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http://heartrobot.org.uk 1645
http://www.seo-girl.co.uk 402
https://twitter.com 315
http://www.thetomorrowlab.com 234
http://www.leapfrogg.co.uk 169
http://www.boom-online.co.uk 142
http://www.headred.net 112
http://www.conseilsmarketing.com 107
http://www.scoop.it 87
http://www.spaghettitraveller.com 80
http://www.theinternetworks.co.uk 80
http://blogsession.co.uk 77
http://newrisedigital.com 68
http://cathyma.com 46
http://plus.url.google.com 8
http://theinternetworks.es 6
http://translate.googleusercontent.com 5
http://wayneb77.tumblr.com 4
http://feedly.com 3
http://www.tecmark.co.uk 3
https://www.linkedin.com 3
http://inbound.org 3
http://www.newsblur.com 2
http://feeds.feedburner.com 2
https://www.rebelmouse.com 2
http://news.google.com 2
https://storify.com 1
http://webcache.googleusercontent.com 1
http://www.theeventworks.eu 1
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  • @undefined Hi Ralph. In the context of content marketing, it's really more of a loose brief than a problem statement.

    So, for example, 'We need to come up with an idea for a series of blog posts that would appeal to adrenalin junkies,' was a recent one of ours.

    But it can be looser than that too. E.g. 'Our travel client needs a content marketing project designed to bait links.'

    The looser it is, the easier the ideas will be to come by :)
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  • Good work, Stacey. 'Start with a problem statement'.... do you mean identify a problem that needs solving e.g. 'Most people are bad with money'?
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  • @AliceRalph Thanks, Alice! Glad you found it useful!
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  • Agree, I found this one of the most useful talks at BrightonSEO. Thanks Stacey!
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  • Thanks, Andy! Let me know how you get on if you give any of the ideas a go!
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The Habits that Land You Links #brightonseo 2014 by @staceycav The Habits that Land You Links #brightonseo 2014 by @staceycav Presentation Transcript

  • THE HABITS THAT LAND YOU LINKS Stacey Cavanagh Tecmark #brightonseo
  • I have a confession… #brightonseo @staceycav
  • I still love links. #brightonseo @staceycav View slide
  • Despite potential heartbreak… #brightonseo @staceycav View slide
  • #brightonseo @staceycav
  • #brightonseo @staceycav We still need links. https://www.youtube.com/watch?v=NCY30WhI2og
  • No more cheating. #brightonseo @staceycav
  • It’s about doing stuff that lands links #brightonseo @staceycav
  • Producing awesome stuff #brightonseo @staceycav
  • Doing awesome stuff #brightonseo @staceycav
  • Being generally awesome #brightonseo @staceycav
  • And being real. #brightonseo @staceycav
  • None of this is new information #brightonseo @staceycav
  • #brightonseo @staceycav But it’s all easier said than done.
  • And harder to scale than… #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • There’s no magic formula #brightonseo @staceycav
  • But, you can start by building good habits. #brightonseo @staceycav
  • In 3 key areas… #brightonseo @staceycav
  • 1. IDEATION #brightonseo @staceycav
  • Content marketing demands a seemingly endless stream of good ideas. #brightonseo @staceycav
  • #brightonseo @staceycav
  • We needed an efficient means of ideas generation #brightonseo @staceycav
  • Where do you look for inspiration on efficiency? #brightonseo @staceycav
  • #brightonseo @staceycav
  • Efficiency at its best. #brightonseo @staceycav
  • #brightonseo @staceycav Introducing Bernd Rohrbach
  • #brightonseo @staceycav 108 ideas in 30 minutes
  • #brightonseo @staceycav 6-3-5 method of brainwriting http://blogsession.co.uk/2014/03/635-method-brainwriting/
  • #brightonseo @staceycav You need 6 people
  • #brightonseo @staceycav A simple worksheet goo.gl/1ZuiGN
  • #brightonseo @staceycav 30 minutes
  • #brightonseo @staceycav Start with a Problem statement
  • #brightonseo @staceycav 5 minutes. 3 ideas each
  • #brightonseo @staceycav Pass worksheets to the left
  • #brightonseo @staceycav Write 3 ideas inspired by the 3 you’ve been handed
  • #brightonseo @staceycav Lather. Rinse. Repeat
  • #brightonseo @staceycav That’s 108 ideas in 30 minutes
  • #brightonseo @staceycav This isn’t INSTEAD of other methods
  • #brightonseo @staceycav It’s AS WELL as…
  • #brightonseo @staceycav Verbal brainstorming
  • #brightonseo @staceycav Crowdsourcing ideas.
  • #brightonseo @staceycav Solo ideation sessions
  • #brightonseo @staceycav Differentiate between ideas generation and concept development
  • #brightonseo @staceycav Lots of ideas may only result in a couple of concepts
  • #brightonseo @staceycav And that’s ok!
  • #brightonseo @staceycav NUF testing is a great way to narrow a long list of ideas down! http://creatingminds.org/tools/nuf_test.htm
  • #brightonseo @staceycav Seek impartial feedback
  • #brightonseo @staceycav Ideation Tools
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav http://simitator.com/generator/twitter
  • #brightonseo @staceycav Generate “Tweets” based on your ideas and split test them here (free)…
  • #brightonseo @staceycav
  • #brightonseo @staceycav 2. ASSET GENERATION (or collation)
  • #brightonseo @staceycav Thorough audits of existing assets
  • #brightonseo @staceycav
  • #brightonseo @staceycav Do this in person
  • #brightonseo @staceycav We got into the habit of asking our clients for images
  • #brightonseo @staceycav Loads of Images
  • #brightonseo @staceycav Hint: They don’t have to be phenomenal ones!
  • #brightonseo @staceycav Image link attribution building isn’t new
  • #brightonseo @staceycav But it is effective
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav Share images on Flickr under Creative Commons
  • #brightonseo @staceycav And tell people how to attribute
  • #brightonseo @staceycav SEO for Images on Flickr
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav Get into the habit of regular reclamation sessions
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav Get really good at tactics that can be applied cross niche
  • #brightonseo @staceycav Like creating stories from surveys
  • #brightonseo @staceycav
  • #brightonseo @staceycav Content curation is a cross niche tactic
  • #brightonseo @staceycav http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
  • #brightonseo @staceycav http://moz.com/google-algorithm-change
  • #brightonseo @staceycav http://moz.com/google-algorithm-change
  • #brightonseo @staceycav http://moz.com/google-algorithm-change
  • #brightonseo @staceycav http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen <<< Speak to @aleyda!
  • #brightonseo @staceycav Get into the mindset of considering offline content
  • #brightonseo @staceycav Sometimes, linkworthy content is a chair made out of scrap car parts.
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav User Student generated offline content… http://www.dronsfields.com/auction/
  • #brightonseo @staceycav Work closely with clients’ other departments to think bigger and bolder with more benefits than “SEO”
  • #brightonseo @staceycav Work closely with other organisations to cut costs and share benefits
  • #brightonseo @staceycav Do something real.
  • #brightonseo @staceycav It results in coverage
  • #brightonseo @staceycav And coverage results in links.
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav Collaborate. Think bigger. Think offlin-er.
  • #brightonseo @staceycav 3. OUTREACH
  • #brightonseo @staceycav Build your little black book
  • #brightonseo @staceycav Start on day 1
  • #brightonseo @staceycav With a contacts audit.
  • #brightonseo @staceycav You’ll need an evolving list of journalists/bloggers/ot her relevant contacts
  • #brightonseo @staceycav You’ll need excellent monitoring tools.
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav I use Buzzstream to manage this list.
  • #brightonseo @staceycav Find more journalists and opportunities
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav
  • #brightonseo @staceycav Read these (repeatedly)
  • #brightonseo @staceycav
  • #brightonseo @staceycav Apply the principles in your outreach
  • #brightonseo @staceycav Particularly pay attention to the reciprocity rule
  • #brightonseo @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
  • #brightonseo @staceycav I say it a lot, I know.
  • #brightonseo @staceycav And I sound like my Nan.
  • #brightonseo @staceycav But this guy…
  • #brightonseo @staceycav Is doing it better than this guy
  • #brightonseo @staceycav Pick up the phone.
  • #brightonseo @staceycav Send handwritten letters.
  • #brightonseo @staceycav Yes, really…
  • #brightonseo @staceycav Response rates depend on project, audience and approach, of course
  • #brightonseo @staceycav But allow me to share some (very unscientific) analysis…
  • #brightonseo @staceycav NOTE: Small sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just one event centric project.
  • #brightonseo @staceycav Step back in time. Good old fashioned communications are disruptive.
  • #brightonseo @staceycav Thank you stacey.cavanagh@tecmark.co.uk GET IN TOUCH @staceycav https://plus.google.com/+StaceyCavanagh
  • #brightonseo @staceycav Images • http://www.motaen.com/wallpapers/view/id/988 • http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/ • http://www.hdwallpapers.in/ • https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG • http://www.recitethis.com • http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html • http://www.redbullstratos.com/ • http://www.wallconvert.com/search/funny/ • http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg • https://www.youtube.com/watch?v=3WcyFf6JPSI • Disney/Reuters • http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2 • http://www.makeameme.org • http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html • http://friends.wikia.com/wiki/Category:Episode_Stills • http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/ • http://athousandthreads.files.wordpress.com/2011/08/searching.jpg • http://www.operationworld.org/country/germ/owtext.html • http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html • http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/ • http://culturacolectiva.com/10-libros-para-10-momentos-distintos/ • http://nicholasdraney.com/blog/blog/2012/01/30/boxing/ • http://ondalys.fr/en/references/ • http://www.telemobile.ro/download/light-bulb-c-15983.html • http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html • https://www.flickr.com/photos/hannahdonovan/5901011862/ • https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg • https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG • http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg • https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG • https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg