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How to Capitalize on the Link Potential of a Research Report (MozCon 2022)

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justdebbb
#MozCon

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justdebbb
#MozCon
What do these have in common?
Source: Fast Company, CNBC, Tech Republic

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justdebbb
#MozCon
They link to research reports
Source: Fast Company, CNBC, Tech Republic

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How to Capitalize on the Link Potential of a Research Report (MozCon 2022)

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Want to get backlinks from high DA sites? (No, this isn't one of those emails asking for money.) Research reports are a great way to get those links at scale — here's how.

Want to get backlinks from high DA sites? (No, this isn't one of those emails asking for money.) Research reports are a great way to get those links at scale — here's how.

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How to Capitalize on the Link Potential of a Research Report (MozCon 2022)

  1. 1. justdebbb #MozCon
  2. 2. justdebbb #MozCon What do these have in common? Source: Fast Company, CNBC, Tech Republic
  3. 3. justdebbb #MozCon They link to research reports Source: Fast Company, CNBC, Tech Republic
  4. 4. justdebbb #MozCon ➡️ 1k+ ref. domains ➡️ 133 ref. domains ➡️ 55 ref. domains Data Source: Moz
  5. 5. justdebbb #MozCon Research reports uncover data
  6. 6. justdebbb #MozCon Zyppy’s Study of Page Title Rewrites 299 links Source: zyppy.com
  7. 7. justdebbb #MozCon Aira’s State of Link Building 59 links Source: aira.net
  8. 8. justdebbb #MozCon Research reports uncover interesting data
  9. 9. justdebbb #MozCon Because journalists want to share interesting data with readers If they mention your report, you can get 🔗
  10. 10. justdebbb #MozCon HIGH DA
  11. 11. justdebbb #MozCon So, how do you do that? 🤷♀️
  12. 12. justdebbb #MozCon 1. The Story 2. The Outreach
  13. 13. justdebbb #MozCon Step 1: Brainstorm
  14. 14. justdebbb #MozCon Let’s say my business sells ergonomic chairs 🤷
  15. 15. justdebbb #MozCon Draw 3 concentric circles
  16. 16. justdebbb #MozCon Product/Service Chairs
  17. 17. justdebbb #MozCon Features Adjustable Ergonomic Comfortable Sturdy
  18. 18. justdebbb #MozCon Related Topics Health Posture Office Ergonomics WFH Hybrid Work Exercise ⭐️ ⭐️ ⭐️
  19. 19. justdebbb #MozCon Step 2: Research
  20. 20. justdebbb #MozCon Find existing data or research reports
  21. 21. justdebbb #MozCon [topic] trends state of [topic] [topic] report [topic] stats [topic] infographic
  22. 22. justdebbb #MozCon ⬇️ Source: Moz
  23. 23. justdebbb #MozCon Keep a list of these
  24. 24. justdebbb #MozCon Step 3: Decide on an idea
  25. 25. justdebbb #MozCon Score your ideas Impact Confidence Ease Potential Importance Ease Headlines Other teams Timeliness
  26. 26. justdebbb #MozCon HOT score H: What would potential headlines say? e.g. "78% of remote workers experience back pain”
  27. 27. justdebbb #MozCon HOT score O: What do other teams think? (e.g. PR, data)
  28. 28. justdebbb #MozCon HOT score T: How timely is this idea? Does it tie back to current events?
  29. 29. justdebbb #MozCon Idea #1 WFH stipends HOT score: 6 Idea #2 Best cities for hybrid work HOT score: 9
  30. 30. justdebbb #MozCon Step 4: Gather your data
  31. 31. justdebbb #MozCon First, what questions do you want to answer?
  32. 32. justdebbb #MozCon Tap into Twitter, Reddit, and other communities
  33. 33. justdebbb #MozCon What topics do people have opinions on but lacks actual data?
  34. 34. justdebbb #MozCon List these out. Then think about how to gather this data Existing Survey Proprietary (Aira) (Zyppy)
  35. 35. justdebbb #MozCon Lidia Infante’s Gender Gap in SEO Publishing Source: lidia-infante.com
  36. 36. justdebbb #MozCon Google Trends Government data Costs, Salary data ...and more 👉
  37. 37. justdebbb #MozCon Let’s say I want to do a report on WFH stipends 💰 Scrape data from job boards Survey what people spend their stipend on
  38. 38. justdebbb #MozCon Or, let’s do a topic with a high HOT 🔥 score: best cities for hybrid work
  39. 39. justdebbb #MozCon Score each city by: quality of public transportation, number of hybrid jobs, traffic, etc.
  40. 40. justdebbb #MozCon Source: zillow.com
  41. 41. justdebbb #MozCon Step 5: Analyze data and tell a compelling story
  42. 42. justdebbb #MozCon What are the newsworthy stats?
  43. 43. justdebbb #MozCon What’s going to make people say...
  44. 44. justdebbb #MozCon Add these to the top of your report Source: Dialpad’s State of Video Conferencing Report
  45. 45. justdebbb #MozCon To recap...
  46. 46. justdebbb #MozCon 1. Identify a topic with a high 🔥 score 2. Gather and analyze that data 3. Tell a compelling story 4. Outreach to the right people
  47. 47. justdebbb #MozCon Outreach Tip #1 Monitor unlinked mentions of your company or your report
  48. 48. justdebbb #MozCon Outreach Tip #2 Some people may link to your coverage as the source of data — they could also be linking to you
  49. 49. justdebbb #MozCon Source: Statista
  50. 50. justdebbb #MozCon The prep work you do before publishing your report has a huge impact on your link potential
  51. 51. justdebbb #MozCon Go and get those links!
  52. 52. justdebbb #MozCon Thank you! Find me on Twitter @justdebbb

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