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#MozCon

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

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

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#MozCon
➡️ 1k+ ref. domains
➡️ 133 ref. domains
➡️ 55 ref. domains
Data Source: Moz

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#MozCon
Research reports
uncover data

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#MozCon
Zyppy’s
Study of Page
Title Rewrites
299 links
Source: zyppy.com

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#MozCon
Aira’s
State of
Link Building
59 links
Source: aira.net

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#MozCon
Research reports
uncover interesting data

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#MozCon
Because journalists want to share
interesting data with readers
If they mention your report,
you can get 🔗

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#MozCon
HIGH DA

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#MozCon
So, how do you do that? 🤷♀️

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#MozCon
1. The Story
2. The Outreach

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#MozCon
Step 1: Brainstorm

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#MozCon
Let’s say my business sells
ergonomic chairs 🤷

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#MozCon
Draw 3
concentric circles

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#MozCon
Product/Service
Chairs

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#MozCon
Features
Adjustable
Ergonomic
Comfortable
Sturdy

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#MozCon
Related Topics
Health
Posture
Office Ergonomics
WFH
Hybrid Work
Exercise
⭐️
⭐️
⭐️

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#MozCon
Step 2: Research

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Find existing data or research reports

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#MozCon
[topic] trends
state of [topic]
[topic] report
[topic] stats
[topic] infographic

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#MozCon
⬇️
Source: Moz

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#MozCon
Keep a list of these

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#MozCon
Step 3: Decide on an idea

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#MozCon
Score your ideas
Impact
Confidence
Ease
Potential
Importance
Ease
Headlines
Other teams
Timeliness

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#MozCon
HOT score
H: What would potential headlines say?
e.g. "78% of remote workers experience
back pain”

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#MozCon
HOT score
O: What do other teams think?
(e.g. PR, data)

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#MozCon
HOT score
T: How timely is this idea?
Does it tie back to current events?

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Idea #1
WFH stipends
HOT score: 6
Idea #2
Best cities for
hybrid work
HOT score: 9

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#MozCon
Step 4: Gather your data

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First, what questions
do you want to answer?

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Tap into Twitter, Reddit, and other
communities

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#MozCon
What topics do people have opinions on
but lacks actual data?

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#MozCon
List these out. Then think about
how to gather this data
Existing Survey Proprietary
(Aira) (Zyppy)

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#MozCon
Lidia Infante’s
Gender Gap in
SEO Publishing
Source: lidia-infante.com

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#MozCon
Google Trends
Government data
Costs, Salary data
...and more 👉

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#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

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#MozCon
Or, let’s do a topic with a
high HOT 🔥 score:
best cities for hybrid work

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#MozCon
Score each city by:
quality of public transportation,
number of hybrid jobs,
traffic, etc.

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#MozCon
Source: zillow.com

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Step 5: Analyze data and
tell a compelling story

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#MozCon
What are the newsworthy stats?

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#MozCon
What’s going to
make people say...

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#MozCon
Add these to
the top of your
report
Source: Dialpad’s State of Video Conferencing Report

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#MozCon
To recap...

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#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

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#MozCon
Outreach Tip #1
Monitor unlinked mentions of
your company or your report

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#MozCon
Outreach Tip #2
Some people may link to your coverage
as the source of data —
they could also be linking to you

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#MozCon
Source: Statista

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#MozCon
The prep work you do
before publishing your report
has a huge impact on your
link potential

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#MozCon
Go and get those links!

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#MozCon
Thank you!
Find me on Twitter
@justdebbb