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SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics for 2017 and Beyond

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Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.

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SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics for 2017 and Beyond

  1. 1. LOW(er) RISK LINK BUILDING for 2017 and beyond @kirsty_hulse
  2. 2. @kirsty_hulse
  3. 3. WHAT I’LL TALK ABOUT Are links worth it? Earning links+ with the minimum effort and maximum reward
  4. 4. @kirsty_hulse ARE THEY WORTH IT
  5. 5. DEPENDZ
  6. 6. @kirsty_hulse Strongest link/performance correlation on small/low DA sites and to deep pages Links should still be a focus, but we either invest less or diversify our metrics
  7. 7. Actionable link building tactic #1! ACTIONABLE LINK TACTIC #1!
  8. 8. GET PRESIDENT’S DAUGHTER TO WEAR ITEM YOU STOCK @kirsty_hulse
  9. 9. Keyword: Chokers (#14 to #4) Website: https://www.francescas.com/category/jewelry/necklaces/chokers.do (DA 61) @kirsty_hulse
  10. 10. Number of ranking ‘choker’ keywords Source: Linkdex @kirsty_hulse
  11. 11. GETTING LINKS IN 2017
  12. 12. HERO HUB HYGIENE
  13. 13. HERO We think links are earned here and it’s causing us problems
  14. 14. Kirsty’s Arbitrary Graph Effort Loads Little Reward
  15. 15. TWO SOLUTIONS
  16. 16. Multiple metrics Did it drive traffic? Did it drive conversions? Did it improve engagement metrics? Did it capture demand? Did it increase demand? Did it impact other channels?
  17. 17. Expensive hero content can work really well
  18. 18. But it’s not our only option
  19. 19. (Here’s a picture of Da Vinci so I look smart)
  20. 20. Total campaign time and cost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares
  21. 21. We got some architects to draw up some designs for a structurally sound, historically accurate pillow fort
  22. 22. In case you’re interested...
  23. 23. WHERE DO WE GO WRONG
  24. 24. Ideas are a bit meh Clients/bosses/teams say no Good, affordable data is hard to source Getting external experts to validate is hard We get citations but not links
  25. 25. OUR IDEAS ARE A BIT MEH
  26. 26. GOOD IDEA TRAPS
  27. 27. “We have X budget”
  28. 28. “Let’s do something for X day”
  29. 29. “Let’s create a data visualisation”
  30. 30. THINGS THAT HELP ME
  31. 31. Take yourself to a new environment
  32. 32. Keep a notepad by your bed
  33. 33. REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT
  34. 34. reddit.com/r/Plumbing/
  35. 35. Already have ideas when you brainstorm
  36. 36. CLIENTS THAT SAY YES
  37. 37. PITCH SOMETHING INSANE
  38. 38. PITCH IDEAS USING QUESTIONS
  39. 39. GOOD, AFFORDABLE DATA
  40. 40. POLLFISH ARE AWESOME REALLY AWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
  41. 41. GIVE YOUR SURVEYS TO PEOPLE WHO CARE
  42. 42. EXPERT OPINION AND QUOTES
  43. 43. 4 2 1 14 10 16 EXPERT ENDORSEMENT INCREASES REPLIES NUMBER OF RESPONSES
  44. 44. PAY JOURNALISTS! (FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
  45. 45. AMAZON NEW RELEASES IS A GOLDMINE
  46. 46. CITATIONS YAY
  47. 47. CITING THE SOURCE ISN’T ENOUGH
  48. 48. Highlight key stats in the release but link to the detail onsite
  49. 49. Don’t just give journalists a story, give them data to support their story http://www.forbesmedia.com/wp-content/uploads/2015/06/2017- EditCalendar.pdf
  50. 50. You’re gonna need friends
  51. 51. • REDDIT • Re-pitch ideas with questions • Generate data for a quick release • Identify expert authors • Hire journalists on a consultancy basis • Download media calendars Things to do tomorrow…
  52. 52. Get Ivanka Trump to wear your product
  53. 53. Thank you!

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