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Will Critchlow - The Future of Link Building

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Will Critchlow - The Future of Link Building

  1. 1. The future of link building WILL CRITCHLOW
  2. 2. Here are the kinds of things we’ve seen today
  3. 3. @hannah_bo_banna
  4. 4. Psychographic Online Mass Publishing
  5. 5. Info vs plain graphic
  6. 6. Much of What Makes Leaders Great Also Makes Them Great Marketers Via the White House Flickr Feed: - Inbound marketing in
  7. 7. Where did my “submit link” button go?
  8. 8. Links are dead I want to make it 100% clear that this is not what I am saying
  9. 9. Links are dead If you tweet that I said this, I will hunt you down
  10. 10. It’s link building that is in trouble I’ve been answering SEOmoz Q&A since it looked like this  All the answers to “why don’t I rank?” used to be “you need more links”. Now?
  11. 11. Dear GOD. Not those links
  12. 12. I’m not here on a moral crusade I just happen to prefer flywheels over explosive unsustainable growth
  13. 13. …and I’m not risk averse I have invested in all kinds of risky things (defined as “things that might not work”)
  14. 14. This is the last linklove
  15. 15. The future of link builders
  16. 16. There’s a bigger problem
  17. 17. We broke directories They used to be the best way of finding great things on the web
  18. 18. We broke comments Now we all have to run akismet
  19. 19. We broke forums Many legitimate forums and communities closed under the onslaught of forum spam
  20. 20. We took a 150-year-old form of communication “Distribution of the slave population of the United States”, 1861
  21. 21. As practiced by respected newspapers “The Ebb and Flow of Movies”, 2008
  22. 22. And ruined it Thanks @ChrisLDyson
  23. 23. Try to make the design support the data Please tell me this was a joke
  24. 24. Incidentally, a good use of Pinterest Maybe the only one I’ve found yet -
  25. 25. Guest columns have existed forever Does your process look like this? Please tell me no. [Hat-tip Carson Ward]
  26. 26. We can’t even clean up after ourselves Without hacking people off
  27. 27. information tied to verified online profiles will be ranked higher than content without such verification Eric Schmidt, Executive Chairman, Google
  28. 28. You think: “how can I game that”
  29. 29. There’s an even bigger problem
  30. 30. Ad agencies are better than us Honda Cog
  31. 31. Artists are better than us OK Go
  32. 32. Celebrities are better than us @ladygaga
  33. 33. Celebrities are better than us @willcritchlow
  34. 34. Brands are better than us Red Bull has videos of pigeons doing backflips
  35. 35. Loss leaders are hard to compete with Snow Fall – How they made it
  36. 36. STOP
  37. 37. Stop worrying about your hosting IP address
  38. 38. Start worrying about CDNs, edge nodes and site speed
  39. 39. Stop worrying about linking C-blocks
  40. 40. Start worrying about how many journalists you have in your address book
  41. 41. Stop worrying about anchor text
  42. 42. Start worrying about being misquoted
  43. 43. Stop worrying about nofollow
  44. 44. Start worrying whether anyone will click
  45. 45. Stop calling it link juice
  46. 46. For the love of GOD stop calling it link juice
  47. 47. Link equity plays much better in the board room
  48. 48. The future of link builders
  49. 49. Hire the right VP Marketing or you’ll just end up with a bunch of blue pens with your logo on them
  50. 50. We understand amplification From Thomas Baekdal
  51. 51. If you aren’t naturally technical Start here – incredible deck from Jamie @ SEOmoz
  52. 52. Earn attention instead of shares
  53. 53. Measure links based on engaged visitors I made you a custom report and advanced segments for non-bounces and >2 pages
  54. 54. Engage spidey sense
  55. 55. We can instantly tell Mom & Pop from Thin Affiliate
  56. 56. We know why no-one is linking to you Your site is ugly, your content sucks, no-one knows who you are
  57. 57. We know how influential a person is Haha. Just kidding.
  58. 58. Power searching We can find out who people are, where they write, what they own
  59. 59. Homework time
  60. 60. Inspired by Entrepreneurial Design By Gary Chou of USV - Course here and blog post write-up here
  61. 61. Make yourself uncomfortable
  62. 62. = 1 hour or less See here = an afternoon = day or more
  63. 63. Not extrovert?
  64. 64. Get a journalist to run a story based on your tip Call 3 journalists & tell them you thought they’d be interested in a story you found online
  65. 65. Present to a crowd of 200+ people See Justin Briggs’ explanation of how
  66. 66. Present to a board Bonus points for getting shouted at
  67. 67. Negotiate with a salesperson Get more than 10% off retail price of something (doesn’t have to be a car!)
  68. 68. Record a screencast or webinar Get it watched by more than 20 people. Camtasia / Google+ Hangouts on air
  69. 69. Reach out to a hero get an answer
  70. 70. Visit a newsroom
  71. 71. Debate a business case With 3+ colleagues who you don’t normally work with. We have enjoyed 2078 & 4168
  72. 72. Sell something door to door Don’t want to go outside? Make 10 cold calls
  73. 73. Run a live usability test Offer to buy a stranger a coffee. Resist the urge to coach them
  74. 74. Answer 3 customer calls
  75. 75. and website instant chat I highly recommend
  76. 76. Read to a child In some ways, they’re an easy audience. In others…
  77. 77. Not technical?
  78. 78. Install a web server I’d start with Apache. Send enough traffic that it breaks. Fix it.
  79. 79. Build a web crawler Crawl 10,000 pages. Discover how little of the web is nicely-formatted HTML
  80. 80. Search through some log files Find 3 crawlers on your site that aren’t googlebot, slurp or bingbot
  81. 81. Build a tool
  82. 82. Contribute to an open source project Github makes some parts of this really easy. The hard part is working out git
  83. 83. Make something and sell a copy online
  84. 84. Work out who someone anonymous is
  85. 85. Run a conversion rate test end to end I recommend Optimizely. Don’t worry if you don’t get significant results
  86. 86. Install and play with r Take some Google Analytics data and strip seasonality
  87. 87. Not creative?
  88. 88. Film and edit some video Phone camera. iMovie / Premiere Elements. Lower third. Cut a scene. Improve audio.
  89. 89. Make a graphic Get 20 shares
  90. 90. Make an interactive graphic
  91. 91. Build a wireframe Try Balsamiq. If you can’t think of anything, rework homepage & send me it
  92. 92. Remove someone from a photo Before After
  93. 93. Rewrite / redesign a landing page Cheri Percy wrote about our own conversion rate trials and tribulations
  94. 94. Write for a publication you’ve previously bought Bonus points for calling yourself a “published author”
  95. 95. Thanks. WILL CRITCHLOW @willcritchlow
  96. 96. Image credits TrakAxPC_Video_Editing_Software_Screenshot.png