Screw Link Building - It is Called Relationship Building - On a Budget

1. Screw Link Building – It is called Relationship Building On a Budget Presenter Jo Turnbull New York | March 25–28 #SESNY

2. New York| March 25–28, 2013 | #SESNY The Beginning of SEO Jo • Worked client side • Moved agency September 2009 • i-level then MEC • Organizer Search London • Freelance • Blogger at State of Search • Business Director at iProspect Sydney, Australia All from Relationship Building @SEOJoBlogs 1 2

3. New York| March 25–28, 2013 | #SESNY Case Studies • Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 2 3

4. New York| March 25–28, 2013 | #SESNY Why build a relationship vs a link? • Low cost for you/client • Long term • Beneficial to you and the client • Quality link building is about relationship building • Stay current with shifting market dynamics • Don’t be left behind – Google updates @SEOJoBlogs 3 4

5. New York| March 25–28, 2013 | #SESNY How to build relationships • Honest and open • Attend events • Take the long term view • Do something different – stand out • Ask why? @SEOJoBlogs 4 5

6. New York| March 25–28, 2013 | #SESNY Case Study 1. Search London • Search London, took over ownership October 2010 when organizer stepped down – 200 members • Goal - to grow the event – not just for links • Wanted to know more people in search • Was it going to be a success or not? • How do I get people to attend? • Lots of competition – London • Links not as important as Relationship Building @SEOJoBlogs 5 6

7. New York| March 25–28, 2013 | #SESNY 1. Search London – Why? @SEOJoBlogs 6 7

8. New York| March 25–28, 2013 | #SESNY January 2012 @SEOJoBlogs 7 8

9. New York| March 25–28, 2013 | #SESNY January 2013 @SEOJoBlogs 8 9

10. New York| March 25–28, 2013 | #SESNY Search London - members •Jan 2012 – 592 members •5 meetups 2012 •January 2013 – 1100 members •Increase 86% •As of March 2013 – 1230 members All of this through Relationship Building @SEOJoBlogs 9 10

11. New York| March 25–28, 2013 | #SESNY Search London - How • Strong domain - www.meetup.com - attracts new members • Good speakers – don’t be afraid to ask – Finlay Clark from Google first meetup January 2011 – Lisa Myers – CEO and Founder of Verve Search – Paddy Moogan – Author of Linkbuildingbook.com – Kelvin Newman – Brighton SEO – Judith Lewis – Head of Search at Beyond, Blogger at SEOChicks – Richard Baxter – CEO and Founder of SEOGadget • Catchy titles each presentation – Search in 2011 – Link building post panda – Schema markup – The value of SEO and social @SEOJoBlogs 10 11

12. New York| March 25–28, 2013 | #SESNY Search London - How • Guest post – SEOGadget • Interact with others at the event • Don’t spam people – send an email announcing event, reminder and post event • Central venue – Easy to get to, easy to find, not weather dependant • Use Twitter #SearchLondon and encourage others – Updates, remaining tickets left • Film presentations for later @SEOJoBlogs 11 12

13. New York| March 25–28, 2013 | #SESNY Search London - Results • New Search London website (BETA) – www.searchconferences.com – Will feature meetups in Sydney • Google’s Pierre Far asked to speak at the meetup • First day time event – Google Campus March 20th • Now Search London has nearly 1,230 members in 2 years (from 200 October 2010) • Search London organizing team @SEOJoBlogs 12 13

14. New York| March 25–28, 2013 | #SESNY So what? Could I have built this from links? • Invited to guest post – Linkdex, Blueglass • Client confidence • Personal brand has increased in industry • People want to sponsor the event • Latest conference in front of entrepreneurs • More links to SEO Jo Blogs and referrals • Cost = $60 every 6 months and cost venue hire through sponsorship @SEOJoBlogs 13 14

16. New York| March 25–28, 2013 | #SESNY Case Study 2. SEO Jo Blogs - 2012 • Work freelance in Perth, Australia • Ran 5 meetups • Attended 2 Brighton SEOs • SMX London and SMX NYC • LinkLove • SearchLove • UK Search Awards All of this from Relationship Building @SEOJoBlogs 15 16

17. New York| March 25–28, 2013 | #SESNY How to get started @SEOJoBlogs 16 17

18. New York| March 25–28, 2013 | #SESNY Be Honest and Approachable • Don’t be afraid of using your contacts • Find a good blog in your field • Use Rapportive to find email address – plugin for gmail • Use Followerwonk • Follow people on Twitter and @tweet them • Engage in the community – be sociable and share tweets • Is there a public Facebook group? • Personalize the email • Short version of the email (no one likes long emails) @SEOJoBlogs 17 18

19. New York| March 25–28, 2013 | #SESNY Attend relevant events • Many events eg meetup.com, trade shows, new product launches • Travel bloggers/food bloggers/mommy bloggers • Approach with interest in the event • Speak to other bloggers • Speak to the press Could you build these relationships just from link building? @SEOJoBlogs 18 19

20. New York| March 25–28, 2013 | #SESNY Attend Relevant meetups @SEOJoBlogs 19 20

21. New York| March 25–28, 2013 | #SESNY Think about the long term • Don’t just be looking for that one link • It is ok to have more than one guest per different blog • Become a regular contributor • Great blog – State of Search, SEOmoz, Search Engine Land • Encourage others to guest post on your site • Interview others on your site - Search Predictions 2013 Could you have the same results from link building? @SEOJoBlogs 20 21

22. New York| March 25–28, 2013 | #SESNY Do something different • Make sure you stand out • Wanted to be a blogger for State of Search • Already many UK based bloggers • Wanted to combine travel and work • First State of Search Euro Roadshow • US Roadshow • Soon to be Australia Roadshow • Result = Blogger for State of Search • Cost = No additional outside of pre-planned travel @SEOJoBlogs 21 22

23. New York| March 25–28, 2013 | #SESNY Results • Now regular blogger State of Search – European Best Search Blog 2012 • Post on Brighton SEO was one of the top 3 read posts September 2012. • Met 16 SEOs all over Europe • Met 6 SEOs from the US • Invited to attend the UK Search Awards • Job in Sydney iProspect, Australia @SEOJoBlogs 22 23

24. New York| March 25–28, 2013 | #SESNY @SEOJoBlogs 23 24

25. New York| March 25–28, 2013 | #SESNY 25

26. New York| March 25–28, 2013 | #SESNY Traffic to SEOJoBlogs.com saw a peak in traffic on the day of the event. Could this have been achieved without establishing those relationships? @SEOJoBlogs 25 26

28. New York| March 25–28, 2013 | #SESNY Case Study 3. Vacation rentals • Holiday apartments in Europe • The client has a blog that has not been updated • Sole KPI – increase in rankings • Only off site work allowed @SEOJoBlogs 27 28

29. New York| March 25–28, 2013 | #SESNY Do something different – for your clients • Engaged in blogger outreach • Reciprocal blogging • Relationship with the bloggers • Good blogs via meetups/search events • Updated the client blog weekly with photos of new cities visited @SEOJoBlogs 28 29

30. New York| March 25–28, 2013 | #SESNY Results • Increase in number of referring sites to client’s site • More natural link profile • Increase in rankings for key terms – one from 10 to 5 in 6 weeks • Brought forward fresh way of thinking • Now the agency is engaging in blogger outreach • Built up relationship with blog sites • Formed travel site Globaltravelhunter.com • Cost =$ 300 @SEOJoBlogs 29 30

31. New York| March 25–28, 2013 | #SESNY Case Study 3. Retail client • Take every opportunity • Client moved to new location in a new shopping mall • “Melville Jewellers” in Western Australia • www.melvillejewellers.com.au • Decided to have “official launch party” • Leaflets, advertisement in local paper • Prize draw – collect customer details • Result = doubled sales for the day • Cost = $1,000 promotion @SEOJoBlogs 30 31

32. New York| March 25–28, 2013 | #SESNY Do something different – for your clients • Loyal customer 13 years wins star prize • Continue to receive increased number of customers @SEOJoBlogs 31 32

33. New York| March 25–28, 2013 | #SESNY Building relationships takes effort @SEOJoBlogs 32 33

34. New York| March 25–28, 2013 | #SESNY Work on what you can do for your clients • Brainstorm ideas for content • Buzz monitoring tools – buzz numbers, Brandwatch, Radian6 • What are people saying about the brand? – Positive, negative, neutral • Topsy (what is trending) • Google Instant Search – don’t click enter • Google Insights/Trends • Be prepared to address negative mentions • The BodyForm Rant of Truth in response to negative comment from “Richard” @SEOJoBlogs 33 34

35. New York| March 25–28, 2013 | #SESNY Find good blogs • List of travel blogs • Advanced search queries – travel blogs inurl:guest-post – travel blogs “write for us” • Check out the blogs on the 10th page and work backwards • Engage with blog communities – MyBlogGuest – BloggerLinkUp – Make contacts with who you know already @SEOJoBlogs 34 35

36. New York| March 25–28, 2013 | #SESNY How to check the blogs are genuine • Social media profiles established • Contact us page • Do they have Google Authorship? • Look to see if there other sites on same IP address • Send a test email – do they respond? • SEOmoz – PA and DA, number of backlinks • Searchmetrics – how visible are they in the SERPs and how long? @SEOJoBlogs 35 36

37. New York| March 25–28, 2013 | #SESNY Personalize email • Find the contact’s name and address it in the email • Mention if there has been communication before – Did they follow you back on Twitter? – Did your colleague introduce you both? • Compliment them on the blog • Explain why you want to write • Suggest a couple of topics • Get their buy in @SEOJoBlogs 36 37

38. New York| March 25–28, 2013 | #SESNY Interaction with the clients • Agree on the content theme with client • Adhere to brand guidelines and sign off post title • Share the blogs with the client • Personalize the emails • Why should these bloggers want your content? • Remember – stick to a budget @SEOJoBlogs 37 38

39. New York| March 25–28, 2013 | #SESNY When the post is live • Tweet • Don’t be afraid to promote • Share internally • Share with friends • Stay in touch with the blogger • Share the blogger’s posts interesting for you @SEOJoBlogs 38 39

40. New York| March 25–28, 2013 | #SESNY Long term • Don’t just look for the sponsored post • Build up relationship with the blog owner • Check out the past posts on the blog • Can the blogger help run a competition? – Look for comments on competition – Who enters the competition? - more potential bloggers • Don’t give up • Email follow up, no more than twice @SEOJoBlogs 39 40

41. New York| March 25–28, 2013 | #SESNY Do something different – Competition • Prize = visit 25 world wide destinations in 6 months • All expenses paid • Winner blogs • Paid US $50,000 after 6 month period • Applications close on 31st March • http://www.mydestination.com/bbb/competition @SEOJoBlogs 40 41

42. New York| March 25–28, 2013 | #SESNY Do something different – Sponsor an event • London Bloggers Meetup – over 1,200 members • January 2010 O2 stopped being the only UK operator to offer the iPhone • iPhone on Vodafone UK • Great opportunity to win free iPhone • 75 Bloggers + attended • Vodafone ranked number 2 after O2 • Cost = bar tab in London ($2,500) + iPhone @SEOJoBlogs 41 42

43. New York| March 25–28, 2013 | #SESNY Summary 1) Honest and approachable 2) Attend events 3) Take the long term view with a business/client 4) Do something different 5) Why would they want to work with you? •Building the relationship between the client and the blogger •Stick to a budget @SEOJoBlogs 42 43

44. New York| March 25–28, 2013 | #SESNY Thank you - NYC Ask the Turn“bull” some questions turnbull.jo@gmail.com @SEOJoBlogs 43 44

Screw Link Building - It is Called Relationship Building - On a Budget

You are reading a preview.

Check these out next

Screw Link Building - It is Called Relationship Building - On a Budget

More Related Content

Similar to Screw Link Building - It is Called Relationship Building - On a Budget (20)