Life After Link Building

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Reboot your thinking about link building and start to focus on making better content.

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Life After Link Building

  1. 1. Life After Link Building presented by Woj Kwasi
  2. 2. Reboot... A New Approach to Marketing Your Site
  3. 3. Woj Kwasi 15 years experience • Web Development • SEO • Online Marketing Head Honcho: Kwasi Studios
  4. 4. Kwasi Studios Websites for Robots & Humans Inbound Marketing & Content Strategy
  5. 5. Who Likes Link Building?
  6. 6. Got better things to do with your budget?
  7. 7. Links Are Important Google interprets a link from page A to page B as a vote by page A for page B. https://support.google.com/webmasters/answer/40349?hl=en
  8. 8. Snowball Effect Votes cast by pages that are themselves "important" weigh more heavily & help to make other pages "important." https://support.google.com/webmasters/answer/40349?hl=en
  9. 9. Natural vs Unnatural "...algorithms can distinguish natural links from unnatural links." https://support.google.com/webmasters/answer/40349?hl=en
  10. 10. Natural Links These links develop as part of the dynamic nature of the web when other sites find your content valuable & think it would be helpful for their visitors. https://support.google.com/webmasters/answer/40349?hl=en
  11. 11. Unnatural Links Unnatural links to your site are placed there specifically to make your site look more popular to search engines. https://support.google.com/webmasters/answer/40349?hl=en
  12. 12. Google's Bottom Line Only natural links are useful for the indexing & ranking of your site. https://support.google.com/webmasters/answer/40349?hl=en
  13. 13. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/276669/Guaranteed-SEO-Results-My-Totally-Made- Up-Interview-With-Matt-Cutts
  14. 14. BUT HOW DO I GET NATURAL LINKS???
  15. 15. Don't Forget The SEO Pyramid Get all of these things right http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  16. 16. For Best Results… …start with a strong base build upwards http://moz.com/blog/whiteboard-friday-the-seo-fundamentals-pyramid
  17. 17. Today's Basic SEO Principles Authors Content Links Rankings http://www.youtube.com/watch?v=Sq7FHxkIQCw (c/o @dejanseo)
  18. 18. CREATE GREAT CONTENT GREAT AUTHORS
  19. 19. EARNS GREAT LINKS GREAT CONTENT
  20. 20. CREATE GREAT RANKINGS GREAT LINKS
  21. 21. Don't Rely Soley on SEO Index search is no longer the dominant method used
  22. 22. Other Search Combined >= Indexed Search These channels need to be part of your digital strategy
  23. 23. Inbound Marketing Traditional methods of link building now need to include social media & other search channels http://www.kunocreative.com/blog/bid/69900/2012-Will-Divide-SEO-Practitioners-Into-Two-Camps
  24. 24. So, IS Link Building Dead??
  25. 25. Just Consider a Different Approach
  26. 26. DO #RCS
  27. 27. Measure Beyond Rankings
  28. 28. Total Traffic & Sources
  29. 29. Conversion Rate
  30. 30. Educate Your Clients
  31. 31. …AND THEN?
  32. 32. Create Awesome Content
  33. 33. Change Your Focus http://moz.com/ugc/how-to-do-seo-in-2013
  34. 34. Google Mission Statement 1998 Google's mission is to organize the world's information, making it universally accessible & useful.
  35. 35. Google Mission Statement 2013 Google's mission is to organize the world's information & make it universally accessible & useful.
  36. 36. What's Changed 1998 to Now?
  37. 37. We're talking trillions of pages
  38. 38. Quick Delivery
  39. 39. Quality & Relevance
  40. 40. War Against Spam
  41. 41. Change your Focus NOW!
  42. 42. Earn Your Links
  43. 43. Focus on creating content
  44. 44. How Do I Create Content?
  45. 45. Start With Your Own Backyard
  46. 46. Check Your Inventory
  47. 47. Do a Content Audit
  48. 48. Do a Site Crawl
  49. 49. Export URLs into Excel
  50. 50. Include Real Titles
  51. 51. …META Descriptions
  52. 52. How easy or difficult is finding a page when navigating the site? • Scored from 1-5 (5 = easy to find) Findability
  53. 53. Quality of the page? • Structure • Writing • Clarity • Tone Usability
  54. 54. Simple or complex? Written for its ideal audience? Knowledge Level
  55. 55. What type of call to action is needed? Is there one? How effective is it? Actionability
  56. 56. Who is the page is pitched at? Who should it be pitched at? Audience determined by various personas. Audience
  57. 57. Name, Title Age, Gender, Location, Family Life, Likes/Dislikes Personas http://marketingbeforefunding.com/2013/02/26/complete-guide-to-creating-a-customer-persona-for-your-startup/ Photos: http://www.flickr.com/photos/jasontravis/
  58. 58. Michael, the MD of the investment bank, mid 40s, wants the deal to run smoothly & for the clients to be happy and confident with their choice. He isn't likely to spend much time using the software at all. He is much more interested in face to face relationships and good news. Meet Michael
  59. 59. Minimum Viable Persona
  60. 60. Is content accurate & up to date? Accuracy
  61. 61. Any 1s, 2s, 3s & 4s ? Fix these first! Identify The Problem Areas
  62. 62. Improve User Experience
  63. 63. User Experience Drives Links
  64. 64. It‘s Time to… Get Creative
  65. 65. A Lecture on Creativity https://www.youtube.com/watch?v=ijtQP9nwrQA
  66. 66. To Get Into the Open Mode...
  67. 67. #1 SPACE Somewhere quiet Seal Yourself Off
  68. 68. #2 TIME For a specific duration - 1.5 hours
  69. 69. #3 TIME Persevere More pondering time
  70. 70. #4 Confidence Fear of making a mistake Openness to anything
  71. 71. #5 HUMOUR Laughter brings relaxation Gets us open faster
  72. 72. Playis distinct from “ordinary” life both as to locality & duration Johan Huizinga - Dutch Historian
  73. 73. Want Some Samples?
  74. 74. Random Affinities http://moz.com/blog/growing-your-audience-with-random-affinities Two ideas + no obvious connection except audience = random affinity - Ian Laurie
  75. 75. Visualise Data
  76. 76. http://www.birchstudio.com/blog/data-visualization/
  77. 77. http://www.birchstudio.com/blog/data-visualization/
  78. 78. Inbound Marketing Chart
  79. 79. Inbound Marketing Town!
  80. 80. Keyword Research?
  81. 81. Keyword Research? Content Idea Research!
  82. 82. Ubersuggest.org
  83. 83. People are Asking Questions
  84. 84. …and They Want Answers!
  85. 85. Soovle.com
  86. 86. Use Social Media
  87. 87. ...Carefully!
  88. 88. Dogs or Cats?
  89. 89. Target Multiple Personas
  90. 90. Who Doesn’t Enjoy a GOOD Infographic
  91. 91. Or a Good Picture?
  92. 92. Get Interactive
  93. 93. http://debt.co.uk/football/wages/
  94. 94. http://debt.co.uk/football/wages/
  95. 95. http://www.slideshare.net/hawkt/an-event-apart-five-big-asasea-takeaways Promote an Event with Slideshare
  96. 96. Make a Video
  97. 97. Dollar Shave Club http://www.youtube.com/watch?v=ZUG9qYTJMsI
  98. 98. Tippexperience http://www.youtube.com/user/tippexperience
  99. 99. Cater for ALL Platforms!
  100. 100. TEST Experiment TEST!!
  101. 101. http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
  102. 102. http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/
  103. 103. Thank You @WojKwasi /KwasiStudios kwasistudios.com Any questions?

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