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SEO IRL: Real World Link Building - Pubcon 2017


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I dive into the increasingly difficult, frustrating, yet rewarding world of link building in 2017. I focus on actionable insights on how to create visual content that publications love, and in turn, earn the best links you've ever had pointed to your website. SEO is hard. Link building is hard. However, if you're prepared and calculated in your approach, you will conquer link building in 2017 and beyond.

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SEO IRL: Real World Link Building - Pubcon 2017

  1. 1. #pubcon SEO IRL: Real World Link Building Presented by: Kyle Olson Director of Audience Development
  2. 2. #pubcon THIS DOESN’T EXIST FOR BUILDING LINKS @ContentImagine
  3. 3. #pubcon BUT WEBSITES HAVE THIS AND WILL USE IT @ContentImagine
  4. 4. #pubcon BARRIER OF ENTRY FOR BUILDING LINKS TIME D I F F I C U L T Y @ContentImagine
  5. 5. #pubcon@ContentImagine
  6. 6. #pubcon WHO IS THIS GUY? •  Executed over 600 link building campaigns •  Built 6,000+ links •  Received Billions of impressions for every sized business @ContentImagine
  7. 7. #pubcon
  8. 8. #pubcon KEY TAKEAWAYS •  You can get links from major publications by leveraging visual assets •  Stop thinking like an SEO to build links, get in the PR mindset •  Build strong relationships with influencers to create lasting results •  Develop less content and create visual assets to become relevant @ContentImagine
  9. 9. #pubcon CHANGE HOW YOU THINK ABOUT LINKS •  In the Past: –  Building Links to Improve Rankings • “There MUST be some sort of work around!” • Blog: 5 Easy Link Building Wins For Ranking #1!!!!! • “I don’t have time.” @ContentImagine
  10. 10. #pubcon CHANGE HOW YOU THINK ABOUT LINKS •  Today & Beyond: –  Earning Links to • Improve Rankings • Gain Media Exposure • Reach & Attract New Audiences • Stay Relevant • Become Thought Leaders • Gain Trust @ContentImagine
  11. 11. #pubcon RELATIONSHIPS BUILD LINKS •  Build relationships, the links will follow •  SEO is no longer transactional, it’s relational •  Create win-win situations between you and publishers @ContentImagine
  12. 12. #pubcon “Do real company sh*t.” Wil Reynolds (in 20freaking12) @ContentImagine
  13. 13. #pubcon Visual Content •  Not easy to create •  (Mostly) outside of your target audience •  Different than any content you’ve created before LINKABLE ASSETS @ContentImagine
  14. 14. #pubcon WHAT LINKABLE ASSETS AREN’T @ContentImagine
  15. 15. #pubcon It’s about the story you’re trying to tell. IT’S NOT ALL ABOUT YOU @ContentImagine
  16. 16. #pubcon •  Is this something people want to see? •  Does it fill the “content gap”? - Andy Crestodina Co-Founder / Strategic Director of Orbit Media Studios CONTENT FOR CONSUMPTION, NOT CRAWLERS @ContentImagine
  17. 17. #pubcon Build visual content to be editorial. Compliment a larger story, news jack, have fun outside your core focus. @ContentImagine
  18. 18. #pubcon WHY ARE EDITORIAL LINKS IMPORTANT? @ContentImagine
  19. 19. #pubcon 96 Link Brand Awareness 45.5M Unique Visitors Monthly Social 2.5M Likes 8.29M Followers Referral Traffic SEO – PR – Inbound – Engagement @ContentImagine
  20. 20. #pubcon FOR THE USER @ContentImagine
  21. 21. #pubcon HELP JOURNALISTS TELL THE STORY @ContentImagine
  22. 22. #pubcon SOURCE ATTRIBUTION •  Editorial links are a form of citation on the internet Become the source. @ContentImagine
  23. 23. #pubcon •  Give writers a starting point •  Stop trying to tell the whole story •  Journalists will provide their POV BITESIZED STORIES @ContentImagine
  24. 24. #pubcon “It's not about making more content, it's about the minimum amount of content for the maximum impact.” Robert Rose @ContentImagine
  25. 25. #pubcon Content that drives engagement, drives ad dollars. And how do publishers get paid? @ContentImagine
  26. 26. #pubcon PUBLICATIONS NEED... Ads to make money Space for ads Content to create space Writers to create the content Content that performs Ads to perform Visitors, clicks, social shares @ContentImagine
  27. 27. #pubcon INFOGRAPHICS
  28. 28. #pubcon INTERACTIVE CONTENT @ContentImagine
  29. 29. #pubcon 1.  Impact 2.  Timeliness 3.  Prominence 4.  Proximity 5.  The Bizarre 6.  Conflict 7.  Currency 8.  Human Interest JOURNALIST MOTIVATION THE 8 JOURNALISTIC NEWS VALUES @ContentImagine
  30. 30. #pubcon SimpleCan it be pitched in a subject line? UnexpectedYou’ve got my attention, now can you keep it? ConcreteCan you express this in terms that I understand? CredibleWhy are you telling me this story? Emotional Why does this matter to my audience? StoriesWhat’s the narrative? How’s it flow? SexyIs it visually stimulating? ‘SUCCESS’ METHOD @ContentImagine
  31. 31. #pubcon What you do THE SWEET SPOT What’s interesting on the internet YOUR CONTENT @ContentImagine
  32. 32. #pubcon TOO PROMOTIONAL TOO IRRELEVANT THE SWEET SPOT What you do What’s interesting on the internet YOUR CONTENT @ContentImagine
  33. 33. #pubcon THE CONTENT GAP Find the gap between the content that people want to consume and the content that doesn’t exist yet. @ContentImagine
  34. 34. #pubcon WHAT IS THE CONTENT GAP? •  Questions no one has answered •  Statistics that don’t exist yet •  Unique viewpoints on popular/newsworthy topics @ContentImagine
  35. 35. #pubcon CONTENT GAP TOOLS @ContentImagine
  36. 36. #pubcon PROPRIETARY POSSIBILITIES •  Content with proprietary data is very appealing to journalists –  Any data that your company already has –  Utilize surveys and create the data @ContentImagine
  37. 37. #pubcon “Mediocre content will hurt your brand, more than doing nothing at all.” Joe Pulizzi @ContentImagine
  38. 38. #pubcon IF YOU THINK YOR BRAND ISN’T EXCITING @ContentImagine
  39. 39. #pubcon
  40. 40. #pubcon
  41. 41. #pubcon A FREAKIN BOX COMPANY! •  100+ links •  50+ top tier editorial articles (DA 80+) •  Organic traffic spike for their busiest season •  Sales up YoY and MoM @ContentImagine
  42. 42. #pubcon IF A TREE FALLS IN THE WOODS... •  Your content is nothing if it’s not discovered •  Allow amplifiers to discover it •  Let them do the heavy lifting with a built-in audience @ContentImagine
  43. 43. #pubcon To build links in 2017 (and beyond), you have to be MEDIA SAVY. BORROW FROM PR @ContentImagine
  44. 44. #pubcon MITIGATE THE RISK OF PR •  Test the ideas before they become content •  Find prospects and their contact info •  If they say no, you’ve invested very little so far PressRush @ContentImagine
  45. 45. #pubcon YOU’VE ALREADY BUILT THE RELATIONSHIP •  If they say yes, you can move forward with development •  You often receive critical feedback on the focus of the topic •  As soon as it’s created, send it to them first @ContentImagine
  46. 46. #pubcon BUILDING MEDIA RELATIONSHIPS •  Become a source of high quality content •  Be conversational •  The content will speak for itself, don’t over pitch @ContentImagine
  47. 47. #pubcon 0 5 10 15 20 25 30 Same Day 1-3 Days 4-7 Days 8-15 Days 16-30 Days 30+ Days No Response RESPONSE TIME AFTER SENDING INITIAL PITCH @ContentImagine ResponsePercentRate
  48. 48. #pubcon 10M followers ON AIR ON AIR The Ripple Effect @ContentImagine
  49. 49. #pubcon Native Advertisement What you get: –  Sponsored Article (with disclaimer) –  nofollow link –  social promotion –  brand mention –  referral traffic –  only on Forbes Cost: $75k - $300k Organic Placement What you get: –  Graphic placement –  dofollow editorial link –  social promotion –  brand mention –  referral traffic –  for multiple publications Cost: $5k - $10k @ContentImagine
  50. 50. #pubcon GET IN THE PR MINDSET •  Media Relations > Building Links •  Help A Reporter Out (HARO) @ContentImagine
  51. 51. #pubcon MEASURE CORRECTLY •  Clearly define what metrics matter before you start •  Think outside the box about value from link building @ContentImagine
  52. 52. #pubcon SEO MEASUREMENTS •  Don’t get hung up on referral traffic •  Domain Authority – aim for the stars (BFF = Big Fish First) •  Track keywords in a keyword bucket @ContentImagine
  53. 53. #pubcon PR MEASUREMENTS •  Share of voice – who’s taking up the most space? •  Readership – how many people potentially saw it? •  Social Impressions – shares + amount of followers •  Ad Equivalency – readership x ad cost @ContentImagine
  54. 54. #pubcon BUILD LINKS WITHIN YOUR INDUSTRY •  The content can be more about your expertise •  Thought leadership content •  Subject matter expert (SME) •  Keyword driven – focus on a bucket of keywords @ContentImagine
  55. 55. #pubcon
  56. 56. #pubcon INDUSTRY KEYWORD MOVEMENT •  Outrank SAP for high volume keyword with answer box •  All “data” related keywords we tracked moved to the first page •  15 data related keywords moved to position 3 or higher •  Organic traffic skyrocketed @ContentImagine
  58. 58. #pubcon Kyle Olson Director of Audience Development Thank You @BecauseSEO @ContentImagine