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Link Building Strategies That Increase Monthly Revenue by $240,740 #EngagePDX

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Audio w/ slides: https://www.youtube.com/watch?v=rG-d1Jh6gEo

Are links not working for you? It might be your strategy, not the links. Ross Hudgens breaks down common applications and what to do instead in this presentation.

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Link Building Strategies That Increase Monthly Revenue by $240,740 #EngagePDX

  1. 1. Link Building Strategies That Increase Monthly Revenue by $240,740 Ross Hudgens, Founder, Siege Media @RossHudgens | http://siegemedia.com
  2. 2. Slides: http://bit.ly/lb-engage
  3. 3. What is Link Building? Does it Still Work?
  4. 4. Some would argue no. https://moz.com/blog/the-seo-myth-of-going-viral
  5. 5. Some would argue yes. https://moz.com/blog/what-link-building-success-really-looks-like
  6. 6. @rosshudgens | My answer? Yes, but link building can’t fix a broken business.
  7. 7. @rosshudgens | And link building can’t fix a broken strategy.
  8. 8. The reason their strategy didn’t work is that they were trying to fix a broken business with link building.
  9. 9. @rosshudgens |
  10. 10. @rosshudgens |
  11. 11. @rosshudgens | Throughout that, nobody figured out that the semantic connection on this site is broken.
  12. 12. If I’m looking for a hotel near a casino to go to a casino, I’m not clicking “ConcertHotels.com”. I’m not going to a concert.
  13. 13. Yet, they have 7,000+ casino pages. https://www.google.com/search?pws=0&q=site%3Aconcerthotels.com+casino
  14. 14. @rosshudgens | No wonder link building doesn’t work.
  15. 15. They should rebrand to EventHotels.com or VenueHotels.com and/or cut down their venues dramatically.
  16. 16. @rosshudgens | What about SimplyBusiness.co.uk?
  17. 17. @rosshudgens | They had several viral hits, but growth wasn’t amazing.
  18. 18. http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/
  19. 19. http://www.simplybusiness.co.uk/microsites/twitter-for-small-businesses/ @rosshudgens |
  20. 20. http://www.simplybusiness.co.uk/microsites/google-analytics-guide/ @rosshudgens |
  21. 21. But where were the internal links? Only in the footer: http://www.simplybusiness.co.uk/microsites/google-analytics-guide/
  22. 22. What about that reasonable surfer model? https://moz.com/blog/10-illustrations-on-search-engines-valuation-of-links
  23. 23. Would links pointing in have more impact on pages with 100+ links to valuable internal pages, or 3 and 30 external?
  24. 24. Only ~13% of the links to this resulted in homepage links. @rosshudgens |
  25. 25. 30-40% homepage links is achievable. http://www.siegemedia.com/seo/how-to-build-landing-page-links-with-blog-content
  26. 26. Lack of branding isn’t helping that effort. WHERE’S THE LOGO?
  27. 27. @rosshudgens | All that said, SimpyBusiness.co.uk still grew. But maybe they could have grown faster.
  28. 28. What is Good Content-Based Link Building in 2017?
  29. 29. In 2016, seven clients made significant linkable content investments with Siege Media.
  30. 30. @rosshudgens | These clients saw, on average, a 117,429 visit increase in monthly search traffic YOY.
  31. 31. @rosshudgens | They also saw, on average, a $240,740 increase in monthly traffic value YOY.
  32. 32. Good, content-based link building works.
  33. 33. @rosshudgens | Good content-based link building...
  34. 34. ..utilizes topically relevant content that is developed in the site architecture.
  35. 35. ..has close proximity to valuable internal links above the fold.
  36. 36. @rosshudgens | ..supports the brand topically and indirectly helps bottom-funnel landing pages.
  37. 37. .. is structured in a way that supports secondary KPIs such as social following, email signups, and high funnel rankings.
  38. 38. @rosshudgens | ..and is aligned with a follow-up campaign that generates landing page links.
  39. 39. @rosshudgens | Great content based link building should help bottom and top funnel content rank.
  40. 40. @rosshudgens | Strategies for Taking Content-Based Link Building to the Next Level
  41. 41. @rosshudgens | Prioritize top and middle funnel topics with high average LRDs across the top ~5 results.
  42. 42. For those with great photography, leverage Flickr Creative Commons to host.
  43. 43. @rosshudgens | High Leverage, Low Cost Content-Based Link Building Initiatives
  44. 44. @rosshudgens | Single-Question Survey Time to Create: 16 hours Upside Score: 3 Volatility Score: 7 Non-Labor Cost: ~$200
  45. 45. @rosshudgens |
  46. 46. @rosshudgens | Single-Question Survey Upside: Unexpected stories that come out of data. Risks: Expected stories that come out of the data.
  47. 47. @rosshudgens | Two-Question Opt-In Survey Time to Create: 16 hours Upside Score: 6 Volatility Score: 6 Non-Labor Cost: ~$1500
  48. 48. @rosshudgens |
  49. 49. @rosshudgens | Two-Question Opt-In Survey Upside: Responses are more likely to be interesting. Risks: Data may still not be interesting, collection gets expensive.
  50. 50. @rosshudgens | Four-Five Question Single-Answer Survey/”Report” Time to Create: 30 hours Upside Score: 7 Volatility Score: 5 Non-Labor Cost: $1000
  51. 51. @rosshudgens |
  52. 52. @rosshudgens | Four-Five Question Single-Answer Survey/”Report” Upside: More authoritative, and more likely to result in interesting data. Risks: More $$. Question picking is more difficult due to need for one-step questions.
  53. 53. @rosshudgens | City-Based Data Studies Time to create: 16 hours Upside Score: 7 Volatility Score: 4 Non-Labor Cost: $100-$250
  54. 54. @rosshudgens |
  55. 55. @rosshudgens | City-Based Data Studies Upside: Right brand alignment means high social spread. Risks: Saturated SEO strategy many reporters see through.
  56. 56. Search-Driven Top & Middle Funnel Content Time to create: 30-50 hours Upside Score: 8 Volatility Score: 5
  57. 57. @rosshudgens |
  58. 58. Search-Driven Top & Middle Funnel Content Upside: Additional business value besides links. Risks: Many of these assets aren’t inherently linkable.
  59. 59. a Non-Search-Driven Top & Middle Funnel Driven Assets Time to create: 20-40 hours Upside Score: 5 Volatility Score: 2
  60. 60. @rosshudgens |
  61. 61. a Non-Search-Driven Top & Middle Funnel Driven Assets Upside: Fulfills secondary KPIs: social shares, email signups, brand awareness. Risks: Lower ceiling due to less time invested, no search connection.
  62. 62. a “Linkbait” Data Studies/Stories Time to create: 30-100+ hours Upside Score: 10 Volatility Score: 10
  63. 63. a “Linkbait” Data Studies/Stories Upside: Only truly consistent homerun opportunity on this list. Risks: Harder to align with brand guidelines. Expensive, highest risk. Possible Google would devalue link spikes.
  64. 64. a Search-Driven Top & Middle Funnel Content w/ Additional Shareable Image Time to create: 40-60 hours Upside Score: 9 Volatility Score: 3
  65. 65. @rosshudgens |
  66. 66. a Search-Driven Top & Middle Funnel Content w/ Additional Tall, Shareable Image Time to create: 40-60 hours Upside Score: 9 Volatility Score: 3
  67. 67. a Search-Driven Top & Middle Funnel Content w/ Additional Tall, Shareable Image Upside: Built-in linkability in addition to search upside. Risks: Low, but if only value driver from content is links, may not be best opportunity for you.
  68. 68. a Additional Lever: Original Photography Add 2 to Upside Reduce Volatility by 1 Higher Barrier to Entry
  69. 69. a Additional Lever: Original Photography Differentiating Qualitative Factor Submit to Flickr Creative Commons for Additional Links
  70. 70. What Other Non-Traditional Link Building Strategies Work?
  71. 71. a @rosshudgens | We Define “Working” as Scalable, Sustainable and Capable of Generating Sustainable, High Quality Links
  72. 72. a Link Moves for Brands from Homepage to Category Pages External Link to https://www.hotels.com/ Homepage Talking About Las Vegas Email to Request Change to https://www.hotels.com/las-vegas
  73. 73. Brand Monitoring/Link Reclamation for Massive Brands https://moz.com/researchtools/fwe/
  74. 74. a Do Links Work?
  75. 75. @rosshudgens | Yes.
  76. 76. a Are They Going Away?
  77. 77. @rosshudgens | No.
  78. 78. Thank You! Questions? Slides: http://bit.ly/lb-engage Ross Hudgens, Founder, Siege Media @RossHudgens | http://siegemedia.com

Editor's Notes

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