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Link Building Strategies That Increase
Monthly Revenue by $240,740
Ross Hudgens, Founder, Siege Media
@RossHudgens | http:...
Slides: http://bit.ly/lb-engage
What is Link Building?
Does it Still Work?
Some would argue no.
https://moz.com/blog/the-seo-myth-of-going-viral
Some would argue yes.
https://moz.com/blog/what-link-building-success-really-looks-like
@rosshudgens |
My answer?
Yes, but link
building can’t fix
a broken
business.
@rosshudgens |
And link building can’t fix a
broken strategy.
The reason their strategy didn’t work is
that they were trying to fix a broken
business with link building.
@rosshudgens |
@rosshudgens |
@rosshudgens |
Throughout that, nobody figured out that the
semantic connection on this site is broken.
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 conce...
Yet, they have 7,000+ casino pages.
https://www.google.com/search?pws=0&q=site%3Aconcerthotels.com+casino
@rosshudgens |
No wonder link
building
doesn’t work.
They should rebrand to EventHotels.com
or VenueHotels.com and/or cut down
their venues dramatically.
@rosshudgens |
What about SimplyBusiness.co.uk?
@rosshudgens |
They had several viral hits, but growth
wasn’t amazing.
http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/
http://www.simplybusiness.co.uk/microsites/twitter-for-small-businesses/
@rosshudgens |
http://www.simplybusiness.co.uk/microsites/google-analytics-guide/
@rosshudgens |
But where were the internal links?
Only in the footer:
http://www.simplybusiness.co.uk/microsites/google-analytics-guide/
What about that reasonable surfer model?
https://moz.com/blog/10-illustrations-on-search-engines-valuation-of-links
Would links pointing in have more impact
on pages with 100+ links to valuable
internal pages, or 3 and 30 external?
Only ~13% of the links to this
resulted in homepage links.
@rosshudgens |
30-40% homepage links is achievable.
http://www.siegemedia.com/seo/how-to-build-landing-page-links-with-blog-content
Lack of branding isn’t helping that effort.
WHERE’S THE LOGO?
@rosshudgens |
All that said, SimpyBusiness.co.uk still grew.
But maybe they could have grown faster.
What is Good Content-Based
Link Building in 2017?
In 2016, seven
clients made
significant
linkable content
investments with
Siege Media.
@rosshudgens |
These clients saw, on average, a 117,429 visit
increase in monthly search traffic YOY.
@rosshudgens |
They also saw, on average, a $240,740
increase in monthly traffic value YOY.
Good, content-based
link building works.
@rosshudgens |
Good content-based link
building...
..utilizes topically relevant content that is
developed in the site architecture.
..has close proximity to valuable
internal links above the fold.
@rosshudgens |
..supports the brand topically and indirectly
helps bottom-funnel landing pages.
.. is structured in a
way that supports
secondary KPIs
such as social
following, email
signups, and high
funnel rankings.
@rosshudgens |
..and is aligned with a follow-up campaign
that generates landing page links.
@rosshudgens |
Great content based link building should help
bottom and top funnel content rank.
@rosshudgens |
Strategies for Taking
Content-Based Link Building
to the Next Level
@rosshudgens |
Prioritize top and middle funnel topics with
high average LRDs across the top ~5 results.
For those with great photography, leverage
Flickr Creative Commons to host.
@rosshudgens |
High Leverage, Low Cost
Content-Based Link
Building Initiatives
@rosshudgens |
Single-Question Survey
Time to Create: 16 hours
Upside Score: 3
Volatility Score: 7
Non-Labor Cost: ~$200
@rosshudgens |
@rosshudgens |
Single-Question Survey
Upside: Unexpected stories
that come out of data.
Risks: Expected stories that
come ...
@rosshudgens |
Two-Question Opt-In Survey
Time to Create: 16 hours
Upside Score: 6
Volatility Score: 6
Non-Labor Cost: ~$1...
@rosshudgens |
@rosshudgens |
Two-Question Opt-In Survey
Upside: Responses are more likely
to be interesting.
Risks: Data may still not b...
@rosshudgens |
Four-Five Question Single-Answer
Survey/”Report”
Time to Create: 30 hours
Upside Score: 7
Volatility Score:...
@rosshudgens |
@rosshudgens |
Four-Five Question Single-Answer
Survey/”Report”
Upside: More authoritative, and more likely
to result in i...
@rosshudgens |
City-Based Data Studies
Time to create: 16 hours
Upside Score: 7
Volatility Score: 4
Non-Labor Cost: $100-$...
@rosshudgens |
@rosshudgens |
City-Based Data Studies
Upside: Right brand alignment
means high social spread.
Risks: Saturated SEO strate...
Search-Driven Top & Middle Funnel Content
Time to create: 30-50 hours
Upside Score: 8
Volatility Score: 5
@rosshudgens |
Search-Driven Top & Middle Funnel Content
Upside: Additional business
value besides links.
Risks: Many of these assets
are...
a
Non-Search-Driven Top & Middle
Funnel Driven Assets
Time to create:
20-40 hours
Upside Score: 5
Volatility Score: 2
@rosshudgens |
a
Non-Search-Driven Top & Middle
Funnel Driven Assets
Upside: Fulfills secondary
KPIs: social shares, email
signups, brand...
a
“Linkbait” Data Studies/Stories
Time to create:
30-100+ hours
Upside Score: 10
Volatility Score: 10
a
“Linkbait” Data Studies/Stories
Upside: Only truly consistent
homerun opportunity on this list.
Risks: Harder to align w...
a
Search-Driven Top & Middle Funnel Content
w/ Additional Shareable Image
Time to create: 40-60 hours
Upside Score: 9
Vola...
@rosshudgens |
a
Search-Driven Top & Middle Funnel Content
w/ Additional Tall, Shareable Image
Time to create: 40-60 hours
Upside Score: ...
a
Search-Driven Top & Middle Funnel Content
w/ Additional Tall, Shareable Image
Upside: Built-in linkability in
addition t...
a
Additional Lever: Original Photography
Add 2 to Upside
Reduce Volatility by 1
Higher Barrier to Entry
a
Additional Lever: Original Photography
Differentiating Qualitative
Factor
Submit to Flickr Creative
Commons for Addition...
What Other
Non-Traditional Link
Building Strategies Work?
a
@rosshudgens |
We Define “Working” as Scalable,
Sustainable and Capable of Generating
Sustainable, High Quality Links
a
Link Moves for Brands from Homepage
to Category Pages
External Link to https://www.hotels.com/
Homepage Talking About La...
Brand Monitoring/Link Reclamation
for Massive Brands
https://moz.com/researchtools/fwe/
a
Do Links Work?
@rosshudgens |
Yes.
a
Are They Going Away?
@rosshudgens |
No.
Thank You! Questions?
Slides: http://bit.ly/lb-engage
Ross Hudgens, Founder, Siege Media
@RossHudgens | http://siegemedia....
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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.

Published in: Marketing
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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

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