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Real Link Building in 2016:
Scaling Human Effort
Cody Cahill with Amy Merrill
#SEJThinkTank
@PageOnePower
Project Manager @ Page One Power
Enterprise Level Link Building
Cubs Fan, Bud Man, SEO Expert
#SEJThinkTank
@PageOnePower
...
Project Manager at Page One Power
Link Building Team Management
Writer, Speaker, Alt News Junky
#SEJThinkTank
@PageOnePowe...
1.In-house Individual
2.Independent Contractor
3.In-house SEO/Marketing Team
4.Independent SEO/Marketing Agency
Poll 1
Wha...
Real Link Building in 2016:
Scaling Human Effort
#SEJThinkTank
@PageOnePower
Still the core of Google’s Algorithm
Why Link Building in 2016?
#SEJThinkTank
@PageOnePower
Great content alone won’t do it
(content marketing needs link building)
Why Link Building in 2016?
#SEJThinkTank
@PageOneP...
Social shares are not enough
*BuzzSumo/Moz study
Why Link Building in 2016?
#SEJThinkTank
@PageOnePower
Link building is essential in 2016, but it is
equally essential that it is DONE RIGHT.
Why Link Building in 2016?
#SEJThin...
Relationships
We build them. Seriously
#SEJThinkTank
@PageOnePower
Effective Outreach is the most important aspect of
link building, and outreach is relationship building.
Relationships wit...
This can mean relationships with:
● Publishers/Journalists.
● Niche Influencers.
● Other websites such as business and gov...
The approach in “building a relationship” will be different depending on
the types of links you are trying to acquire.
(RE...
Always be "adding value". To the site linking, to the
site’s audience, and to the site being linked. VALUE
FOR ALL.
Relati...
Open Communication is critical:
● Transparency.
● Setting expectations.
● Proper integration between different marketing c...
PR/Publicity teams
Relationships with Clients
#SEJThinkTank
@PageOnePower
Content development teams
Relationships with Clients
#SEJThinkTank
@PageOnePower
Matching the brand’s voice and tone,
particularly in outreach. Understanding the
brand’s core values and reflecting them.
...
1.Yes
2.Not at this time
3.Maybe, but I have a few questions
#SEJThinkTank
@PageOnePower
Poll 2
Would you like to learn mo...
Link Building is an inherently creative endeavor
Relationships Amongst the Team
#SEJThinkTank
@PageOnePower
As such collaboration and group brainstorming is
HUGE
Relationships Amongst the Team
#SEJThinkTank
@PageOnePower
Tools we use to bring it all together
● Slack, Google Docs, BuzzStream
Relationships Amongst the Team
#SEJThinkTank
@PageO...
Can you “scale” link building?
Absolutely! (but maybe not how you were thinking)
Relationships Amongst the Team
#SEJThinkT...
As the campaign continues the link building team strengthens
● Greater understanding of the brand and the target demograph...
Suggestions for solo efforts
● In-house SEO: evaluate company resources, interdepartmental collaboration
● Independent Con...
● Making real connections
● Nurturing real relationships
● Scalable from within using
proven success practices
Why Link Bu...
#SEJThinkTank
@PageOnePower
All background images used via Unsplash:
licensed under Creative Commons Zero.
Presenter head shots courtesy of Page One P...
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#SEJThinkTank: Real Link Building in 2016: Scaling Human Effort

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#SEJThinkTank: Real Link Building in 2016: Scaling Human Effort

  1. 1. Real Link Building in 2016: Scaling Human Effort Cody Cahill with Amy Merrill #SEJThinkTank @PageOnePower
  2. 2. Project Manager @ Page One Power Enterprise Level Link Building Cubs Fan, Bud Man, SEO Expert #SEJThinkTank @PageOnePower Cody Cahill
  3. 3. Project Manager at Page One Power Link Building Team Management Writer, Speaker, Alt News Junky #SEJThinkTank @PageOnePower Amy Merrill
  4. 4. 1.In-house Individual 2.Independent Contractor 3.In-house SEO/Marketing Team 4.Independent SEO/Marketing Agency Poll 1 What best describesthe scale of your SEO efforts? #SEJThinkTank @PageOnePower
  5. 5. Real Link Building in 2016: Scaling Human Effort #SEJThinkTank @PageOnePower
  6. 6. Still the core of Google’s Algorithm Why Link Building in 2016? #SEJThinkTank @PageOnePower
  7. 7. Great content alone won’t do it (content marketing needs link building) Why Link Building in 2016? #SEJThinkTank @PageOnePower
  8. 8. Social shares are not enough *BuzzSumo/Moz study Why Link Building in 2016? #SEJThinkTank @PageOnePower
  9. 9. Link building is essential in 2016, but it is equally essential that it is DONE RIGHT. Why Link Building in 2016? #SEJThinkTank @PageOnePower
  10. 10. Relationships We build them. Seriously #SEJThinkTank @PageOnePower
  11. 11. Effective Outreach is the most important aspect of link building, and outreach is relationship building. Relationships with Linking Partners #SEJThinkTank @PageOnePower
  12. 12. This can mean relationships with: ● Publishers/Journalists. ● Niche Influencers. ● Other websites such as business and government sites. Relationships with Linking Partners #SEJThinkTank @PageOnePower
  13. 13. The approach in “building a relationship” will be different depending on the types of links you are trying to acquire. (REQUIRES OUTREACH EXPERTISE. Not just anyone can do this). Relationships with Linking Partners #SEJThinkTank @PageOnePower
  14. 14. Always be "adding value". To the site linking, to the site’s audience, and to the site being linked. VALUE FOR ALL. Relationships with Linking Partners #SEJThinkTank @PageOnePower
  15. 15. Open Communication is critical: ● Transparency. ● Setting expectations. ● Proper integration between different marketing channels. Relationships with Clients #SEJThinkTank @PageOnePower
  16. 16. PR/Publicity teams Relationships with Clients #SEJThinkTank @PageOnePower
  17. 17. Content development teams Relationships with Clients #SEJThinkTank @PageOnePower
  18. 18. Matching the brand’s voice and tone, particularly in outreach. Understanding the brand’s core values and reflecting them. Relationships with Clients #SEJThinkTank @PageOnePower
  19. 19. 1.Yes 2.Not at this time 3.Maybe, but I have a few questions #SEJThinkTank @PageOnePower Poll 2 Would you like to learn more about link building services from Page One Power?
  20. 20. Link Building is an inherently creative endeavor Relationships Amongst the Team #SEJThinkTank @PageOnePower
  21. 21. As such collaboration and group brainstorming is HUGE Relationships Amongst the Team #SEJThinkTank @PageOnePower
  22. 22. Tools we use to bring it all together ● Slack, Google Docs, BuzzStream Relationships Amongst the Team #SEJThinkTank @PageOnePower
  23. 23. Can you “scale” link building? Absolutely! (but maybe not how you were thinking) Relationships Amongst the Team #SEJThinkTank @PageOnePower
  24. 24. As the campaign continues the link building team strengthens ● Greater understanding of the brand and the target demographic. ● More relationships established. Relationships Amongst the Team #SEJThinkTank @PageOnePower
  25. 25. Suggestions for solo efforts ● In-house SEO: evaluate company resources, interdepartmental collaboration ● Independent Contractors: create virtual teams, every contact is $, streamline What if you have no team? #SEJThinkTank @PageOnePower
  26. 26. ● Making real connections ● Nurturing real relationships ● Scalable from within using proven success practices Why Link Building in 2016? Real People #SEJThinkTank @PageOnePower
  27. 27. #SEJThinkTank @PageOnePower
  28. 28. All background images used via Unsplash: licensed under Creative Commons Zero. Presenter head shots courtesy of Page One Power. #SEJThinkTank @PageOnePower Image Attribution

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