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Beyond Link Bait: Getting Authoritative Mentions Online - Lisa Myers


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Part 3 of 3. Link building is crucial, but link-bait tactics that worked this year may not be as effective next year. This panel session includes 3 diverse presentations outlining the many facets of link building and analysis which focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company's online reputation, whether or not you get links.

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Beyond Link Bait: Getting Authoritative Mentions Online - Lisa Myers

  1. 1. Beyond Linkbaiting Lisa Myers Director, Verve Search
  2. 2. About Lisa Myers <ul><li>Director & Founder, Verve Search (Search Consultancy – SEO, PPC & Online PR/Social Media) </li></ul><ul><li>Speaker at Search Conferences (SES, SMX, Search Marketing World, B2B Search Events, IAB & Chinwag) </li></ul><ul><li>Regular contributor to on and offline publications (UK, US & Europe) </li></ul><ul><li>Heavily involved in the global Search Community, founded and blogs for European search blog </li></ul><ul><li>Awards </li></ul><ul><li>Management Today “ 35 women under 35 ” list 2009 </li></ul><ul><li>“ Best Use of Technology woman under 30” </li></ul><ul><li> BlackBerry Woman & Technology Awards (2008) </li></ul><ul><li>“ B2B Marketing Newcomer of the Year” (2007) </li></ul>
  3. 3. Changes in SE algorithms <ul><li>Incoming links are judged more strictly, big crack down on paid links </li></ul><ul><li>Relevancy of content around links increased </li></ul><ul><li>Authority of domain increased </li></ul><ul><li>Semantic relationship between sites as well as pages </li></ul>
  4. 4. Link Development Strategies Link Development Content Syndication Social Media Link baiting Press Releases Relationship building Site Seeding Events & Offline Activity
  5. 5. Link Baiting Great content
  6. 6. What it is <ul><li>Creating a piece of content (can be any type of digital content) that specifically increases the chances for “organic links” </li></ul><ul><li>Once you have created the content, you have to SPREAD THE WORD! This is where social media merges in.... </li></ul>
  7. 8. Absolutely Completely Must Be <ul><li>Good creative/idea! </li></ul><ul><li>All the digging, sphinning, buzz building, </li></ul><ul><li>social networking and seeding in the world </li></ul><ul><li>will NOT work if the idea is rubbish!! </li></ul><ul><li>Idea/Creative = Dogs Bullocks </li></ul>
  8. 9. Host the content! <ul><li>This type of link development requires you to host the content on the domain you are doing link dev for!! </li></ul><ul><li>Creating a fab link bait or social media campaign that is not on your domain = lost link equity </li></ul>
  9. 10. Power of “being nice” <ul><li>Communicating with buzz builders/linkerati; </li></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>Tweet peeps </li></ul></ul></ul><ul><ul><ul><li>Hard core networkers </li></ul></ul></ul><ul><li>Talk don’t tell! </li></ul><ul><li>Make it relevant, find an angle that makes it a “must have” for them! </li></ul>
  10. 11. Social Media Users Linkerati Internet Users
  11. 12. The linkerati is not stupid Linkerati
  12. 13. Using Twitter <ul><li>Developing relationship via twitter, will indirectly help link generation </li></ul><ul><li>Twitter users are more likely to have their own websites/blogs </li></ul><ul><li>Twitter Alert (brand, descriptive keyword etc) </li></ul><ul><li>Use hash tags #A4Uexpo </li></ul>
  13. 14. Contentlinkation <ul><li>Using a piece of content to get a link can be very effective. BUT it needs to be relevant to the people you contact. Don’t waste their time, and yours! </li></ul>
  14. 15. The Process <ul><li>Do your research </li></ul><ul><li>Hunt down most appropriate contact </li></ul><ul><li>Tone of voice in email </li></ul><ul><li>Be direct, don’t waffle. </li></ul><ul><li>Tailor your email to person </li></ul><ul><li>Develop a relationship </li></ul><ul><li>Follow up </li></ul><ul><li>ALWAYS, ALWAYS be polite and personable! </li></ul>
  15. 16. Give something back <ul><li>Have something to trade, why should they </li></ul><ul><li>be linking to you? </li></ul><ul><ul><li>Content (must be relevant!) </li></ul></ul><ul><ul><li>Discount/competition </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Free A4U passes ;p </li></ul></ul>
  16. 17. Real Examples <ul><li>Hotel client. Created a piece of content about different ways of making a hotel “different” </li></ul><ul><li>Mattress company. Piece of content about importance of sleeping whilst pregnant. </li></ul><ul><li>Invoice Factoring Company. Piece of content about solving company cash flow problem </li></ul>
  17. 18. Press Releases <ul><li>If the idea is good ENOUGH using press release distribution sites can be beneficial to distribute your content </li></ul><ul><li>BUT don’t waste your money by using just press releases as a link development strategy = rubbish! </li></ul>
  18. 19. @lisadmyers Thank You! Email: [email_address] Web: