Austin SEO Meetup 4/1/09 with BuzzStream

11,911 views

Published on

Presentation to the Austin SEO Meetup on 4/1/09 about SEO link building and BuzzStream.

Published in: Technology, Design
1 Comment
4 Likes
Statistics
Notes
No Downloads
Views
Total views
11,911
On SlideShare
0
From Embeds
0
Number of Embeds
312
Actions
Shares
0
Downloads
45
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

Austin SEO Meetup 4/1/09 with BuzzStream

  1. 1. My Link Building Story
  2. 2. My Experience The first million visitors are the hardest
  3. 3. What You Need <ul><li>A good story </li></ul><ul><ul><li>What does your site offer that's unique? </li></ul></ul><ul><ul><ul><li>The most… the only…. the largest </li></ul></ul></ul><ul><ul><li>What problem does your site solve? </li></ul></ul><ul><li>Basic writing & persuasion skills </li></ul><ul><li>Industry knowledge </li></ul><ul><li>Basic on-site optimization </li></ul><ul><ul><li>Crawler-friendly </li></ul></ul><ul><ul><li>Good URL structure </li></ul></ul><ul><ul><li>Page optimizations (good unique titles, meta tags, kw density, etc.) </li></ul></ul>
  4. 4. Our Strategies <ul><li>Content Promotion </li></ul><ul><li>Link Requests </li></ul><ul><li>PR for Link Building </li></ul>
  5. 5. Srategy 1: Content Promotion 1.0 <ul><li>What we did </li></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Usenet news </li></ul></ul><ul><ul><li>Emailing friends </li></ul></ul><ul><ul><li>Printable flyers and postcards to apt renters </li></ul></ul><ul><ul><li>Link exchanges </li></ul></ul><ul><ul><li>Industry associations </li></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>“ Do follow” site sponsorships (quasi paid link) </li></ul></ul>
  6. 6. Content Promotion 2.0 <ul><li>What I'd do today... </li></ul><ul><ul><li>Biz dev (n-way link exchanges with trusted partners) </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Twitterhawk (Twitter search + automated Tweets) </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Relevant “do follow” blog comments </li></ul></ul><ul><ul><li>Facebook Connect (announce users’ activity to friends) </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Indirectly-Paid Links (contests, donations, paid reviews) </li></ul></ul>
  7. 7. Strategy 2: Link Requests <ul><li>Co-citation/hubs </li></ul><ul><li>.edu sites </li></ul><ul><li>Similar category, not competitive </li></ul>
  8. 8. Link Requests: co-citation/hubs <ul><li>A site that links to multiple of your competitors </li></ul><ul><li>Free way to find... </li></ul><ul><ul><li>Google search: linkdomain:competitorA.com linkdomain:competitorB.com -linkdomain:yoursite.com </li></ul></ul><ul><li>Paid way to find... </li></ul><ul><ul><li>SEOBook Hub Finder </li></ul></ul><ul><ul><li>SEOMoz Linkscape </li></ul></ul>
  9. 9. Link Requests: .edu sites <ul><li>.edu's are high authority </li></ul><ul><li>Webmasters will add legitimately valuable resources </li></ul><ul><li>Google search: linkdomain:competitorA.com linkdomain:competitorB.com -linkdomain:yoursite.com site:.edu </li></ul><ul><li>Research, research, research </li></ul><ul><ul><li>Understand who you're contacting </li></ul></ul><ul><ul><li>Who is responsible? Web editor, web admin, department secretary, director of department </li></ul></ul>
  10. 10. Link Requests: similar category sites <ul><li>Find related sites that don't compete </li></ul><ul><li>Your site likely has 2 topics </li></ul><ul><ul><li>My topic: apartment + city </li></ul></ul><ul><ul><ul><li>Real estate > Rentals > Apartments </li></ul></ul></ul><ul><ul><ul><li>US > State > City </li></ul></ul></ul><ul><ul><li>Go up 1 conceptual level and combine: City + Real Estate </li></ul></ul><ul><li>Give us a link, get free ad impressions </li></ul><ul><ul><li>“ Join our directory of realtors who help Denver first time home buyers!” </li></ul></ul><ul><ul><li>Self-serve system to generate the correct geo-specific anchor text + deep backlink </li></ul></ul>
  11. 11. Link Requests: How To Pitch <ul><li>Research site owner – find a person </li></ul><ul><li>Track your prospects </li></ul><ul><ul><li>URL, PageRank, name, email, Twitter ID, Linkedin </li></ul></ul><ul><li>Personalized email “Hi Mary, I was wondering if you could point me in the right direction... who is responsible for the Dept of Urban Studies website?” </li></ul><ul><li>BE HUMAN </li></ul><ul><li>Use multiple channels (Linkedin, Twitter, Email, Phone, US mail) </li></ul><ul><li>3 tries, 2 channels, then move on </li></ul><ul><li>Tools: Twellow, Zabasearch, Broadlook Diver </li></ul>
  12. 12. Strategy 2: PR-SEO <ul><li>PR for Link Building </li></ul><ul><li>Blogger outreach </li></ul>
  13. 13. PR-SEO – PR for Link Building <ul><li>Coverage in mainstream media </li></ul><ul><ul><li>Newspapers and TV </li></ul></ul><ul><li>Very high influence links </li></ul><ul><li>Reporters expect to be pitched </li></ul><ul><ul><li>Website owners and bloggers may get huffy </li></ul></ul><ul><li>You don't always get a link </li></ul><ul><ul><li>Approach many </li></ul></ul><ul><ul><li>Pitch your website, not your company </li></ul></ul><ul><li>Bloggers often cover news stories </li></ul>
  14. 14. PR-SEO – Finding Reporters <ul><li>Find reporters via news monitoring </li></ul><ul><ul><li>Be creative “ your landlord ” “ apartment rents ” “ vacancy rate ” “ facing eviction ” </li></ul></ul><ul><ul><li>Look for competitors & complements: Zillow, Trulia </li></ul></ul><ul><li>Segment your contacts </li></ul><ul><ul><li>Real estate beat reporters local/natl, Tech reporters, Multi-family industry trade press, Lifestyle/personal finance, Local interest, Startup/Web 2.0 </li></ul></ul>
  15. 15. PR-SEO – Finding Reporters <ul><li>Tools </li></ul><ul><ul><li>Google Alerts, Topix.net, Technorati, Trackur, Vibemetrix, Filtrbox </li></ul></ul><ul><ul><li>Factiva (historical news), free via APL http://www.ci.austin.tx.us/library/databases.htm </li></ul></ul><ul><ul><li>EBSCO (industry trade pubs), free to UT students </li></ul></ul>
  16. 16. PR-SEO – Reporter Research <ul><li>Research and record </li></ul><ul><ul><li>Name, email, phone, publication, category, city </li></ul></ul><ul><ul><li>Relevant story </li></ul></ul><ul><ul><li>Recent coverage </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Daylife </li></ul></ul><ul><ul><li>Media Bistro </li></ul></ul><ul><ul><li>Vocus/Cision/PR Newswire </li></ul></ul><ul><ul><li>Search: twittering journalists </li></ul></ul><ul><ul><li>Broadlook Diver </li></ul></ul>
  17. 17. PR-SEO - Pitching <ul><li>When you find a reporter... </li></ul><ul><ul><li>Short intro/elevator pitch for your site (100 words) </li></ul></ul><ul><li>When you have news... </li></ul><ul><ul><li>Do NOT send one-size-fits-all press releases </li></ul></ul><ul><ul><li>Write a version for each segment </li></ul></ul><ul><ul><li>Email each reporter personally, 1-line informal intro </li></ul></ul><ul><ul><li>Paste your segment-specific story at the end </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Bad Pitch Blog </li></ul></ul>
  18. 18. PR-SEO What to Pitch <ul><li>News is... </li></ul><ul><ul><li>Major company news – round of VC, big client win </li></ul></ul><ul><ul><li>New product features </li></ul></ul><ul><ul><ul><li>Apartments + Sex Offenders + Google Maps </li></ul></ul></ul><ul><ul><ul><li>Industry Calendar + Google Calendar </li></ul></ul></ul><ul><ul><ul><li>Top 20 Best Cities for X </li></ul></ul></ul><ul><ul><ul><li>Whatever is new/shiney (Facebook, iPhone/Android app) </li></ul></ul></ul><ul><ul><li>Someone else's news where you're relevant </li></ul></ul><ul><ul><ul><li>Zillow home valuations ... “What the Neighbors Pay” </li></ul></ul></ul><ul><ul><li>Evergreen research tools – rent pricing trend graphs </li></ul></ul>
  19. 19. PR-SEO - Blogger Relations <ul><li>Rules of Engagement </li></ul><ul><ul><li>#1 Must be personalized & relevant </li></ul></ul><ul><ul><li>#2 Follow instructions </li></ul></ul><ul><ul><ul><li>Sometimes giving bloggers stuff is ok (never ok for reporters) </li></ul></ul></ul><ul><ul><li>#3 Build a relationship </li></ul></ul><ul><ul><ul><li>Comment on their blog (add value) </li></ul></ul></ul><ul><ul><ul><li>Find, follow, and engage via Twitter </li></ul></ul></ul><ul><ul><ul><li>Email them via their preferred method </li></ul></ul></ul><ul><li>Beware of the the PR blacklist </li></ul><ul><ul><li>Lifehacker, Chris Anderson </li></ul></ul>
  20. 20. Additional Resources <ul><li>Laura's presentation http://www.slideshare.net/LauraAlter/linkbuilding-presentation </li></ul><ul><li>Wiep.net, The Perfect Link Request </li></ul><ul><li>http://wiep.net/talk/link-building/link-request-email-template/ </li></ul><ul><li>WebInkNow, How to Pitch the Media http://www.webinknow.com/2007/02/how_to_pitch_th.html </li></ul>
  21. 21. BuzzStream for Link Building <ul><li>CRM for link prospects </li></ul><ul><li>Automates contact info & metics research </li></ul><ul><li>Create campaigns based on advanced searches </li></ul><ul><li>Tracking outreach </li></ul><ul><li>Tracking payments </li></ul><ul><li>Backlink checker </li></ul><ul><li>Team coordination/sharing </li></ul>
  22. 22. The Link Building Process Find Prospects Review site Research contact info Research metrics Record in spreadsheet Personalized outreach Record in spreadsheet Check for link Make outreach list Lookup previous outreach
  23. 23. The BuzzStream Process Find Prospects Review site BuzzMark It Personalized outreach Advanced Search
  24. 24. BuzzMarker <ul><li>Prospects </li></ul><ul><li>Existing links </li></ul><ul><li>Paid links </li></ul>
  25. 25. Link Prospect CRM
  26. 26. Advanced Search
  27. 27. Outreach Tracking
  28. 28. Track Link Payments
  29. 29. Backlink Checker
  30. 30. Thanks! Free private beta invites for SEO Meetup http://kl.am/M7 Jeremy Bencken Co-founder, BuzzStream [email_address] Twitter: @jeb512 Note, capital “M”

×