LINK-BUILDING FOR STARTUPS Or: What the “business guy” can do when the tech guy is busy building something amazing.
WHY LINK-BUILDING?• Skills required: can you type? Are you sane? Do you have a cool story? Do you have a highly variable amount of free time?• Core of PR, SEO.
A WORD ON ALGORITHMS• Search engines look for: – Authority – Relevance – “Brandedness” – Timeliness – Location – + much much more.
IDENTIFY YOUR AUDIENCE(S!)• Two constituencies: who buys and who links.• Popularity arbitrage.• The “Boring” paradox.
GETTING BLOGGERS TO LIKE YOU / LINK YOU• Fundamental laziness (in a good way)• Deference to experts• …who are defined as “anyone who says something interesting.”
GETTING JOURNALISTS TO LIKE YOU• Also fundamentally lazy (also in a good way)• Need more plausible deniability• “…it is far safer to be feared than loved.”
GUEST-BLOGGING• It’s cheesy, but it works.• Commenter > emailer > guest-blogger > repeat.
UNSUNG HEROES• Your alma mater• Professional organizations• Brand mentions > links• Partners• Coworkers
FUN WITH Q&A SITES• Be your own Demand Media.• Lurk.• Answer.• Canonicalize.• Repeat.
ISN’T SEO DEAD?• In some cases, sure.• Maturing industry.• It’s a growth industry.• Economics still favor the miserly workaholic.
3 EASY WAYS TO GET STARTED• Copy Competitors: – http://siteexplorer.search.yahoo.com/ – http://www.opensiteexplorer.org/ – http://www.linkdiagnosis.com/• Answer Questions – http://answers.yahoo.com/ (search + RSS)• Take Credit – Google tools: “alerts” and “related”
CASE STUDIES, Q&A, ETC.• Granite Countertops and Baseball• “The Tax Rascal”• Targeting the Pre-K market via Halo 2.• Frenemies at the NYT and TC.For More:email@example.com@byrneseyeviewslidesha.re/ga-link-building