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Tools Of The Trade - Linklove Boston

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Tools Of The Trade - Linklove Boston

  1. 1. Best in Show: Tools for Building Links AKA: Solving Problems with Tools JOHN DOHERTY DISTILLED NYC
  2. 2. @dohertyjf I have a confession to make
  3. 3. @dohertyjf The reason I write posts like this http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach- examples http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and- outreach-examples
  4. 4. @dohertyjf And build tools like this http://www.johnfdoherty.com/category/excel-for-seo
  5. 5. @dohertyjf And have friends like @ipullrank http://ipullrank.com/tools/social-scrape/
  6. 6. @dohertyjf Is because I hate linkbuilding Ok ok, hate is a strong word. But linkbuilding is tough
  7. 7. @dohertyjf Tools speed up parts of linkbuilding so we can concentrate on the important and harder parts, like outreach (and there are tools for that too)
  8. 8. @dohertyjf There are a million and one tools out there on the Internet. Image Source
  9. 9. @dohertyjf We have to know when to use them. Otherwise, you can get overwhelmed quickly.
  10. 10. @dohertyjf Let’s talk about a linkbuilding campaign
  11. 11. @dohertyjf A linkbuilding campaign involves many stages of planning and execution, and takes two kinds of tools.
  12. 12. @dohertyjf Structuring a Linkbuilding Campaign
  13. 13. @dohertyjf What Track Why Who/Competitor Scale Research Outreach
  14. 14. @dohertyjf Two Types of Tools
  15. 15. @dohertyjf Paid tools
  16. 16. @dohertyjf Free tools, Excel templates, and a strong dose of HUSTLE
  17. 17. @dohertyjf Three Levels of Tools
  18. 18. @dohertyjf Levels Free Tools Paid Tools Enterprise-Level Tools
  19. 19. @dohertyjf Tools for Budget Levels No budget- $99 $100-$500 $501+
  20. 20. @dohertyjf
  21. 21. @dohertyjf Starting a campaign with a new client (or as a new in-house SEO)
  22. 22. @dohertyjf Problem: “What am I, or my competitors, ranking for or targeting already?”
  23. 23. @dohertyjf Analytics + Rankerizer (Free) Rankerizer is a free tool to download (just provide your email address) that you can use to check rankings quickly. I have found it to be quite accurate and because it’s a free tool, very useful to people who need rankings quickly. http://www.rankerizer.com
  24. 24. @dohertyjf KeywordSpy (Free and Paid) KeywordSpy will give you the terms that the site is ranking for. This is useful both for your own site as well as competitor sites. http://www.keywordspy.com http://www.keywordspy.com
  25. 25. @dohertyjf KeywordSpy (Free and Paid)
  26. 26. @dohertyjf KeywordSpy + Excel Magic Spreadsheet - http://dis.tl/semrushpivot Excellent Analytics - http://excellentanalytics.com/
  27. 27. @dohertyjf http://www.distilled.net/excel-for-seo/
  28. 28. @dohertyjf SearchMetrics (Paid) SearchMetrics Essentials is a paid tool that we use at Distilled. This is where I go after Analytics to get a full picture of their SERP and keyword landscape. http://www.searchmetrics.com/en/
  29. 29. @dohertyjf SearchMetrics Essentials http://suite.searchmetrics.com/en/essentials
  30. 30. @dohertyjf SearchMetrics Essentials http://suite.searchmetrics.com/en/essentials
  31. 31. @dohertyjf Rank Checkers/Trackers
  32. 32. @dohertyjf Authority Labs (Paid $24-99/month) http://authoritylabs.com/
  33. 33. @dohertyjf Raven Tools (Subscription) http://raventools.com
  34. 34. @dohertyjf SEOmoz (Subscription) http://pro.seomoz.org/campaigns or http://ranktracker.seomoz.org/
  35. 35. @dohertyjf Problem: “What links do I need?”
  36. 36. @dohertyjf LinkDetective (Free) + OSE (Subscription) Link Detective is a new tool that categorizes your backlinks into types. Take those competitors you found and plug them in here. http://www.linkdetective.com/
  37. 37. @dohertyjf LinkDetective
  38. 38. @dohertyjf Run backlink profiles of competitors (OSE) and check their anchor text in Excel. Once you can see what anchor text your competitors are targeting, you can better know what kind of content you should be creating in order to rank for those terms! You’ll need this: https://seogadget.co.uk/categorising-your-links/ from this guy - @richardbaxter (he’s frickin smart)
  39. 39. @dohertyjf Problem: “Where are my competitors getting links that I should as well?”
  40. 40. @dohertyjf LinkResearchTools Competitive Landscape http://www.linkresearchtools.com/
  41. 41. @dohertyjf SEOmoz Competitive Link Finder (Subscription) A Labs tool that returns you the sites that your competitors are getting links from, but you are not. http://www.seomoz.org/labs/link-intersect
  42. 42. @dohertyjf MajesticSEO Clique Hunter (Subscription) Majestic’s Clique Hunter also does a good job of showing you who is linking where within the compared sites. http://www.majesticseo.com/reports/cliquehunter
  43. 43. @dohertyjf http://www.majesticseo.com/reports/cliquehunter
  44. 44. @dohertyjf OSE Export + Excel Export your backlinks from OpenSiteExplorer and put them into this Excel sheet. With a little Pivot Table magic, you get the unique LRDs that are linking to your competitors, but not you. http://dis.tl/exceltrifecta
  45. 45. @dohertyjf http://dis.tl/exceltrifecta
  46. 46. @dohertyjf Starting
  47. 47. @dohertyjf Who? Link Prospecting
  48. 48. @dohertyjf Problem: “I just need more contacts!”
  49. 49. @dohertyjf Advanced Queries + LinkClump (Hustle) Use your advanced query skills (such as “rock climbing” “guest post”, with an Advanced Search (50 results) and combine w/ LinkClump (Chrome) or MultiLinks (Firefox). Dump into Excel. Rinse, repeat. Geoff Kenyon wrote this post: http://www.distilled.net/blog/seo/finding-link- opportunities-with-advanced-search-queries/ Adjust search settings: https://www.google.com/preferences?hl=en
  50. 50. @dohertyjf Citation Labs (Free Trial, then Paid) Citation Labs, by Garrett French (@garrettfrench) lets you put in your keywords and the type of prospect you want, then it returns your prospects in a CSV file. http://linkprospector.citationlabs.com/
  51. 51. @dohertyjf Citation Labs (Free Trial, then Paid) Export the CSV to Excel and manipulate the data (sort by PR, etc) 
  52. 52. @dohertyjf Problem: “How do I find sites interested in content?”
  53. 53. @dohertyjf Let Ontolo make queries for you Ontolo’s Linkbuilding Query Generator V2 (free tool) will build your queries for you. Simply put in your keywords and type of content, download the CSV, and go! Pro tip: Advanced Search with 50 results. http://ontolo.com/link-building-query-generator-V2
  54. 54. @dohertyjf Insert your Ontolo Results keywords and asset (aka content) type.
  55. 55. @dohertyjf Tool: http://dis.tl/Hd4OJi http://www.distilled.net/blog/seo/finding-link-opportunities-with-advanced-search- queries/
  56. 56. @dohertyjf BlogDash (Free) BlogDash is a free tool that helps you find bloggers. Add them to project lists, see posts that you’ve sent, and connect up Twitter. http://www.blogdash.com If I was building links for a website about outdoor leadership, I’d use BlogDash because it allows you to sort bloggers by keyword. Pro tip – You can sort by Google TBPR or Klout score.
  57. 57. @dohertyjf http://www.bloggerlinkup.com/
  58. 58. @dohertyjf Search by Author I created a bookmarklet a few months back that allows you to search for posts written by a specific author. Use it to find where they have posted, then reach out and get a post yourself! http://dis.tl/author-search-bkmrklt
  59. 59. @dohertyjf Search ‘em, scrape ‘em, sort ‘em By using Advanced search operators, plus Advanced Search (set to 50 results), and Neils Bosma’s SEO Tools, you can quickly find the relative strength of sites to reach out to. Combine w/ Citation Labs for #win. http://nielsbosma.se/projects/seotools/ https://seogadget.co.uk/amazing-seo-tools-for-excel/
  60. 60. @dohertyjf Copy to Excel, run =GooglePageRank()
  61. 61. @dohertyjf Problem: “How do I find influencers?”
  62. 62. @dohertyjf FollowerWonk (Paid and Free) Followerwonk is the best Twitter social mining tool available. Both paid and free.You’re limited with a free account to how much data you can pull. If you’re enterprise, the paid is worth it. If I was building links for a website with outdoors equipment, I’d go to Followerwonk and search by keyword (like [skier]). Pro tip – Sort by # of followers or influence.
  63. 63. @dohertyjf FollowerWonk (Paid and Free) Followerwonk will also help you find the intersection between who people follow. If you identify a few influencers in a space, then run the Compare Users report to see who all of them follow. Pro tip – Especially look for “choosy” people, as they are more likely to follow high quality people.
  64. 64. @dohertyjf Basically, you should follow all these people.
  65. 65. @dohertyjf Twitter Scraping Then take the tool that I built, throw in a list of Twitter usernames, and pull out their websites, complete with Moz metrics (bring your own API key). http://www.johnfdoherty.com/link-prospecting-with-twitter-tools-and-apis/
  66. 66. @dohertyjf @rosshudgens Pro tip: When you find an influencer on Twitter, scroll to the bottom of who they are following. Those are the people they have been following the longest. Sometime earlier this year
  67. 67. @dohertyjf Alltop (Free) Alltop has topics for many different categories. These blogs can be a good place to start to find pretty reputable sites. http://alltop.com/
  68. 68. @dohertyjf Topsy Experts (Beta) Topsy has an awesome beta tool that lets you search by keyword. It then returns you the Twitter usernames of the influential people.You might be surprised who you find! http://topsy.com/experts
  69. 69. @dohertyjf Lists + LinkClump Another good way to find influencers is to use high powered Google queries, and then scrape them. Like: "influential" "cycling" "blogger" "list" http://www.seomoz.org/blog/the-power-of-using-lists-for-link-building
  70. 70. @dohertyjf Lists + LinkClump Brought me this post: http://extanz.com/2011/08/26/top- 50-most-influential-cycling- bloggers-celebrating-the-cycle- chic-movement/ with 50 cyclists. Linkclump and dump. Boom. http://www.seomoz.org/blog/the-power-of-using-lists-for-link-building
  71. 71. @dohertyjf Problem: “I have way too many contacts! Help me sort them?”
  72. 72. @dohertyjf Ontolo http://ontolo.com/link-building-search-prospects
  73. 73. @dohertyjf Excel Spreadsheet I built out an Excel spreadsheet that allows you to put in your prospect sites and their information. Then, it divides your prospects into DA “buckets”. http://www.johnfdoherty.com/segmented-link-outreach/
  74. 74. @dohertyjf http://www.johnfdoherty.com/segmented-link-outreach/
  75. 75. @dohertyjf http://www.johnfdoherty.com/segmented-link-outreach/
  76. 76. @dohertyjf Problem: “Contact details are hard to find! Can I do it faster?”
  77. 77. @dohertyjf Citation Labs (Paid) Input a list of URLs (keep it under 1,000 for best results). The Contact Finder returns you emails or the page where you can find the email. Combine with ToutApp for maximum efficiency. http://citationlabs.com/tools/
  78. 78. @dohertyjf Buzzstream Contact Finder (Free) Enter the person’s first and last names, as well as their company and website, and search. You will receive results like: “fred wilson” “@avc.com” http://tools.buzzstream.com/link-building-email-research
  79. 79. @dohertyjf Prospecting
  80. 80. @dohertyjf Why? People don’t just link. They have to have a reason.
  81. 81. @dohertyjf Find the content being created So use this SEOgadget tool to create the content that people are asking about, according to the keywords you want to target. https://seogadget.co.uk/content-strategy-generator-tool-v2-update/ via @dbseo
  82. 82. @dohertyjf Answer the questions they’re asking Oh hello Quora scraper. Find your keyword’s URL on Quora, plug that into the RSS URL in the tool, and this tool returns you the most recent 20 questions about that topic. http://dis.tl/quorascraper Quora RSS URL: http://www.quora.com/(keyword)/rss
  83. 83. @dohertyjf Quora Scraper http://dis.tl/quorascraper
  84. 84. @dohertyjf Ontolo Content Idea Generator http://ontolo.com/content-marketing-research-successful-content
  85. 85. @dohertyjf Ontolo Content Idea Generator 55 linking root domains! You should have these links, not them! Brought me up this article with 55 backlinks: http://www.lifehack.org/articles/lifehack/twitter- use-it-productively.html
  86. 86. @dohertyjf Salesforce Should Have These Links http://www.salesforce.com/uk/socialsuccess/social-media/
  87. 87. @dohertyjf Content
  88. 88. @dohertyjf How? Outreach
  89. 89. @dohertyjf Problem: “How do I connect with new link prospects?”
  90. 90. @dohertyjf NEW TOOL ALERT: ENGAG.IO (Free) Engag.io is your inbox for your social media conversations. Connect up Twitter and Facebook and track your conversations. http://www.engag.io/welcome
  91. 91. @dohertyjf  These people love Engag.io http://www.engag.io/welcome
  92. 92. @dohertyjf Rapportive A Gmail plugin that allows you to connect broader socially with your contacts. Also useful for finding email addresses if you know the domain. Or check when they last tweeted. http://rapportive.com/ http://www.johnfdoherty.com/rapportive-linkbuilding-tool/
  93. 93. @dohertyjf Give them something.
  94. 94. @dohertyjf Coffee (a couple bucks) We sometimes forget that our best linkbuilding tactic is building relationships. Try taking a blogger out for a cup of coffee. Or send them a custom flash drive. If you’re not making the connection via email, get in front of them in real life. Brought to you by: your friend, “hustle”.
  95. 95. @dohertyjf Problem: “Need more links, have no time. ” Aka how do I achieve scale?
  96. 96. @dohertyjf None of this
  97. 97. @dohertyjf Buzzstream (Paid) Buzzstream makes your life as a linkbuilder so much easier. When you find a prospect, buzzmark it. They’ll find the contact details for you if they can. It will also pull in other important metrics. And you can keep track of the relationship as you go to verify if they are linking or not. And it integrates with Gmail/Google Apps. http://www.buzzstream.com
  98. 98. @dohertyjf Keep your prospects organized, assign prospects to other team members, verify the status of links, get an email when links drop off so you can reach back out to recover links.
  99. 99. @dohertyjf Canned Responses + Buzzstream = WIN
  100. 100. @dohertyjf Streak (Free Beta) Streak is a new in-your-Gmail CRM that you can adjust to help you track your linkbuilding efforts using custom states. http://www.streak.com/ Use it for linkbuilding: http://www.maplenorth.com/2012/03/27/link-outreach-tracking-gmail/ via @maplenorth and @pointblankseo
  101. 101. @dohertyjf ToutApp (Paid) ToutApp allows you to template emails and email people from your own email address and directly from the page. You also receive statistics around open rates. $30/month (for serious linkbuilders, worth it!) http://www1.toutapp.com Justin mentioned it here: http://justinbriggs.org/18-tools-to-speed-up-link-building
  102. 102. @dohertyjf If I was going to email Rand, I’d go to a profile page that might have his email. When an email is found, the Chrome extension lights up with a number. Click it, click the email address you want to use, and an email window pops up.
  103. 103. @dohertyjf “Can I scale passively as well?”
  104. 104. @dohertyjf Zemanta (Paid and Free) Zemanta is an in-blog content recommendation that passively helps you build links. It integrates with Wordpress, Blogger, Tumblr, TypePad, Posterous, Movable Type, and Drupal. http://www.zemanta.com/ And it’s whitehat! Rand wrote about it here: http://www.seomoz.org/blog/4-valuable- link-building-services
  105. 105. @dohertyjf Buzzstream Buzzstream will send you a report of your backlinks weekly with statistics about them, such as how many have fallen off, new, etc. No more worrying about losing good backlinks. http://www.buzzstream.com/
  106. 106. @dohertyjf Ontolo With Ontolo, you can mark certain links as your most important. If anything changes (aka they drop off), you will receive an alert. Reclaim those important links! http://ontolo.com/link-building-backlink-monitor
  107. 107. @dohertyjf Problem: “How do I remember to follow up?”
  108. 108. @dohertyjf FollowUp CC (Free to start) Pick when you want the email to be returned to your inbox (9 hours, a day, a week, etc). Bcc that amount of time and don’t worry about forgetting to follow up. http://www.followup.cc/ TheNextWeb loved it: http://thenextweb.com/apps/2011/07/19/in-depth-with-followup-cc- reminders-calendar-and-task-list-in-one/
  109. 109. @dohertyjf Boomerang (Free) Boomerang will return your email to your inbox at the chosen time so that you can follow up. Pro tip: Select “Only if nobody responds”. http://www.boomeranggmail.com/
  110. 110. @dohertyjf Outreach
  111. 111. @dohertyjf Tracking
  112. 112. @dohertyjf Excel If you don’t have budget, you have to organize yourself.You can track your progress and relationship stage in Excel with this spreadsheet (we use it internally at Distilled). http://dis.tl/progresstracking
  113. 113. @dohertyjf Google Docs (Free) Or use Google Docs to do it. When I worked in-house, we used a similar sheet to the one in the post below.You can use it to track relationship stages with multiple people working on the project. (Credit: @ethanlyon) http://www.wordstream.com/blog/ws/2011/09/01/scale-linkbuilding-with-google-docs
  114. 114. @dohertyjf Linkstant Emails you every time you get a new link. For smaller clients that would be able/willing to install it, perfect solution. http://www.linkstant.com/
  115. 115. @dohertyjf OSE or Majestic If you can report monthly, and not on individual links, use OpenSiteExplorer or Majestic for your monthly numbers if you are building at scale. http://www.opensiteexplorer.com or http://www.majesticseo.com
  116. 116. @dohertyjf Sometimes, we need to sit back and think about what we need and not rely on others to build tools for us. Sometimes tracking IS as simple as writing down EVERY link you get.
  117. 117. @dohertyjf Tracking
  118. 118. @dohertyjf John Doherty SEO Consultant – Distilled john.doherty@distilled.net http://twitter.com/#!/dohertyjf SEO Consultant at Distilled NYC. Traveler. Rock climber. Company Blog: http://www.distilled.net/blog/ Personal Blog: http://www.johnfdoherty.com/
  119. 119. Thank You Questions? JOHN DOHERTY

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