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Stop Wasting Money On
Link Building
GEOFF KENYON
GEOFF KENYON
Consultant, Distilled
Geoff.kenyon@distilled.net
@GeoffKenyon
Efficiency
Step 1: Content & Onpage
@GeoffKenyonGeoff Kenyon
Added 200 words
of content
Getting Started Link Building
@GeoffKenyonGeoff Kenyon
Six Examples of
Getting Started
Professional Organizations
@GeoffKenyonGeoff Kenyon
Give Endorsements
@GeoffKenyonGeoff Kenyon
Lists
@GeoffKenyonGeoff Kenyon
Local Press Releases
@GeoffKenyonGeoff Kenyon
Partnerships
@GeoffKenyonGeoff Kenyon
Manufacturers
@GeoffKenyonGeoff Kenyon
Now it Gets Harder
2 Ways to Improve Efficiency
@GeoffKenyonGeoff Kenyon
• Send a lot of emails
• Focus your efforts
Scale with Quantity
Scale With Quantity
@GeoffKenyonGeoff Kenyon
Focus Your Efforts:
Scale by Segmentation
A Link is Not a Link
@GeoffKenyonGeoff Kenyon
4 Groups of Sites
@GeoffKenyonGeoff Kenyon
Links you
don’t want
Links that
are ok
Links that
are good
Links that
are REALLY
good
Examples of Links
Low Value Link
@GeoffKenyonGeoff Kenyon
Mid Value Link
@GeoffKenyonGeoff Kenyon
High Value Link
Why Do We Want High
Value Links?
Influence
Results of Influence
@GeoffKenyonGeoff Kenyon
And:
@GeoffKenyonGeoff Kenyon
How?
Know Your Target
@GeoffKenyonGeoff Kenyon
Know Your Target
@GeoffKenyonGeoff Kenyon
Know Your Target
@GeoffKenyonGeoff Kenyon
Most Likely Writer Interested
in Your Content
How Do We Segment Sites?
Domain Authority
@GeoffKenyonGeoff Kenyon
Influence
@GeoffKenyonGeoff Kenyon
Influence
@GeoffKenyonGeoff Kenyon
Influence =
Visibility + Credibility
Characteristics of Influence
Comments
@GeoffKenyonGeoff Kenyon
Whoa!
Social Shares
@GeoffKenyonGeoff Kenyon
Social Click Throughs
@GeoffKenyonGeoff Kenyon
Site Traffic
@GeoffKenyonGeoff Kenyon
Now Segment Your
Prospects
4 Groups of Sites
@GeoffKenyonGeoff Kenyon
Links you
don’t want
Links that
are ok
Links that
are good
Links that
are REALLY
good
Know Your Target (Part II)
@GeoffKenyonGeoff Kenyon
Start With Your Most
Influential and Relevant
Sites
Thanks.
GEOFF KENYON
Geoff.Kenyon@Distilled.net
@GeoffKenyon

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Stop wasting money on link building

Editor's Notes

  1. Everyone has different starting pointsIf you’re just getting started with SEO there is a lot of low hanging fruitYou don’t need to start out with a huge creative piece in an attempt to win the internet
  2. Now it gets harderThis is where efficiency really starts to pay off
  3. What I’m talking about is sending out mass emailsNo personalizationCompletely templateNo real effortNo real value for the bloggerIt doesn’t work
  4. Would you want to post this infographic?There’s nothing in it for meSounds selfish, but, you need to give them something of valueYour infographic alone isn’t valuable to themThey still have to write content to go with it
  5. We should seek to categorize and segment sites that we find in the prospecting phaseWhen we do this we are able to better allocate our effort and time,This allows us to be more efficient by giving minimal time to sites which aren’t that important and a lot of time to sites that are more important
  6. Before we can start segmenting sites, we need to understand that not all links are equalSome links have a lot of value, some don’t and there’s everything in betweenThis means that any time we’re giving equal time to a low value link as a high value link, we’re not being efficient and we’re losing money
  7. There are 4 groups of sitesLinks you don’t wantLinks that are okLinks that are goodAnd links that you’d do something illegal for
  8. Be strategic in who you reach out toIphone infographic example
  9. Be strategic in who you reach out toIphone infographic example
  10. Be strategic in who you reach out toIphone infographic example
  11. Be strategic in who you reach out toIphone infographic example
  12. There are two good ways to
  13. We’re not looking for a numeric scoreThere are a lot of different componentsWe want to understand how influential is a siteDo people listen to them, and are they taken seriouslyAt it’s highest level we can define influence as visibility + credibilityThe site has to provide a platform in which you can reach a lot of peopleAND you have to be taken seriously
  14. Do people bother to respond?
  15. Do people bother to respond?
  16. Do people bother to respond?
  17. Do people bother to respond?
  18. So now you have grouped your targets into 4 groups based on the amount of effort you should put inStart with the highest value sites – If you get on one super valuable site, you can probably be doneIf you don’t you have a prioritized list to get started
  19. Finally, know your target. Much like at the beginning where you should identify a specific person based on their interest and what you write aboutMake sure that your content fits a site.I’ve looked at the top pages on a few sites