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How to Earn Visibility & Links with Content
SES London
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http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content
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“Content marketing” Growth vs. Penguin updates:
Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/
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Google hates this kind of link building
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Google has more signals on quality than ever
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Your bounce rates (back to SERPs)
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Referring traffic from links
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Referring traffic from social shares
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Your writers’ authority & influence
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Your brand’s reputation
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Correlation shows social has great data –
but don’t give up on links yet!
http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/
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Re-educating clients on quality vs. quantity
is hard!
2011 Link Building Monthly Report: 2013 Link Building Report:
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You need quality, method & patience to pay off
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Be remarkable…
http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
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Be insightful…
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Be first…
http://www.blueglass.com/blog/google-ad-rules/
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Be creative…
www.airbnb.com/annual/
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Be creative…
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Be useful…
http://www.vouchercodes.co.uk/most-wanted/
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Be useful…
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Be unique…
http://wish.co.uk/
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Be unique…
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Be agile…
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Be quick…
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Be prepared to adapt!
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For best outreach results, you need an audience –
social media = likes/shares/retweets, but rarely links
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1) Educate your client/boss to focus on the end
result & be prepared to learn along the way
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2) Your publish button is your biggest link
building weapon
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Useful outreach metric: average links per post
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3) Send Google brand signals they can’t ignore
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
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(or just make your brand the market leading keyword!)
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4) Your outreach placements generate natural
links & co-citations themselves
Can you stylize this a bit more?
Make this a quote with this picture of Greg: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/131102_548639935164027_34711351_o.jpg
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Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033
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