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How to Earn Visibility & Links With Content

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Presentation at SES London 2013 on content marketing to naturally acquire high-quality links

Published in: Business

How to Earn Visibility & Links With Content

  1. 1. How to Earn Visibility & Links with Content SES London
  2. 2. http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content
  3. 3. “Content marketing” Growth vs. Penguin updates:Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/
  4. 4. Google hates this kind of link building
  5. 5. Google has more signals on quality than ever
  6. 6. Your bounce rates (back to SERPs)
  7. 7. Referring traffic from links
  8. 8. Referring traffic from social shares
  9. 9. Your writers’ authority & influence
  10. 10. Your brand’s reputation
  11. 11. 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/
  12. 12. Re-educating clients on quality vs. quantity is hard!2011 Link Building Monthly Report: 2013 Link Building Report:
  13. 13. You need quality, method & patience to pay off
  14. 14. Be remarkable…http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
  15. 15. Be insightful…
  16. 16. Be first…http://www.blueglass.com/blog/google-ad-rules/
  17. 17. Be creative…www.airbnb.com/annual/
  18. 18. Be creative…
  19. 19. Be useful…http://www.vouchercodes.co.uk/most-wanted/
  20. 20. Be useful…
  21. 21. Be unique… http://wish.co.uk/
  22. 22. Be unique…
  23. 23. Be agile…
  24. 24. Be quick…
  25. 25. Be prepared to adapt!
  26. 26. For best outreach results, you need an audience –social media = likes/shares/retweets, but rarely links
  27. 27. 1) Educate your client/boss to focus on the end result & be prepared to learn along the way
  28. 28. 2) Your publish button is your biggest link building weapon
  29. 29. Useful outreach metric: average links per post
  30. 30. 3) Send Google brand signals they can’t ignore http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  31. 31. (or just make your brand the market leading keyword!)
  32. 32. 4) Your outreach placements generate natural links & co-citations themselves

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