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  1. 1. Algorithmic Ranking Factors Content Marketing Strategy #1 Traffic Generation Services
  2. 2. F#$%! Link Building. Content Marketing Strategy. Algorithmic Ranking Factors Presented by: Rand Fishkin | CEO
  3. 3. Discover Link Opportunities
  4. 4. Brainstorm Acquisition Tactics Travelpod built an embeddable quiz that universities use… What can I do to get .edu links?
  5. 5. Pound Head Against Wall Feel free to use this high quality link acquisition email. Effectiveness not guaranteed ☺
  6. 6. Keep Pounding But, I really want a link! Keep pounding
  7. 7. Damage Brain Manual link building has a surprising amount in common with stuffing crayons up one’s nose.
  8. 8. Earn Links… Painfully 1-2 links per hour of link building is fairly common, particularly if you don’t have a great site to work from.
  9. 9. Give In to the Dark Side
  10. 10. Buy Some Links Always a fun time:
  11. 11. Go Overboard Once you’ve gone to “supreme link pyramid elite,” you know you’re desperate.
  12. 12. Get Burned
  13. 13. Retreat and Try Again BTW – If you need a simple meme generator: is pretty solid
  14. 14. Why Links Are in Danger
  15. 15. Links Were Never Really Votes Does the author mean to endorse this page? Does he mean to say it should rank better for “a very similar thing?” Search engines found links useful as a proxy, but most of those linking on the web don’t intend to contribute to the link graph.
  16. 16. The Algo Wasn’t Intended to Benefit Marketers
  17. 17. But SEOs Are Better at Links than Everyone Else Linklove London Last Friday via:
  18. 18. WebSpam Struggles to Keep Up
  19. 19. Many Links are a Thorn in Search Engines’ Side An enlightening example of spammer mentality:
  20. 20. Google’s Clearly Trying to Move Beyond Links Individual link metrics have lower correlation over time, while social signals rise. Via
  21. 21. Sharing on the Web Has Evolved It used to be that the “Linkerati” controlled the web’s sharing.
  22. 22. Today, the “Linkerati” are a Far Bigger Group Via (Pew Internet & American Life Project)
  23. 23. Tactical SEO
  24. 24. I Want to Rank Higher For This Query Ranking here will bring me more customers
  25. 25. Decision Time OPTION A: Create lots of great content, start a blog, shoot some videos, build up a community via social networks, participate in forums, try to earn some press… Option A sounds like a lot of work… OPTION B: Point some @#$%ing links at my page.
  26. 26. Most SEOs Make the Obvious Choice YEE-HAW LINKS!! Option B can certainly work.
  27. 27. Strategic Marketing
  28. 28. What Really Matters to a Business on the Web? Competitors Tactics: Paid Search Banners & Display Ads Brand Advertising Television, Radio & Print Media Contextual Ads Avg Cost of Acquisition: $95.00 $150.00 $Unknown $180.00 $115.00 Paid forms of acquisition are easier to measure, optimize and invest in. Management’s comfortable with them. The engines/platforms make it easy to buy them. Why wouldn’t you use paid acquisition?
  29. 29. What Really Matters to a Business on the Web? “Inbound” Tactics Avg Cost of Acquisition: Organic Search $15.00 Social Media Marketing $35.00 Blogs & RSS $60.00 Community / Forum Participation $20.00 Video Content $70.00 If you invest in inbound tactics, your cost of custom acquisition can be dramatically lower than the competition’s
  30. 30. What Really Matters to a Business on the Web? COCA / CLTV = This Ratio. Strength here means you have more to invest in every other part of the business. Thanks to Cascadia Capital for the chart:
  31. 31. Decision Time OPTION A: Content + SEO + Social + Community + Press OPTION B: Point some @#$%ing links at the page. Which one of these truly results in lower COCA? This time, Option A looks a lot more appealing.
  32. 32. Five Reasons I Invest in Content vs. Links
  33. 33. #1: I Want to Invest in Multiple Channels at Once Higher Conversion Rate Higher Organic Search Rankings More Direct & Bookmarking Traffic More Long Tail SEO CONTENT! Bigger Fanbase & Community More Brand Visibility Stronger Social Following More Referring Links Content, by its very nature, creates multi-channel marketing opportunities and wins.
  34. 34. #2: I Want to Be Proud of My Work Am I making the Internet a better place?
  35. 35. #3: I Want Strategies that Last No Matter What If this is the future, I better build a memorable brand that has positive signals of every kind. I want marketing that will last even if Siri replaces Google, social replaces search, apps replace the web, etc. (note: I don’t actually believe any of those things will happen, but I do like to be prepared)
  36. 36. #3: I Want Strategies that Last No Matter What Who knows, maybe DDG is really on to something:
  37. 37. #4: Content Builds Links While I Sleep Virtually every link here is editorially-given because of content we’ve produced (qdr:h at the end of the query narrows to results from just 1hr)
  38. 38. #5: Content Builds Brand Loyalty & Trust play 4:45 - 5:45
  39. 39. OK. What Content Should I Make?
  40. 40. Don’t Limit Yourself to Content About Your Subject This blog might work for them, but IMO, it’s far too topically specific and not “interesting” enough to be consistently share-worthy.
  41. 41. Discover What Your Audience Shares Three tools:,, and Google’s Discussion Search
  42. 42. Brand Your Content to Align with Your Business/Products Fiskars Scissors ( runs the amazing Fiskateers blog (; a great example of alignment. Though, for SEO, I wish they’d gone with or
  43. 43. Or Brand Your Product to Align with Your Content? Coudal Partners is a fascinating example of this. This is basically what we did at SEOmoz – created a product that fit with the content + audience we’d built
  44. 44. Remember, Content Can Mean: Actual Content Community Products Platform/Data The “content” you produce and market can be much more than just a blog (though blogs are pretty awesome at this)
  45. 45. The Fedora Store
  46. 46. We Need Some Content Branding
  47. 47. The Infographic of Hats! This - – is the best I could find
  48. 48. The Infographic of Hats! This - - is what I’m talking about.
  49. 49. Online Hat-Selection Tool This - - is the best I could find
  50. 50. Rank Top Hat - D onning Social Media Participants I used, but you’ll also want to check blogs, Facebook, etc.
  51. 51. Coffee Beans & Espresso Machines
  52. 52. NeedCaffeine’s Website
  53. 53. Erasable, Caffeine - onitor Board Next to My Desk M - but simple/erasable on a mini-whiteboard
  54. 54. Caffeine Tracking/Contest Mobile App Make the leaderboard publicly accessible for those who opt-in, and then link to the social accounts of the most caffeinated members.
  55. 55. Rating Drinks on an Official “Caffeine Scale” Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
  56. 56. Weird Foods and Drinks that Contain Caffeine Ugh… And this is one of the best articles I could find. Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
  57. 57. Costumes Beyond Halloween No domain given, so I’ll just work on the concepts. BTW – that Yodabot is awesome.
  58. 58. Analysis of Hollywood Costumes - buy this blog, or re-create it.
  59. 59. Give Awards to the Best “Street-Spotted” Costumes You can set up an alert/search, watch for these, tweet to the winners and ask for permission to feature their photos.!/search/realtime/costume%20twitpic – you can use a few modified versions of this query, too
  60. 60. Coverage of Non - H loween Costume Events al – there’s tons of these.
  61. 61. Rand Fishkin | CEO #1 SEO Results Tracking Platform Monitor & Track your SEO & Traffic Generation Efforts
  62. 62. Algorithmic Ranking Factors #1 Traffic Generation Services Traffic Generation & SEO done for you by World c - lass Experts! +1 8 - 31 3 - 88 7 560 USA, UK, Europe, Canada, Australia
  63. 63. Algorithmic Ranking Factors Sign up & Get started for 1$