London Blog Club MeetUp - Link Development for Blogs


Published on

I went through some practical tips and how to do link development. Included tools and examples for link baiting, article marketing and more.

Published in: Technology, Design
  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

London Blog Club MeetUp - Link Development for Blogs

  1. 1. London Blog Club Meetup Lisa Myers CEO, Verve Search @LisaDMyers
  2. 2. SEO TOOLS +
  3. 3. <ul><li>Target audience </li></ul><ul><li>Link Analysis & Research </li></ul><ul><li>Creative & Implementation </li></ul>
  4. 4. #1 { target audience
  5. 5. <ul><li>AGE </li></ul><ul><li>GENDER </li></ul><ul><li>LOCATION </li></ul>?
  6. 6. <ul><li>What are they thinking when trying to solve a problem/finding info? </li></ul><ul><li>What would they search for? </li></ul><ul><li>What sites would they visit? </li></ul>
  7. 7. Social Influencers <ul><li>Identify social influencers within the industry/market you are link building to </li></ul><ul><li>Which channels are they using; Twitter, facebook, LinkedIn? </li></ul><ul><li>Use tools such as Klout to find social influencers in your sector </li></ul>
  8. 9. { link analysis & research #2
  9. 10. tools...
  10. 11. Who’s dat? <ul><li>Who is your competitors in the SERPs? </li></ul><ul><li>What links do they have? Types of links (articles, </li></ul><ul><li>blogs, forums etc) How many, quality etc </li></ul>
  11. 12. What to analyse <ul><li>Anchor text </li></ul><ul><li>Depth of links (what pages are linked to) </li></ul><ul><li>Type of links (sources) </li></ul><ul><li>Authority & Strength of links </li></ul><ul><li>The following slides shows how to do this using </li></ul><ul><li> (its free to set up an account </li></ul><ul><li>you might as well try it) </li></ul>
  12. 13. Analysing Anchor Text
  13. 14. Depth of Links
  14. 15. Type of Links
  15. 16. Filtering
  16. 17. Loads of filtering possibilities <ul><li>Site type e.g. blog, article, forum </li></ul><ul><li>Link anchor (exact and phrase match) </li></ul><ul><li>Domain extension </li></ul><ul><li>New or dropped in last 30 days (Velocity) </li></ul><ul><li>Keyword in title / URL or both of linking page </li></ul><ul><li>Link target folder or page </li></ul><ul><li>Intersections/cross-over with other sites </li></ul><ul><li>No follow / No index </li></ul><ul><li>Image links / text link </li></ul>
  17. 18. { creative & development #3
  18. 19. Types of Link Development <ul><li>Link Reclamation </li></ul><ul><li>Utilising Existing Relationships </li></ul><ul><li>Link Building </li></ul><ul><li>Link baiting </li></ul><ul><li>Article/Content Marketing </li></ul>
  19. 20. Link Reclamation <ul><li>Make the most of the links you already have. Use a tool such as Linkdex to analyse current anchor text of links. </li></ul><ul><li>How many of the links have your target keyword in the anchor text? </li></ul><ul><li>If you can easily get some of them changed from saying “click here” to “your keyword” then DO IT! </li></ul>
  20. 21. Utilising Existing Relationships <ul><li>Often it is the simplest idea that gives you the </li></ul><ul><li>most link juice! </li></ul><ul><li>For example; </li></ul><ul><li>Would your partners, customers etc link to you? </li></ul><ul><li>Which University did the CEO go to? </li></ul>
  21. 22. link building
  22. 23. Link Building <ul><li>Directories </li></ul><ul><li>Blog & forum comments </li></ul><ul><li>Usually low quality so work best as fillers. </li></ul>Should NOT be Primary Link Dev Strategy
  23. 24. Finding Relevant Sites <ul><li>Keyword + “article” </li></ul><ul><li>Keyword + “blog” </li></ul><ul><li>Keyword + “directory” </li></ul>
  24. 25. link baiting great digital content
  25. 26. <ul><li>A piece of digital content (article, video, </li></ul><ul><li>infographic, etc) that specifically increases </li></ul><ul><li>the chances for generating “organic links” </li></ul>{
  26. 27. GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking
  27. 28. Host the content! <ul><li>This type of link development requires you to host the content on the domain you are doing link dev for!! </li></ul><ul><li>Creating a fab link bait or social media campaign that is not on your domain = lost link equity </li></ul>
  28. 29. Spread the Word <ul><li>Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in.... </li></ul><ul><li>Use the already identified social influencers! </li></ul>
  29. 30. Power of the People
  30. 31. INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)
  31. 32. real examples {link bait
  32. 33. <ul><li>City Inn </li></ul><ul><li>{advent calendar </li></ul>
  33. 35. Result <ul><li>LOTS of links & Social Mentions </li></ul><ul><li>Generated the equivalent of 50% of their average monthly traffic </li></ul><ul><li>Increased email database considerably </li></ul><ul><li>Twitter followers increased by 300% </li></ul>
  34. 36. <ul><li> </li></ul><ul><li>{#SEScrapmas </li></ul>
  35. 38. #1
  36. 39. SEO Wars Generated <100 links with Anchor text “SEO Wars” + buzz and recognition
  37. 40. Give-aways & Competitions
  38. 41. Best Practise & White Papers
  39. 42. article marketing Using a piece of content to get a link can be very EFFECTIVE!
  40. 43. Give something back <ul><li>Have something to trade, why should they </li></ul><ul><li>be linking to you? </li></ul><ul><ul><li>Content (must be relevant!) </li></ul></ul><ul><ul><li>Discount/competition </li></ul></ul><ul><ul><li>Breaking news </li></ul></ul><ul><ul><li>Free “something” </li></ul></ul><ul><ul><li>YOUR USPs??!! </li></ul></ul>
  41. 44. The Process <ul><li>Do your research (list of sites, find out as much about the site as you can) </li></ul><ul><li>Hunt down most appropriate contact </li></ul><ul><li>Tone of voice in email, although best to call! </li></ul><ul><li>Tailor your email to person </li></ul><ul><li>Be direct, don’t waffle. </li></ul><ul><li>Develop a relationship </li></ul><ul><li>Follow up </li></ul><ul><li>ALWAYS, ALWAYS be polite and personable! </li></ul>
  42. 45. Writing the content <ul><li>Spend time writing the article, it’s got to be good! Include stats, research or similar. </li></ul><ul><li>Make sure the angle is appropriate for target site </li></ul><ul><li>Including keywords that you are targeting for surrounding text </li></ul><ul><li>ANCHOR TEXT (ideally your main target keyword) </li></ul><ul><li>Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! </li></ul>real examples {article marketing
  43. 46. Yale Door <ul><li>Needed links and relevant traffic from websites with similar or relevant content </li></ul><ul><li>Angle/Idea </li></ul><ul><li>Free “keyless lock” competition/give away </li></ul><ul><li>First 10 orders of the composite door get’s free lock worth £200 </li></ul>
  44. 47. Stuff.TV inks to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
  45. 48. Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
  46. 49. Links to domain= 7,79 MILLION PR= 8 Worldwide readership
  47. 50. Result = Links & Traffic
  48. 51. Blog Monetisation <ul><li>Advertising/adsense </li></ul><ul><li>Banner advertising </li></ul><ul><li>Affiliate programs </li></ul><ul><li>Reviews/content/links </li></ul><ul><li>Knowledge: Whitepapers, ebooks, videos </li></ul><ul><li>Membership </li></ul><ul><li>Or Build it and SELL it! </li></ul>
  49. 52. Links I mentioned in my talk <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (SEO plug-in for Wordpress) </li></ul><ul><li> </li></ul><ul><li>Book I mentioned was The Lean Startup </li></ul>
  50. 53. @LisaDMyers Thank You! Email: [email_address] Web: