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7 Tactics to Drive More Inbound Links to your Website

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7 Tactics to Drive More Inbound Links presented by Paddy Moogan at SMX East.

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7 Tactics to Drive More Inbound Links to your Website

  1. 1. #SMX #21a @paddymoogan 7 Tactics to Drive More Inbound Links
  2. 2. #SMX #21a @paddymoogan
  3. 3. #SMX #21a @paddymoogan
  4. 4. #SMX #21a @paddymoogan Tactics that you can go away and use tomorrow morning
  5. 5. #SMX #21a @paddymoogan #1 Develop reusable content
  6. 6. #SMX #21a @paddymoogan This works well for low-budget clients
  7. 7. #SMX #21a @paddymoogan Data can often be reused
  8. 8. #SMX #21a @paddymoogan
  9. 9. #SMX #21a @paddymoogan We can plug in 2019 data very easily and launch again
  10. 10. #SMX #21a @paddymoogan Content pieces don’t have to be one-off campaigns
  11. 11. #SMX #21a @paddymoogan #2 Outreach should be an ongoing activity
  12. 12. #SMX #21a @paddymoogan This also works well for low-budgets
  13. 13. #SMX #21a @paddymoogan The usual process…
  14. 14. #SMX #21a @paddymoogan
  15. 15. #SMX #21a @paddymoogan
  16. 16. #SMX #21a @paddymoogan You don’t have to start all over again
  17. 17. #SMX #21a @paddymoogan
  18. 18. #SMX #21a @paddymoogan It’s always summer somewhere…
  19. 19. #SMX #21a @paddymoogan We can keep going
  20. 20. #SMX #21a @paddymoogan Works well for regular events
  21. 21. #SMX #21a @paddymoogan Internet of Things Day happens every year
  22. 22. #SMX #21a @paddymoogan
  23. 23. #SMX #21a @paddymoogan We also proactively look for opportunities for more links
  24. 24. #SMX #21a @paddymoogan
  25. 25. #SMX #21a @paddymoogan Build up a content bank which you can constantly outreach
  26. 26. #SMX #21a @paddymoogan #3 Learn what works across industries
  27. 27. #SMX #21a @paddymoogan You need to be recording data on every campaign you launch and every link you build
  28. 28. #SMX #21a @paddymoogan We’ve done this across 3,500 links, 170 campaigns and 20 clients
  29. 29. #SMX #21a @paddymoogan What can you learn?
  30. 30. #SMX #21a @paddymoogan Average Total Coverage
  31. 31. #SMX #21a @paddymoogan Average Total Coverage
  32. 32. #SMX #21a @paddymoogan Average Total Coverage
  33. 33. #SMX #21a @paddymoogan #4 Go for a big hitter exclusive first
  34. 34. #SMX #21a @paddymoogan Find a top tier newspaper or magazine – ideally someone that your client values highly
  35. 35. #SMX #21a @paddymoogan “Who are your top 10 dream publications to be featured in?”
  36. 36. #SMX #21a @paddymoogan Offer the journalist exclusive coverage for 24-48 hours
  37. 37. #SMX #21a @paddymoogan This works really well for data-led stories
  38. 38. #SMX #21a @paddymoogan
  39. 39. #SMX #21a @paddymoogan #5 Outreach to 2nd tier websites
  40. 40. #SMX #21a @paddymoogan Ever seen this happen?
  41. 41. #SMX #21a @paddymoogan
  42. 42. #SMX #21a @paddymoogan
  43. 43. #SMX #21a @paddymoogan
  44. 44. #SMX #21a @paddymoogan Outreach to them and ask if they can link to the original source of data
  45. 45. #SMX #21a @paddymoogan #6 Use keyword research for more links
  46. 46. #SMX #21a @paddymoogan We can forget about the basics sometimes…
  47. 47. #SMX #21a @paddymoogan Google Analytics code
  48. 48. #SMX #21a @paddymoogan Open Graph
  49. 49. #SMX #21a @paddymoogan Title tags and descriptions
  50. 50. #SMX #21a @paddymoogan Think about the keywords that your content piece can rank for
  51. 51. #SMX #21a @paddymoogan This was for an insurance client
  52. 52. #SMX #21a @paddymoogan
  53. 53. #SMX #21a @paddymoogan A key target demographic is personal trainers…
  54. 54. #SMX #21a @paddymoogan
  55. 55. #SMX #21a @paddymoogan Ranking well for datasets can also lead to more links
  56. 56. #SMX #21a @paddymoogan #7 How to get past gatekeepers
  57. 57. #SMX #21a @paddymoogan Source
  58. 58. #SMX #21a @paddymoogan When it comes to outreach…
  59. 59. #SMX #21a @paddymoogan Internal PR teams can be protective of their contacts
  60. 60. #SMX #21a @paddymoogan They also have their own campaigns
  61. 61. #SMX #21a @paddymoogan Create and share a content calendar
  62. 62. #SMX #21a @paddymoogan Add internal campaigns to it
  63. 63. #SMX #21a @paddymoogan Do the same with contact lists
  64. 64. #SMX #21a @paddymoogan GDPR…
  65. 65. #SMX #21a @paddymoogan Thank you! Tweet me - @paddymoogan Email me – paddy@aira.net www.aira.net

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