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How Relationships Drive Link Building


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Worried about unnatural links? Build them by creating relationships instead and get tips on nurturing these relationships long-term.

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How Relationships Drive Link Building

  1. 1. How Relationships Drive Link Building Jon Henshaw Co-Founder & Chief Product Officer Raven Internet Marketing Tools @RavenJonThursday, July 26, 12
  2. 2. Fact If you build links the wrong way, Google will destroy everything you love.Thursday, July 26, 12The best mentions/links are ones that are natural and real, and are relevant and contextual. They are also the hardestones to get, and they usually only come from relationships.
  3. 3. Warning • This presentation contains post-meme images • and arbitrary bullet points • to piss off Rand and kill kittensThursday, July 26, 12Post-meme is like the Anti Joke Apple. It’s cooler than you.
  4. 4. Thursday, July 26, 12No kittens were killed from using bullet points, but they may have been injured.
  5. 5. Good link building is hardThursday, July 26, 12
  6. 6. Relationships aren’t easy eitherThursday, July 26, 12
  7. 7. Let’s make them both work togetherThursday, July 26, 12
  8. 8. What do most people want from a relationship?Thursday, July 26, 12Listening, Giving, Common Interests, Humility and not belittling the other, Acceptance, being Genuine.
  9. 9. Characteristics of a healthy relationshipThursday, July 26, 12Grow over time, Golden Rule: Treat each other the way you would want to be treated
  10. 10. People do NOT want... • be sold something • feel like a pawn or object • talk about linksThursday, July 26, 12If you only want them as a customer or link, it will show
  11. 11. How do you target someone without treating them like a target?Thursday, July 26, 12Paradox!
  12. 12. Be GenuineThursday, July 26, 12Most people see through disingenuous behavior. Who wants to live their life being fake? If you don’t like a person,regardless of motivation, move on…nothing good will come from it.
  13. 13. That’s enough psycho mumbo jumbo... MOVE IT ALONG BUDDY!!!Thursday, July 26, 12
  14. 14. Find WebsitesThursday, July 26, 12Through whatever means you choose (OSE, Google, Ontolo, blogroll, etc…).
  15. 15. Who are the people behind it?Thursday, July 26, 12Author, owner, editor, etc…
  16. 16. Follow the trailsThursday, July 26, 12Twitter, personal blog, Facebook, etc…
  17. 17. Google themThursday, July 26, 12Where are others mentioning them, interviews, etc…?
  18. 18. Who are their followers and friends?Thursday, July 26, 12Look for common connections
  19. 19. Use FullContact to fill in the blanksThursday, July 26, 12Use FullContact (or similar) to fill in the blanks.
  20. 20. Monitor themThursday, July 26, 12Name and RSS feed(s)
  21. 21. InteractThursday, July 26, 12Even simple interactions, like retweets/mentions, likes and pluses, do not go unnoticed by most people.
  22. 22. Use spreadsheets or CRMThursday, July 26, 12Use a spreadsheet or a CRM to help manage your outreach.
  23. 23. Keep Good Contact RecordsThursday, July 26, 12
  24. 24. Keep Good Link RecordsThursday, July 26, 12
  25. 25. Use recurring social tasksThursday, July 26, 12Recurring “social” tasks in Raven will automatically reset the task after you tweet the person.
  26. 26. Keep good notesThursday, July 26, 12Leave notes as you discover common interests or other important info.
  27. 27. Develop relationships naturallyThursday, July 26, 12If they’re an editor, don’t go in for the kill. If they get to know you, and they like you, and you have something that’suseful to them, they’ll ask you.
  28. 28. Don’t overwhelm themThursday, July 26, 12Don’t overwhelm with replies, posts…especially when they actually interact with you.
  29. 29. Stay on topic... not your topicThursday, July 26, 12Keep discussions on topic. Don’t look for a way to slip in your own stuff.
  30. 30. Create a positive experienceThursday, July 26, 12It is in our nature to give back, to give thanks for positive experiences. Positive experiences create reciprocity.
  31. 31. Be patient or elseThursday, July 26, 12Wait for the opportunity to present itself, either through conversation or the other person showing interest in whatyou do. Otherwise, you may miss your target.
  32. 32. What’s the outcome?Thursday, July 26, 12
  33. 33. Real FriendsThursday, July 26, 12
  34. 34. Connect with your friends’ friendsThursday, July 26, 12
  35. 35. Social ExposureThursday, July 26, 12Links, likes, +1’s
  36. 36. Natural LinksThursday, July 26, 12Natural links from trusted and relevant sites
  37. 37. Unexpected MentionsThursday, July 26, 12
  38. 38. Unexpected MentionsThursday, July 26, 12
  39. 39. Being a ResourceThursday, July 26, 12
  40. 40. Going above and beyondThursday, July 26, 12
  41. 41. Showing appreciationThursday, July 26, 12Thanking people (with gift baskets)
  42. 42. Being a good hostThursday, July 26, 12
  43. 43. Donating to a good causeThursday, July 26, 12Donating
  44. 44. Helping OthersThursday, July 26, 12
  45. 45. Collaboration and leading by exampleThursday, July 26, 12Contributing to the community
  46. 46. Link PimpThursday, July 26, 12Joe Hall asks me to pimp something via Twitter DM or IM, and I’m like sure!
  47. 47. First rule of secret groups is that we don’t talk about secret groupsThursday, July 26, 12
  48. 48. Pay it forwardThursday, July 26, 12Doing favors, giving breaks, etc... to the little guy can provide excellent karma (free hosting got me Coors, Iomega,etc...)
  49. 49. Think long termThursday, July 26, 12Just like SEO, quick wins are usually short lived. Building and maintaining authentic relationships will only increaseyour exposure over time, not diminish it.
  50. 50. •Jon Henshaw •Co-Founder & Chief Product Officer •Raven Internet Marketing Tools • •@RavenJonThursday, July 26, 12