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How to Earn Links to Your Local Business

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What’s the value of a backlink and how do you get links to your site today? This session will show you how to discover relevant and natural backlink opportunities to your website specifically from local press and media.

Published in: Marketing
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How to Earn Links to Your Local Business

  1. 1. Presented by How to Earn Links to your Local Business (from the media) MozCon Local 2017
  2. 2. 😞 “It’s too expensive, time consuming, and hard to get links!” 2
  3. 3. Incorrect. It’s hard to get GREAT links. 3
  4. 4. LINK BUILDING TACTICS on Point Blank SEO pointblankseo.com/link-building-strategies More than 200 link building tactics prioritized by time to execute, potential value of the link, and dependencies: 4
  5. 5. 5
  6. 6. 6
  7. 7. Link Allocation: 7
  8. 8. RELEVANT NATURAL NOT RELEVANT UNNATURAL
  9. 9. RELEVANT NATURAL NOT RELEVANT UNNATURAL SPONSORED
  10. 10. RELEVANT NATURAL NOT RELEVANT UNNATURAL COMMENT SPAM
  11. 11. RELEVANT NATURAL NOT RELEVANT UNNATURAL SCRAPERS
  12. 12. RELEVANT NATURAL NOT RELEVANT UNNATURAL MEDIA COVERAGE
  13. 13. RELEVANT NATURAL NOT RELEVANT UNNATURAL SPONSORED MEDIA COVERAGE SCRAPERSCOMMENT SPAM
  14. 14. If Google is using non-linked signals for ranking entities, then media mentions are more important than before.
  15. 15. 15 Media mentions demonstrate freshness, relevance, and entity associations critical to improving search experience.
  16. 16. 17
  17. 17. 20
  18. 18. We had 4 news crews in 3 hours!
  19. 19.  LOCAL NEWS GOAL: “Here’s my card. Call me anytime you have a story.”
  20. 20. What do you need to get the same type of coverage? 24
  21. 21. A drive to help. 25
  22. 22. A drive to save. 26
  23. 23. A drive to connect. 27
  24. 24. A drive to protect. 28
  25. 25. A drive to grow. 29
  26. 26. We have the same time in the day. This is how I chose to use my “free” time. You can, too. (But, you’re going to have to be dedicated and I don’t recommend doing it with a newborn, toddler, and a business at the same time.) 30
  27. 27. The Basics 31
  28. 28. We’re all here, because we want better rankings, right?
  29. 29. 😱 WRONG! 33
  30. 30. We want 🙋 to do something on our website, which usually involves 💰. 34
  31. 31. So, let’s talk about getting 👬👫👭 to your site. 35
  32. 32. 36 Links are navigational elements that lead users somewhere.
  33. 33. Links also convey a relationship between two sources whether that’s specified or not: 37
  34. 34. Question: In real life, what’s a navigational element for your brick and mortar? 38
  35. 35. Answer: Your storefront, which should be visible, well labeled, inviting, and clearly indicate if you’re open. 39
  36. 36. 40 If you want the media to link to you, start by treating your website with the same attention to detail as your storefront!
  37. 37. What do I mean? 41
  38. 38. This is absurd: 42
  39. 39. 👎 So is this: 44
  40. 40. “What is this? A center for ants?!”
  41. 41. 👍 Do this instead: 47
  42. 42. So much better! With contact info, hours, and a map
  43. 43. But wait, there’s more: 49
  44. 44. 50
  45. 45. 51
  46. 46. 52
  47. 47. Daily Grind: 274 RD | 1,220+ BL Superior Merch: 42 RD | 169 BL Spill’n: 48 RD | 322 BL 53
  48. 48. This is enraging: 54
  49. 49. 55
  50. 50. 👎 So is this: 56
  51. 51. 👍 Do this instead: 58
  52. 52. 59
  53. 53. News! 60
  54. 54. 61
  55. 55. 62 Tesoros: Website blocked for malware Puzzles: 57 RD | 1,360+ BL Moon & River: 1 RD | 1 BL (Google Site)
  56. 56. 63 Anyone can get news coverage, because it’s not about the business/brand, it’s about you and your community.
  57. 57. PERSONAL INJURY 64
  58. 58. 65
  59. 59. 66
  60. 60. 67
  61. 61. 68
  62. 62. - Know the Law video segment on OKC Fox - Annual Day of Kindness (5,000 turkeys donated) - High school mock trial team - Easter ham giveaway - Air conditioner giveaway (hundreds) - Drives: food, winter coat, and blood drives - A Noble Cause: monthly winners 69
  63. 63. He’s getting 👬👫👭 to his site. 70
  64. 64. PEST CONTROL 71
  65. 65. 72
  66. 66. 73
  67. 67. 74
  68. 68. 75
  69. 69. Let’s talk about the media a little more…
  70. 70. 77 The media doesn’t give an ish about you unless you have a good story and they have time to cover it.
  71. 71. Radical ideas and newsworthy statements are usually opposite of how we do business.
  72. 72. 79 At Outspoken, we have to control the content & distribution process or results are compromised. (Truthfully, you just need a great reputation and the ability to get things done.)
  73. 73. Meyer, R. (2016, May) How Many Stories Do Newspapers Publish Per Day? Retrieved from https://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do- newspapers-publish-per-day/483845/ 80
  74. 74. Expert tip: There’s an app on your phone that can help expedite this! 81
  75. 75. 82
  76. 76. How do you get the media to cover you? 83
  77. 77. Identify and target seeder sites and social connectors versus mainstream news.
  78. 78. - hotair.com - dailykos.com - www.theblaze.com - techaeris.com - engadget.com - techdirt.com - jezebel.com - democraticunderground.com - techchuck.com - boingboing.net 85 Publish in 1-2 hours Publish in 3-4 hours (busy fact checking!)
  79. 79. 86 Image: https://deanbeech.wordpress.com/boa-tvfilm/audience-theories/hypodermic-needle-theory/
  80. 80. #Pubcon @Rhea 87
  81. 81. 88 The truth is, we NEVER lived in that world.
  82. 82. #Pubcon @Rhea 89
  83. 83. 90
  84. 84. Follow the trail: Hashtags, URLs, retweets, headlines, quotes 91
  85. 85. 92
  86. 86. Source title: Leaked Draft of Trump's Religious Freedom Order Reveals Sweeping Plans to Legalize Discrimination Title variations as the story spread: - Draft of Trump's religious freedom order reveals plan to legalize LGBTI discrimination - Leaked Draft of 'Religious Freedom' Executive Order Reveals Chilling Plan to Legalize Anti-LGBT Discrimination - Trump's leaked 'religious freedom' order would permit virtually all anti-LGBT discrimination - A Leaked Draft of an Executive Order Would Allow Religion to Eclipse LGBT and Women's Rights - White House considering action on religious freedom that critics warn could lead to discrimination 93
  87. 87. Mentions of the TheNation.com article URL using Moz’s Fresh Web Explorer 94 RISE DECAY
  88. 88. Sources for a breaking news story from Google Analytics: Facebook drove 75% of sessions 95
  89. 89. 96
  90. 90. 97
  91. 91. So how does any of this apply to your local business? 98
  92. 92. 99 Find what drives you, dedicate yourself to it, and don’t be shy—ask for help (from everyone).
  93. 93. 100 Start with your mission and message: Let your reputation do the marketing for you.
  94. 94. #Pubcon @Rhea 101 Visit: outspokenmedia.com/reputation-marketing/
  95. 95. Thank you!

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