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Link Building
  Paddy Moogan
Lead SEO Consultant
       Distilled
   www.distilled.net
   @paddymoogan
@paddymoogan
IT’S NOT THIS EASY




           A combination of these elements will add up to good quality links
@paddymoogan


It’s easy for these guys...




           These guys have the age, authority, following and connections to get links and social shares by just
           pushing out content. Most of us aren’t that lucky.
@paddymoogan


Rand’s link building tool




           This is Rand’s secret link building tool. He pushes this button on the SEOmoz blog and gets 400
           links.
@paddymoogan


It wasn’t always like this...




           It wasn’t always like this though, go back to the start of the blog and we see this.
@paddymoogan




           No comments on a Rand Fishkin blog post on SEOmoz!
@paddymoogan




           Not quite 400 links...
@paddymoogan




           Not quite 400 links...
@paddymoogan




           Fast forward to today – Rand is doing a bit better!
@paddymoogan


Rand is right...




           This is what we should be investing in, it took Rand seven years to get his secret link building tool
           working properly, it is a long term strategy.
@paddymoogan


But... what do these guys NOT have?




           There is one thing that these guys don’t have which most of us do
@paddymoogan


  Monthly SEO Reports...
@paddymoogan




               I’ve felt the pain
@paddymoogan


This suddenly doesn’t matter




           Even the best clients who believe in this long term strategy will not care about it, you will (rightly)
           want to know what you did in the last few weeks
@paddymoogan




               Strategy vs Tactics
@paddymoogan




           Strategy is important, but you need tactics that will constantly move you closer to the end goal of
           the strategy. Without tactics, you will be fired before you can see the strategy work
@paddymoogan




           Strategy is important, but you need tactics that will constantly move you closer to the end goal of
           the strategy. Without tactics, you will be fired before you can see the strategy work
PADD Y MOOGAN




                35 tips to help
                build links in 35
                    minutes
@paddymoogan




                     The Goal:
                Help you go back to
               the office on Monday
                  and build links
@paddymoogan




               A promise
@paddymoogan


Or just give me this...
@paddymoogan


1) Bookbait = ego bait in real life




           We did this for a client, got 50 contributors to a book, got it printed and mailed them a copy
@paddymoogan




           When you create the box for your embed codes, put another text box inside. So if someone uses
           it, it includes another embed box on their site as well
@paddymoogan




           When you create the box for your embed codes, put another text box inside. So if someone uses
           it, it includes another embed box on their site as well
@paddymoogan


Free tool to generate code for you

      http://dis.tl/mozcon-embed


           This can be a bit messy and complicated so here is a tool to do it for you:
           http://dis.tl/mozcon-embed
@paddymoogan


3) Photos get links




           Use Google Alerts & contact websites that use your photos asking for “photo credit”. Case study
           – I did this for a client and sent 16 emails, getting 15 links
@paddymoogan


16 emails sent = 15 links placed




           Use Google Alerts & contact websites that use your photos asking for “photo credit”. Case study
           – I did this for a client and sent 16 emails, getting 15 links
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan




           Photos got them a bunch of strong links from tech sites
@paddymoogan


4) Competitors doing guest posts?




           Search for the bylines of your competitors in Google to find where they guest post. Also setup
           Google Alerts for the names they use.
@paddymoogan


5) Put competitors backlinks into a CSE




         Search for things like “guest post” or “sponsored links” 
           Use a combination of Open Site Explorer and Google Custom Search Engine to mine your
           competitors backlinks for opportunities
@paddymoogan


6) Find guest blog opportunities quickly




           More info: http://www.blogdash.com
@paddymoogan




           More info: http://www.bloggerlinkup.com/
@paddymoogan




           More info: http://guestr.com/
@paddymoogan


7) Offer access to paywall content for links




           Take first click free to a new level and do deals with bloggers to give them content free but on a
           first click free basis
@paddymoogan


Example using SEOmoz Pro Perks




           Take first click free to a new level and do deals with bloggers to give them content free but on a
           first click free basis
@paddymoogan


8) Find someone’s email easily




           More info: https://chrome.google.com/webstore/detail/gllmkcahdekdbapmdfnffclacbpnicaj
@paddymoogan


Can’t find it?




           More info: http://rapportive.com/
@paddymoogan




           More info: http://www.johnfdoherty.com/rapportive-linkbuilding-tool/
@paddymoogan


Sneaky tip
@paddymoogan


9) BuzzStream Tips




           More info: http://www.buzzstream.com
@paddymoogan




           More info: http://www.buzzstream.com
@paddymoogan


10) Make photos embeddable
@paddymoogan


Demo here: http://dis.tl/moz-demo

Download here: http://dis.tl/moz-script
@paddymoogan


11) Take bloggers to an event




           This does require some budget but is a sure fire way to build relationships and build links
@paddymoogan


12) Competitors doing badge bait?
@paddymoogan




           Paste the URL of the badge into Google Image reverse search to find all bloggers that have used
           it.
@paddymoogan


Oh hello people who like free stuff & link




           These are the people who are related to your niche and already show they don’t mind linking out
           and displaying badges – become their friends.
@paddymoogan


13) Bring offline online




           http://venturebeat.com/2012/05/06/brazil-facebook-lies/
@paddymoogan



Create a local bloggers
list & use offline




           This was a shop in New York who showcased bloggers – the perfect way to build relationships
@paddymoogan


14) Ask bloggers what content they want

EXAMPLE REMOVED




           This was a recent piece of work we did for a client where we got feedback from bloggers before
           we even started designing the infographic.
@paddymoogan


Then give them an ego boost

    Removed, this was a list of people who had
      helped us shape the infographic and data
       behind it – these guys linked back to it


           We then listed who contributed in a “Sources” section which was a nice ego stroke for them and
           helped get them to link back to us
@paddymoogan


15) Find writers & bloggers on Twitter




           Use this: www.followerwonk.com
@paddymoogan


16) Boomerang




           More info: http://www.boomeranggmail.com/
@paddymoogan


Combine with canned responses




           More info: http://www.boomeranggmail.com/
@paddymoogan


17) Have a client (person) profile page




           When senior people at your company are quoted, it is so much easier to ask for a link to their
           profile page rather than the generic homepage. Setup Google Alerts for that person’s name and
           ask for links if people have quoted them but not linked.
@paddymoogan


18) Monitor tweets & look for websites




           This works particularly well for infographics, if someone tweeted it and you find they have a
           website, outreach and see if they want to embed it too
@paddymoogan


19) PR Request Twitter Hashtags + IFTTT




           Signup for IFTTT here, it’s awesome: http://ifttt.com
@paddymoogan


Download here: http://dis.tl/if-this




           Download here - http://dis.tl/if-this
@paddymoogan


20) Make up fake products




           Checkout the page (and the links it got) here - http://www.thinkgeek.com/caffeine/wacky-
           edibles/e5a7/
@paddymoogan


  21) Pay your writers to guest blog




           It is pretty easy to get a nicely sized pool of outsourced writers – find your best ones and pay
           them to find places to put their content
@paddymoogan


22) Tweet at people at just the right time




           Sometimes you’ll want to get the attention of people at just the right time, what better time than
           just after they’ve tweeted and you know they’re online? Try this http://www.sleepingtime.org/
@paddymoogan


23) Run or Sponsor a local meetup




           Go to www.meetup.com and search for “blogger” and you’ll find loads of meetups. Take your
           products to the meetup
@paddymoogan


24) Blogger competition (with a twist)




http://holidays.easyjet.com/holiday-ideas-inspiration.htm
           To enter the competition, bloggers have to write about your site in some way. But make one of
           the conditions “you should nominate five other blogs to take part” and give them (and who they
           nominate) an extra chance of winning if they do
@paddymoogan


24) Blogger competition (with a twist)




http://holidays.easyjet.com/holiday-ideas-inspiration.htm
           To enter the competition, bloggers have to write about your site in some way. But make one of
           the conditions “you should nominate five other blogs to take part” and give them (and who they
           nominate) an extra chance of winning if they do
@paddymoogan


Sorry idea removed!
@paddymoogan


26) Second level broken link building




           Download the broken link checker here -
           https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB
@paddymoogan


Use Check My Links Chrome plugin




           Download the broken link checker here -
           https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB
@paddymoogan


Don’t stop there




           Run Open Site Explorer on the broken links to find out who else is linking to them
@paddymoogan


Seven sites linking to the same 404




           Another handful of people are linking to this broken page – contact them!
@paddymoogan


27) Create a Spotify playlist for your niche
@paddymoogan


28) Incentivise sharing a page




           Read the case study: http://www.simplyzesty.com/advertising-and-marketing/innocent-create-
           inventive-%E2%80%98tweet-and-eat-cheap%E2%80%99-campaign/
@paddymoogan


29) Getting your customers to link build




           Find out if your customers have websites and try to get them to help you
@paddymoogan


         30) Konami codes to get discounts




                                    Geek bait FTW

           Full library here: http://snaptortoise.com/konami-js/
@paddymoogan


31) Monitor HARO tweets for keywords




           Download here - http://ifttt.com/recipes/44620
@paddymoogan


I made a page of recipes for you


         http://dis.tl/link-recipes


           Download all the recipes here: http://dis.tl/link-recipes
@paddymoogan


32) Build an (good) infographic in an hour




           Try it here: http://infogr.am
@paddymoogan


33) Use Amazon Wishlists for bloggers




           You’ll be able to get the email addresses of high level bloggers, enter their email here and see if
           they have a wishlist on Amazon – then send them something
@paddymoogan


34) Find outreach targets using Amazon
@paddymoogan


Some have no website or contact details 
@paddymoogan


Try this:



               Over 600 results – just in the UK
@paddymoogan


Try this:



               Over 7000 results in the US
@paddymoogan




           Pick a strong website within your niche and partner with them to give away products – this is
           awesome for getting deep links to product pages with anchor text from a good domain – also get
           them to email you with their entry so you get their direct contact
@paddymoogan
@paddymoogan


35) Send something physical


Play Video:



           Watch it here: http://www.youtube.com/watch?v=UVCoM4ao2Tw
@paddymoogan




      Remember I made a promise...
@paddymoogan


Remember what this does...
Paddy Moogan
Lead SEO Consultant
       Distilled

   www.distilled.net

   @paddymoogan

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35 Ways to get Links in 35 Minutes - Paddy Moogan at MozCon 2012

  • 1. Link Building Paddy Moogan Lead SEO Consultant Distilled www.distilled.net @paddymoogan
  • 2. @paddymoogan IT’S NOT THIS EASY A combination of these elements will add up to good quality links
  • 3. @paddymoogan It’s easy for these guys... These guys have the age, authority, following and connections to get links and social shares by just pushing out content. Most of us aren’t that lucky.
  • 4. @paddymoogan Rand’s link building tool This is Rand’s secret link building tool. He pushes this button on the SEOmoz blog and gets 400 links.
  • 5. @paddymoogan It wasn’t always like this... It wasn’t always like this though, go back to the start of the blog and we see this.
  • 6. @paddymoogan No comments on a Rand Fishkin blog post on SEOmoz!
  • 7. @paddymoogan Not quite 400 links...
  • 8. @paddymoogan Not quite 400 links...
  • 9. @paddymoogan Fast forward to today – Rand is doing a bit better!
  • 10. @paddymoogan Rand is right... This is what we should be investing in, it took Rand seven years to get his secret link building tool working properly, it is a long term strategy.
  • 11. @paddymoogan But... what do these guys NOT have? There is one thing that these guys don’t have which most of us do
  • 12. @paddymoogan Monthly SEO Reports...
  • 13. @paddymoogan I’ve felt the pain
  • 14. @paddymoogan This suddenly doesn’t matter Even the best clients who believe in this long term strategy will not care about it, you will (rightly) want to know what you did in the last few weeks
  • 15. @paddymoogan Strategy vs Tactics
  • 16. @paddymoogan Strategy is important, but you need tactics that will constantly move you closer to the end goal of the strategy. Without tactics, you will be fired before you can see the strategy work
  • 17. @paddymoogan Strategy is important, but you need tactics that will constantly move you closer to the end goal of the strategy. Without tactics, you will be fired before you can see the strategy work
  • 18. PADD Y MOOGAN 35 tips to help build links in 35 minutes
  • 19. @paddymoogan The Goal: Help you go back to the office on Monday and build links
  • 20. @paddymoogan A promise
  • 22. @paddymoogan 1) Bookbait = ego bait in real life We did this for a client, got 50 contributors to a book, got it printed and mailed them a copy
  • 23. @paddymoogan When you create the box for your embed codes, put another text box inside. So if someone uses it, it includes another embed box on their site as well
  • 24. @paddymoogan When you create the box for your embed codes, put another text box inside. So if someone uses it, it includes another embed box on their site as well
  • 25. @paddymoogan Free tool to generate code for you http://dis.tl/mozcon-embed This can be a bit messy and complicated so here is a tool to do it for you: http://dis.tl/mozcon-embed
  • 26. @paddymoogan 3) Photos get links Use Google Alerts & contact websites that use your photos asking for “photo credit”. Case study – I did this for a client and sent 16 emails, getting 15 links
  • 27. @paddymoogan 16 emails sent = 15 links placed Use Google Alerts & contact websites that use your photos asking for “photo credit”. Case study – I did this for a client and sent 16 emails, getting 15 links
  • 28. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 29. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 30. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 31. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 32. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 33. @paddymoogan Photos got them a bunch of strong links from tech sites
  • 34. @paddymoogan 4) Competitors doing guest posts? Search for the bylines of your competitors in Google to find where they guest post. Also setup Google Alerts for the names they use.
  • 35. @paddymoogan 5) Put competitors backlinks into a CSE Search for things like “guest post” or “sponsored links”  Use a combination of Open Site Explorer and Google Custom Search Engine to mine your competitors backlinks for opportunities
  • 36. @paddymoogan 6) Find guest blog opportunities quickly More info: http://www.blogdash.com
  • 37. @paddymoogan More info: http://www.bloggerlinkup.com/
  • 38. @paddymoogan More info: http://guestr.com/
  • 39. @paddymoogan 7) Offer access to paywall content for links Take first click free to a new level and do deals with bloggers to give them content free but on a first click free basis
  • 40. @paddymoogan Example using SEOmoz Pro Perks Take first click free to a new level and do deals with bloggers to give them content free but on a first click free basis
  • 41. @paddymoogan 8) Find someone’s email easily More info: https://chrome.google.com/webstore/detail/gllmkcahdekdbapmdfnffclacbpnicaj
  • 42. @paddymoogan Can’t find it? More info: http://rapportive.com/
  • 43. @paddymoogan More info: http://www.johnfdoherty.com/rapportive-linkbuilding-tool/
  • 45. @paddymoogan 9) BuzzStream Tips More info: http://www.buzzstream.com
  • 46. @paddymoogan More info: http://www.buzzstream.com
  • 49. @paddymoogan 11) Take bloggers to an event This does require some budget but is a sure fire way to build relationships and build links
  • 51. @paddymoogan Paste the URL of the badge into Google Image reverse search to find all bloggers that have used it.
  • 52. @paddymoogan Oh hello people who like free stuff & link These are the people who are related to your niche and already show they don’t mind linking out and displaying badges – become their friends.
  • 53. @paddymoogan 13) Bring offline online http://venturebeat.com/2012/05/06/brazil-facebook-lies/
  • 54. @paddymoogan Create a local bloggers list & use offline This was a shop in New York who showcased bloggers – the perfect way to build relationships
  • 55. @paddymoogan 14) Ask bloggers what content they want EXAMPLE REMOVED This was a recent piece of work we did for a client where we got feedback from bloggers before we even started designing the infographic.
  • 56. @paddymoogan Then give them an ego boost Removed, this was a list of people who had helped us shape the infographic and data behind it – these guys linked back to it We then listed who contributed in a “Sources” section which was a nice ego stroke for them and helped get them to link back to us
  • 57. @paddymoogan 15) Find writers & bloggers on Twitter Use this: www.followerwonk.com
  • 58. @paddymoogan 16) Boomerang More info: http://www.boomeranggmail.com/
  • 59. @paddymoogan Combine with canned responses More info: http://www.boomeranggmail.com/
  • 60. @paddymoogan 17) Have a client (person) profile page When senior people at your company are quoted, it is so much easier to ask for a link to their profile page rather than the generic homepage. Setup Google Alerts for that person’s name and ask for links if people have quoted them but not linked.
  • 61. @paddymoogan 18) Monitor tweets & look for websites This works particularly well for infographics, if someone tweeted it and you find they have a website, outreach and see if they want to embed it too
  • 62. @paddymoogan 19) PR Request Twitter Hashtags + IFTTT Signup for IFTTT here, it’s awesome: http://ifttt.com
  • 63. @paddymoogan Download here: http://dis.tl/if-this Download here - http://dis.tl/if-this
  • 64. @paddymoogan 20) Make up fake products Checkout the page (and the links it got) here - http://www.thinkgeek.com/caffeine/wacky- edibles/e5a7/
  • 65. @paddymoogan 21) Pay your writers to guest blog It is pretty easy to get a nicely sized pool of outsourced writers – find your best ones and pay them to find places to put their content
  • 66. @paddymoogan 22) Tweet at people at just the right time Sometimes you’ll want to get the attention of people at just the right time, what better time than just after they’ve tweeted and you know they’re online? Try this http://www.sleepingtime.org/
  • 67. @paddymoogan 23) Run or Sponsor a local meetup Go to www.meetup.com and search for “blogger” and you’ll find loads of meetups. Take your products to the meetup
  • 68. @paddymoogan 24) Blogger competition (with a twist) http://holidays.easyjet.com/holiday-ideas-inspiration.htm To enter the competition, bloggers have to write about your site in some way. But make one of the conditions “you should nominate five other blogs to take part” and give them (and who they nominate) an extra chance of winning if they do
  • 69. @paddymoogan 24) Blogger competition (with a twist) http://holidays.easyjet.com/holiday-ideas-inspiration.htm To enter the competition, bloggers have to write about your site in some way. But make one of the conditions “you should nominate five other blogs to take part” and give them (and who they nominate) an extra chance of winning if they do
  • 71. @paddymoogan 26) Second level broken link building Download the broken link checker here - https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB
  • 72. @paddymoogan Use Check My Links Chrome plugin Download the broken link checker here - https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB
  • 73. @paddymoogan Don’t stop there Run Open Site Explorer on the broken links to find out who else is linking to them
  • 74. @paddymoogan Seven sites linking to the same 404 Another handful of people are linking to this broken page – contact them!
  • 75. @paddymoogan 27) Create a Spotify playlist for your niche
  • 76. @paddymoogan 28) Incentivise sharing a page Read the case study: http://www.simplyzesty.com/advertising-and-marketing/innocent-create- inventive-%E2%80%98tweet-and-eat-cheap%E2%80%99-campaign/
  • 77. @paddymoogan 29) Getting your customers to link build Find out if your customers have websites and try to get them to help you
  • 78. @paddymoogan 30) Konami codes to get discounts Geek bait FTW Full library here: http://snaptortoise.com/konami-js/
  • 79. @paddymoogan 31) Monitor HARO tweets for keywords Download here - http://ifttt.com/recipes/44620
  • 80. @paddymoogan I made a page of recipes for you http://dis.tl/link-recipes Download all the recipes here: http://dis.tl/link-recipes
  • 81. @paddymoogan 32) Build an (good) infographic in an hour Try it here: http://infogr.am
  • 82. @paddymoogan 33) Use Amazon Wishlists for bloggers You’ll be able to get the email addresses of high level bloggers, enter their email here and see if they have a wishlist on Amazon – then send them something
  • 83. @paddymoogan 34) Find outreach targets using Amazon
  • 84. @paddymoogan Some have no website or contact details 
  • 85. @paddymoogan Try this: Over 600 results – just in the UK
  • 86. @paddymoogan Try this: Over 7000 results in the US
  • 87. @paddymoogan Pick a strong website within your niche and partner with them to give away products – this is awesome for getting deep links to product pages with anchor text from a good domain – also get them to email you with their entry so you get their direct contact
  • 89. @paddymoogan 35) Send something physical Play Video: Watch it here: http://www.youtube.com/watch?v=UVCoM4ao2Tw
  • 90. @paddymoogan Remember I made a promise...
  • 92. Paddy Moogan Lead SEO Consultant Distilled www.distilled.net @paddymoogan