7 Tactics to Drive More Inbound Links to your Website

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Paddy Moogan

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

#SMX #21a @paddymoogan
Tactics that you can go away and use
tomorrow morning

#SMX #21a @paddymoogan
#1 Develop reusable content

#SMX #21a @paddymoogan
This works well for low-budget clients

#SMX #21a @paddymoogan
Data can often be reused

#SMX #21a @paddymoogan
We can plug in 2019 data very easily
and launch again

#SMX #21a @paddymoogan
Content pieces don’t have to be
one-off campaigns

#SMX #21a @paddymoogan
#2 Outreach should be
an ongoing activity

#SMX #21a @paddymoogan
This also works well for low-budgets

#SMX #21a @paddymoogan
The usual process…

#SMX #21a @paddymoogan
You don’t have to start all over again

#SMX #21a @paddymoogan
It’s always summer somewhere…

#SMX #21a @paddymoogan
We can keep going

#SMX #21a @paddymoogan
Works well for regular events

#SMX #21a @paddymoogan
Internet of Things Day
happens every year

#SMX #21a @paddymoogan
We also proactively look for
opportunities for more links

#SMX #21a @paddymoogan
Build up a
content bank
which you
can
constantly
outreach

#SMX #21a @paddymoogan
#3 Learn what works across industries

#SMX #21a @paddymoogan
You need to be recording data on
every campaign you launch and
every link you build

#SMX #21a @paddymoogan
We’ve done this across 3,500 links,
170 campaigns and 20 clients

#SMX #21a @paddymoogan
What can you learn?

#SMX #21a @paddymoogan
Average
Total
Coverage

#SMX #21a @paddymoogan
#4 Go for a big hitter exclusive first

#SMX #21a @paddymoogan
Find a top tier newspaper or
magazine – ideally someone that
your client values highly

#SMX #21a @paddymoogan
“Who are your top 10 dream
publications to be featured in?”

#SMX #21a @paddymoogan
Offer the journalist exclusive
coverage for 24-48 hours

#SMX #21a @paddymoogan
This works really well
for data-led stories

#SMX #21a @paddymoogan
#5 Outreach to 2nd tier websites

#SMX #21a @paddymoogan
Ever seen this happen?

#SMX #21a @paddymoogan
Outreach to them and ask if they can
link to the original source of data

#SMX #21a @paddymoogan
#6 Use keyword research
for more links

#SMX #21a @paddymoogan
We can forget about the basics
sometimes…

#SMX #21a @paddymoogan
Google Analytics code

#SMX #21a @paddymoogan
Title tags and descriptions

#SMX #21a @paddymoogan
Think about the keywords that your
content piece can rank for

#SMX #21a @paddymoogan
This was for an insurance client

#SMX #21a @paddymoogan
A key target demographic is
personal trainers…

#SMX #21a @paddymoogan
Ranking well for datasets can also
lead to more links

#SMX #21a @paddymoogan
#7 How to get past gatekeepers

#SMX #21a @paddymoogan
When it comes to outreach…

#SMX #21a @paddymoogan
Internal PR teams can be protective of
their contacts

#SMX #21a @paddymoogan
They also have their own campaigns

#SMX #21a @paddymoogan
Create and share a content calendar

#SMX #21a @paddymoogan
Add internal campaigns to it

#SMX #21a @paddymoogan
Do the same with contact lists

#SMX #21a @paddymoogan
Thank you!
Tweet me - @paddymoogan
Email me – paddy@aira.net
www.aira.net

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