Digital marketing turton - 2

LINK BUILDING AND CONTENT MARKETING
for increased visibility AND SEO improvements!

(c) Jan Klin & Associates
Link Building Post Penguin
 Don’t buy links
 Don’t contract with link builders who use link farms
 Don’t get involved in comment spam on blogs and
forums
 Don’t build too many multiple links from the same
ownership sites
 Don’t use the same ‘anchor’ text over and over again
 Do see…
 http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin-Best-Practic

Natural links are a by-product of
good content marketing…
 Attracting links via your blog
 Distributing press releases
 Article distribution
 News stories
 Social media bookmarking sites
 Content outreach – getting other sites to accept your helpful
content – eg ‘whitepapapers, how-to guides etc
 Distributing posts to other blogs , guest blogging etc

How do we go about link building?
 Start by building a spreadsheet in which to record
your target backlinks

Start populating the spreadsheet with the obvious
targets first from whom you can get a link
-NB 1 DA 50 link is worth more than 50 DA 10 links!
 Customers
 Suppliers
 Other stakeholders
 Organisation you have memberships with
 Eg Chartered institute of marketing, FSB, chambers of commerce
 Organisations you represent
 Eg companies you distribute products for
 Organisations you have accreditations with
 Eg ISO

www.alibaba.com – worlds largest
B2B Directory

Check competitor links
 Examine competitive links of
those at the top, use…
 http://www.opensiteexplorer.org
 Which ones can I go for? – not
all will be available
 Start building your spreadsheet
with your link targets in

www.Theworks.co.uk
- gaining links form authority blogs
- 5 free books sent to book bloggers every
month
- Books reviewed and links given to
TheWorks from high authority blogs

Bluegroup Case Study
-International company engaged in producing
and selling marketing analytics software
-Using a 3 stage approach to develop their
domain authority

Objective – to increase DA from 33 to 45 over 1 year

Off page SEO – the process
 Produce a plan based on…
 Link building 1
-’low hanging fruit’
 Link building 2
 Competitive analysis
 Content Marketing

Link Building 1
 Produce a plan which includes….
 Relevant directories
 General and industry specific
 Customers, suppliers, stakeholders
 Industry bodies – eg CIM, IDM
 Partners
 And others

Link Building 2
 Using keyword search to identify top
competitors
 Can any be approached
for links?

Link Building 2
 Using keyword search to identify top
competitors
 Analyse their links for
good targets

What would represent good content for
Bluegroup?
 Whitepapers
 Case studies
 Blogposts
 Say one per week focussed on personas/industry sectors?
 Spin out via own Social Media and to a wider external
audience - via Twitter, FB, G+, LinkedIn
 Will generate visibility directly will also generate
backlinks

http://info.bluegroupinc.com/bluesheep-blog
 1 good quality blogpost
produced per month
 Ditsributed via Twitter, FB,
G+, LinkedIn
 Distributed to relevant
industry blogs

http://info.bluegroupinc.com/bluesheep-downloadable
 Downloadable whitepapers
produced monthly
 Distributed via all social
media , AND…
 Monthly email to contact
database

Other content marketing….
 Regular weekly tweets
 Regular YouTube
presenations/lessons – 1
per month
 Quarterly webinars

Off-page SEO collaboration
 We produced a plan and executed it with them on a
month by month basis
 Researching then building
 Link building and content marketing
 Splitting the workload between us
 2 days per month over 12 months

Other Important points about Back Links
 Make them relevant- very important!!!
 A link from a tourism directory is more important than an engineering company if you are a B&B
 The more authoritative the site linking to you the better
 Getting a link from the BBC site is more important than from the local butcher’s site
 Google PageRank or DA is a good indicator
 Structure the link properly using ‘anchor text’ (see later!)
 Google Bombing’
 EG George Bush – ‘miserable failure’ in anchor text
 EG –<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>

(c) Jan Klin & Associates 2012
http://www.opensiteexplorer.org – to check your
links

A great free tool ….https://ahrefs.com/

Blogging – the ‘glue’ binding Inbound Marketing

A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/
 Blogs every day
 Auto linked with Social media – FB,
YouTube etc
 Posts also distributed to article sites
and other relevant sites (1700+)
 Over 50% of web traffic attributable
to blog
 Keyphrase list for main phrases and
‘longtail’ used

www.thomassmithfasteners.com/blog/
www.thomassmithfasteners.com
 Produce blogposts on a
regular basis and distribute
via Facebook, Twitter etc
 Revisit ‘interesting’ blog posts,
re-generate the copywriting
then re-distribute to relevant
blogs
 Eg racing car blogpost to racing blogs

www.thomassmithfasteners.com/blog/

The essence of a good content marketing plan
 Regular good quality blogging
 Use of social media to distribute – particularly
Facebook and Twitter
 Discipline to apply resources on a regular basis

Make your content shareabale
 Produce high quality
content – for example an
really interesting blog
article
 Ensure it easily
shareabale
 Amount of sharing is an
increasingly important
ranking factor
 Also provide good quality
content for other sites
and blogs

Digital marketing turton - 2

Digital marketing turton - 2

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