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How to Earn Visibility & Links with Content

                SES London
How to Earn Visibility & Links With Content
http://www.optimising.com.au/blog/googles-penguin-update-pushes-for-user-friendly-content
“Content marketing” Growth vs. Penguin updates:




Source: http://01100111011001010110010101101011.co.uk/2012/11/google-updates-and-search-behaviour-towards-content-marketing/
How to Earn Visibility & Links With Content
Google hates this kind of link building
Google has more signals on quality than ever
How to Earn Visibility & Links With Content
Your bounce rates (back to SERPs)
Referring traffic from links
Referring traffic from social shares
Your writers’ authority & influence
Your brand’s reputation
Correlation shows social has great data –
     but don’t give up on links yet!




http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/
How to Earn Visibility & Links With Content
Re-educating clients on quality vs. quantity
                    is hard!
2011 Link Building Monthly Report:   2013 Link Building Report:
You need quality, method & patience to pay off
How to Earn Visibility & Links With Content
How to Earn Visibility & Links With Content
How to Earn Visibility & Links With Content
Be remarkable…




http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
Be insightful…
Be first…




http://www.blueglass.com/blog/google-ad-rules/
Be creative…




www.airbnb.com/annual/
Be creative…
Be useful…




http://www.vouchercodes.co.uk/most-wanted/
Be useful…
Be unique…




 http://wish.co.uk/
Be unique…
Be agile…
Be quick…
Be prepared to adapt!
For best outreach results, you need an audience –
social media = likes/shares/retweets, but rarely links
How to Earn Visibility & Links With Content
1) Educate your client/boss to focus on the end
  result & be prepared to learn along the way
2) Your publish button is your biggest link
            building weapon
Useful outreach metric: average links per post
3) Send Google brand signals they can’t ignore




           http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
(or just make your brand the market leading keyword!)
4) Your outreach placements generate natural
        links & co-citations themselves
How to Earn Visibility & Links With Content
How to Earn Visibility & Links With Content

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