My slides form the International Search Summit In Munich (April 2019)

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International link building
@david_white90

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Why do we care about links?
Edit ranking factor study

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People are admitting that they can’t link build

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Why I think people struggle to build ‘real links’
They don’t
create the
correct
content
Lack of data
or budgets
They don’t
understand
their audience
They don’t
understand
outreach
tactics

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So can we build links on national sites,
at an international level without
paying?

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So lets start w ith w hy links are a pain!

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Firstly, w e know search engines lov e
them

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But bloggers lov e them more!

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First l y, se arch e ngine s l ov e t he mWhich means….that search engines
hate them!

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@david_white90@david_white90
So how can we bu il d re al l inks, on nat ional sit e s at an
int e rnat ional l e v e l?

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Why I think people struggle to build ‘real links’
They don’t
create the
correct
content
Lack of data
or budgets
They don’t
understand
their audience
They don’t
understand
outreach
tactics

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We need to understand every market is different
Trust in the news overall
UK
42%
Finland
62%
Norway
47%
Spain
44%

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A great way to find this information
https://reutersinstitute.p
olitics.ox.ac.uk/sites/def
ault/files/digital-news-
report-2018.pdf

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Why I think people struggle to build ‘real links’
They don’t
create the
correct
content
Lack of data
or budgets
They don’t
understand
their audience
They don’t
understand
outreach
tactics

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Then we need to find out what content gains links!

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Then we need to find out what content gains links!
Export results into
an excel
Remove URL’s with
no links
Create a pivot
table
Find the values of
each content type

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Number of links
How to guides General articles Lists Videos

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Howe v e r, re m e m be r not e v e ry m arket is t he sam e !

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Poland
How to guides General articles Lists Videos
UK
General Article How to article List Video Why post

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Why I think people struggle to build ‘real links’
They don’t
create the
correct
content
Lack of data
or budgets
They don’t
understand
their audience
They don’t
understand
outreach
tactics

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I n o r d e r t o b e h e a r d , w e m u s t f i r s t l i s t e n

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Listen to your competitors or sites talking about similar subjects

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Listen to your competitors or sites talking about similar subjects

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Social listening thinks of the campaign ideas for us!

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We find out the likes, dislikes of our audience whilst also finding influencers
who will help our campaigns

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Social listening offers local data which can be outreached to the media

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Social listening offers local data which can be outreached to the media
https://www.swinton.co.uk/spotlight/your-home/social-media-
crime-map/#national

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@david_white90@david_white90
There are free social tools (but they are not as
detailed)

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Why I think people struggle to build ‘real links’
They don’t
create the
correct
content
Lack of data
or budgets
They don’t
understand
their audience
They don’t
understand
outreach
tactics

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Aim high

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Quick tip
Check every article for links!

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Outreach to international press

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Outreach to international press
Run A/B testing on
emails

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Build detailed media lists
Check similar campaigns and see
where they got links
See who is influential within that
topic
Find the contacts details

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@david_white90@david_white90
Only go w ith relev ant information

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@david_white90@david_white90
Re spe ct t he ir t im e

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@david_white90
Do not harass
@david_white90

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@david_white90@david_white90
Mak e t h e m l ook good

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Thank you
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