Kirsty hulse the death of linkbuilding
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Link building has changed and earned links through high-quality content that audiences genuinely engage with are now most important. The document discusses how to identify target audiences, create content they will like, and earn natural links through understanding audiences' interests and behaviors rather than paid or spun links that could hurt a site. The key is knowing specific audiences in detail to attract relevant links organically over time through great content.
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Kirsty hulse the death of linkbuilding
- 1. HOW TO SURVIVE THE DEATH OF LINKBUILDING @kirsty_hulse
- 2. LINKS ARE NOT DEAD
- 3. We don’t have a version like that which is exposed to the public […] backlinks are still a really really big win in terms of quality for search results
- 4. BUT LINK BUILDING HAS CHANGED COMPLETELY
- 5. Nearly Nice Really Naughty Quite Naughty Automated Paid Incentivised EarnedWe can stop doing this.We can stop doing this.
- 6. I am not denying that ‘bad’ links still work Consistent, lovely, penalty free organic growth
- 7. 72 links on different subdomains of this site all with the anchor text “broadband”. Spun content on splogs with exact match anchor Article submissions
- 8. But I am saying that we have a choice Organic improvement for a casino brand operating within the competitive ‘roulette’ sector through just earned links
- 9. WE STILL NEED TO BUILD LINKS, BUT WE NEED TO EARN THEM
- 13. KNOW YOUR AUDIENCE TO EARN YOU LINKS
- 14. Let’s create some content that we think people will like Now let’s make that content, put it in front of people and hope they like it Let’s identify who our audiences and demographics are Understand what content they consume, share and how they behave online Based on this, let’s create content they are really likely to like
- 15. GA Audience and Interest Reports are awesome
- 16. ACTUAL INSIGHT!
- 18. Some other free (or cheap) audience insight tools Really badass
- 19. Less likely to convert now, however a worthwhile long-term audience Likely to engage online Aspirational 25-34 £35-£49k Core 35-54 £50k+ Traditional 55+ 50k+ Higher propensity to convert Less likely to engage online Most likely to convert Least likely to engage online Likely to engage Likely to convert
- 20. People who have played roulette or poker online in the past 3 months… 93% more likely to be a male between 25-34 He’s also 87% more likely to be a regular cinema go-er. Martial Arts Teen Comedy War Rom Com?!
- 21. Link Reclamation - Handy tools to get links
- 22. THANK YOU!
Editor's Notes
- OK so links aren’t dead…but is link BUILDING dead?
- I’m going to spend the next few minutes talking about a site that I imagine a few of us in the room will be familiar with…
- So now I know have my offsite content engaging to a younger audience – it’s these who are active online, but make sure the landing page and conversion pages speak to the older demographic to unlock that potential
- Pull some of those sites out.
- (No real surprises there) Lots of men play bingo – we’re NOT just looking at a housewife demographic Paddypower & betfair absolutely doing the right thing creating sport related content, but don’t stop there. He likes LOTS of things. Create content around the TV shows he is likely to like. He really likes these kind of films – maybe check new releases coming up in those areas and create content around those?