SlideShare a Scribd company logo
HOW TO SURVIVE THE DEATH OF
LINKBUILDING
@kirsty_hulse
LINKS ARE NOT DEAD
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
BUT LINK BUILDING HAS CHANGED
COMPLETELY
Nearly Nice
Really Naughty
Quite Naughty
Automated
Paid
Incentivised EarnedWe can stop doing this.We can stop doing this.
I am not denying that ‘bad’ links still work
Consistent, lovely, penalty free
organic growth
72 links on different subdomains of this
site all with the anchor text “broadband”.
Spun content on splogs with exact
match anchor
Article
submissions
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
WE STILL NEED TO BUILD LINKS, BUT WE
NEED TO EARN THEM
KNOW YOUR AUDIENCE TO EARN YOU
LINKS
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
GA Audience and Interest Reports are awesome
ACTUAL INSIGHT!
Topics to
cover
Potential
Topics
Topics to
Avoid
Some other free (or cheap) audience insight tools
Really badass
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
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?!
Link Reclamation - Handy tools to get links
THANK YOU!

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Kirsty hulse the death of linkbuilding

  • 1. HOW TO SURVIVE THE DEATH OF LINKBUILDING @kirsty_hulse
  • 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
  • 10.
  • 11.
  • 12.
  • 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
  • 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

Editor's Notes

  1. OK so links aren’t dead…but is link BUILDING dead?
  2. 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…
  3. 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
  4. Pull some of those sites out.
  5. (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?