My presentation from SES Singapore, 2012 - Link Building Tools and Tactics

1. LINK BUILDING TOOLS AND
TACTICS
Jon Quinton, Senior SEO Consultant, SEOgadget

3. WHAT IF LINKS DIDN’T MATTER?

7. THINK LIKE A BRAND…
WORRY ABOUT THE LINKS LATER

8. @jonquinton1
SWOT
Competition
PR
Analysis
Business
Goals
Marketing
PEST
Plan
Audience
Profiling
As SEO’s we’re extremely good at tracking and measuring everything.
So why do we sometimes find the above difficult?

9. @jonquinton1
TRANSLATED INTO SEO…
Link Analysis
Keyword Competition
Research Analysis
Conversions
Blogger Social
Outreach Profiling
Content
Strategy
Translated into SEO, many of the tasks we already do fit the mould perfectly
if approached from the right angle.

10. DEFINE YOUR AUDIENCE

11. @jonquinton1
STEP ONE: GO BACK TO BUSINESS GOALS
Target
Market
Branding History
Business
USPs Attitude
Style Messaging
Kick off your link building projects thinking about USPs, brand messaging and what style
you may want to project.

12. @jonquinton1
EXISTING CUSTOMERS OR NEW?
Deciding to target new or existing customers will have an influence on your strategy.

13. @jonquinton1
COMMON SOCIAL INTERESTS
Finding common interests is a great way to discover new content ideas.

14. @jonquinton1
USER DEMOGRAPHICS
Does this influence your
content?
Looking into audience demographics should have an influence on the content you produce.

15. BUT WHAT EXACTLY ARE THEY SHARING?

16. WHAT DO THEY SHARE?
http://www.tweetarchivist.com

17. @jonquinton1
Tweet Archivist allows you to download tweets and user data surrounding a particular topic.

18. @jonquinton1
You can then use SEOTools for Excel to extract the full URL

19. @jonquinton1
EXTRACT THE DOMAIN
=IFERROR(MID([@URL],8,FIND("/",[@URL],8)-8),MID([@URL],8,LEN([@URL])))
This then leads you to a point where you can easily see the most shared
domains within any given topic.

20. @jonquinton1
70
60
50
40
30
20
10
0
Guess where I’m going to want to get some content?!

21. @jonquinton1
TIP – LEARN TO MAKE PIVOT CHARTS

22. DISCOVERING OPPORTUNITIES

23. Mobile phone add on
Mobile apps for Mobile apps for home
Money saving phone photographic lenses - who Improvement e.g
knew you could use fish eye house hunters e.g
apps, e.g skype, eBay, and wide angle lenses on “the dictionary of iHandy – a spirit
ATM hunter your phone? Photography measure app
real estate terms”
app
Film
Money Saving
Media Mobile phones with the best
cameras.
Most memorable pay
Tips for phone scenes from Home
Students movies.
Finance
Best phone deals for the
student on a budget. Parenting
Mobile tracking apps for parents,
have things gone too far?
Defintion: green phone = 50
percent recycled content and made
without certain hazardous
chemicals
Green MOBILE PHONES
Food and Drink
What Is the greenest phone on the
market?/ The growth of the “green”
phone – 400 million expected to be
shipped by 2017
Wackiest phone handsets Apps for foodies – “time
e.g solid gold phone to roast” calculates the
exact cooking time for
your sunday roast.
A more controversial article Become a bartender through the use of
idea: Apples on going dispute apps – learn how to mix cocktails using
about copyright with Samsung various guides. On your phone E.g
Phones Fashion mixology
Gadgets Luxury brands that have Occasions
released their own phones
e.g Prada phone and The
Travel Hugo Boss phone Birthdays
Apps
The battle of mobile Reviews
app stores: which is
the best? Christmas
Consoles Holiday The mobile phone is now 27
A look at the years old, they started as
Review of the most popular handsets superfast 4G car phones but how have
e.g iPhone5 VS Samsung S3, which is network rolled out they evolved?
better overall? What has the best Will phone graphics eventually just in time for
features? Best phone apps to keep you Christmas
surpass game consoles? Are
safe whilst travelling.
mobiles the future of gaming Must have phones for
Christmas 2013.

24. @jonquinton1
45000 1
40000
6
35000
30000 11
25000
16
20000
15000
21
10000
26
5000
0
Keep your eyes open for ideas when conducting keyword research.

25. @jonquinton1
FIGURE OUT WHAT THE COMPETITION ISN’T DOING
What’s Missing?

26. @jonquinton1
Would you share this or link to it??

27. @jonquinton1
338 Linking Root Domains
1,100 Likes
1260 Tweets
http://www.theverge.com/2012/3/14/2870533/ipad-review
Live Q&A, video content, incredible images – all serve the user with the best experience

28. @jonquinton1
WHAT ARE PEOPLE TALKING ABOUT?
Hmm…
Don’t let unfamiliar topics put you off.
It’s easy enough to get a feel for what’s going on.

29. @jonquinton1
GATHER A LIST OF EXISTING CONTENT
http://christianpf.com/make-a-personal-budget/
Always look to see what other people have done in the past.

30. @jonquinton1
SCALE THIS PART OF THE PROCESS BY SCRAPING
https://www.seerinteractive.com/blog/google-scraper-in-google-docs-update
Using Google Docs as a scraper is a brilliant and easy way to speed this process up.

31. @jonquinton1
FIND THE MAGIC SOURCE
URL Facebook Likes
http://www.simplesavings.com.au/ 431
http://www.veteransunited.com/money/ 400
http://quicken.intuit.com/ 348
http://money.howstuffworks.com/personal-finance/budgeting/10-tips-for-staying-on-budget.htm 339
http://www.parents.com/blogs/thrifty-frugal-mom/2012/05/03/must-read/4-things-i-do-to-keep-our-grocery-budget-at-200mo-for-a-family-of-four/
291
http://www.sevencherubs.com/2012/04/large-family-budgeting-tips.html 195
http://financialplan.about.com/od/budgetingyourmoney/ht/createbudget.htm 176
http://financialplan.about.com/cs/personalfinance/a/TopTenMoneyTips.htm 172 What are these guys doing
http://money.usnews.com/money/personal-finance/slideshows/10-smart-ways-to-improve-your-budget 111 so well?
http://www.fool.com/personal-finance/saving/budgeting-for-lazy-people.aspx 84
http://financialplan.about.com/ 84
http://money.howstuffworks.com/personal-finance/budgeting/5-money-saving-tips-everyone-forgets.htm 77
http://money.howstuffworks.com/personal-finance/budgeting/10-budget-basics-for-parents.htm 64
http://www.redbookmag.com/money-career/tips-advice/live-your-dream/year-without-spending 59
http://money.howstuffworks.com/personal-finance/budgeting/5-tips-living-comfortably-on-tight-budget.htm 53
http://www.betterbudgeting.com/budgetformsfree.htm 52
http://www.prevention.com/food/smart-shopping/budget-family-meals 48
http://www.youtube.com/watch%3Fv%3DNYyExGc6mfQ 43
http://learn.bankofamerica.com/articles/money-management/building-a-budget.html 35
http://www.moneymanagementtips.com/budgeting.htm 34
http://www.foxbusiness.com/personal-finance/2012/08/13/tips-for-college-grads-creating-their-first-real-world-budget/
34
http://www.readyforzero.com/resources/budgeting-tips/ 34
http://www.alwaysfrugal.com/household_budget.html 33
=FacebookLikes = TwitterCount
Pull through social metrics to find out what’s been successful.
Can you spot any patterns to learn from?

32. @jonquinton1
DON'T FORGET THE BASICS
There are so many tools available – don’t forget the simple things
like looking for rising searches.

33. BECOME YOUR AUDIENCE

34. @jonquinton1
USE RSS FEEDS
http://www.quora.com/
Use Quora RSS feeds to stay on top of relevant topics.
Find out what people are asking.

35. @jonquinton1
GET INVOLVED!
We’re so good at networking and connecting ourselves,
can we use this skill for link building?

36. @jonquinton1
REMEMBER THE FORUMS WE LOOKED AT?
Using forums to start conversation – not to dump a load of signature links.

37. http://www.netvibes.com

38. @jonquinton1
TOOLS RECAP
• SEOTools Excel - http://nielsbosma.se/projects/seotools/
• Followerwonk - https://followerwonk.com/
• Tweet Archivist - http://www.tweetarchivist.com
• Google Docs – (scraping) - http://docs.google.com
• Netvibes.com - http://www.netvibes.com
• Google Trends - http://www.google.com/trends/
• Yahoo Clues - http://clues.yahoo.com/

39. PULLING TOGETHER YOUR MARKETING PLAN

40. Contact on launch Twitter List – Jumping
Phase Three: Promote on opportunities
Phase Two: On topic
guest posts design work
Having a solid contact base at the core of any campaign is crucial for success.
It’s also a great way to stay inspired when you need to give things another push.

41. @jonquinton1
FINDING INFLUENCERS
First you need to find the people that can make or break your project.
Followerwonk is a great way to do this.

42. @jonquinton1
GATHER ALL THE DETAILS YOU CAN FIND
Always go the extra mile. If contact details are not immediately obvious,
Spending five minutes digging around is often all you need.

43. @jonquinton1
WHO WANTS SOME FREE STUFF?
Find the smaller guys; if
you’ve built something
amazing – offer it out for free
What can you offer people? Offer them something they’d be stupid to refuse.

44. @jonquinton1
ACHIEVE INTERNAL BUY IN
Homepage
Newsletters
Space
Confirmation
PR
Emails
Launch
As an agency side SEO, gaining internal buy in from the client is a huge factor
that can make all the difference.

45. @jonquinton1
WHEN TO LAUNCH?
Prime Time!
Knowing when to launch a piece of content can mean the difference
between a few tweets and hundreds.

46. @jonquinton1
OUR PROCCESS
Research Define Create
Link Analysis
Ideas Audience Content
Become Your Achieve Buy
Launch Outreach
Audience In

47. JUST ONE MORE THING…
CLEANING UP FOR LINKS

48. @jonquinton1
Nice!!
You want as many people talking about, and re-using your content as possible.

49. @jonquinton1
IMAGE SEARCH
Find these mentions by searching for quotes and images.
Reverse image search on your brands logo works really well!

50. @jonquinton1
FIND BRAND MENTIONS
“yourdomain.com" -site:yourdomain.com -inanchor:yourbrand -inurl:yourdomain -intitle:yourdomain.com
If you’re feeling brave, try the search operator above for mentions of your
domain that don’t return a link.

51. THANK YOU!
Jon Quinton, SEOgadget
@jonquinton1
jon@seogadget.co.uk