The document outlines strategies for effective SEO link building, including audience analysis, competitor investigation, and various types of link development such as link reclamation and content marketing. It emphasizes the importance of using social influencers and creating high-quality content to attract organic links. Tools like Linkdex and techniques for email outreach and relationship building are also discussed to enhance link acquisition efforts.

1. London Blog Club Meetup Lisa Myers CEO, Verve Search @LisaDMyers

2. SEO TOOLS +

3. Target audience Link Analysis & Research Creative & Implementation

4. #1 { target audience

5. AGE GENDER LOCATION ?

6. What are they thinking when trying to solve a problem/finding info? What would they search for? What sites would they visit?

7. Social Influencers Identify social influencers within the industry/market you are link building to Which channels are they using; Twitter, facebook, LinkedIn? Use tools such as Klout to find social influencers in your sector

9. { link analysis & research #2

10. tools...

11. Who’s dat? Who is your competitors in the SERPs? What links do they have? Types of links (articles, blogs, forums etc) How many, quality etc

12. What to analyse Anchor text Depth of links (what pages are linked to) Type of links (sources) Authority & Strength of links The following slides shows how to do this using www.linkdex.com (its free to set up an account you might as well try it)

13. Analysing Anchor Text

14. Depth of Links

15. Type of Links

16. Filtering

17. Loads of filtering possibilities Site type e.g. blog, article, forum Link anchor (exact and phrase match) Domain extension New or dropped in last 30 days (Velocity) Keyword in title / URL or both of linking page Link target folder or page Intersections/cross-over with other sites No follow / No index Image links / text link

18. { creative & development #3

19. Types of Link Development Link Reclamation Utilising Existing Relationships Link Building Link baiting Article/Content Marketing

20. Link Reclamation Make the most of the links you already have. Use a tool such as Linkdex to analyse current anchor text of links. How many of the links have your target keyword in the anchor text? If you can easily get some of them changed from saying “click here” to “your keyword” then DO IT!

21. Utilising Existing Relationships Often it is the simplest idea that gives you the most link juice! For example; Would your partners, customers etc link to you? Which University did the CEO go to?

22. link building

23. Link Building Directories Blog & forum comments Usually low quality so work best as fillers. Should NOT be Primary Link Dev Strategy

24. Finding Relevant Sites Keyword + “article” Keyword + “blog” Keyword + “directory”

25. link baiting great digital content

26. A piece of digital content (article, video, infographic, etc) that specifically increases the chances for generating “organic links” {

27. GREAT IDEA funny interesting competitions intelligent newsworthy educational provoking

28. Host the content! This type of link development requires you to host the content on the domain you are doing link dev for!! Creating a fab link bait or social media campaign that is not on your domain = lost link equity

29. Spread the Word Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in.... Use the already identified social influencers!

30. Power of the People

31. INTEGRATE Your Website Landing/ Campaign Page Email Campaign Offline (mail campaign)

32. real examples {link bait

33. City Inn {advent calendar

35. Result LOTS of links & Social Mentions Generated the equivalent of 50% of their average monthly traffic Increased email database considerably Twitter followers increased by 300%

36. SEO-Chicks.com {#SEScrapmas

38. #1

39. SEO Wars Generated <100 links with Anchor text “SEO Wars” + buzz and recognition

40. Give-aways & Competitions

41. Best Practise & White Papers

42. article marketing Using a piece of content to get a link can be very EFFECTIVE!

43. Give something back Have something to trade, why should they be linking to you? Content (must be relevant!) Discount/competition Breaking news Free “something” YOUR USPs??!!

44. The Process Do your research (list of sites, find out as much about the site as you can) Hunt down most appropriate contact Tone of voice in email, although best to call! Tailor your email to person Be direct, don’t waffle. Develop a relationship Follow up ALWAYS, ALWAYS be polite and personable!

45. Writing the content Spend time writing the article, it’s got to be good! Include stats, research or similar. Make sure the angle is appropriate for target site Including keywords that you are targeting for surrounding text ANCHOR TEXT (ideally your main target keyword) Stay away from main keyword in HEADLINE though, as you don’t want them to rank ABOVE you! real examples {article marketing

46. Yale Door Needed links and relevant traffic from websites with similar or relevant content Angle/Idea Free “keyless lock” competition/give away First 10 orders of the composite door get’s free lock worth £200

47. Stuff.TV inks to domain= 378,071 Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44

48. Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44

49. Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership

50. Result = Links & Traffic

51. Blog Monetisation Advertising/adsense Banner advertising Affiliate programs Reviews/content/links Knowledge: Whitepapers, ebooks, videos Membership Or Build it and SELL it!

52. Links I mentioned in my talk www.linkdex.com www.seomoz.org www.majesticseo.com www.raventools.com http://yoast.com/wordpress/seo/ (SEO plug-in for Wordpress) http://econsultancy.com Book I mentioned was The Lean Startup

53. @LisaDMyers Thank You! Email: [email_address] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com