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Screw Link Building – It is called
Relationship Building
On a Budget
Presenter Jo Turnbull




New York | March 25–28
                                     #SESNY
New York| March 25–28, 2013 | #SESNY



The Beginning of SEO Jo

•   Worked client side
•   Moved agency September 2009
•   i-level then MEC
•   Organizer Search London
•   Freelance
•   Blogger at State of Search
•   Business Director at iProspect Sydney, Australia

All from Relationship Building

                                                                   @SEOJoBlogs
                                      1                 2
New York| March 25–28, 2013 | #SESNY


Case Studies

•   Will use 3 case studies to demonstrate the importance of
    relationship building over link building:
    1) Search London
    2) SEO Jo Blogs
    3) Client case studies




                                                                 @SEOJoBlogs
                                     2                3
New York| March 25–28, 2013 | #SESNY


Why build a relationship vs a link?

•   Low cost for you/client
•   Long term
•   Beneficial to you and the client
•   Quality link building is about relationship building
•   Stay current with shifting market dynamics
•   Don’t be left behind – Google updates




                                                                    @SEOJoBlogs
                                        3                4
New York| March 25–28, 2013 | #SESNY


How to build relationships

•   Honest and open
•   Attend events
•   Take the long term view
•   Do something different – stand out
•   Ask why?




                                                               @SEOJoBlogs
                                     4              5
New York| March 25–28, 2013 | #SESNY


Case Study 1.
Search London
•   Search London, took over ownership October 2010 when
    organizer stepped down – 200 members
•   Goal - to grow the event – not just for links
•   Wanted to know more people in search
•   Was it going to be a success or not?
•   How do I get people to attend?
•   Lots of competition – London
•   Links not as important as Relationship Building


                                                                    @SEOJoBlogs
                                       5                 6
New York| March 25–28, 2013 | #SESNY


1. Search London – Why?




                                                    @SEOJoBlogs
                          6              7
New York| March 25–28, 2013 | #SESNY


January 2012




                                         @SEOJoBlogs
               7              8
New York| March 25–28, 2013 | #SESNY



January 2013




                                         @SEOJoBlogs
               8              9
New York| March 25–28, 2013 | #SESNY


Search London - members

•Jan   2012 – 592 members
•5   meetups 2012
•January   2013 – 1100 members
•Increase   86%
•As   of March 2013 – 1230 members




All of this through Relationship Building
                                                               @SEOJoBlogs
                                     9              10
New York| March 25–28, 2013 | #SESNY


    Search London - How
•   Strong domain - www.meetup.com - attracts new members
•   Good speakers – don’t be afraid to ask
     –   Finlay Clark from Google first meetup January 2011
     –   Lisa Myers – CEO and Founder of Verve Search
     –   Paddy Moogan – Author of Linkbuildingbook.com
     –   Kelvin Newman – Brighton SEO
     –   Judith Lewis – Head of Search at Beyond, Blogger at SEOChicks
     –   Richard Baxter – CEO and Founder of SEOGadget
•   Catchy titles each presentation
     –   Search in 2011
     –   Link building post panda
     –   Schema markup
     –   The value of SEO and social


                                                                                    @SEOJoBlogs
                                                    10                   11
New York| March 25–28, 2013 | #SESNY


Search London - How
•   Guest post – SEOGadget
•   Interact with others at the event
•   Don’t spam people
     –   send an email announcing event, reminder and post event
•   Central venue
     –   Easy to get to, easy to find, not weather dependant
•   Use Twitter #SearchLondon and encourage others
     –   Updates, remaining tickets left
•   Film presentations for later

                                                                            @SEOJoBlogs
                                             11                  12
New York| March 25–28, 2013 | #SESNY


    Search London - Results
•   New Search London website (BETA)
     –   www.searchconferences.com
     –   Will feature meetups in Sydney
•   Google’s Pierre Far asked to speak at the meetup
•   First day time event – Google Campus March 20th
•   Now Search London has nearly 1,230 members in 2 years (from
    200 October 2010)
•   Search London organizing team



                                                                     @SEOJoBlogs
                                          12              13
New York| March 25–28, 2013 | #SESNY


    So what? Could I have built this from links?

•   Invited to guest post – Linkdex, Blueglass
•   Client confidence
•   Personal brand has increased in industry
•   People want to sponsor the event
•   Latest conference in front of entrepreneurs
•   More links to SEO Jo Blogs and referrals


•   Cost = $60 every 6 months and cost venue hire through
    sponsorship

                                                                       @SEOJoBlogs
                                        13                  14
New York| March 25–28, 2013 | #SESNY


Case Studies

•   Will use 3 case studies to demonstrate the importance of
    relationship building over link building:
    1) Search London

    2) SEO Jo Blogs
    3) Client case studies




                                                                 @SEOJoBlogs
                                    14                15
New York| March 25–28, 2013 | #SESNY


Case Study 2.
SEO Jo Blogs - 2012
•   Work freelance in Perth, Australia
•   Ran 5 meetups
•   Attended 2 Brighton SEOs
•   SMX London and SMX NYC
•   LinkLove
•   SearchLove
•   UK Search Awards


All of this from Relationship Building

                                                                @SEOJoBlogs
                                     15              16
New York| March 25–28, 2013 | #SESNY


How to get started




                                                @SEOJoBlogs
                     16              17
New York| March 25–28, 2013 | #SESNY


Be Honest and Approachable
•   Don’t be afraid of using your contacts
•   Find a good blog in your field
•   Use Rapportive to find email address – plugin for gmail
•   Use Followerwonk
•   Follow people on Twitter and @tweet them
•   Engage in the community – be sociable and share tweets
•   Is there a public Facebook group?
•   Personalize the email
•   Short version of the email (no one likes long emails)

                                                                    @SEOJoBlogs
                                        17               18
New York| March 25–28, 2013 | #SESNY


Attend relevant events

•   Many events eg meetup.com, trade shows, new product
    launches
•   Travel bloggers/food bloggers/mommy bloggers
•   Approach with interest in the event
•   Speak to other bloggers
•   Speak to the press



Could you build these relationships just from link building?

                                                                @SEOJoBlogs
                                     18              19
New York| March 25–28, 2013 | #SESNY


Attend Relevant meetups




                                                     @SEOJoBlogs
                          19              20
New York| March 25–28, 2013 | #SESNY


Think about the long term

•   Don’t just be looking for that one link
•   It is ok to have more than one guest per different blog
•   Become a regular contributor
•   Great blog – State of Search, SEOmoz, Search Engine Land
•   Encourage others to guest post on your site
•   Interview others on your site - Search Predictions 2013



Could you have the same results from link building?

                                                                    @SEOJoBlogs
                                       20                21
New York| March 25–28, 2013 | #SESNY


Do something different
•   Make sure you stand out
•   Wanted to be a blogger for State of Search
•   Already many UK based bloggers
•   Wanted to combine travel and work
•   First State of Search Euro Roadshow
•   US Roadshow
•   Soon to be Australia Roadshow
•   Result = Blogger for State of Search
•   Cost = No additional outside of pre-planned travel

                                                                 @SEOJoBlogs
                                      21              22
New York| March 25–28, 2013 | #SESNY


Results

•   Now regular blogger State of Search – European Best Search
    Blog 2012
•   Post on Brighton SEO was one of the top 3 read posts
    September 2012.
•   Met 16 SEOs all over Europe
•   Met 6 SEOs from the US
•   Invited to attend the UK Search Awards
•   Job in Sydney iProspect, Australia



                                                                    @SEOJoBlogs
                                         22              23
New York| March 25–28, 2013 | #SESNY




                           @SEOJoBlogs
23              24
New York| March 25–28, 2013 | #SESNY




           25
New York| March 25–28, 2013 | #SESNY




            Traffic to SEOJoBlogs.com
            saw a peak in traffic on the
            day of the event.
            Could this have been
            achieved without establishing
            those relationships?




                           @SEOJoBlogs
25              26
New York| March 25–28, 2013 | #SESNY


Case Studies

•   Will use 3 case studies to demonstrate the importance of
    relationship building over link building:
    1) Search London
    2) SEO Jo Blogs

    3) Client case studies




                                                                 @SEOJoBlogs
                                    26                27
New York| March 25–28, 2013 | #SESNY


Case Study 3.
Vacation rentals
•   Holiday apartments in Europe


•   The client has a blog that has not been updated


•   Sole KPI – increase in rankings


•   Only off site work allowed



                                                                  @SEOJoBlogs
                                      27               28
New York| March 25–28, 2013 | #SESNY


Do something different – for your clients
•   Engaged in blogger outreach


•   Reciprocal blogging


•   Relationship with the bloggers


•   Good blogs via meetups/search events


•   Updated the client blog weekly with photos of new cities
    visited
                                                                  @SEOJoBlogs
                                     28                29
New York| March 25–28, 2013 | #SESNY


Results
•   Increase in number of referring sites to client’s site
•   More natural link profile
•   Increase in rankings for key terms – one from 10 to 5 in 6
    weeks
•   Brought forward fresh way of thinking
•   Now the agency is engaging in blogger outreach
•   Built up relationship with blog sites
•   Formed travel site Globaltravelhunter.com
•   Cost =$ 300


                                                                     @SEOJoBlogs
                                       29                 30
New York| March 25–28, 2013 | #SESNY


Case Study 3.
Retail client
•   Take every opportunity
•   Client moved to new location in a new shopping mall
•   “Melville Jewellers” in Western Australia
•   www.melvillejewellers.com.au
•   Decided to have “official launch party”
•   Leaflets, advertisement in local paper
•   Prize draw – collect customer details
•   Result = doubled sales for the day
•   Cost = $1,000 promotion
                                                                    @SEOJoBlogs
                                         30              31
New York| March 25–28, 2013 | #SESNY


Do something different – for your clients
                                       •   Loyal customer
                                           13 years wins star
                                           prize
                                       •   Continue to
                                           receive increased
                                           number of
                                           customers




                                                     @SEOJoBlogs
                         31                32
New York| March 25–28, 2013 | #SESNY


Building relationships takes effort




                                                     @SEOJoBlogs
                          32              33
New York| March 25–28, 2013 | #SESNY


Work on what you can do for your clients
•   Brainstorm ideas for content
•   Buzz monitoring tools – buzz numbers, Brandwatch, Radian6
•   What are people saying about the brand?
     –   Positive, negative, neutral
•   Topsy (what is trending)
•   Google Instant Search – don’t click enter
•   Google Insights/Trends
•   Be prepared to address negative mentions
•   The BodyForm Rant of Truth in response to negative comment
    from “Richard”
                                                                      @SEOJoBlogs
                                       33                  34
New York| March 25–28, 2013 | #SESNY


    Find good blogs
•   List of travel blogs
•   Advanced search queries
     –    travel blogs inurl:guest-post
     –   travel blogs “write for us”
•   Check out the blogs on the 10th page and work backwards
•   Engage with blog communities
     –   MyBlogGuest
     –   BloggerLinkUp
     –   Make contacts with who you know already


                                                                         @SEOJoBlogs
                                           34                 35
New York| March 25–28, 2013 | #SESNY


How to check the blogs are genuine

•   Social media profiles established
•   Contact us page
•   Do they have Google Authorship?
•   Look to see if there other sites on same IP address
•   Send a test email – do they respond?
•   SEOmoz – PA and DA, number of backlinks
•   Searchmetrics – how visible are they in the SERPs and how
    long?


                                                                   @SEOJoBlogs
                                        35              36
New York| March 25–28, 2013 | #SESNY


Personalize email
•   Find the contact’s name and address it in the email
•   Mention if there has been communication before
     –   Did they follow you back on Twitter?
     –   Did your colleague introduce you both?


•   Compliment them on the blog
•   Explain why you want to write
•   Suggest a couple of topics
•   Get their buy in


                                                                           @SEOJoBlogs
                                                36              37
New York| March 25–28, 2013 | #SESNY


Interaction with the clients

•   Agree on the content theme with client
•   Adhere to brand guidelines and sign off post title
•   Share the blogs with the client
•   Personalize the emails
•   Why should these bloggers want your content?
•   Remember – stick to a budget




                                                                   @SEOJoBlogs
                                      37                38
New York| March 25–28, 2013 | #SESNY


When the post is live

•   Tweet
•   Don’t be afraid to promote
•   Share internally
•   Share with friends
•   Stay in touch with the blogger
•   Share the blogger’s posts interesting for you




                                                                   @SEOJoBlogs
                                      38                39
New York| March 25–28, 2013 | #SESNY


Long term
•   Don’t just look for the sponsored post
•   Build up relationship with the blog owner
•   Check out the past posts on the blog
•   Can the blogger help run a competition?
     –   Look for comments on competition
     –   Who enters the competition? - more potential bloggers
•   Don’t give up
•   Email follow up, no more than twice



                                                                         @SEOJoBlogs
                                            39                40
New York| March 25–28, 2013 | #SESNY


Do something different – Competition

•   Prize = visit 25 world wide destinations in 6 months
•   All expenses paid
•   Winner blogs
•   Paid US $50,000 after 6 month period
•   Applications close on 31st March
•   http://www.mydestination.com/bbb/competition




                                                                  @SEOJoBlogs
                                       40              41
New York| March 25–28, 2013 | #SESNY


Do something different – Sponsor an event
•   London Bloggers Meetup – over 1,200 members
•   January 2010 O2 stopped being the only UK operator to offer
    the iPhone
•   iPhone on Vodafone UK
•   Great opportunity to win free iPhone
•   75 Bloggers + attended
•   Vodafone ranked number 2 after O2
•   Cost = bar tab in London ($2,500) + iPhone




                                                                 @SEOJoBlogs
                                    41                42
New York| March 25–28, 2013 | #SESNY


Summary

1) Honest and approachable
2) Attend events
3) Take the long term view with a business/client
4) Do something different
5) Why would they want to work with you?


•Building   the relationship between the client and the blogger
•Stick   to a budget


                                                                  @SEOJoBlogs
                                     42                43
New York| March 25–28, 2013 | #SESNY


Thank you - NYC
Ask the Turn“bull” some questions




turnbull.jo@gmail.com

                                                               @SEOJoBlogs
                                    43              44

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Screw Link Building - It is Called Relationship Building - On a Budget

  • 1. Screw Link Building – It is called Relationship Building On a Budget Presenter Jo Turnbull New York | March 25–28 #SESNY
  • 2. New York| March 25–28, 2013 | #SESNY The Beginning of SEO Jo • Worked client side • Moved agency September 2009 • i-level then MEC • Organizer Search London • Freelance • Blogger at State of Search • Business Director at iProspect Sydney, Australia All from Relationship Building @SEOJoBlogs 1 2
  • 3. New York| March 25–28, 2013 | #SESNY Case Studies • Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 2 3
  • 4. New York| March 25–28, 2013 | #SESNY Why build a relationship vs a link? • Low cost for you/client • Long term • Beneficial to you and the client • Quality link building is about relationship building • Stay current with shifting market dynamics • Don’t be left behind – Google updates @SEOJoBlogs 3 4
  • 5. New York| March 25–28, 2013 | #SESNY How to build relationships • Honest and open • Attend events • Take the long term view • Do something different – stand out • Ask why? @SEOJoBlogs 4 5
  • 6. New York| March 25–28, 2013 | #SESNY Case Study 1. Search London • Search London, took over ownership October 2010 when organizer stepped down – 200 members • Goal - to grow the event – not just for links • Wanted to know more people in search • Was it going to be a success or not? • How do I get people to attend? • Lots of competition – London • Links not as important as Relationship Building @SEOJoBlogs 5 6
  • 7. New York| March 25–28, 2013 | #SESNY 1. Search London – Why? @SEOJoBlogs 6 7
  • 8. New York| March 25–28, 2013 | #SESNY January 2012 @SEOJoBlogs 7 8
  • 9. New York| March 25–28, 2013 | #SESNY January 2013 @SEOJoBlogs 8 9
  • 10. New York| March 25–28, 2013 | #SESNY Search London - members •Jan 2012 – 592 members •5 meetups 2012 •January 2013 – 1100 members •Increase 86% •As of March 2013 – 1230 members All of this through Relationship Building @SEOJoBlogs 9 10
  • 11. New York| March 25–28, 2013 | #SESNY Search London - How • Strong domain - www.meetup.com - attracts new members • Good speakers – don’t be afraid to ask – Finlay Clark from Google first meetup January 2011 – Lisa Myers – CEO and Founder of Verve Search – Paddy Moogan – Author of Linkbuildingbook.com – Kelvin Newman – Brighton SEO – Judith Lewis – Head of Search at Beyond, Blogger at SEOChicks – Richard Baxter – CEO and Founder of SEOGadget • Catchy titles each presentation – Search in 2011 – Link building post panda – Schema markup – The value of SEO and social @SEOJoBlogs 10 11
  • 12. New York| March 25–28, 2013 | #SESNY Search London - How • Guest post – SEOGadget • Interact with others at the event • Don’t spam people – send an email announcing event, reminder and post event • Central venue – Easy to get to, easy to find, not weather dependant • Use Twitter #SearchLondon and encourage others – Updates, remaining tickets left • Film presentations for later @SEOJoBlogs 11 12
  • 13. New York| March 25–28, 2013 | #SESNY Search London - Results • New Search London website (BETA) – www.searchconferences.com – Will feature meetups in Sydney • Google’s Pierre Far asked to speak at the meetup • First day time event – Google Campus March 20th • Now Search London has nearly 1,230 members in 2 years (from 200 October 2010) • Search London organizing team @SEOJoBlogs 12 13
  • 14. New York| March 25–28, 2013 | #SESNY So what? Could I have built this from links? • Invited to guest post – Linkdex, Blueglass • Client confidence • Personal brand has increased in industry • People want to sponsor the event • Latest conference in front of entrepreneurs • More links to SEO Jo Blogs and referrals • Cost = $60 every 6 months and cost venue hire through sponsorship @SEOJoBlogs 13 14
  • 15. New York| March 25–28, 2013 | #SESNY Case Studies • Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 14 15
  • 16. New York| March 25–28, 2013 | #SESNY Case Study 2. SEO Jo Blogs - 2012 • Work freelance in Perth, Australia • Ran 5 meetups • Attended 2 Brighton SEOs • SMX London and SMX NYC • LinkLove • SearchLove • UK Search Awards All of this from Relationship Building @SEOJoBlogs 15 16
  • 17. New York| March 25–28, 2013 | #SESNY How to get started @SEOJoBlogs 16 17
  • 18. New York| March 25–28, 2013 | #SESNY Be Honest and Approachable • Don’t be afraid of using your contacts • Find a good blog in your field • Use Rapportive to find email address – plugin for gmail • Use Followerwonk • Follow people on Twitter and @tweet them • Engage in the community – be sociable and share tweets • Is there a public Facebook group? • Personalize the email • Short version of the email (no one likes long emails) @SEOJoBlogs 17 18
  • 19. New York| March 25–28, 2013 | #SESNY Attend relevant events • Many events eg meetup.com, trade shows, new product launches • Travel bloggers/food bloggers/mommy bloggers • Approach with interest in the event • Speak to other bloggers • Speak to the press Could you build these relationships just from link building? @SEOJoBlogs 18 19
  • 20. New York| March 25–28, 2013 | #SESNY Attend Relevant meetups @SEOJoBlogs 19 20
  • 21. New York| March 25–28, 2013 | #SESNY Think about the long term • Don’t just be looking for that one link • It is ok to have more than one guest per different blog • Become a regular contributor • Great blog – State of Search, SEOmoz, Search Engine Land • Encourage others to guest post on your site • Interview others on your site - Search Predictions 2013 Could you have the same results from link building? @SEOJoBlogs 20 21
  • 22. New York| March 25–28, 2013 | #SESNY Do something different • Make sure you stand out • Wanted to be a blogger for State of Search • Already many UK based bloggers • Wanted to combine travel and work • First State of Search Euro Roadshow • US Roadshow • Soon to be Australia Roadshow • Result = Blogger for State of Search • Cost = No additional outside of pre-planned travel @SEOJoBlogs 21 22
  • 23. New York| March 25–28, 2013 | #SESNY Results • Now regular blogger State of Search – European Best Search Blog 2012 • Post on Brighton SEO was one of the top 3 read posts September 2012. • Met 16 SEOs all over Europe • Met 6 SEOs from the US • Invited to attend the UK Search Awards • Job in Sydney iProspect, Australia @SEOJoBlogs 22 23
  • 24. New York| March 25–28, 2013 | #SESNY @SEOJoBlogs 23 24
  • 25. New York| March 25–28, 2013 | #SESNY 25
  • 26. New York| March 25–28, 2013 | #SESNY Traffic to SEOJoBlogs.com saw a peak in traffic on the day of the event. Could this have been achieved without establishing those relationships? @SEOJoBlogs 25 26
  • 27. New York| March 25–28, 2013 | #SESNY Case Studies • Will use 3 case studies to demonstrate the importance of relationship building over link building: 1) Search London 2) SEO Jo Blogs 3) Client case studies @SEOJoBlogs 26 27
  • 28. New York| March 25–28, 2013 | #SESNY Case Study 3. Vacation rentals • Holiday apartments in Europe • The client has a blog that has not been updated • Sole KPI – increase in rankings • Only off site work allowed @SEOJoBlogs 27 28
  • 29. New York| March 25–28, 2013 | #SESNY Do something different – for your clients • Engaged in blogger outreach • Reciprocal blogging • Relationship with the bloggers • Good blogs via meetups/search events • Updated the client blog weekly with photos of new cities visited @SEOJoBlogs 28 29
  • 30. New York| March 25–28, 2013 | #SESNY Results • Increase in number of referring sites to client’s site • More natural link profile • Increase in rankings for key terms – one from 10 to 5 in 6 weeks • Brought forward fresh way of thinking • Now the agency is engaging in blogger outreach • Built up relationship with blog sites • Formed travel site Globaltravelhunter.com • Cost =$ 300 @SEOJoBlogs 29 30
  • 31. New York| March 25–28, 2013 | #SESNY Case Study 3. Retail client • Take every opportunity • Client moved to new location in a new shopping mall • “Melville Jewellers” in Western Australia • www.melvillejewellers.com.au • Decided to have “official launch party” • Leaflets, advertisement in local paper • Prize draw – collect customer details • Result = doubled sales for the day • Cost = $1,000 promotion @SEOJoBlogs 30 31
  • 32. New York| March 25–28, 2013 | #SESNY Do something different – for your clients • Loyal customer 13 years wins star prize • Continue to receive increased number of customers @SEOJoBlogs 31 32
  • 33. New York| March 25–28, 2013 | #SESNY Building relationships takes effort @SEOJoBlogs 32 33
  • 34. New York| March 25–28, 2013 | #SESNY Work on what you can do for your clients • Brainstorm ideas for content • Buzz monitoring tools – buzz numbers, Brandwatch, Radian6 • What are people saying about the brand? – Positive, negative, neutral • Topsy (what is trending) • Google Instant Search – don’t click enter • Google Insights/Trends • Be prepared to address negative mentions • The BodyForm Rant of Truth in response to negative comment from “Richard” @SEOJoBlogs 33 34
  • 35. New York| March 25–28, 2013 | #SESNY Find good blogs • List of travel blogs • Advanced search queries – travel blogs inurl:guest-post – travel blogs “write for us” • Check out the blogs on the 10th page and work backwards • Engage with blog communities – MyBlogGuest – BloggerLinkUp – Make contacts with who you know already @SEOJoBlogs 34 35
  • 36. New York| March 25–28, 2013 | #SESNY How to check the blogs are genuine • Social media profiles established • Contact us page • Do they have Google Authorship? • Look to see if there other sites on same IP address • Send a test email – do they respond? • SEOmoz – PA and DA, number of backlinks • Searchmetrics – how visible are they in the SERPs and how long? @SEOJoBlogs 35 36
  • 37. New York| March 25–28, 2013 | #SESNY Personalize email • Find the contact’s name and address it in the email • Mention if there has been communication before – Did they follow you back on Twitter? – Did your colleague introduce you both? • Compliment them on the blog • Explain why you want to write • Suggest a couple of topics • Get their buy in @SEOJoBlogs 36 37
  • 38. New York| March 25–28, 2013 | #SESNY Interaction with the clients • Agree on the content theme with client • Adhere to brand guidelines and sign off post title • Share the blogs with the client • Personalize the emails • Why should these bloggers want your content? • Remember – stick to a budget @SEOJoBlogs 37 38
  • 39. New York| March 25–28, 2013 | #SESNY When the post is live • Tweet • Don’t be afraid to promote • Share internally • Share with friends • Stay in touch with the blogger • Share the blogger’s posts interesting for you @SEOJoBlogs 38 39
  • 40. New York| March 25–28, 2013 | #SESNY Long term • Don’t just look for the sponsored post • Build up relationship with the blog owner • Check out the past posts on the blog • Can the blogger help run a competition? – Look for comments on competition – Who enters the competition? - more potential bloggers • Don’t give up • Email follow up, no more than twice @SEOJoBlogs 39 40
  • 41. New York| March 25–28, 2013 | #SESNY Do something different – Competition • Prize = visit 25 world wide destinations in 6 months • All expenses paid • Winner blogs • Paid US $50,000 after 6 month period • Applications close on 31st March • http://www.mydestination.com/bbb/competition @SEOJoBlogs 40 41
  • 42. New York| March 25–28, 2013 | #SESNY Do something different – Sponsor an event • London Bloggers Meetup – over 1,200 members • January 2010 O2 stopped being the only UK operator to offer the iPhone • iPhone on Vodafone UK • Great opportunity to win free iPhone • 75 Bloggers + attended • Vodafone ranked number 2 after O2 • Cost = bar tab in London ($2,500) + iPhone @SEOJoBlogs 41 42
  • 43. New York| March 25–28, 2013 | #SESNY Summary 1) Honest and approachable 2) Attend events 3) Take the long term view with a business/client 4) Do something different 5) Why would they want to work with you? •Building the relationship between the client and the blogger •Stick to a budget @SEOJoBlogs 42 43
  • 44. New York| March 25–28, 2013 | #SESNY Thank you - NYC Ask the Turn“bull” some questions turnbull.jo@gmail.com @SEOJoBlogs 43 44

Editor's Notes

  1. Building a relationship is between client and blogger/partner On a budget
  2. Incorporates SEO, Social Media and PPC
  3. Search London Jan 2012 – 592. January 2013 – 1100 – relationship building In the last year that really grew
  4. Search London Jan 2012 – 592. January 2013 – 1100 – relationship building
  5. No time like the present, if you want to get ahead, do it now. JDI @winesurfer
  6. Build that relationship with the blogs
  7. Build relationship with the bloggers
  8. How to apply: To win travel ’ s Biggest, Baddest Bucket List, it ’ s very straightforward to apply. But hurry, there are only 10 days left to enter. Entries close on the 31 st March 2013.   Step one: Applicants must create a video application in English and up to three minutes in length telling us about your favourite destination around the world – whether that ’ s the city you live, your best holiday or the place you ’ ve always dreamed of travelling to.   Step two: Upload your video together with a completed application form and travel blog-style entry to www.mydestination.com/bbb . The video and blog entry can be of two different locations in order to showcase creativity and diversity.