SEMPO Cities KC
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I spoke on a panel with 3 other SEM professionals at a Kansas City Search Engine Management conference. I spoke about the importance of Link Building and how our SEO strategies are so closely related to content strategies now.
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SEMPO Cities KC
- 1. Link Building: Content Creation & Outreach tools SEMPO Cities Kansas City October 29, 2015
- 2. My Background Who am I? - SEM Analyst at emfluence - Background in Social Media and Content Strategy - Account Management - Fascination with Data/Analytics 2 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 3. Session Topics Link building Basics • New and Old Strategies • The many hats we wear! • What changed? Content is King • Authority is Queen! Outreach Tools & Tricks • How to manage it all 3 #SEMPOCitiesKC sempo.org @Drew_Martens
- 4. Where to begin? Link Building Basics -What is it? 4 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 5. The 411 on Link Building By definition: “The process of getting external pages to link to a page on your website.” In reality: Glorified relationship building in a business sense. • Find something worth sharing. • This is often accomplished through some form of a value proposition. • “What’s in it for me?” Observing your competitors’ network(s) can often lead to strategic insight. 5 #SEMPOCitiesKC sempo.org @Drew_Martens
- 6. Lets talk about hats… 6 #SEMPOCitiesKC sempo.org OptimizationTheory.com #SEMPOCitiesKC sempo.org @Drew_Martens
- 7. Black, Gray & White The Forbidden Method (Black) • Brittany Spears, Brittany Spears, Brittany Spears…you win! • More sites, more traffic. The Harvey Dent (Gray) • Flip-flop between paid directories, lists and collection sites. The Gandalf (White…of course) • Earn your links and authority with legitimate relationship building. • Yes it takes more work, but it yields higher rewards too. 7 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 8. Content is King, but Authority is Queen! The ancient adage is true…but with a slight shift in how. • Competition is your best friend. • Their referring domains are your roadmap to a content strategy. • Build your content to fill the gaps they can’t provide. • Create content that differentiates and showcases your business. • Use this content as your foot in the door with a 3rd party. • Authority should be at the front of your strategy. • Google made it so that quality ranks higher than quantity. 8 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 9. Surprise, you are now a content marketer! Send your thanks & complaints to Sergey or Larry. 9 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 10. Tools to lighten the load! For site Analysis: • Analytics SEO • Open Site Explorer (Moz) For content generation: • Buzzsumo • Domain Comparison • Top Authors • Content Analysis For Follow-through…we’re going to need 2 parts. 10 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 11. Analytics SEO • Gather site information to figure out your weak points. (Exclude internal issues…for now.) • Use these weak points for goal setting purposes. 11 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 12. Analytics SEO: Competitive Audit Key sections to note: • Inbound links. • Referring domains. • Deep link ratio (keep this in mind when drafting your content). • Pages indexed. 12 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 13. Analytics SEO: Link Analysis Target specific competitors and see who they link to in order to figure out who you should link to. 13 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 14. Analytics SEO: Competitor Links Remember, authority is everything. • Only target links worth your time. • 20 or below, no go. 14 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 15. Using Site Data to Influence Content Creation • Now that we have an understanding of our current rankings, keywords, and domain referrals, you are probably feeling like this: • Once we know our current site issues, we can turn those weaknesses into opportunities through content marketing. 15 #SEMPOCitiesKC sempo.org @Drew_Martens
- 16. Buzzsumo: Content Analysis Narrow your content parameters for specific areas of relationship building. 16 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens
- 20. Communication & Timeliness 2 Part Follow Through. Yes it can be awkward at first, but keep it conversational. 20 #SEMPOCitiesKC sempo.org • 1 part email strategy. • 1 part project management. This will take some getting used to but it will help you compartmentalize! #SEMPOCitiesKC sempo.org @Drew_Martens
- 21. Victory Jump! The tools, tricks and tips are at your disposal. All you have to do is try 21 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens Thank you!
- 22. Sources: 22 #SEMPOCitiesKC sempo.org #SEMPOCitiesKC sempo.org @Drew_Martens • http://buzzsumo.com/ • http://www.analyticsseo.com/us/ • http://www.optimizationtheory.com/ • https://moz.com/researchtools/ose/
Editor's Notes
- Is it Sorcery? Witchcraft? Magic? Not at all, it’s just a different way of saying relationship building
- End with “but first, a little history on link building”
- With the stress of your daily SEO tasks, adding content creation on top of your work load is anything but appealing. Fortunately, there are multiple tools out there to make your life easier.
- Here are some of my favorites. We use ASEO but Open Site Explorer works just as well on a free account.
- The 3 data sources that we will be primarily focusing on for link building strategy is our link analysis, competitor links, and competitive audit.
- The 3 data sources that we will be primarily focusing on for link building strategy is our link analysis, competitor links, and competitive audit.
- The 3 data sources that we will be primarily focusing on for link building strategy is our link analysis, competitor links, and competitive audit.
- The 3 data sources that we will be primarily focusing on for link building strategy is our link analysis, competitor links, and competitive audit.
- Find your influencers and build your social strategy around them.
- If at first you do not succeed, try and try again!