The Four Stage Link Building Cycle + an Extended Q & A- July 21, 2015 Webcast Are you forgetting the "marketing" in your content marketing? While the ever-changing landscape of internet marketing shifts and evolves, one thing remains constant – links. As good as your content might be, it does nothing for you if you don’t get eyes in front of it. How can you do that efficiently and effectively? In this Digital Marketing Depot webcast join Cody Cahill, Joe Oliver, Jon Ball, and Nicholas Chimonas from Page One Power as they discuss the four stage link building cycle and how you can make the most of your link acquisition and content marketing efforts. You will learn how to improve your content ranking by identifying and filling content gaps to attract a larger audience, getting content in front of the eyes of influencers and building natural links to your content. http://searchengineland.com/the-four-stage-link-building-cycle-an-extended-q-a-july-21-webcast-224133

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3. #SEJThinkTank
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4. How do you make your content a signal amidst the noise?
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5. #SEJThinkTank
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6. Better Together
Content Marketing Link Building
<3
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7. #SEJThinkTank
@NChimonas @Pleasant_Pen
Which of the following best describes the
department you work in?
• In-House SEO
• Marketing Agency
• PR Dept.
• Content Marketing Team
• Other

8. #SEJThinkTank
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Link Building Cycle

9. Four Stages of Cyclical Process
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11. Assess Your
Assets!
Linkable assets, strong
content on the domain
Prominent people in the
organization
Current
relationships/partnerships
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12. Competitive landscape
How do you measure
up against the
backlink and keyword
profiles of your
competitors?
How does your
content measure up
against theirs? USP?
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@NChimonas @Pleasant_Pen

13. Competitive landscape
Analyze competitors
links to help
determine strategy,
then build something
better
Compare # of
keywords ranking vs
competitors and
where keyword
overlap exists
#SEJThinkTank
@NChimonas @Pleasant_Pen

14. Organic, direct, and referral
traffic visits
Visitor behavior (bounce
rate, time on page, exit
pages, etc.)
Measure up what you
believe to be strong content
with data
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Benchmark Analytics

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16. “An iterative process of topical research
that guides content ideation and outreach
targets.”
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17. 2 Questions to Ask:
What is being shared? What is being linked?
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18. Research -- What types of content are being
linked and shared?
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19. Tools of the Trade
Buzzsumo
SEMrush
Majestic/OSE/Ahrefs
Quora
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20. Tools of the Trade (cont.)
Google: manual prospecting queries
Bulk scraping:
BuzzStream’s built in prospector
Datagrabber via 90 Digital
Simple SERP Scrape via URL Profiler
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21. #SEJThinkTank
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Human intuition – bogarting down
blogrolls, commenter links back to their
blogs, deep domain diving

22. The main goal of
prospecting is to
discover topics that
are link worthy…
AND relevant
people/websites that
are likely to link to
content surrounding
those topics.
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23. #SEJThinkTank
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24. The research performed during
prospecting informs the content
you should create.
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25. The Marketing Funnel
Understand the
difference between
the purpose of
different types of
content.
Content designed to attract links is
generally going to be “top-of-the
funnel” content.
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@NChimonas @Pleasant_Pen

26. Existing content discovered
during prospecting research
that performed well socially
(BuzzSumo) is typically TOF.
Use socially successful content
to inform link worthy content.
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27. Look for ways to creatively fill the gap
How will I add value?
How will I connect?
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28. #SEJThinkTank
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29. Know your target
-- who are they?
What is the right
way to approach
them?
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@NChimonas @Pleasant_Pen

30. For instance,
outreaching to .gov
sites is much different
than outreaching to
bloggers.
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@NChimonas @Pleasant_Pen

31. With certain
prospects, you might
be able to ask for a
link right away.
Higher value targets
require more of a
“slow play” approach.
#SEJThinkTank
@NChimonas @Pleasant_Pen

32. Always be adding value.
Add value to the recipient
of your outreach, before
you ask for anything.
Ensure that your link is
also of value to the users
of the site. Quid Pro Quo is fine, so long as
there is demonstrable value to
the end user!
#SEJThinkTank
@NChimonas @Pleasant_Pen

33. #SEJThinkTank
@NChimonas @Pleasant_Pen
What is your biggest struggle with
link building?
• Understanding how to effectively earn quality links
• Scaling link building enough to be competitive
• Avoiding penalization
• Integrating across multiple channels of marketing

34. Four Stages of Cyclical Process
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@NChimonas @Pleasant_Pen

35. Are you interested in learning more
about link building services from
Page One Power? All new clients are
eligible for $500 off their first month.
• Yes! Sign me up.
• Maybe, but I have a few questions.
• Not at this time.
#SEJThinkTank
@NChimonas @Pleasant_Pen

36. www.pageonepower.com
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38. ImageAttribution
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-Slide 4: https://images.unsplash.com/photo-1436380911545-bb442ea9591c?q=80&fm=jpg&s=dbbdcdde5bf44448ea9a5e9b9bc55030 by
Austin Ban
-Slide 5: The original piece “School of Athens” by Raphael, with modifications by Nicholas Chimonas (original art is over 500 years old and
public domain)
-Slide 6:
https://images.unsplash.com/reserve/Af0sF2OS5S5gatqrKzVP_Silhoutte.jpg?q=80&fm=jpg&s=aa0399d0a07be6afd5470a6dd6092bb3 by
Mayur Gala
-Slide 8: https://images.unsplash.com/photo-1428765048792-aa4bdde46fea?q=80&fm=jpg&s=b5b13f10414f0eeeb96775b0ca36ce78 by
Siyan Ren
-Slides 11, 16, & 18: http://www.sherlock-holmes.co.uk/pr/ by © The Sherlock Holmes Museum 221b Baker Street, London, England
www.sherlock-holmes.co.uk
-Slides 12 & 13: https://images.unsplash.com/25/black-white-city.jpg?q=80&fm=jpg&s=97fbaa1afc2c71c489081ecc63d070d7 by Anders
Jilden –
-Slide 14: https://images.unsplash.com/photo-1416339672936-7fe434088e8c?q=80&fm=jpg&s=00b6401cc466563cb89ed9d664e68e21
by Jeff Sheldon
-Slide 17: https://pixabay.com/en/cheers-beverage-drink-booze-839865/ &
https://www.flickr.com/photos/mralan/19641099410/in/photolist-vVBLz1 (public domain)
-Slides 19 & 20: https://pixabay.com/en/tools-shack-old-vintage-tool-336568/ - public domain
-Slide 21: https://images.unsplash.com/photo-1422640805998-18a4dd89bec2?q=80&fm=jpg&s=51fb058b865e880623b4db20ac09b283
by Axel Antas Bergkvist
-Slide 22: https://pixabay.com/en/fortune-hunter-man-people-sea-575093/ - public domain
-Slide 24: https://images.unsplash.com/photo-1416431168657-a6c4184348ab?q=80&fm=jpg&s=42fc76ae7e491e123c191ef11db2dd72
by Leane Metzler
-Slides 25 & 26: Funnel graphic created by Rand Fishkin (Wizard of Moz) - https://moz.com/rand/ (Used with permission)
-Slide 27: https://images.unsplash.com/photo-1416949929422-a1d9c8fe84af?q=80&fm=jpg&s=ba414d9605af43b67d974182756cfb1d by
Sebastian Boguswewicz
-Slide 29: https://pixabay.com/en/curling-team-olympics-usa-ice-670195/ - public domain
-Slide 30: https://pixabay.com/en/white-house-mansion-president-home-754766/ & https://pixabay.com/en/mother-daughter-love-
sunset-mar-429158/ - public domain
-Slides 31 & 32: https://pixabay.com/en/sloth-face-tree-branch-leaning-46160/ & https://pixabay.com/en/gold-ingots-golden-treasure-
513062/ - public domain