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Lessons from Link Building in 2009 that Apply Today by @staceycav at #brightonseo 2016

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Lessons from Link Building in 2009 that Apply Today by @staceycav at #brightonseo.

What lessons from 2009 link building can we learn when link building in 2016?

Published in: Marketing

Lessons from Link Building in 2009 that Apply Today by @staceycav at #brightonseo 2016

  1. 1. What can white hat link builders learn from churn and burn spammers? Stacey MacNaught Tecmark #brightonseo @staceycav
  2. 2. SEO Circa 2009… #brightonseo @staceycav
  3. 3. SEO Circa 2009… #brightonseo @staceycav
  4. 4. Well, not quite. But not too far off! #brightonseo @staceycav
  5. 5. This Was Amazing. @staceycav
  6. 6. (Albeit not so much for users) #brightonseo @staceycav
  7. 7. (Albeit not so much for users)
  8. 8. (Albeit not so much for users) #brightonseo @staceycav
  9. 9. (Albeit not so much for users) #brightonseo @staceycav
  10. 10. It worked. #brightonseo @staceycav
  11. 11. This, paid links, crappy directories and all that all fell by the wayside. #brightonseo @staceycav
  12. 12. (Albeit not so much for users)
  13. 13. And then…. #brightonseo @staceycav
  14. 14. I’m a big fan and advocate of content marketing #brightonseo @staceycav
  15. 15. For a start… It’s much easier to share examples of your work with family and friends. #brightonseo @staceycav
  16. 16. Old way… #brightonseo @staceycav “Hi Nan. I wrote an article about the advantages of jeans today.”
  17. 17. #brightonseo @staceycav “When are you going to get a job?”
  18. 18. New way… #brightonseo @staceycav
  19. 19. It can be effective. @staceycav
  20. 20. It can get you links in great places @staceycav
  21. 21. And has benefits beyond links. #brightonseo @staceycav
  22. 22. BUT… #brightonseo @staceycav
  23. 23. Does that mean everything we did back in 2009 is now useless? #brightonseo @staceycav
  24. 24. #brightonseo @staceycav
  25. 25. 1Quantity matters #brightonseo @staceycav
  26. 26. We’ve gone from this in 2009… #brightonseo @staceycav
  27. 27. #brightonseo @staceycav
  28. 28. To this in 2016…. #brightonseo @staceycav
  29. 29. #brightonseo @staceycav
  30. 30. #brightonseo @staceycav Cold email response rates are poor.
  31. 31. I’m all for quality first. #brightonseo @staceycav
  32. 32. But quantity plays a part too… #brightonseo @staceycav
  33. 33. Not just as a rankings factor #brightonseo @staceycav
  34. 34. But insofar as you may have to contact a LOT of people to get a few links. #brightonseo @staceycav
  35. 35. Play the numbers game. #brightonseo @staceycav
  36. 36. Play the numbers game. #brightonseo @staceycav (Sensibly)
  37. 37. #brightonseo @staceycav Tier 1 Contacts Tier 2 Contacts Tier 3 Contacts
  38. 38. #brightonseo @staceycav E.g. Na4onals. E.g. Regionals E.g. Small Blogs
  39. 39. #brightonseo @staceycav Bespoke, personal Manual emails, semi tailored Template driven
  40. 40. Tools to help #brightonseo @staceycav
  41. 41. 2 Tactical Link Acquisition #brightonseo @staceycav
  42. 42. Content Marketing Link Building #brightonseo @staceycav ≠
  43. 43. It’s just one (albeit important) way to do it. #brightonseo @staceycav
  44. 44. If big content project after big content project is all you’re doing… #brightonseo @staceycav
  45. 45. #brightonseo @staceycav All your eggs are in one fragile basket
  46. 46. Employ other tactics to supplement your content efforts. #brightonseo @staceycav
  47. 47. Two of my favourites… #brightonseo @staceycav
  48. 48. Image distribution for attribution links #brightonseo @staceycav
  49. 49. hBps://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to- discuss-infrastructure-strategy
  50. 50. hBps://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to- discuss-infrastructure-strategy
  51. 51. hBp://blog.europcar.co.uk/2013/12/24/the-outsiders-guide-to-manchester/
  52. 52. hBp://www.lonelyplanet.com/news/2015/11/25/australia-trials-drone-use-to-prevent- shark-aBacks/
  53. 53. Brief process #brightonseo @staceycav Image based KW Research Image Acquisi4on/ Crea4on Host(usually Flickr) - Crea4ve Commons Op4mise Images for Search Track Usage and Chase ABribu4on
  54. 54. Full guide. #brightonseo @staceycav hBp://bit.ly/image-linkbuilding
  55. 55. Feature and Column Contribution #brightonseo @staceycav
  56. 56. #brightonseo @staceycav Obtain forward features calendars wherever you can.
  57. 57. @staceycav Some publications publish them
  58. 58. @staceycav#brightonseo
  59. 59. #brightonseo @staceycav In many cases, you’ll need to ask.
  60. 60. #brightonseo @staceycav No one link stands.
  61. 61. #brightonseo @staceycav Ultimately, you want them coming to you.
  62. 62. linkbuildingbook.com #brightonseo @staceycav Loads More Tactics…
  63. 63. 3 Find the quicker wins #brightonseo @staceycav
  64. 64. #brightonseo @staceycav In 2009, that meant brokers, middle men and networks.
  65. 65. Local and Regional Press #brightonseo @staceycav
  66. 66. #brightonseo @staceycav Local and regional online press websites are often quicker win.
  67. 67. #brightonseo @staceycav Some of the same journalists write for both.
  68. 68. #brightonseo @staceycav Some local press is featured on the BBC
  69. 69. #brightonseo @staceycav Local and regional press can be a source for bigger outlets.
  70. 70. http://bit.ly/local-press #brightonseo @staceycav
  71. 71. Freelance Journalists #brightonseo @staceycav
  72. 72. http://www.freelancedirectory.org/ #brightonseo @staceycav
  73. 73. http://bit.ly/freelance-journos #brightonseo @staceycav
  74. 74. In Short… #brightonseo @staceycav
  75. 75. Quantity matters. Don’t be afraid to semi- automate parts of what you do. #brightonseo @staceycav
  76. 76. Big content is one way to acquire links. You need an arsenal of tactics too. #brightonseo @staceycav
  77. 77. Make life easier for yourself. Find the people and places who can help. #brightonseo @staceycav
  78. 78. #brightonseo @staceycav

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