Low cost link building with data - Brighton SEO 2013 - by @staceycav

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My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data.

In this talk, I discussed using unique data as the basis for compelling content (link bait content) that baits the brand signals Google is looking for.

I discussed:

- Surveys and acquiring good, credible survey responses as a really low cost
- Using Google Analytics to find stories and insight you can turn into compelling content
- The Freedom of Information Act
- Improving existing datasets

Any questions at all contact me via Twitter (@staceycav).

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Low cost link building with data - Brighton SEO 2013 - by @staceycav

  1. 1. LOW COST LINK BUILDING WITH JUICY, JUICY DATA STACEY CAVANAGH HEAD OF SEARCH TECMARK @staceycav
  2. 2. @staceycav ‘Link Building’ I hate the term ‘link building’ because it’s far too often associated with crap like this...
  3. 3. @staceycav
  4. 4. @staceycav And this…
  5. 5. @staceycav And this…
  6. 6. @staceycav And this…
  7. 7. @staceycav And this…
  8. 8. @staceycav And this…
  9. 9. @staceycav
  10. 10. @staceycav That’s not what I mean by ‘link building.’
  11. 11. @staceycav And when I say ‘low cost’ I’m talking in £ terms
  12. 12. @staceycav You’ll need to invest time
  13. 13. @staceycav DATA FOR LINK BAIT • Versatile and multi-format • Cross niche • Can be ‘newsworthy’
  14. 14. IF YOU WANT COMPELLING CONTENT, DATA SHOULD… • Tell a story • Back up or contradict an existing story • Get an emotional response @staceycav
  15. 15. BEFORE SOURCING DATA… @staceycav Who is going to give a crap?
  16. 16. GETTING GOOD DATA WITHOUT SPENDING A FORTUNE • Surveys • Google Analytics • Freedom of Information Requests • Take existing data and improve it @staceycav
  17. 17. SURVEYS @staceycav
  18. 18. @staceycav I asked 1000 Americans to name a British City other than London. http://blogsession.co.uk/2013/09/british-cities/
  19. 19. @staceycav
  20. 20. @staceycav
  21. 21. @staceycav
  22. 22. @staceycav
  23. 23. @staceycav
  24. 24. @staceycav
  25. 25. @staceycav
  26. 26. @staceycav The investment in that piece of content: • $25 on survey responses • 2 hours on writing the post and some of the initial social social sharing
  27. 27. LOW COST SURVEY RESPONSES www.quicksurveys.com @staceycav
  28. 28. LOW COST SURVEY RESPONSES http://www.google.com/insights/consumersurveys/home @staceycav
  29. 29. DISCOUNT ALERT!!! @staceycav http://www.google.com/insights/consumersurveys/offer/eventcard
  30. 30. @staceycav ANALYTICS
  31. 31. @staceycav
  32. 32. @staceycav INVESTMENT • Money spent: £0 • Time spent: 16 hours
  33. 33. @staceycav
  34. 34. @staceycav
  35. 35. @staceycav
  36. 36. @staceycav
  37. 37. @staceycav FREEDOM OF INFORMATION
  38. 38. @staceycav Freedom of Information https://www.gov.uk/make-a-freedom-of-information-request/the-freedom- of-information-act
  39. 39. @staceycav WHY SHOULD YOU CARE? Data obtained this way is often of public interest. That means that normal people care and therefore journalists and bloggers care.
  40. 40. @staceycav
  41. 41. @staceycav It’s generally free to request the information but authorities can make a reasonable charge if answering your request will take a particularly long time.
  42. 42. @staceycav FOI REQUESTS We’ve asked: • local councils about businesses in debt to them (accountancy) • the DSA about disqualified drivers by town (automobile) • VisitBritain about their spend marketing Britain as a tourist destination in various countries (travel)
  43. 43. @staceycav AMAZING (FREE) TOOL www.whatdotheyknow.com
  44. 44. @staceycav IMPROVE EXISTING DATA
  45. 45. @staceycav • Update out of date data • Improve the formatting of existing data • Put data into more meaningful context
  46. 46. @staceycav http://www.concerthotels.com/ipod-visualized-as-vinyl
  47. 47. @staceycav
  48. 48. @staceycav MAKE IT ‘STICKY’ SUCCES • simple • unexpected • concrete • credible • emotional • stories
  49. 49. @staceycav OUTREACH Find the folk who give a crap
  50. 50. @staceycav JOURNALISTS www.journalisted.com
  51. 51. @staceycav
  52. 52. @staceycav
  53. 53. @staceycav
  54. 54. @staceycav SUPER HACK!!
  55. 55. @staceycav PAID OUTREACH
  56. 56. @staceycav • Think like a journalist • Tell stories • You don’t need to be a PHD statistician IN SHORT

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