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The Habits that Land You Links #brightonseo 2014 by @staceycav

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The Habits that Land You Links #brightonseo 2014 by @staceycav

  1. 1. THE HABITS THAT LAND YOU LINKS Stacey Cavanagh Tecmark #brightonseo
  2. 2. I have a confession… #brightonseo @staceycav
  3. 3. I still love links. #brightonseo @staceycav
  4. 4. Despite potential heartbreak… #brightonseo @staceycav
  5. 5. #brightonseo @staceycav
  6. 6. #brightonseo @staceycav We still need links. https://www.youtube.com/watch?v=NCY30WhI2og
  7. 7. No more cheating. #brightonseo @staceycav
  8. 8. It’s about doing stuff that lands links #brightonseo @staceycav
  9. 9. Producing awesome stuff #brightonseo @staceycav
  10. 10. Doing awesome stuff #brightonseo @staceycav
  11. 11. Being generally awesome #brightonseo @staceycav
  12. 12. And being real. #brightonseo @staceycav
  13. 13. None of this is new information #brightonseo @staceycav
  14. 14. #brightonseo @staceycav But it’s all easier said than done.
  15. 15. And harder to scale than… #brightonseo @staceycav
  16. 16. #brightonseo @staceycav
  17. 17. #brightonseo @staceycav
  18. 18. #brightonseo @staceycav
  19. 19. There’s no magic formula #brightonseo @staceycav
  20. 20. But, you can start by building good habits. #brightonseo @staceycav
  21. 21. In 3 key areas… #brightonseo @staceycav
  22. 22. 1. IDEATION #brightonseo @staceycav
  23. 23. Content marketing demands a seemingly endless stream of good ideas. #brightonseo @staceycav
  24. 24. #brightonseo @staceycav
  25. 25. We needed an efficient means of ideas generation #brightonseo @staceycav
  26. 26. Where do you look for inspiration on efficiency? #brightonseo @staceycav
  27. 27. #brightonseo @staceycav
  28. 28. Efficiency at its best. #brightonseo @staceycav
  29. 29. #brightonseo @staceycav Introducing Bernd Rohrbach
  30. 30. #brightonseo @staceycav 108 ideas in 30 minutes
  31. 31. #brightonseo @staceycav 6-3-5 method of brainwriting http://blogsession.co.uk/2014/03/635-method-brainwriting/
  32. 32. #brightonseo @staceycav You need 6 people
  33. 33. #brightonseo @staceycav A simple worksheet goo.gl/1ZuiGN
  34. 34. #brightonseo @staceycav 30 minutes
  35. 35. #brightonseo @staceycav Start with a Problem statement
  36. 36. #brightonseo @staceycav 5 minutes. 3 ideas each
  37. 37. #brightonseo @staceycav Pass worksheets to the left
  38. 38. #brightonseo @staceycav Write 3 ideas inspired by the 3 you’ve been handed
  39. 39. #brightonseo @staceycav Lather. Rinse. Repeat
  40. 40. #brightonseo @staceycav That’s 108 ideas in 30 minutes
  41. 41. #brightonseo @staceycav This isn’t INSTEAD of other methods
  42. 42. #brightonseo @staceycav It’s AS WELL as…
  43. 43. #brightonseo @staceycav Verbal brainstorming
  44. 44. #brightonseo @staceycav Crowdsourcing ideas.
  45. 45. #brightonseo @staceycav Solo ideation sessions
  46. 46. #brightonseo @staceycav Differentiate between ideas generation and concept development
  47. 47. #brightonseo @staceycav Lots of ideas may only result in a couple of concepts
  48. 48. #brightonseo @staceycav And that’s ok!
  49. 49. #brightonseo @staceycav NUF testing is a great way to narrow a long list of ideas down! http://creatingminds.org/tools/nuf_test.htm
  50. 50. #brightonseo @staceycav Seek impartial feedback
  51. 51. #brightonseo @staceycav Ideation Tools
  52. 52. #brightonseo @staceycav
  53. 53. #brightonseo @staceycav
  54. 54. #brightonseo @staceycav
  55. 55. #brightonseo @staceycav http://simitator.com/generator/twitter
  56. 56. #brightonseo @staceycav Generate “Tweets” based on your ideas and split test them here (free)…
  57. 57. #brightonseo @staceycav
  58. 58. #brightonseo @staceycav 2. ASSET GENERATION (or collation)
  59. 59. #brightonseo @staceycav Thorough audits of existing assets
  60. 60. #brightonseo @staceycav
  61. 61. #brightonseo @staceycav Do this in person
  62. 62. #brightonseo @staceycav We got into the habit of asking our clients for images
  63. 63. #brightonseo @staceycav Loads of Images
  64. 64. #brightonseo @staceycav Hint: They don’t have to be phenomenal ones!
  65. 65. #brightonseo @staceycav Image link attribution building isn’t new
  66. 66. #brightonseo @staceycav But it is effective
  67. 67. #brightonseo @staceycav
  68. 68. #brightonseo @staceycav
  69. 69. #brightonseo @staceycav
  70. 70. #brightonseo @staceycav Share images on Flickr under Creative Commons
  71. 71. #brightonseo @staceycav And tell people how to attribute
  72. 72. #brightonseo @staceycav SEO for Images on Flickr
  73. 73. #brightonseo @staceycav
  74. 74. #brightonseo @staceycav
  75. 75. #brightonseo @staceycav Get into the habit of regular reclamation sessions
  76. 76. #brightonseo @staceycav
  77. 77. #brightonseo @staceycav
  78. 78. #brightonseo @staceycav Get really good at tactics that can be applied cross niche
  79. 79. #brightonseo @staceycav Like creating stories from surveys
  80. 80. #brightonseo @staceycav
  81. 81. #brightonseo @staceycav Content curation is a cross niche tactic
  82. 82. #brightonseo @staceycav http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
  83. 83. #brightonseo @staceycav http://moz.com/google-algorithm-change
  84. 84. #brightonseo @staceycav http://moz.com/google-algorithm-change
  85. 85. #brightonseo @staceycav http://moz.com/google-algorithm-change
  86. 86. #brightonseo @staceycav http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen <<< Speak to @aleyda!
  87. 87. #brightonseo @staceycav Get into the mindset of considering offline content
  88. 88. #brightonseo @staceycav Sometimes, linkworthy content is a chair made out of scrap car parts.
  89. 89. #brightonseo @staceycav
  90. 90. #brightonseo @staceycav
  91. 91. #brightonseo @staceycav User Student generated offline content… http://www.dronsfields.com/auction/
  92. 92. #brightonseo @staceycav Work closely with clients’ other departments to think bigger and bolder with more benefits than “SEO”
  93. 93. #brightonseo @staceycav Work closely with other organisations to cut costs and share benefits
  94. 94. #brightonseo @staceycav Do something real.
  95. 95. #brightonseo @staceycav It results in coverage
  96. 96. #brightonseo @staceycav And coverage results in links.
  97. 97. #brightonseo @staceycav
  98. 98. #brightonseo @staceycav
  99. 99. #brightonseo @staceycav
  100. 100. #brightonseo @staceycav Collaborate. Think bigger. Think offlin-er.
  101. 101. #brightonseo @staceycav 3. OUTREACH
  102. 102. #brightonseo @staceycav Build your little black book
  103. 103. #brightonseo @staceycav Start on day 1
  104. 104. #brightonseo @staceycav With a contacts audit.
  105. 105. #brightonseo @staceycav You’ll need an evolving list of journalists/bloggers/ot her relevant contacts
  106. 106. #brightonseo @staceycav You’ll need excellent monitoring tools.
  107. 107. #brightonseo @staceycav
  108. 108. #brightonseo @staceycav
  109. 109. #brightonseo @staceycav
  110. 110. #brightonseo @staceycav I use Buzzstream to manage this list.
  111. 111. #brightonseo @staceycav Find more journalists and opportunities
  112. 112. #brightonseo @staceycav
  113. 113. #brightonseo @staceycav
  114. 114. #brightonseo @staceycav
  115. 115. #brightonseo @staceycav Read these (repeatedly)
  116. 116. #brightonseo @staceycav
  117. 117. #brightonseo @staceycav Apply the principles in your outreach
  118. 118. #brightonseo @staceycav Particularly pay attention to the reciprocity rule
  119. 119. #brightonseo @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
  120. 120. #brightonseo @staceycav I say it a lot, I know.
  121. 121. #brightonseo @staceycav And I sound like my Nan.
  122. 122. #brightonseo @staceycav But this guy…
  123. 123. #brightonseo @staceycav Is doing it better than this guy
  124. 124. #brightonseo @staceycav Pick up the phone.
  125. 125. #brightonseo @staceycav Send handwritten letters.
  126. 126. #brightonseo @staceycav Yes, really…
  127. 127. #brightonseo @staceycav Response rates depend on project, audience and approach, of course
  128. 128. #brightonseo @staceycav But allow me to share some (very unscientific) analysis…
  129. 129. #brightonseo @staceycav NOTE: Small sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just one event centric project.
  130. 130. #brightonseo @staceycav Step back in time. Good old fashioned communications are disruptive.
  131. 131. #brightonseo @staceycav Thank you stacey.cavanagh@tecmark.co.uk GET IN TOUCH @staceycav https://plus.google.com/+StaceyCavanagh
  132. 132. #brightonseo @staceycav Images • http://www.motaen.com/wallpapers/view/id/988 • http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/ • http://www.hdwallpapers.in/ • https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG • http://www.recitethis.com • http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html • http://www.redbullstratos.com/ • http://www.wallconvert.com/search/funny/ • http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg • https://www.youtube.com/watch?v=3WcyFf6JPSI • Disney/Reuters • http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2 • http://www.makeameme.org • http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html • http://friends.wikia.com/wiki/Category:Episode_Stills • http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/ • http://athousandthreads.files.wordpress.com/2011/08/searching.jpg • http://www.operationworld.org/country/germ/owtext.html • http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html • http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/ • http://culturacolectiva.com/10-libros-para-10-momentos-distintos/ • http://nicholasdraney.com/blog/blog/2012/01/30/boxing/ • http://ondalys.fr/en/references/ • http://www.telemobile.ro/download/light-bulb-c-15983.html • http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html • https://www.flickr.com/photos/hannahdonovan/5901011862/ • https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg • https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG • http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg • https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG • https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg

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