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Broken Link Building with Garrett French

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In this presentation, Garrett French of Citation Labs discusses effective broken link building sources.

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Broken Link Building with Garrett French

  1. 1. The Content Marketer's Guide to Broken Link Building - #BLB Garrett French, Founder, Citation Labs - @GarrettFrench
  2. 2. &quot;Broken Link Building&quot; Defined <ul><li>A method of finding link building opportunities </li></ul><ul><li>Meet Link Rot: in 4 years it destroys 20-30% of outbound links to resources </li></ul>
  3. 3. Why BLB Earns Links <ul><li>Webmaster cares about user experience </li></ul><ul><li>Links to your content belong on those pages anyhow </li></ul><ul><li>You kindly provide a good-enough (or better) alternative to dead resource </li></ul><ul><li>They say &quot;what the heck&quot; and add your link </li></ul>
  4. 4. Conversion Rates <ul><li>0% </li></ul><ul><li>Upwards of 20% </li></ul><ul><li>Variables </li></ul><ul><ul><li>Your offered resource </li></ul></ul><ul><ul><li>Your prospects </li></ul></ul><ul><ul><li>Your subject line </li></ul></ul><ul><ul><li>Your pitch </li></ul></ul>
  5. 5. Know the Public Practitioners <ul><li>Melanie Nathan (CandianSEO.com) </li></ul><ul><ul><li>The Reciprocity Method </li></ul></ul><ul><li>Napoleon Suarez (SeerInteractive.com) </li></ul><ul><li>Nick LeRoy (NickLeRoy.com) </li></ul>
  6. 6. Know the Secretive, Private Practitioners <ul><li>You </li></ul><ul><li>Your smart competitors working this approach at scale </li></ul>
  7. 7. What it Takes <ul><li>Tools ( http://bit.ly/nmzN8i ) </li></ul><ul><li>Process </li></ul><ul><li>High-Utility Content for Promotion </li></ul>
  8. 8. Organizations Best Suited for Ongoing BLB <ul><li>Have prospecting + outreach processes and teams </li></ul><ul><ul><li>Agencies </li></ul></ul><ul><ul><li>Large in-house teams </li></ul></ul><ul><li>EDU-grade content publishers </li></ul><ul><ul><li>Expert-reviewed content (med/law) </li></ul></ul><ul><ul><li>Editorial processes in place </li></ul></ul>
  9. 9. &quot;One Off&quot; Campaigns Too... <ul><li>You have specialty offerings (info/products) with limited providers </li></ul><ul><li>“ Find and replace” campaign </li></ul>
  10. 10. Prospecting: Broken Link Discovery <ul><li>Find relevant, targeted pages that contain links </li></ul><ul><ul><li>KW intitle:links </li></ul></ul><ul><ul><li>Inlinks to quality, competing resources </li></ul></ul><ul><ul><ul><li>OSE/YSE </li></ul></ul></ul><ul><li>Start with a broken page/site </li></ul><ul><ul><li>Pages linking to 1 dead resource often link to others </li></ul></ul>
  11. 11. Prospect Qualification and Categorization <ul><li>contact info availability </li></ul><ul><li>minimum Moz/Maj values </li></ul><ul><li>#/quality of pages linking to missing resource </li></ul><ul><li>your capacity to replace or supplement resource </li></ul>
  12. 12. From Prospects to Content <ul><li>Matching your existing content to dead resources with links </li></ul><ul><li>Creating new content for suitable broken link opportunities </li></ul><ul><li>Prospecting based on your content calendar </li></ul>
  13. 13. 2 Outreach Approaches for Pitching Content <ul><li>Guile </li></ul><ul><li>Guilelessness </li></ul>
  14. 14. Guile Outreach Best Practices <ul><li>In opener email ask where to report broken links </li></ul><ul><li>Avoid language that implies you're contacting them in a systematic manner </li></ul><ul><li>HTML - even a URL - in the initial email could send you to the spam folder </li></ul><ul><li>Don't mention ALL the broken links - they might just take down the page </li></ul><ul><li>Persona = web dumb, real-world smart (elder grammarians) </li></ul>
  15. 15. Guilelessness Outreach Best Practices <ul><li>Send them every single broken link in a spreadsheet </li></ul><ul><li>Make it very, very easy for the webmaster to find and replace </li></ul><ul><li>Be so darn helpful they would feel stingy for not adding your link </li></ul><ul><li>Client's domain email </li></ul><ul><li>Female alias (so... mostly guileless :) </li></ul>
  16. 16. More BLB Resources <ul><li>I gather all the BLB resources I find and create here: http://bit.ly/nmzN8i </li></ul><ul><li>Sign Up on Beta List for new BLB Prospecting Tool: http://bit.ly/qVYB7T </li></ul><ul><ul><li>Invitation Code – WEBINAR </li></ul></ul>
  17. 17. Thank You! Facebook.com/VerticalMeasures LinkedIn Group @VerticalMeasure Contact: 888-476-1881 www.VerticalMeasures.com Can be found on:

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