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Rethinking Link Aquisition: SMX Advanced 2013 - Dustin Woodard

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Rethinking Link Aquisition: SMX Advanced 2013 - Dustin Woodard

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Dustin Woodard's 2013 SMX Advanced Legit Link Building session presentation digging into the psychology of pitching, gamification, user optimizaition, and other rarely discussed SEO link acquisition strategies.

Dustin Woodard's 2013 SMX Advanced Legit Link Building session presentation digging into the psychology of pitching, gamification, user optimizaition, and other rarely discussed SEO link acquisition strategies.

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Rethinking Link Aquisition: SMX Advanced 2013 - Dustin Woodard

  1. @webconnoisseur #smx #21A Rethink Link Acquisition
  2. @webconnoisseur #smx #21A About Dustin Woodard
  3. 19991998 2000 20042002 2006 2008 2011 2013
  4. @webconnoisseur #smx #21A ReTHINK Link Acquisition
  5. @webconnoisseur #smx #21A Rethinking Links
  6. @webconnoisseur #smx #21A That’s What Google Said “Build great content & you will be rewarded with links” ~ Not an actual Google quote
  7. No Need for Marketing or Sales?
  8. @webconnoisseur #smx #21A Black Friday Case Study • SCENARIO: – Blacklisted Domain – Few links – Poor content – No budget – Only 2 months to gain top rankings
  9. @webconnoisseur #smx #21A Black Friday Case Study • STRATEGY: – Getting back in the index – Content revamp – Survey, Predictions, PR/Blogger Campaign
  10. @webconnoisseur #smx #21A Black Friday Case Study • EXECUTION: – Survey – Package the data – Outreach
  11. @webconnoisseur #smx #21A Black Friday Case Study • RESULTS: – Tons of coverage + links – #3 Ranking – Big traffic & $$ – Post Black Friday links further strengthen site
  12. @webconnoisseur #smx #21A Making the Pitch
  13. @webconnoisseur #smx #21A Making the Pitch
  14. @webconnoisseur #smx #21A Making the Pitch Your pitch
  15. @webconnoisseur #smx #21A Making the Pitch
  16. @webconnoisseur #smx #21A Making the Pitch
  17. @webconnoisseur #smx #21A Making the Pitch Shift your frame: – Not an SEO Company – Links come from anywhere, but you are giving them an opportunity to link to amazing site or content
  18. @webconnoisseur #smx #21A Making the Pitch • Be fast & novel • Shift their frame: – Give them a deadline – Have them do you a favor • Take it away: – Have them justify themselves
  19. @webconnoisseur #smx #21A Further Optimization SEO SMO Website User & Community Optimization Conversion Rate Optimization $$ User & Community Optimization Conversion Rate Optimization
  20. User Optimization: Invest a piece of themselves
  21. @webconnoisseur #smx #21A User Optimization: Share Button Placement • Floating sharebar: • 20% increase in social shares • Pin It button placement: 15% increase in pins <div style='padding-bottom: 2px; line-height: 0px'><a href='http://pinterest.com/pin/53691420530417789/' target='_blank'><img src='http://media- cache-ec4.pinimg.com/550x/45/76/16/457616a0a6e7ea800f682a9db9d6e02b.jpg' border='0' width='250' height ='250'/></a></div><div style='float: left; padding-top: 0px; padding-bottom: 0px;'><p style='font-size: 10px; color: #76838b;'>Source: <a style='text-decoration: underline; font-size: 10px; color: #76838b;' href='http://allrecipes.com/Recipe/Bourbon-Mango-Pulled- Pork/Detail.aspx'>allrecipes.com</a> via <a style='text-decoration: underline; font- size: 10px; color: #76838b;' href='http://pinterest.com/athensdoll/' target='_blank'>Catherine</a> on <a style='text-decoration: underline; color: #76838b;' href='http://pinterest.com' target='_blank'>Pinterest</a></p></div>
  22. @webconnoisseur #smx #21A User Optimization: Data Collection • Social Media Profiles: • Twitter • FB • LinkedIn • Tumblr • Blog(s)
  23. @webconnoisseur #smx #21A User Optimization: Gamification • Engagement • Motivation Gamification engages users & changes behavior with the best ideas from games, loyalty & behavioral economics
  24. @webconnoisseur #smx #21A Gamification Indirect Link Acquisition: Overall engagement Repeat visits Sign-ups Direct Link Acquisition Shares Links Embeds
  25. @webconnoisseur #smx #21A Gamification is not…
  26. @webconnoisseur #smx #21A Offline Gamification:
  27. @webconnoisseur #smx #21A Online Gamification:
  28. @webconnoisseur #smx #21A Intrinsic vs Extrinsic motivation • Status • Access • Power >• Money • Stuff
  29. @webconnoisseur #smx #21A Gamification Dopamine
  30. @webconnoisseur #smx #21A Gamification Player Types: Achievers • 10% of population • Motivated by: winning, challenges, showing off
  31. @webconnoisseur #smx #21A Gamification Player Types: Explorers • 10% of population • View, find, rate, vote, curate, review
  32. @webconnoisseur #smx #21A Gamification Player Types: Socializers • 80% of population • Comment, share, like, discuss, meet up
  33. @webconnoisseur #smx #21A Gamification • Player Types: Killers • < 1% of population • Harass, heckle, hack, cheat
  34. @webconnoisseur #smx #21A Gamification: User Optimization • NFL Example
  35. @webconnoisseur #smx #21A Gamification: User Optimization • NFL Example: 800% increase in site registrations
  36. @webconnoisseur #smx #21A Gamification Results • Expect a 30% rise in engagement statistics • Expect off-the-chart rise in community shares & links
  37. @webconnoisseur #smx #21A Cause Marketing • Film crowdsourcing experiment • Host conference • Get involved w/ charities or causes Campaign Results: 285 Backers $30,000 raised ~350 Backlinks
  38. @webconnoisseur #smx #21A Thank You For Your Time That’s What Dustin Said #TWDS

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