@webconnoisseur#smx #21ARethink Link Acquisition

@webconnoisseur#smx #21AAbout Dustin Woodard

19991998 200020042002 20062008 2011 2013

@webconnoisseur#smx #21AReTHINK Link Acquisition

@webconnoisseur#smx #21ARethinking Links

@webconnoisseur#smx #21AThat’s What Google Said“Build
great content & youwill be rewarded with links”~ Not an actual Google quote

No Need for Marketing or
Sales?

@webconnoisseur#smx #21ABlack Friday Case Study•
SCENARIO:– Blacklisted Domain– Few links– Poor content– No budget– Only 2 months to gain top rankings

@webconnoisseur#smx #21ABlack Friday Case Study•
STRATEGY:– Getting back in theindex– Content revamp– Survey, Predictions,PR/BloggerCampaign

@webconnoisseur#smx #21ABlack Friday Case Study•
EXECUTION:– Survey– Package the data– Outreach

@webconnoisseur#smx #21ABlack Friday Case Study•
RESULTS:– Tons of coverage +links– #3 Ranking– Big traffic & $$– Post Black Fridaylinks furtherstrengthen site

@webconnoisseur#smx #21AMaking the Pitch

@webconnoisseur#smx #21AMaking the Pitch

@webconnoisseur#smx #21AMaking the PitchYour pitch

@webconnoisseur#smx #21AMaking the Pitch

@webconnoisseur#smx #21AMaking the Pitch

@webconnoisseur#smx #21AMaking the PitchShift your
frame:– Not an SEO Company– Links come fromanywhere, but you aregiving them anopportunity to link toamazing site or content

@webconnoisseur#smx #21AMaking 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

@webconnoisseur#smx #21AFurther OptimizationSEOSMOWebsite User &CommunityOptimizationConversionRateOptimization$$User
&CommunityOptimizationConversionRateOptimization

User Optimization:Invest a piece of
themselves

@webconnoisseur#smx #21AUser Optimization:Share Button Placement•
Floating sharebar:• 20% increase in social shares• Pin It button placement:15% increasein pins<div style=padding-bottom: 2px; line-height: 0px><ahref=http://pinterest.com/pin/53691420530417789/ target=_blank><img src=http://media-cache-ec4.pinimg.com/550x/45/76/16/457616a0a6e7ea800f682a9db9d6e02b.jpg border=0width=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>

@webconnoisseur#smx #21AUser Optimization: Data Collection•
Social Media Profiles:• Twitter• FB• LinkedIn• Tumblr• Blog(s)

@webconnoisseur#smx #21AUser Optimization: Gamification• Engagement•
MotivationGamification engages users & changesbehavior with the best ideas from games,loyalty & behavioral economics

@webconnoisseur#smx #21AGamificationIndirect Link Acquisition:Overall engagementRepeat
visitsSign-upsDirect Link AcquisitionSharesLinksEmbeds

@webconnoisseur#smx #21AGamification is not…

@webconnoisseur#smx #21AOffline Gamification:

@webconnoisseur#smx #21AOnline Gamification:

@webconnoisseur#smx #21AIntrinsic vs Extrinsic motivation•
Status• Access• Power>• Money• Stuff

@webconnoisseur#smx #21AGamificationDopamine

@webconnoisseur#smx #21AGamificationPlayer Types: Achievers• 10%
of population• Motivated by: winning, challenges, showingoff

@webconnoisseur#smx #21AGamificationPlayer Types: Explorers• 10%
of population• View, find, rate, vote, curate, review

@webconnoisseur#smx #21AGamificationPlayer Types: Socializers• 80%
of population• Comment, share, like,discuss, meet up

@webconnoisseur#smx #21AGamification• Player Types: Killers•
< 1% of population• Harass, heckle, hack,cheat

@webconnoisseur#smx #21AGamification: User Optimization• NFL
Example

@webconnoisseur#smx #21AGamification: User Optimization• NFL
Example: 800% increase in siteregistrations

@webconnoisseur#smx #21AGamification Results• Expect a
30% rise inengagement statistics• Expect off-the-chart risein community shares &links

@webconnoisseur#smx #21ACause Marketing• Film crowdsourcing
experiment• Host conference• Get involved w/charities or causesCampaign Results:285 Backers$30,000 raised~350 Backlinks

@webconnoisseur#smx #21AThank You For Your
TimeThat’s What Dustin Said#TWDS