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.

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Rethinking Link Aquisition: SMX Advanced 2013 - Dustin Woodard

  1. @webconnoisseur#smx #21ARethink Link Acquisition
  2. @webconnoisseur#smx #21AAbout Dustin Woodard
  3. 19991998 200020042002 20062008 2011 2013
  4. @webconnoisseur#smx #21AReTHINK Link Acquisition
  5. @webconnoisseur#smx #21ARethinking Links
  6. @webconnoisseur#smx #21AThat’s What Google Said“Build great content & youwill be rewarded with links”~ Not an actual Google quote
  7. No Need for Marketing or Sales?
  8. @webconnoisseur#smx #21ABlack Friday Case Study• SCENARIO:– Blacklisted Domain– Few links– Poor content– No budget– Only 2 months to gain top rankings
  9. @webconnoisseur#smx #21ABlack Friday Case Study• STRATEGY:– Getting back in theindex– Content revamp– Survey, Predictions,PR/BloggerCampaign
  10. @webconnoisseur#smx #21ABlack Friday Case Study• EXECUTION:– Survey– Package the data– Outreach
  11. @webconnoisseur#smx #21ABlack Friday Case Study• RESULTS:– Tons of coverage +links– #3 Ranking– Big traffic & $$– Post Black Fridaylinks furtherstrengthen site
  12. @webconnoisseur#smx #21AMaking the Pitch
  13. @webconnoisseur#smx #21AMaking the Pitch
  14. @webconnoisseur#smx #21AMaking the PitchYour pitch
  15. @webconnoisseur#smx #21AMaking the Pitch
  16. @webconnoisseur#smx #21AMaking the Pitch
  17. @webconnoisseur#smx #21AMaking the PitchShift your frame:– Not an SEO Company– Links come fromanywhere, but you aregiving them anopportunity to link toamazing site or content
  18. @webconnoisseur#smx #21AMaking the Pitch• Be fast & novel• Shift their frame:– Give them a deadline– Have them do you a favor• Take it away:– Have them justify themselves
  19. @webconnoisseur#smx #21AFurther OptimizationSEOSMOWebsite User &CommunityOptimizationConversionRateOptimization$$User &CommunityOptimizationConversionRateOptimization
  20. User Optimization:Invest a piece of themselves
  21. @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>
  22. @webconnoisseur#smx #21AUser Optimization: Data Collection• Social Media Profiles:• Twitter• FB• LinkedIn• Tumblr• Blog(s)
  23. @webconnoisseur#smx #21AUser Optimization: Gamification• Engagement• MotivationGamification engages users & changesbehavior with the best ideas from games,loyalty & behavioral economics
  24. @webconnoisseur#smx #21AGamificationIndirect Link Acquisition:Overall engagementRepeat visitsSign-upsDirect Link AcquisitionSharesLinksEmbeds
  25. @webconnoisseur#smx #21AGamification is not…
  26. @webconnoisseur#smx #21AOffline Gamification:
  27. @webconnoisseur#smx #21AOnline Gamification:
  28. @webconnoisseur#smx #21AIntrinsic vs Extrinsic motivation• Status• Access• Power>• Money• Stuff
  29. @webconnoisseur#smx #21AGamificationDopamine
  30. @webconnoisseur#smx #21AGamificationPlayer Types: Achievers• 10% of population• Motivated by: winning, challenges, showingoff
  31. @webconnoisseur#smx #21AGamificationPlayer Types: Explorers• 10% of population• View, find, rate, vote, curate, review
  32. @webconnoisseur#smx #21AGamificationPlayer Types: Socializers• 80% of population• Comment, share, like,discuss, meet up
  33. @webconnoisseur#smx #21AGamification• Player Types: Killers• < 1% of population• Harass, heckle, hack,cheat
  34. @webconnoisseur#smx #21AGamification: User Optimization• NFL Example
  35. @webconnoisseur#smx #21AGamification: User Optimization• NFL Example: 800% increase in siteregistrations
  36. @webconnoisseur#smx #21AGamification Results• Expect a 30% rise inengagement statistics• Expect off-the-chart risein community shares &links
  37. @webconnoisseur#smx #21ACause Marketing• Film crowdsourcing experiment• Host conference• Get involved w/charities or causesCampaign Results:285 Backers$30,000 raised~350 Backlinks
  38. @webconnoisseur#smx #21AThank You For Your TimeThat’s What Dustin Said#TWDS

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