digital olympus tried and tested link acquisition tactics for success
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@lauracrimmons #DigitalOlympus
Tried and tested link acquisition tactics for success
Laura Crimmons @lauracrimmons
#DigitalOlympus
@lauracrimmons #DigitalOlympus
Link building’s been around for years… much longer than
I’ve been in the industry
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@lauracrimmons #DigitalOlympus
What happened in 2012?
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
So has content marketing/ digital PR replaced link
building?
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Digital PR & Content Marketing =
@lauracrimmons #DigitalOlympus
Digital PR & Content Marketing =
@lauracrimmons #DigitalOlympus
Link acquisition in 2016 is hard
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And its probably not getting any easier in 2017…
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So what does work?
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# 1 :
Newsjacking
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Identify internal experts & create
author page
Build calendar of potential ‘events’
Proactively contact journalists ahead of
‘event’ with predictions or offer of live commentary
Monitor for ‘events’ to target from a
reactive perspective
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
# 2 :
Thought Leadership
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Identify the areas of expertise it makes sense for
you to talk about
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
# 3 :
Visualising own data
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http://www.lovehoney.co.uk/sexmap/
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
People like exploring stats and facts about their area and feeling like they’re not
alone
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# 4 :
Maps
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Don’t have to be about data…
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
People like testing their own knowledge and sharing if
they get things right
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# 5 :
Quizzes
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
The data from the quiz forms the story
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@lauracrimmons #DigitalOlympus
Ego makes people share their scores
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# 6 :
Surveys
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If you don’t have your own data…buy it
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
But still create something worth linking to… the stats will get the coverage, the creative will get you links
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# 7 :
User generated content
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You don’t have to create everything yourself, get your fans or bloggers to
help…
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@lauracrimmons #DigitalOlympus
@lauracrimmons #DigitalOlympus
Human ego means if we’re featured in something, we’re more likely to share/link to it
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# 8 :
Events
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Don’t forget about offline; creating an experience for
someone makes them want to talk about it
@lauracrimmons #DigitalOlympus
