low cost link building with data - brighton seo 2013 - by @staceycav
DESCRIPTION
My presentation from Brighton SEO 2013 (September) on low cost link building through creating compelling content led by data. In this talk, I discussed using unique data as the basis for compelling content (link bait content) that baits the brand signals Google is looking for. I discussed: - Surveys and acquiring good, credible survey responses as a really low cost - Using Google Analytics to find stories and insight you can turn into compelling content - The Freedom of Information Act - Improving existing datasets Any questions at all contact me via Twitter (@staceycav).TRANSCRIPT
LOW COST LINK BUILDING WITH JUICY, JUICY DATA
STACEY CAVANAGHHEAD OF SEARCH
TECMARK
@staceycav
@staceycav
‘Link Building’
I hate the term ‘link building’because it’s far too oftenassociated with crap like this...
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And this…
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And this…
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And this…
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And this…
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And this…
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That’s not what I mean by‘link building.’
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And when I say ‘low cost’I’m talking in £ terms
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You’ll need to invest time
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DATA FOR LINK BAIT
• Versatile and multi-format
• Cross niche
• Can be ‘newsworthy’
IF YOU WANT COMPELLING CONTENT, DATA SHOULD…
• Tell a story
• Back up or contradict an existing story
• Get an emotional response
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BEFORE SOURCING DATA…
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Who is going togive a crap?
GETTING GOOD DATA WITHOUT SPENDING A FORTUNE
• Surveys
• Google Analytics
• Freedom of Information Requests
• Take existing data and improve it
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SURVEYS
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I asked 1000 Americans to name a British City other than London.
http://blogsession.co.uk/2013/09/british-cities/
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The investment in that piece ofcontent:
• $25 on survey responses
• 2 hours on writing the post and some of the initial social social sharing
LOW COST SURVEY RESPONSES
http://www.google.com/insights/consumersurveys/home @staceycav
DISCOUNT ALERT!!!
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http://www.google.com/insights/consumersurveys/offer/eventcard
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ANALYTICS
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INVESTMENT
• Money spent: £0• Time spent: 16 hours
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FREEDOM OFINFORMATION
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Freedom of Information
https://www.gov.uk/make-a-freedom-of-information-request/the-freedom-of-information-act
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WHY SHOULD YOU CARE?
Data obtained this way is often ofpublic interest. That means thatnormal people care and thereforejournalists and bloggers care.
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It’s generally free to request the informationbut authorities can make a reasonable charge if answering your request will takea particularly long time.
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FOI REQUESTS
We’ve asked:
• local councils about businesses in debt to them (accountancy)
• the DSA about disqualified drivers by town (automobile)
• VisitBritain about their spend marketing Britain as a tourist destination in various countries (travel)
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IMPROVE EXISTING DATA
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• Update out of date data
• Improve the formatting of existing data
• Put data into more meaningful context
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http://www.concerthotels.com/ipod-visualized-as-vinyl
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MAKE IT ‘STICKY’
SUCCES • simple• unexpected• concrete • credible• emotional• stories
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OUTREACH
Find the folk who give a crap
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SUPER HACK!!
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PAID OUTREACH
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• Think like a journalist
• Tell stories
• You don’t need to be a PHD statistician
IN SHORT