ses london 2012 - lisa myers - key linkbuilding strategies
Post on 14-Sep-2014
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DESCRIPTION
Talk by Lisa Myers at SES Conference & Expo in London, February 2012, on Key Link Building StrategiesTRANSCRIPT
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Link Development Lisa Myers CEO, Verve Search
#SESLondon @LisaDMyers
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How to generate relevant links
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SEO TOOLS
+
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1.Target audience 2.Link Analysis & management 3.Link Prospecting 4.Creative & Implementation
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#1 { target audience
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AGE
GENDER
LOCATION
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Put yourself in their “shoes”
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• What are they thinking when trying to solve a problem/finding info?
• What would they search for?
• What sites would they visit? @LisaDMyer
#SESLondon
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Social Influencers
• Identify social influencers within the industry/market you are link building to
• Which channels are they using; Twitter,
facebook, LinkedIn?
@LisaDMyer
#SESLondon
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{ link analysis & management
#2
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tools...
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What to analyse: The Basics
• Anchor text • Depth of links (what pages are linked to) • Type of links (sources) • Authority & Strength of links
Analyse your own site & your competitors!
@LisaDMyer
#SESLondon
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Use of Anchor Text
@LisaDMyer
#SESLondon
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Depth of Links
@LisaDMyer
#SESLondon
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Type of Links
@LisaDMyer
#SESLondon
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# Domains Linking
@LisaDMyer
#SESLondon
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Filtering
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Link Building Management
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Assigning Tasks
Assign link targets to the right people e.g. SEO, client, guest post writer etc
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Set a task in competitor view
@LisaDMyer
#SESLondon
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{ link prospecting
#3
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Finding Relevant Sites
• Keyword + “article” • Keyword + “blog” • Keyword + “directory” Keyword inurl: “write for us” Keyword inurl:”guest posts” Keyword intitle: “write for us” and so on... @LisaDMyer
#SESLondon
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Large Scale Link Prospecting
• Using scraper tool (like this Chrome extension http://goo.gl/c7erv )
• SEOmoz APIwww.seomoz.org/api (Pro Acc!) • Excel Spreadsheet http://justinbriggs.org/quick-link-prospectingwith-scraper-
extension
Follow: @JustinBriggs @LisaDMyer
#SESLondon
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{ creative & development
#4
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Types of Link Development
• Utilising Existing Relationships
• Link Building
• Link baiting
• Article/Content Marketing
@LisaDMyer
#SESLondon
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Utilising Existing Relationships
Often it is the simplest idea that gives you the
most link juice! For example; - Would your partners, customers etc link to
you? - Which University did the CEO go to? @LisaDMyer
#SESLondon
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Apple.com Links to domain= 35.8 MILLION! PR=9/10
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link building
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Link Building
• Directories • Blog & forum comments Usually low quality so work best as
fillers. Should NOT be Primary Link Dev Strategy
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link baiting
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A piece of digital content (article, video, infographic, etc) that specifically increases the chances for generating “organic links”
{
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GREAT IDEA funny
interesting
competitions
intelligent
newsworthy
educational
provoking
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Host the content!
• This type of link development requires you to host the content on the domain you are doing link dev for!!
• Creating a fab link bait or social media campaign that is not on your domain = lost link equity
@LisaDMyer
#SESLondon
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Spread the Word
• Once you have created the “content”, you have to SPREAD THE WORD! This is where social media merges in....
• Use the already identified social influencers!
@LisaDMyer
#SESLondon
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Your Website
INTEGRATE
Landing/ Campaign Page
Email Campaign
Offline (mail campaign)
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real examples {link bait
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City Inn {advent calendar
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Result
• LOTS of links & Social Mentions • Generated the equivalent of 50% of their
average monthly traffic • Increased email database considerably • Twitter followers increased by 300%
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SEO-Chicks.com #SEScrapmas #SEO2022
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#1
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article marketing
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Give something back
Have something to trade, why should they be linking to you?
- Content (must be relevant!) - Discount/competition - Breaking news - Free “something” - YOUR USPs??!!
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The Process • Do your research (list of sites, find out as
much about the site as you can) • Hunt down most appropriate contact • Tone of voice in email, although best to call! • Tailor your email to person • Be direct, don’t waffle. • Develop a relationship • Follow up • ALWAYS, ALWAYS be polite and personable!
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Writing the content
• Spend time writing the article, it’s got to be good! Include stats, research or similar.
• Make sure the angle is appropriate for target site • Including keywords that you are targeting for
surrounding text • ANCHOR TEXT (ideally your main target
keyword) • Stay away from main keyword in HEADLINE
though, as you don’t want them to rank ABOVE you!
real examples {article marketing
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Yale Door
• Needed links and relevant traffic from websites with similar or relevant content
Angle/Idea - Free “keyless lock” competition/give away - First 10 orders of the composite door get’s
free lock worth £200
@LisaDMyer
#SESLondon
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Stuff.TV inks to domain= 378,071
Monthly visits circa.150,000 (UK) circa 240,000 (global) 74% male readers 67% of visitors between 25 – 44
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Coolestgadgets.com Links to domain= 425,886 Monthly visits ca. 60,000 (UK) 72% male readers 60% of visitors between 25 – 44
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Wired.com Links to domain= 7,79 MILLION PR= 8 Worldwide readership
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Thank You! Email: [email protected] Web: www.vervesearch.com www.stateofsearch.com www.seo-chicks.com
#SESLondon @LisaDMyer
@LisaDMyer