the future of link building - distilled: smarter online marketing · 2015-06-23 · the future of...
TRANSCRIPT
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The future of link building
WILL CRITCHLOW
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Here are the kinds of things we’ve seen today
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@hannah_bo_banna
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Psychographic Online Mass Publishing
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Info vs plain graphic
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Much of What Makes Leaders Great Also Makes Them Great Marketers
Via the White House Flickr Feed: http://www.flickr.com/photos/whitehouse/8191317327/ - Inbound marketing in
action!
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Where did my “submit link” button go?
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Links are dead
I want to make it 100% clear that this is not what I am saying
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Links are dead
If you tweet that I said this, I will hunt you down
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It’s link building that is in trouble
I’ve been answering SEOmoz Q&A
since it looked like this
All the answers to “why don’t I
rank?” used to be “you need more
links”.
Now?
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Dear GOD.
Not those links
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I’m not here on a moral crusade
I just happen to prefer flywheels over explosive unsustainable growth
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…and I’m not risk averse
I have invested in all kinds of risky things (defined as “things that might not work”)
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This is the last linklove
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The future of link builders
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There’s a bigger problem
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We broke directories
They used to be the best way of finding great things on the web
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We broke comments
Now we all have to run akismet
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We broke forums
Many legitimate forums and communities closed under the onslaught of forum spam
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We took a 150-year-old form of communication
“Distribution of the slave population of the United States”, 1861
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As practiced by respected newspapers
“The Ebb and Flow of Movies”, 2008
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Try to make the design support the data
Please tell me this was a joke
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Incidentally, a good use of Pinterest
Maybe the only one I’ve found yet - http://pinterest.com/scottcowley/ugly-infographics/
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Guest columns have existed forever
Does your process look like this? Please tell me no. [Hat-tip Carson Ward]
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We can’t even clean up after ourselves
Without hacking people off
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information tied to verified online
profiles will be ranked higher than
content without such verification
Eric Schmidt, Executive Chairman, Google
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You think: “how can I game that”
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There’s an even bigger problem
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Celebrities are better than us
@ladygaga
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Brands are better than us
Red Bull has videos of pigeons doing backflips
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Loss leaders are hard to compete with
Snow Fall – How they made it
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STOP
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Stop worrying about your hosting IP
address
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Start worrying about CDNs, edge nodes and site speed
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Stop worrying about linking
C-blocks
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Start worrying about how many journalists you have in your address
book
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Stop worrying about anchor text
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Start worrying about being misquoted
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Stop worrying about nofollow
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Start worrying whether anyone will click
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Stop calling it link juice
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For the love of
GOD
stop calling it link juice
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Link equity plays much better in the board room
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The future of link builders
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Hire the right VP Marketing or you’ll just end up with a bunch of blue pens
with your logo on them
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We understand amplification
From Thomas Baekdal
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If you aren’t naturally technical
Start here – incredible deck from Jamie @ SEOmoz
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Earn attention instead of shares
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Measure links based on engaged visitors
I made you a custom report and advanced segments for non-bounces and >2 pages
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Engage spidey sense
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We can instantly tell Mom & Pop from Thin Affiliate
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We know why no-one is linking to you
Your site is ugly, your content sucks, no-one knows who you are
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We know how influential a person is
Haha. Just kidding.
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Power searching
We can find out who people are, where they write, what they own
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Homework time
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Inspired by Entrepreneurial Design
By Gary Chou of USV - Course here and blog post write-up here
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Make yourself uncomfortable
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= 1 hour or less
= an afternoon
= day or more
See here
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Not extrovert?
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Get a journalist to run a story based on your tip
Call 3 journalists & tell them you thought they’d be interested in a story you found online
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Present to a crowd of 200+ people
See Justin Briggs’ explanation of how
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Present to a board
Bonus points for getting shouted at
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Negotiate with a salesperson
Get more than 10% off retail price of something (doesn’t have to be a car!)
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Record a screencast or webinar
Get it watched by more than 20 people. Camtasia / Google+ Hangouts on air
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Reach out to a hero
get an answer
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Visit a newsroom
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Debate a business case
With 3+ colleagues who you don’t normally work with. We have enjoyed 2078 & 4168
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Sell something door to door
Don’t want to go outside? Make 10 cold calls
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Run a live usability test
Offer to buy a stranger a coffee. Resist the urge to coach them
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Answer 3 customer calls
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Read to a child
In some ways, they’re an easy audience. In others…
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Not technical?
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Install a web server
I’d start with Apache. Send enough traffic that it breaks. Fix it.
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Build a web crawler
Crawl 10,000 pages. Discover how little of the web is nicely-formatted HTML
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Search through some log files
Find 3 crawlers on your site that aren’t googlebot, slurp or bingbot
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Build a tool
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Contribute to an open source project
Github makes some parts of this really easy. The hard part is working out git
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Make something and sell a copy online
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Work out who someone anonymous is
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Run a conversion rate test end to end
I recommend Optimizely. Don’t worry if you don’t get significant results
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Install and play with r
Take some Google Analytics data and strip seasonality
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Not creative?
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Film and edit some video
Phone camera. iMovie / Premiere Elements. Lower third. Cut a scene. Improve audio.
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Build a wireframe
Try Balsamiq. If you can’t think of anything, rework distilled.net homepage & send me it
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Before After
Remove someone
from a photo
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Rewrite / redesign a landing page
Cheri Percy wrote about our own conversion rate trials and tribulations
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Write for a publication you’ve previously bought
Bonus points for calling yourself a “published author”
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Image credits http://www.flickr.com/photos/seandreilinger/440479819/
http://www.flickr.com/photos/cabbit/5443790000/
http://www.flickr.com/photos/ballookey/265114990/
http://www.flickr.com/photos/latzko/6928444437/
http://www.flickr.com/photos/theseanster93/5027792986/
http://www.flickr.com/photos/timriley/246432530/
http://maddieonthings.com/post/45025427385/austin-tx-sxsw
http://www.flickr.com/photos/johngreenaway/3356358479/
http://www.flickr.com/photos/99411713@N00/6170567978/
http://www.flickr.com/photos/mulmatsherm/2221223106/
http://upload.wikimedia.org/wikipedia/commons/2/2a/New_York_Stock_Exchange_Boardroom_-_New_York_-_Flickr_-_hyku_(3).jpg
http://www.flickr.com/photos/wrherndon/4630505899/
http://upload.wikimedia.org/wikipedia/commons/b/b7/Al_Jazeera_English_Newsroom.jpg
http://www.flickr.com/photos/jfraissi/3710938389/
http://www.flickr.com/photos/alreadytaken/1338047903/
http://www.flickr.com/photos/rcpl/5125999205/
http://upload.wikimedia.org/wikipedia/commons/thumb/d/d2/TrakAxPC_Video_Editing_Software_Screenshot.png/1024px-
TrakAxPC_Video_Editing_Software_Screenshot.png
http://www.flickr.com/photos/mrsmagic/3300485968/
http://upload.wikimedia.org/wikipedia/commons/2/22/Seattle_Ugly_Mug_02.jpg
http://www.flickr.com/photos/quinnanya/2596039804/
http://www.flickr.com/photos/hugosimmelink/1505553447/